October 2006 Technology Stories

Internet retailer Black Forest Décor launches new online store

Internet retailer Black Forest Décor launches new online store

Black Forest Decor launched Aspen Lighting, a new online store for specialty lighting products in coastal, cottage, rustic, Western and mission decor themes. The online store will provide complete order processing for an initial collection of approximately 2,000 different lighting products, with order fulfillment direct from lighting manufacturers to customers. 

Established in 2002, parent company Black Forest Décor is a specialty retailer of cabin, rustic and western home furnishings and lighting products through online operations and mail-order catalogs. Aspen Lighting is the company’s third online store, joining e-commerce brands Black Forest Decor and Lone Star Western Decor.

“We have every expectation that our newest online store will be as successful as its two sister sites, Black Forest Decor and Lone Star Western Decor, which have maintained double-digit growth percentages since the company started in 2002,” said Jason Dupus, founder. “Our direct-from-the-manufacturer business model continues to be very successful, as our current online operations consistently show significant growth each year.” 

Black Forest Décor’s warehouse is located in Enid, Okla., with corporate offices located in Tulsa, Okla. The new online store can be found at www.aspenlighting.com.

AJTreasures.com specializes in Southwestern décor

For the average travel enthusiast, a trip to a new or exotic locale is an event that gets squeezed in amid the demands of work, family and chores. But for two longtime friends, it has become an integral part of a new business dedicated to collecting hard-to-find, distinctive local gifts and oddities to sell at AJTreasures.com.

Featuring southwestern home décor, wall decorations and unique pieces like musical kaleidoscopes, AJTreasures.com is host to many items for the home, garden and patio. A well-stocked resource to buy candles online, its inventory includes reed diffuser sets, handcrafted candleholders and other aromatic curiosities.

The founders of AJTreasures.com, Nita Alt and Ruth Johnson, knew that the southwestern home décor they found along their tours of America’s southwest would look great in homes all across the nation. Their instinct developed over the years into a business model, and they now have the joy of departing from the beaten path to purchase little-known seasonal items, craft supplies, toys and even salsas and hot sauces to bolster their stock.

In addition to collecting a wider range of western home décor, Alt and Johnson aim to make AJTreasures.com the best place to buy candles online, with special attention to scented candles that reflect a distinct flair. Their shop also sells diffusers, a more unusual and longer-lasting item for creating pleasant scents; an oil diffuser or reed diffuser can last for as long as six months. Candelabras, votive holders and other decorative candle displays round out their accessories inventory.

Alt and Johnson intend to improve their online store through shopping trips to more remote and untapped locations. “We hope our customers have as much pleasure shopping as we have had making selections for our website,” said Johnson.

New site helps shoppers locate and research New York furnishings businesses

FurniFind.com, a new Web site, launched with more than 1,500 NYC-based home furnishing businesses listed in its online directory. Users can read and write reviews, browse interactive maps and develop a personalized list of favorite stores.

FurniFind.com was created by a Manhattan-based technology executive who became frustrated when he turned to the Internet to research furniture, lighting and carpet options for a new apartment.

“I was amazed that nothing like FurniFind.com existed since it was so easy to find a hotel, restaurant or even an apartment online. Our goal in creating the site was to make it equally painless to locate and research the thousands of businesses in NYC that specialize in home furnishing and decorating,” said Andrei Zimiles, founder.

FurniFind.com searches can be filtered by category (such as “Antique Furniture” or “Kitchen & Bath”) and/or store location. All listings in the FurniFind.com directory include basic contact information and the ability to view a map to the business’ showroom, visit their web site or add them to a personal "Quick List" for future reference. Premium and Showcase listings offer additional information such as photographs and slideshows of the vendor's products, printable coupons and detailed descriptions of their services and merchandise.

“When deciding where to spend your hard-earned dollars, the best way to inform yourself is by reading feedback from other shoppers. With many furniture purchases costing thousands of dollars, we felt this feature was an especially important addition,” said Zimiles.

Fourth quarter expected to be record-breaker for online retailers

Brick and mortar retailers are fearing that online retailers will be the Grinch that stole Christmas. As the all-important fourth quarter begins next week, retailers are clamoring to ratchet up online sales and marketing efforts.

"Online retail sales are estimated to exceed $250 billion in 2006 with the lion's share being transacted during the fourth quarter," Robert Melillo, President, White Hat Marketing, states. "With so much riding on the holiday shopping season online retailers are starting to invest heavily in online marketing," Melillo explains.

A transit strike in New York during the biggest shopping week in 2005 resulted in a 40% increase in online sales which many industry insiders think will be a continuing trend.

"Consumers are 70% more likely to shop from a web site they already bought from and that means all those new online shoppers during the last holiday season will be online shoppers again this holiday season," Ernesto Custodio, president, CompraPR, explains.

Long lines at traditional retail outlets, traffic congestion and frustration over finding good deals has lead many consumers to purchase online where retailers offer everything from free shipping, to price comparisons and consumer reviews to entice consumers.

"We work hard with all of our clients to ensure their web sites are user-friendly, and sales-focused," Melillo explains. "We view every aspect of a web site as part of an overall integrated online marketing plan that drives sales and maximizes our client's return on investment, by making sure we maximize their customers' return on investment," Melillo concludes.

As online retailers have shifted their focus away from web sites with bells and whistles that often frustrate consumers and put their emphasis on enhanced online marketing consumers have rewarded them with sales and loyalty.

"We have seen a big difference in sales since we put more of our budget towards marketing and less on development," Anita Rubio, Pocket-Poet, explains. "We are in the midst of completing our last redesign and putting all our energy and budget behind sales and marketing," Rubio states.

Online retailers may prove to be the Grinch that stole the holiday shopping season from brick and mortar stores. As online sales continue to skyrocket many more retailers are creating an online presence or marketing their existing website in order to make sure their holiday season is a jolly one.