While the social network isn’t doing away with its direct-sale initiative, it is focusing its attention on ads that drive consumers to retailers’ sites.
FurnitureFan CEO Mitchell Russo credits the company's growth to its using the site as a web-marketing tool for the furniture industry, rather than as a competitive e-retail site. He explains, "Furniture retailing is an industry where consumers prefer to test-drive the product prior to purchase and that is impossible over the Internet. Instead of competing with our brick-and-mortar counterparts, FurnitureFan.com aligns itself with retailers and manufacturers as their Internet marketing-services company. We offer brick-and-mortar stores web exposure while directing consumers into their showroom to test the furniture and make a purchase." FurnitureFan.com currently has partnerships with over 1,300 retail stores in the U.S. and Canada.