Tiếng ViệtSell A Cow, a high-end furniture retailer in Chicago, emerged from the strategic vision of brothers Vitaliy and Dima Chernyak, who transitioned from selling secondhand furniture to establishing a brand specializing in new items, notably premium leather goods. Their calculated risks led to the growth and consolidation of three stores into a 45,000-square-foot showroom, with a strong emphasis on e-commerce. Despite nationwide success, the Chernyak brothers remain deeply committed to their local community, actively engaging in events and sponsorship initiatives in Libertyville.
In the realm of high-end furniture retail, Sell A Cow commands attention right from its nomenclature.
Yet, there lies a more profound narrative beneath the surface—a tale of reinvention, calculated risk, unwavering perseverance, strategic balance between brick-and-mortar establishments and e-commerce, and a commitment to fostering a positive influence within the local community. Indeed, the brand’s distinctive name is just one facet of a more extensive and sophisticated story.
What led to its evolution? Siblings Vitaliy and Dima Chernyak transitioned from the resale of secondhand furniture to the retailing of new items, with a particular focus on leather goods. Their intention was to create a distinctive brand that would capture attention.
“As we ventured into the realm of brand new furniture, we introduced a substantial range of premium leather products. The concept behind ‘Sell A Cow’ was centered on selling leather goods,” remarked Dima Chernyak. “While we contemplated changing the name on numerous occasions, we found that it serves as a catalyst for conversation, making it a unique and thought-provoking choice.”
Echoing Vitaliy Chernyak’s sentiment, he added, “Opinions vary; some perceive it as ingenious, while others may dismiss it as whimsical. Regardless of the judgment, the effectiveness speaks for itself.”
The Chernyak brothers, who immigrated from Russia with their parents in 1999 during their teenage years, underwent a transformative journey. Vitaliy Chernyak pursued a career as an electrical engineer, while Dima Chernyak ascended to manage a Play It Again Sports franchise. However, both confronted job losses during the Great Recession, prompting a necessary pivot in their professional trajectories.
Adopting the Play It Again concept, the brothers initiated their venture by selling furniture initially from their parents’ garage, later expanding to a dedicated storefront. This strategic move marked the inception and laid the groundwork for the trajectory of their business.
Reflecting on this journey, Vitaliy Chernyak acknowledged, “Venturing into this realm always involves risk. We took substantial risks to reach our current position. Through diligent effort and perseverance, the risks paid off, propelling us to the stage where we find ourselves today.”
The calculated risk undertaken resulted in the progressive growth and expansion of Sell A Cow, ultimately establishing three stores. However, the brothers later opted to streamline their operations, consolidating the businesses into a singular 45,000-square-foot showroom.
Vitaliy Chernyak emphasized the adaptive nature of their business, stating, “Success in this industry hinges on market responsiveness. We continually diversify and explore various avenues within the furniture sector. Currently, we boast one of the largest privately owned retail stores in Chicago. Additionally, our substantial focus on e-commerce sales, particularly emphasized during the challenges posed by COVID, has been instrumental in our business strategy.”
Sell A Cow places significant emphasis on e-commerce, considering it a parallel entity to its physical retail operations. The brick-and-mortar store collaborates with key vendors such as Natuzzi, Flexsteel, Lexington, Bassett, Tempur-Pedic, and Palliser. Conversely, the e-commerce sector is predominantly led by partnerships with Coaster, Ashley, Sauder, Acme, and other notable brands.
According to Dima Chernyak, he and Vitaliy strategically prioritized online sales approximately three years ago. Presently, online transactions constitute the majority of the company’s overall sales, underscoring the success and relevance of their focused approach to e-commerce.
Sell A Cow prioritizes a diverse range of channels, including Amazon, Wayfair, and Walmart.com, along with maintaining its dedicated website. Despite the challenges faced by many companies last year, resulting in losses or stagnation, Sell A Cow achieved a notable 20% growth in one of the industry’s tougher years, as highlighted by Dima. Looking ahead to the current year, amidst widespread concerns voiced by partners and competitors, the company remains optimistic, advocating for an adaptive mindset—encouraging continual adjustments and the exploration of new revenue streams.
To accommodate the burgeoning growth of online sales and the nationwide reach of e-commerce, Sell A Cow strategically operates warehouses in Los Angeles and Atlanta, supplementing its distribution center in the Chicago area. Expansion plans are underway, with upcoming facilities slated for New Jersey and North Carolina.
The Chernyak brothers have the flexibility to operate their business from any location, yet they consciously prioritize their adopted hometown.
“We are actively involved in the local community, partnering with nonprofit organizations to contribute a significant amount of furniture. This is something we take immense pride in,” shared Vitaliy Chernyak. “Our focus is particularly on refugees. Being immigrants ourselves, we endeavor to offer assistance to those striving to avoid the repercussions of war reaching the United States.”
Dima Chernyak added, “In Libertyville, we actively sponsor numerous events to ensure that the local community is aware of our contributions. We proudly serve as the main sponsor for the Libertyville parade, a commitment we take great pride in each year. The event features impressive floats, and it’s heartening to witness the enthusiasm from kids and families who thoroughly enjoy the festivities.”
Source: furnituretoday.com
