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Lighting, furniture & high-ticket decor

12 buyers. In the right order.

Most lighting and furniture brands chase homeowners and big retailers. The real money sits with the people who choose the products on someone else's behalf. Here they are.

12Types of buyer
—Companies in the list
3We start with
7We refuse to email

How we score them

Four questions. Answer them and the order stops being an opinion.

Worth 35%

How much they buy

Units per order and whether they come back. A long list of small buyers is not a big buyer.

Worth 20%

How empty their inbox is

How many sellers already email them. Empty inbox, more replies.

Worth 20%

How easy they are to find

A real name, a real email, at scale. A buyer we cannot find is worth nothing.

Worth 25%

How fast they say yes

Some buyers are huge and take two years. Big is not the same as good.

The 12, best to worst

01Launch

Interior designers and design studiosLaunch

Studios that design homes and pick every light, sofa and finish.

Buys Whole roomsSpends $20k–200k per projectDecides OwnerCloses in 14–45 days

They choose the products and their client pays for them. One designer spends across five or ten projects a year, every year. The studio owner opens the trade account herself.

What we do

We find the studios city by city and open trade accounts, not one-off sales.

8.40 / 10
Score
How much
9
Empty inbox
5
Easy to find
10
Fast yes
9
02Launch

Design-build firms and custom home buildersLaunch

Builders who design and build whole luxury homes.

Buys Whole houseSpends $50k–400k per homeDecides OwnerCloses in 30–90 days

One house is a full package — lighting, furniture, the lot. They build several a year and reuse the same suppliers on every one. The owner signs it off himself.

What we do

We reach the owner between planning approval and fit-out, while the spec is still open.

7.90 / 10
Score
How much
9
Empty inbox
7
Easy to find
8
Fast yes
7
03Launch

Showrooms and trade dealersLaunch

Shops and trade showrooms that resell to their own clients.

Buys Wholesale, on repeatFirst order $25k–150kDecides OwnerCloses in 60–120 days

They already have the floor space, the sales team and the client list. They do not buy once, they reorder forever. One good showroom pays you for years.

What we do

We recruit them like partners: their margin, their territory, their reorder terms.

7.85 / 10
Score
How much
9
Empty inbox
8
Easy to find
8
Fast yes
6
04Volume

Property developersVolume

Companies building apartment blocks and housing schemes.

Buys 50–500 unitsSpends $100k–1m per schemeDecides Development directorCloses in 4–9 months

They do not buy one light, they buy two hundred. Then they do it again on the next scheme. Biggest orders on this list. Hardest to time.

What we do

We track new schemes and get in before the budget is locked.

6.90 / 10
Score
How much
10
Empty inbox
7
Easy to find
5
Fast yes
4
05Relationship

FF&E purchasing firmsRelationship

The firms hotels and developers pay to source everything.

Buys for 20–30 projects a yearProject $100k–600kDecides Purchasing agentCloses in 9–18 months

One agent specifies across twenty or thirty projects a year. Get onto their approved list once and you are on every project after it. Slow to get in, enormous once you are.

What we do

A named list we work by hand — spec packs, lead times, introductions.

6.25 / 10
Score
How much
10
Empty inbox
6
Easy to find
4
Fast yes
3
06Volume

Home stagers and spec-home flippersVolume

People who furnish empty houses so they sell or rent faster.

Buys Whole houseSpends $15k–80kDecides OwnerCloses in 14–30 days

They furnish entire houses at once and they do it every single month. Fast decisions, no committee, and almost nobody sells to them properly.

What we do

Volume list, sold on delivery speed and repeat account terms.

6.15 / 10
Score
How much
4
Empty inbox
7
Easy to find
8
Fast yes
7
07Specialist

ArchitectsSpecialist

The people who design the building and write the spec.

Buys Nothing directlyControls The whole specDecides Project architectCloses in 6–12 months

They do not pay, but they decide what goes in. Get specified once and it repeats on every project after. It just takes far longer than everything above.

What we do

Spec-led outreach with drawings, files and lead times. Not a sales pitch.

5.70 / 10
Score
How much
6
Empty inbox
4
Easy to find
9
Fast yes
4
08Volume

Office fit-out and workplace dealersVolume

Companies that design and kit out offices.

Buys Whole floorsSpends $50k–500kDecides Project leadCloses in 3–6 months

Whole floors at a time, on repeat, with a real budget behind it. But procurement gets involved and that slows everything down.

What we do

We target the project lead, not the buyer, and lead with lead times.

5.60 / 10
Score
How much
7
Empty inbox
5
Easy to find
7
Fast yes
3
09Volume

Serviced apartment and rental operatorsVolume

Operators who furnish and run dozens of rental apartments.

Buys 20–200 unitsSpends $5k–15k per unitDecides Operations headCloses in 30–90 days

They furnish every unit the same way, so one yes is twenty apartments. And things get worn out and replaced constantly.

What we do

Sold on cost per unit and how fast you can repeat the exact same order.

5.50 / 10
Score
How much
4
Empty inbox
7
Easy to find
6
Fast yes
6
10Specialist

Hotel and restaurant groups, directSpecialist

Owners of boutique hotels and restaurant groups.

Buys Whole propertySpends $80k–500kDecides Owner or GMCloses in 9–18 months

Great order sizes and beautiful projects. But the decision runs through a designer or a purchasing firm anyway, so going direct is slow and crowded.

What we do

We keep these warm and let the purchasing firms do the actual specifying.

4.75 / 10
Score
How much
7
Empty inbox
3
Easy to find
6
Fast yes
2
11Specialist

Senior living and student housingSpecialist

Operators furnishing large residential buildings.

Buys 100–600 roomsSpends $200k–2mDecides Design leadCloses in 9–18 months

Hundreds of rooms per building and hardly anyone sells to them at the top end. But they buy on tender and the whole thing takes a year.

What we do

Low-volume lane aimed at the design lead before the tender opens.

4.45 / 10
Score
How much
5
Empty inbox
7
Easy to find
4
Fast yes
2
12Relationship

Yacht and private aviation interiorsRelationship

Outfitters who fit out superyachts and private jets.

Buys BespokeSpends $200k–2mDecides Design directorCloses in 12–24 months

The biggest ticket per project anywhere and almost no competition in the inbox. There are just very few of them and every job is made from scratch.

What we do

A hand-built list of outfitters and refit yards. Relationship, never a campaign.

4.35 / 10
Score
How much
6
Empty inbox
9
Easy to find
1
Fast yes
1
Specifiers beat payers

The person who writes the spec matters more than the person who pays. Designers and builders choose. The client just signs.

The line between 6 and 7

Above it, people decide in weeks. Below it, they decide in quarters. Both are worth having. Only one pays this month.

What nobody checks

Still on the drawing board, or already on site? Once it is on site the spec is locked and you have lost.

Who we refuse to email

Not slow buyers. Bad buyers. They burn your sending reputation and give nothing back.

Big box retailersMass hotel chainsGovernment tendersDropshippersPrice-led ecommerceGeneral handymenAnything selling to the public

The list

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