DefySupply

As its name suggests, DefySupply allows consumers to defy supply chains and purchase furniture directly from the factory. Consumers who have purchased furniture from retail outlets are usually stunned to learn how much of the price has been imposed by the many middlemen in the industry. DefySupply’s founder, Brent Gensler, established the company in 2008 after personal experience trying to furnish an apartment on a limited budget. Since its relatively humble beginning, DefySupply has grown rapidly, outstripping Gensler’s ability to run it on his own. Today, the company has close to two dozen employees. As an e-business following a new supply model, DefySupply has gone through some growing pains. For instance, the company selects the least costly shipping option and builds the shipping cost into the price, so the customer gets a rock-bottom, all-inclusive price and there are no surprises upon delivery. However, the low-cost shipping can take up to six weeks, and DefySupply has to make sure that customers clearly understand how long they may have to wait to take delivery of their furniture. Initially, some customers complained that the item they received was a different color than what was ordered. DefySupply consequently upgraded its website to include color swatches to reduce disagreements and to identify customers’ desires more closely. Although DefySupply’s original concept concerned individual consumers, the company serves larger private and commercial customers as well, spotlighting its ability to be flexible and share the savings with all. DefySupply is thus happy to deal with orders of all sizes, whether a single sofa for a new graduate furnishing her first apartment or thousands of dining tables for a franchise casual dining chain. DefySupply places great importance on customer satisfaction, and all items are covered by a guarantee of at least one year. Featuring thousands of items from sofas and coffee tables to patio furniture and office desks, DefySupply’s catalog is posted on its website at www.defysupply.com.