Using One Furniture Catalog for Wholesale and Direct-to-Consumer Sales

A dealer and a direct customer may buy the same dresser at different prices and through different sales journeys. They should not need two unrelated product records.

One catalog can support wholesale and direct-to-consumer sales when it separates stable product facts from channel and transaction values.

Keep the product identity shared

The product does not become a different variant because the buyer is a dealer.

Use the same product and variant identity for both routes:

• Parent product and internal SKU
• Size, material, finish and other genuine variant choices
• Dimensions and construction
• Care and assembly information
• Approved source assets
• Availability for the relevant variant and sales route

Do not add "wholesale" and "retail" as product options. Channel is part of the offer, not the physical product.

Separate the commercial values

Wholesale and direct sales may need different prices, currencies, taxes, minimum quantities and effective dates.

Hold those as named channel or commercial values linked to the same product or variant. Do not maintain one wholesale spreadsheet and one direct file with duplicated dimensions, descriptions and images.

Furniture Connect supports formula columns for calculating supported catalog fields and channel-specific content values. Formulas currently operate on the base catalog. Where the required cost, margin and output fields are configured, a calculated trade-price value can support the commercial workflow. The business approves the calculation and determines which price each quote or sales channel uses.

Reuse facts; adapt presentation

A dealer spec sheet and a direct product page may emphasize different information.

The dealer might need pack quantities, trade terms and detailed construction. The consumer page may lead with lifestyle imagery, delivery and care. Those are different presentations of the same approved facts.

Keep a base description and create channel-specific copy where the audience genuinely needs it. If a specification changes, update the source before regenerating the two outputs.

Keep assets connected to variants

The same approved cut-out, swatch or lifestyle image may support a retail buyer, trade proposal and direct page. Reuse it from the linked product or variant record rather than copying it into channel folders with no shared identity.

Where the channels need different ratios or resolutions, create explicit versions from the source. Furniture Connect does not infer and enforce every destination's image requirements automatically.

Treat quotes as a sales route, not a second catalog

Trade sales often need account-specific selections and pricing. The quote should refer to the product and variant in the catalog rather than recreating the product facts in a separate price list.

Furniture Connect Quotes can suggest catalog products and variants and place imagery against specific quote lines and image roles. With OrderWise connected, users can link a quote to an ERP customer and send eligible lines using the quote's Send control. Subsequent edits can be submitted through the Update control where permitted. Quotes are locked once the ERP converts or cancels the order.

If the user requests a new variant image without asking to save it, the Agent offers to save the checked result to the named catalog variant. If saving to that variant was already explicitly requested, no additional confirmation is needed. Generating an image or adding it to a quote alone does not authorize a catalog save.

Keep channel operations separate

One catalog does not mean one identical output.

The direct site, retailer and trade workflow may each have their own submission, approval and update process. Furniture Connect does not silently publish into every retailer portal. Prepare and verify each destination from the same maintained source.

The test is not whether every channel uses the same file. It is whether a corrected dimension, retired finish or new image has one clear source and can reach both wholesale and direct sales without being re-entered as a new product.

For the wider manufacturer process, see the manufacturer product-content operating guide.