EDS CASE STUDY #2

FROM AMAZON ONLY TO HOME DEPOT'S NEWEST LIGHTING PARTNER

How Lighting Hub went from 100% Amazon to landing Home Depot, Lowe's, and Zoro — and got invited to Atlanta to discuss expanding the partnership.

Go To The Case Study

Trusted Partners & Retail Channels

The Home Depot

Lowes

Zoro

At A Glance

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2-3X

Revenue Lift From Retail Channels

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   3 

New Retail Channels Added In The First 12 Months

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~40%

Total Revenue From Retail Channels

What Ecom Diversify Did:

THE CHALLENGE

Lighting Hub was a successful Amazon seller distributing premium US-based LED lighting products. They had strong reviews, reliable inventory, and a product line that contractors and commercial buyers loved — but they were stuck:
  • 100% dependent on Amazon - Every dollar came from a single platform, leaving them exposed to fee increases, algorithm changes, and policy shifts.
  • Missing the Contractor & Commercial Market - Electricians, contractors, and facility managers don't browse Amazon for bulk lighting. They go to Home Depot, Lowe's, and industrial suppliers.
  • No Retail Relationships or Experience - Lighting Hub had never navigated vendor applications, compliance requirements, or EDI integration. They didn't know where to start.

The Solution:
Strategic Retail Expansion

Lighting Hub partnered with Ecom Diversify to break into retail ecommerce — and became the first brand EDS ever got approved into a major retailer.

Here's what we did:
  • Strategic Channel Selection - We identified the retailers where Lighting Hub's premium LED products would resonate most:

    Home Depot — The #1 home improvement retailer, massive contractor base, and a merchant team actively looking for US-based lighting alternatives to the industry giants.

    Lowe's — Strong pro customer programs and commercial accounts.

    Zoro — Industrial supply marketplace with a B2B focus perfect for bulk lighting orders.

  • Buyer Outreach & Pitching - We connected directly with the Home Depot merchant team and pitched Lighting Hub's value proposition:

    US-based brand with accessible leadership (not a faceless overseas supplier)

    Premium LED product assortment that filled a gap in the category

    Strong Amazon sales history proving market demand

    The merchant was actively looking to diversify away from legacy lighting conglomerates — Lighting Hub was exactly what they wanted.

  • Navigating the $8M Insurance Hurdle - Home Depot required $8 million in liability insurance coverage. For a growing brand, that's a major obstacle. We helped Lighting Hub navigate the requirements and get it done.
  • Vendor Approval & Compliance

    Application paperwork and compliance documentation

    Product catalog setup tailored to each retailer's specifications

    Pricing strategy optimized for retail margins

    Result: Vendor approval across Home Depot, Lowe's, and Zoro in 12 months.

  • EDI Integration (The Hard Way) - Lighting Hub had no EDI infrastructure. We worked side-by-side with their team to jerry-rig a connection that got them operational. Later, we helped them transition to a proper OMS that handles EDI seamlessly.

    1000+ SKUs loaded across Home Depot, Lowe's, and Zoro

    Optimized product listings for contractor search behavior

    Set up vendor dropship programs to minimize inventory risk

  • Ongoing Management - We didn't disappear after approval. We continue to manage their listings, advertising, and merchant relationships across all channels.

The Results:

Within 12 months of launching, Lighting Hub achieved:

✅ 2-3X revenue lift from new retail channels 
✅ Home Depot became their #2 online channel (behind Amazon)
✅ Reduced Amazon dependency from 100% → ~60%
✅ Expanded to 3 new channels: Home Depot, Lowe's, Zoro
✅ Unlocked the contractor and commercial market — customers they couldn't reach on Amazon

 

Success Breakdown by Channel:

 

1020px-TheHomeDepot.svg-1Became #2 revenue channel; invited to Atlanta HQ to discuss expanding the partnership

lowes-logo_5e9219da64b2d-980x466-1 Consistent order volume from pro customer accounts

2145072-1 Bulk B2B orders from commercial and industrial buyers

 

Why It Worked:

01 Right Product, Right Timing

Home Depot's merchant team was actively seeking US-based lighting brands to diversify their assortment. Lighting Hub's premium LED products filled that gap perfectly.

02 Operational Readiness

Lighting Hub had the fundamentals in place:

Strong Amazon sales history (proof of demand)

Reliable fulfillment and inventory management

Willingness to invest in compliance (including the $8M insurance requirement)

03 Hands-On Partnership

This wasn't a "pitch and disappear" engagement. We:

Held their hand through onboarding

Helped jerry-rig their first EDI connection

Transitioned them to a proper OMS

Continue managing their retail accounts today

04 The Atlanta Invitation

Two years in, Lighting Hub was flown to Home Depot's Atlanta headquarters to meet with the merchant team and discuss expanding the partnership. That's not something that happens to every vendor — it's a sign of a relationship built on trust and performance.

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Need more?
Let's Hear From the Lighting Hub Team:

lightinghub

Rick and EDS made the entire Home Depot, Lowes and Zoro application and onboarding process simple and seamless. From start to finish we always felt like we were in the best hands. We continue to work with EDS on an ongoing basis to ensure our accounts are well handled. Job well done and we look forward to doing more business with you!

Ben P.
President, Lighting Hub

Let's hear from the merchant who onboarded Lighting Hub:

1020px-TheHomeDepot.svg-1

It was very evident in a quick 5-minute call that you know exactly what you're doing — a lot more than most of my account managers.

Former Lighting Merchant
Home Depot

Key Takeaways

If you're an LED lighting, electrical, or home improvement brand doing $2M+ on Amazon, here's what you can learn from Lighting Hub:

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Diversification Is Protection

Spreading revenue across 3+ channels reduces platform-specific risk

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Retailers Want Alternatives

Category buyers are actively looking for US-based brands to diversify away from legacy giants

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Compliance Isn't a Dealbreaker

Even $8M insurance requirements can be navigated with the right guidance

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Relationships Compound

A strong start can lead to deeper partnerships (like an invite to Atlanta)

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Hands On Support Matters

Direct access to retail buyers shortens timelines and increases approval rates

Ready to Replicate These Results?

If your brand is doing $2M+ on Amazon and you're ready to expand into retail channels like Home Depot, Lowe's, Tractor Supply, Wayfair, and more, we can help.

Here's how we work:

💰 $2,500 upfront to pitch your products to the retailer
✅ $2,500 balance only if we get you approved and you receive your vendor number
📊 90% approval rate for brands that are a strong category fit and operationally ready
⏱️ Typical timeline: 6–12 months from first pitch to vendor approval

What happens after approval?

You own the relationship. We can continue supporting you through our Consulting ($1,500/month) or Management (starting at $3,000/month) services, or you can manage the channel in-house.

Schedule Your Free Strategy Call
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