DefySupply Offers 8.78% Furniture Discount: The Story Behind the Number

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Leading online furniture retailer, DefySupply, was recently named to Internet Retailer's Second 500 Guide.

“As a leader in the e-commerce furniture industry, we make it a priority to continually innovate and adapt, while changing how the online furniture industry is represented,” says CEO Brent Gensler.

Growing online discount furniture retailer secures spot No. 878 on the Second 500 Guide

DefySupply, a leading online furniture supplier, was recently named to the 2012 edition of the Second 500 Guide. A newcomer to the list, DefySupply secured slot No. 878 based on several qualifying factors, including sales figures, Web traffic and estimated conversion rates.

In recognition of this achievement, DefySupply is giving back to its biggest assets—their customers—with an 8.78% storewide with coupon. Customers can use coupon code SECOND500 at checkout until the end of August to save.

The Second 500 Guide, produced by Internet Retailer Magazine, is the sister publication to Internet Retailer’s Top 500 Guide, which highlights the best performing e-commerce merchants, ranking from No. 1 to No. 500. The Second 500 Guide serves as a follow-up to the Top 500 Guide and profiles up-and-coming Web retailers whose North American sales rank between No. 501 and No. 1000—the group comprising “the second 500.” Now in its second year of publication, the study includes 2011 sales figures, company overviews and other statistics of the various merchants.

This study is significant because it focuses on small retailers, like DefySupply, who are primarily Web-only and expanding quickly. On average, these Web merchants have been in business since 2007 and have increased their sales by 17.7% in the last year, outpacing leading retailers. Founded in 2008, DefySupply has continually increased its sales year-over-year.

“DefySupply is honored to be recognized as part of the Second 500 Guide,” says CEO Brent Gensler. “As a leader in the e-commerce furniture industry, we make it a priority to continually innovate and adapt, while changing how the online furniture industry is represented.”

Despite limited budgets and smaller staffs, the retailers comprising the Second 500 have an advantage over the powerhouse retailers in its sister publication. These merchants are generally small and young which enables them to take advantage of low-cost strategies to reach consumers. Furthermore, smaller stores are able to quickly adapt in the ever-changing ecommerce space that is unparalleled to mass retailers.

DefySupply does just that; the online furniture retailer works directly with the leading, overseas furniture manufacturers to maintain the lowest prices in the industry. These exclusive partnerships eliminate the middle-man, significantly reducing high margins and unnecessary markups.

To learn more about DefySupply or save 8.78% on already discount furniture, visit You can also download the Second 500 Guide here:

About DefySupply

DefySupply is a leading supplier of discount furniture online. Headquartered in Minneapolis, DefySupply sells affordable, high-quality furniture online at a fraction of the cost since 2008. Visit DefySupply at for more information and to shop for discount, modern furniture online.


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