Growth the Smart Way

And in the past 10 months, Root and his team have developed a global sourcing effort that has added to Smarthome’s product assortment and bottom line. After noticing greater demand for a number of third-party products in the Smarthome catalogs, Root began looking for direct sourcing options for those items. His theory was that bigger margins would allow Smarthome to lower its prices on specific items, without necessarily reinventing the wheel. It’s been an effective strategy, he says, because, “Most of the products that we’ve sourced have resulted in increased sales through lower pricing, not so much through a redesign or something completely different about it.”