Rockford Wholesale rebrands to reflect current, future aspirations

ROCKFORD, Ala.—Rockford Wholesale has rebranded to The Rockford Collective to better reflect its scope as a comprehensive home resource.

Launched five years ago by Michael Carey, owner of Atelier Home and president of Stock & Trade Design Co., a five-store home furnishings chain in the Southeast, and Rebekah Osborn, owner of Beyond Borders Furniture, which produces furniture at its factory in Java, Indonesia, Rockford Wholesale merged multiple brands under one umbrella.

Rockford Wholesale began as a supplier to Stock & Trade, with product warehoused in a 180,000-square-foot facility in Alabama. It has since grown into a comprehensive collective that supplies retailers and designers nationwide, including through its newest retail joint endeavor, Jes & Gray Living, a casual lifestyle concept that recently opened its third location.

“Our journey has been marked by remarkable growth on the manufacturing and wholesale sides of the business, and our name change to The RW Collective is a great choice as we continue forward,” said Osborn, who is The RW Collective’s chief operating officer. “It maintains the connection to the company’s origins, while also reflective of the diverse range of elevated brands we represent.

“The name change suggests a collaborative effort,” she added, “which is very appealing and valuable in the wholesale industry. The change is more than just a new name; it signifies commitment to providing a sophisticated and elevated experience in the world of wholesale furniture.”

Both Carey and Osborn see their synergistic efforts as key to The RW Collective’s success. “Rebekah’s strategic focus on expanding our manufacturing capabilities complements our shared vision of supporting retailers’ success,” said Carey, chief executive officer of The RW Collective.

“We understand the needs of retailers and designers,” said Osborn, “because we are retailers and designers ourselves.”

Brands in The RW Collective portfolio are Atelier Home, Beyond Borders Furniture, Southern Sky Home, Padma’s Plantation, Jes & Gray Living, Rockford Trading Company, Threads Republic and Bed Tech. The eight brands offer case goods, upholstery, occasional and outdoor furniture, lighting, accessories, textiles, rugs and home décor.

The company has a multi-floor showroom in High Point and a new 20,000-square-foot showroom is planned for its Alabama distribution facility.

See also:

  • 4-store Southern retailer adds Atlanta outlet
  • Rockford Wholesale jumps into décor in a big way

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