Case study — High-end furniture · Name withheld

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

Results at a glance

New B2B pipeline generated$0 before$720K

Close rate22%33.8%

Qualified leads, first 30 days150+

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.