Case study · B2B buyer: Furniture retailers

32 retailers stocked. $480K in POs. 90 days.

A high-end furniture brand selling direct to consumers — strong product, strong margins, and not a single wholesale door. Ninety days later, thirty-two of them.

Name withheld by agreement — the partnership is still running. The numbers are the client’s; the name follows when they’re ready.

High-end furniture in a warm living room

32New retailers opened

$480KWholesale POs, first 90 days

90 daysFrom launch to run rate

The proof

Starting point

DTC only. No trade pricing, no line sheets, not one wholesale door.

B2B buyer targeted

Independent furniture retailers and design studios

Qualified calls138first 90 days

Revenue won$480KWholesale POs

Time period90 days

Results at a glance

Qualified calls4186138

Orders won82132

B2B revenue$110K$290K$480K

Primary acquisition channelPaid adsB2B outbound by day 90

Marketing budgetCut to 1/10 of previous spend

Avg. cost per qualified lead — cold email vs paid

Google Ads$412

Meta Ads$368

Cold email$39

Cold email brought in qualified buyers at roughly a tenth of paid CPA — and every dollar not spent on ads goes straight to the net. That gap is how the marketing budget fell to 1/10 of previous spend while pipeline kept growing.

Part 01 — The challenge

One channel, restarting at zero every month.

Retail was working — and it was the whole company. Every order was won one consumer at a time, every month started at zero, and the obvious next buyer was sitting untouched: independent furniture retailers and interior studios who place four-figure orders and reorder on a schedule.

The brand had tried nothing in B2B. No trade pricing, no line sheets, no rep. The channel was not broken; it simply did not exist. That is the easiest kind of engagement — and the easiest kind to get wrong, because retailers do not answer ads. They answer a relevant offer, from a real sender, at the right moment in their buying calendar.

Part 02 — The solution

The Atlas Playbook, installed in their accounts.

The build followed the standard install: separate sending domains warmed over the first weeks, a verified named-account list against an ICP agreed in writing, copy approved word by word, and setters on every reply. Nothing exotic — the system, executed properly.

Step 01

A named-account retailer map

Every independent retailer and design studio in the agreed territories, mapped and verified before the first send. No recycled lists — a fresh build against the profile the client approved.

Step 02

A trade offer worth replying to

Trade pricing, MOQs and a first-order package built back from retail margins — so the offer protected the brand’s DTC prices while giving a buyer a clear reason to answer this week.

Step 03

Setters on every reply

Every positive reply was qualified against the written definition and handed to the client’s closer with context — speed measured in minutes, tracked on the dashboard.

Part 03 — The outcome

A trade channel where there was none.

Thirty-two retail doors opened in the first ninety days, with $480,000 in wholesale purchase orders signed in the same window — from a standing start, on cold outbound.

The pattern that matters: a wholesale door is not an order, it is an account. The reorders are where the channel compounds — which is exactly why this partnership is still running, and why the name stays off the page for now.