184 185 sales beginning at a few pieces per month and growing month by month.When the first Black Friday/Cyber Monday came, things changed dramatically and the company real- ized the scope of the dotcom opportunity. As sales explod- ed exponentially during that week, Simpli Home was quick- ly left with empty warehouses. Over the next few years, the company continued to grow rapidly, becoming one of the leading online furniture companies in North America. This full rebrand and repositioning of the company led to a restructuring of its operations. Today, Simpli Home imports over 500,000 pieces of furniture per year from over 30 fac- tories located in India, Vietnam, and China. Its products are SIMPLI HOME stored in four warehouses located throughout the U.S., occupying over 600,000 square feet. Its glob- al team of Quality Control, Design, and Operation- al staff ensures the appeal and quality of each product.With over 150 employees, the company continues to grow rapidly, and foresees unlim- ited growth. As Weinreich says: “We are only at the beginning of the ecommerce revolution; we can expect continued dramatic disruption of the current retail model.” Currently, Simpli Home has a product list of over 1,000 products and expects to grow to 2,000 products by 2018. “We understand that this change in retail is a once in a lifetime opportu- nity, so we are employing all of our resources to quickly mirror the exponential growth of the ecommerce world,”Weinreich states. “We have just rolled out a new international Design Hub located in Canada and Vietnam to allow us to quickly create new designs and bring them to market.” Making the shift from big-box retail to di- rect-to-consumer ecommerce sales has provided an ever-growing list of benefits for Simpli Home. The company has grown broader and deeper in every aspect of its business from supply chain, to ecommerce fulfillment, to product development and management, to marketing and branding. Technologically, the company is a leader, employ- ing advanced tech tools for product manage- ment, inventory forecasting, business analytics, and intercompany communications. Living in the We created a process of testing and quality control to ensure that the products we brought to market were of the highest quality. EREZ WEINREICH CHIEF STRATEGY OFFICER