To our Valued Retail Partners:

With an eye on the changing business landscape, BR-111™ Exotic Hardwood Flooring is making a bold move to positively impact your business.   We have identified the need for change and are proud to introduce an enhanced sales model in which we are selling direct to premier dealers in order to reduce costs, while increasing dealer margins. Our aim is to make one-of-a kind exotic hardwood flooring more accessible to more people, so we are also augmenting our dealer network by selling to consumers online.  

A combination of too many products on the market, increasing costs to do business and consumer demand for more affordable prices are common factors impacting luxury manufacturers throughout the world.To address the current marketplace and consumer demand, we have developed a program that provides our retail partners hot sales leads, aggressive marketing exposure and much higher margins. We are also publishing an MSRP in order to legitimize dealer pricing and enhance overall credibility within the retail marketplace.

We are excited about the new BR-111 program because it’s the right program for our changing and increasingly transparent world. Many of our dealer partners have already committed to continue carrying our line and we’re committed to ensuring that they are more profitable and have more business than before. I realize this is a bold move, but our success over the past 20 years has been driven by doing things differently. And that is the BR-111 way. With our retail partners as our primary focus, we will continue to do whatever it takes to create a more vital marketplace in which to do business.  

This new program is quite simple. By partnering with BR-111, our dealers can leverage BR-111’s advertising exposure online and in leading national magazines such as Elle Décor, Architectural Digest, Interior Design, Sunset, Dwell, and more. We will then send our retail partners the leads.  What’s even better is that we will send the customer our dealer’s name and contact information along with their specific requested samples, putting our partners in the best position for a sale. If the customer chooses to buy direct from BR-111’s website, then the local dealer earns a commission for being a dealer partner.             

We are committed to our employees, our dealer partners and to the flooring industry as a whole. By changing our sales model, we’re creating opportunity for our partners, driving traffic to their stores and promoting our brand.  And when our dealer partners win, everybody wins. We are excited about what the future holds for all of us.


Sincerely,

Ricardo Moraes 
President, BR-111™ Exotic Hardwood Flooring