Orlando, Fla. — The Finest Brands (TFB), which opened for business in 2013, is expanding its base of custom integrators with the addition of VIA Home, which operates 22 showrooms across eight states.
VIA Home is the largest dealer among The Finest Brands’ 24 active dealers.
TFB targets custom integrators with 11 brands of luxury indoor and outdoor furniture, grills, fine art, billiards tables and other products to complement integrators’ regular product selection. The company operates a web portal through which integrators can purchase products direct from their manufacturers, which ship the products and offer white-glove setup, the company said.
TFB represents one brand in each of 11 categories. “Clients are asking for these products, and integrators can include them in their bid, and dealers don’t need to know how to level a billiards table,” a spokesman said.
“The business model was designed to benefit integrators by consolidating all of the fun and profitable ancillary items in one location that would be easy to access, price and sell to customers,” he said.
Dealers make high margins, and TFB makes a margin as well.
The Finest Brands is not a distributor, the spokesman continued. It doesn’t stock products but acts as a liaison to the brands that it represents, sort of like a rep firm but not exactly,” he said.
Dealers also don’t stock the products. “That is one of the things that makes this model so tempting, it’s great margin with no risk,” he said.
Products represented by TFB are Cornilleau for table tennis, Darafeev resort furniture, Donnelly fine arts, Inada massage chairs, LifeForm executive seating, Memphis wood-fired grills, Olhausen billiards tables, Stern pinball machines, Positive Posture reclining chairs and TEC infrared grills.
TFB operates facilities located in Orlando and Denver to offer hands-on access to all products. Dealers graduate a two-day training program to obtain authorized dealer status for each brand.
The company will exhibit at this year’s CEDIA Expo in a 40- by 60-foot booth. It exhibited for the first time last year but in a smaller booth.
The company is led by two veterans of the integrator industry. One is Mike Barry, president of Millenium Systems Design, an Orlando integrator. The other is Robert Thompson, a 30-year industry veteran who owns rep firm WSR Sales of Orlando.