Rockler Woodworking forms an alliance with CustomMade Ventures

An alliance between Rockler Woodworking and Hardware and CustomMade Ventures is expected to generate more sales for Rockler while providing a new product source: CustomMade.com.

Mark Brohan

Retailer Rockler Woodworking has announced an alliance with Hardware and CustomMade Ventures, an online marketplace for woodworkers, designed to generate more sales for Rockler while providing a new product source: CustomMade.com.

Rockler Woodworking and Hardware, No. 346 in the Internet Retailer Top 500 Guide (a PDF version of the company’s financial and operating profile can be ordered by clicking on its name), a supplier of specialty hardware, tools, lumber and related products for woodworkers, announced the alliance last month with CustomMade Ventures, an online resource and marketplace connecting woodworkers with buyers of custom-built furniture and woodcrafts.

“CustomMade discovered they have all this traffic coming to their site for people looking for custom-made furniture but they didn’t really have any access to the woodworkers-they actually had more traffic than their woodworkers can support,” says Scott Ekman, Rockler’s vice president of marketing. “That’s why it’s a really good partnership, because we have all the woodworkers.”

Ultimately, more business for the woodworkers should translate into more sales for Rockler, Ekman adds.

Under the alliance, Rockler is promoting CustomMade.com to its woodworking customers at Rockler.com/RocklerCustomMade/index.cfm. The page features a link enabling woodworkers to sign up for membership at the CustomMade.com marketplace.

“We’re thrilled to now provide a cost-effective and turnkey marketing solution to our customers,” Ekman says. “This new partnership will give them access to more than 750,000 consumers shopping for customer-made wood products.”

Woodworkers joining CustomMade.com post catalogs of their products on the site. The average member’s catalog is viewed more than 4,000 times per month, giving members more exposure than other advertising options, Ekman says. More than 750,000 shoppers visited CustomMade.com last year.

Membership packages at CustomMade start at $195 for a full year of service, and include a personal gallery to showcase up to six samples of work with 18 full-color searchable photos. Rockler will receive a portion of the membership revenue from woodworkers that join the CustomMade marketplace via the Rockler site, Ekman says.


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