Broadlume rebrands to simplify issues for flooring dealers

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Broadlume rebrand
As part of its rebranding strategy, Broadlume launched a new website that aims to increase functionality and ease of use for retail members.

In perhaps its biggest initiative to date, Broadlume has launched a rebranding effort to incorporate all of its historical and legacy brands—FloorForce, Creating Your Space, Bridgeway Interactive, Retail Lead Management, RollMaster, Freetail and Banaboom—under the Broadlume banner.

The Broadlume rebranding, which is designed to create simplicity in the marketplace for retail members, also entails a new website, new logo and color palette as well as updates across all digital platforms.

After acquiring RollMaster last November, which was our sixth acquisition in the last four years, our brands were confusing in the market,” Todd Saunders, CEO, told FCNews. “Flooring retailers knew us by five names and it doesn’t make things easy for our employees or anyone in the industry. We wanted to wave one flag that stood for innovation, change and helping local flooring retailers win.”

To that end, all acquired brands will fall under the Broadlume moniker moving forward. As Saunders noted, “We built the only all-in-one marketing management platform for the industry, and we knew that our brand had to represent that evolution—an all-in-one integrated platform—to make it easy for retailers to work with us.”

Along with creating simplicity, the rebranding initiative seeks to help flooring retailers grow their revenue base, streamline operations and maximize profit without the hassle of having to juggle multiple logins and platforms.

Backed by the numbers

Broadlume has the data to illustrate that flooring retailers who adopt their all-in-one platform achieve better results selling product—from a 35% margin without the all-in-one platform to a 47% margin with the platform. “We’ve tested this out; retailers are making more money and profit when using our system,” Saunders said.

One retailer looking to test out the system is Marjorie Benson, owner of Port Charlotte, Fla.-based Friendly Floors, a first-year member of Broadlume’s Flooring Stores United (FSU). “Broadlume makes the in-store to online experience much more streamlined, and dealers have had documented success in increasing both their margins and their leads from online,” Benson said. “With more homeowners researching online before large purchases, we believe FSU is setting us up for a win.”

Broadlume built its portfolio through a series of strategic acquisitions, giving it access to companies with best-in-class products and strong connections to their retail customers. Asked whether Broadlume was done making moves, Saunders demurred. “We’re always open to acquiring business or software, but right now our all-in-one platform connects the dots between the retailer showroom to their online presence. However, we are always open to seeing what else is out there.”

FloorCon 2022 teaser

Saunders disclosed that FloorCon 2022, scheduled to take place November 14-16 in Tucson, will feature three high-profile keynote speakers:

  • Michel Vermette, outgoing CEO of Armstrong Flooring, will discuss what every retailer can learn about Armstrong Flooring’s journey.
  • Andrew Yang, American businessman, attorney, lobbyist and political candidate, will address how to think differently in your business. “This is not a political talk,” Saunders said, “it’s how he looks at the world and thinks outside the box.”
  • Caleb Campbell, former NFL player and West Point graduate, is regarded as a top-rated mental health, emotional wellness and resiliency speaker. Campbell will talk about making hard decisions to reach your full potential, offering a step-by-step approach to be the best leader.

Saunders encouraged flooring retailers still undecided about attending FloorCon 2022 to act now as convention attendance is already at 85%. Last year’s show sold out.

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Sept. 12/19, 2022

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