BR-111 Exotic Hardwood Flooring will sell direct to a select number of premier dealers, as well as to consumers online, according to the company. BR-111 said the move will reduce costs while increasing dealer margins.

“The new BR-111 program is the right program for our changing and increasingly transparent world,” said Ricardo Moraes, BR-111’s president. “Many of our dealer partners have already committed to continue carrying BR-111 and we’re committed to ensuring that they make more money than ever before.”

The company said it is also reducing MSRPs on its products. “By eliminating distribution, we can ensure that dealers make more money than ever before, which will enable them to compete with the discount retailers and home centers,” Moraes added.