Objective

Professional Network, Social Media

Summary

Minneapolis-based DefySupply has discovered the key to offering the lowest furniture prices to customers all over the U.S. and the world: deal directly with the manufacturer. A Web-based e-commerce firm, DefySupply offers deep discounts on dining tables, leisure chairs, office workstations, bedroom sets, and chandeliers, by arranging for Chinese furniture companies to ship directly to customers. For a small monthly or annual membership fee, Defy Supply customers gain access to the most competitive prices in the world. Any time a customer can show the company a lower price for a listed item, DefySupply honors it. Founder Brent Gensler first visited China as a teen in search of new sources of fabrics for the upholstery business his family operated. He laid the foundations for Defy Supply during summer internships with an international real estate firm, which sent him to Hong Kong and Shanghai while a student at the University of Wisconsin-Madison. After obtaining his business degree, he launched DefySupply in 2008. He also opened a warehouse in China and hired a staff of eight before the year was out. The simplicity of the firm’s business model has created astounding growth for DefySupply, which grossed $720,000 in its first 12 months and more than $2.5 million in 2009. Revenues for 2010 topped $3.5 million. Similarly, the company’s product lines grew from bar stools, sofas, and patio furniture from five suppliers in 2008 to more than 4,600 items, many from the 45 suppliers with whom DefySupply deals in China. In 2011, DefySupply hit upon another simple idea: why not make it easy for the Chinese customer to purchase through DefySupply's network as well? The rapidly expanding middle class in a nation with a total population of 1.3 billion comprises the largest new market on the planet. Without the shipping costs, Chinese buyers will likely pay a third less for furniture purchased through DefySupply than U.S. consumers.

Work History

Work History
Jun 2008 - Present

Founder

DefySupply.com

DefySupply is more than your average discount furniture store. With everyday low prices, you don’t have to search high and low to save a buck. Our manufacturers supply the world’s top furniture brands, and with our exclusive partnerships, we eliminate the unnecessary margins, markups and middlemen, saving you substantial dollars.Compared to other online furniture stores, DefySupply offers the best furniture prices on and off the web. And while we may sell cheap contemporary furniture, the only thing that’s “cheap” is the price. All furniture is brand new; it’s not used furniture (although it may be the same price). To ensure excellent craftsmanship, all pieces are thoroughly examined by our inspection team before shipment and we offer a free, one-year guarantee.With a wide selection of discount modern furniture, online furniture shopping has never been easier or more affordable. Thinking about revamping your living room or dining room? DefySupply has a variety of leather sectional sofas, sofa sets, coffee tables, and beautiful glass dining sets for a fraction of what other online furniture stores charge. Furnishing a new restaurant? DefySupply offers wholesale furniture for commercial businesses, including restaurant chairs and bar stools. Our inexpensive modern furniture is ready to impress your guests—you’ll be the only to know its real price.

Jun 2008 - Present

Founder

DefySupply.com

DefySupply is more than your average discount furniture store. With everyday low prices, you don’t have to search high and low to save a buck. Our manufacturers supply the world’s top furniture brands, and with our exclusive partnerships, we eliminate the unnecessary margins, markups and middlemen, saving you substantial dollars.Compared to other online furniture stores, DefySupply offers the best furniture prices on and off the web. And while we may sell cheap contemporary furniture, the only thing that’s “cheap” is the price. All furniture is brand new; it’s not used furniture (although it may be the same price). To ensure excellent craftsmanship, all pieces are thoroughly examined by our inspection team before shipment and we offer a free, one-year guarantee.With a wide selection of discount modern furniture, online furniture shopping has never been easier or more affordable. Thinking about revamping your living room or dining room? DefySupply has a variety of leather sectional sofas, sofa sets, coffee tables, and beautiful glass dining sets for a fraction of what other online furniture stores charge. Furnishing a new restaurant? DefySupply offers wholesale furniture for commercial businesses, including restaurant chairs and bar stools. Our inexpensive modern furniture is ready to impress your guests—you’ll be the only to know its real price.

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