The new partnership between furniture and accessory manufacturer Sonder Living and home furnishings sales and management firm Codarus fit a need for both companies.
For Sonder Living, the retail brand from Resource Décor, the association will create more exposure due to Codarus’ national network of showrooms, including this week during the Atlanta International Gift & Home Furnishings Market.
“We saw a great synergy with Codarus and their reach and exposure and family of brands that they keep company with in their organization,” said Jedd Reich, Sonder Living’s president of sales. “We also felt that it was a great personality click between the companies from the cultural standpoint.”
For Codarus, it helped fill a gap, adding a case goods producer to the Dallas-based company’s lineup.
“We lacked a case goods category so it mixes very well with our other textile brands, rugs, upholstery, art — with all of our brands,” said Codarus CEO Cody Ables.
While Sonder Living specializes in case goods, it also has wall décor, accessories and other products as well as licensed collections with designers including Kelly Hoppen, Thomas Bina and others.
“Our interior designer driven collections would fit fantastically with what Codarus has,” Reich said.
Ables said the beginnings of the partnership began to develop last year.
“We brought product into our Laguna showroom last spring and we were doing very well with it so we decided to see what we could do in a much larger way,” Ables said. “We introduced it in our Dallas showroom and here, and it will be in our Vegas showroom and in High Point.”
Codarus shows in B1 15-A-1.
Thomas Lester is Business Editor for Home Accents Today. A graduate of Emory & Henry College’s Mass Communications program, Lester spent a dozen years working for newspapers in Virginia and North Carolina covering an array of subjects, ranging from community news, government, education, ACC sports and more before joining Progressive Business Media in 2013. As business editor, Lester covers all aspects of business in the home accents world, from the latest news from manufacturers to successful retail strategies and business analysis.