“Dealer Spotlight: Contract Furnishings Mart & Robbins® Establish a Long-Term, Dynamic Partnership

AHF

Dealer Spotlight: Contract Furnishings Mart & Robbins® Establish a Long-Term, Dynamic Partnership

While building a bold and agile organization, part of the challenge is finding strong partnerships that drive value for one another. These partnerships need to not only grow fast but also lay a foundation for future growth.

Contract Furnishings Mart (CFM) saw sales and product growth point to rapid success with the Robbins® Brand product line, an iconic all-American brand that was founded in 1886 and reintroduced to the flooring industry by AHF Products in 2020.

Mindful of the customer and how best to serve them, AHF Products has created differentiation among its stellar brand portfolio for different channels. “We will reach the customer where they are,” said Brian Carson, president, and CEO. “While Robbins goes direct to retail, other brands will go through the company’s valued partner network.”

“The beauty of offering Robbins direct is that we are providing market exclusivity to participating retailers, so that the product mix is different from the store a mile down the road,” said Sales Director Steve Staikos.

“The Robbins® brand product line is one of our fastest growing partnerships to date,” says CFM Marketing Director Garrett Anderson. “It’s incredible to see such rapid growth over the past few years -- from zero sales to a leader company-wide.”

“Robbins offers retailers market exclusivity and protection,” said Anderson. “Since the line is offered with exclusivity to participating retailers, it creates a unique selling advantage that brings leads to us and allows us to specify the line with confidence knowing it cannot be shopped.”

The Robbins®/AHF Products relationship with CFM was valuable from the jump, with the product categories growing 226% from 2020 to 2021. The Robbins® brand has been positioned to sell directly to retailers, allowing the brand to work closely with retailers and understand how it can fit into their flooring needs.

This partnership has been so successful because of four key points: market exclusivity and protection, quality construction and visuals, representation, and manufacturer support. “Put those at competitive prices and it’s an easy conversation for our teams to have with customers,” said Anderson.

“CFM sent a dozen salespeople to Somerset, KY, for a plant tour, enabling both sides to walk in each other’s shoes — something we do for our partners every day,” Staikos said. “We work hard to find out just what our partners need and how we can best deliver.” “In today’s competitive flooring market, retailers are looking for ways to increase sales while maintaining a focus on stylish, high-quality product offerings, said Staikos. “We have a terrific opportunity with Robbins to provide retailers with a unique selling proposition.” ■

Left to right: Ryan Bechtold — Owner, Richard Middaugh — AHF Products, Matt Bechtold — Owner, Garrett Anderson — Director of Marketing

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