Overview

Friedman’s Appliances, a family-owned business led by Russell and Janet Greer, had long been a respected name in the Knoxville market. But after weathering the Great Recession, it was clear the company needed a more resilient growth strategy. The leadership team sought to reduce its reliance on the builder channel and develop a more stable, long-term path forward. What began as a smart pivot toward attracting the Affluent Audience™ evolved into something even more significant: a thriving business built for the next generation.

Challenge

Following the economic downturn of 2008, owner Russell Greer saw the vulnerability in Friedman’s business model. Growth had been heavily dependent on the builder channel, which left the company exposed when that market slowed. Although Friedman’s had endured the recession, it was time for a strategic shift. The company needed a secondary sales engine—one that could complement its strengths with builders while offering more control, stability, and margin growth. The solution needed to capitalize on their showroom experience and brand portfolio without disrupting what was already working.

Solution

Through his connections in the appliance industry, Russell connected with Chris Riley and his marketing agency, Riley & You (now AffluentBridge™). In 2011, he partnered with the agency to pursue a new opportunity: building a direct-to-consumer channel focused on high-end homeowners.

With the guidance of AffluentBridge, Friedman’s began to reposition itself to attract the Affluent Audience. The team restructured internal roles, shifted advertising dollars away from outdated tactics, and introduced a showroom experience that resonated with premium and luxury buyers. The strategic pivot gained momentum quickly. Traffic increased. Showroom conversions improved. Key brand partners took notice.

As growth continued, so did the evolution of the company. Russell and Janet realized they had a highly profitable business and began to consider selling. They didn’t need to look too far to find a buyer. The Greers’ daughter, Jenny, and her husband, Bradley Roberts, were already playing an active role in the business. With their experience and passion for the company and its culture, they quickly emerged as the next-generation leaders to carry Friedman’s into the future.

Bradley and Jenny continued Friedman’s strategic partnership with AffluentBridge. Throughout the transition, the focus remained on continuing the success built through SMARTER GROWTH™ strategies, while working with Chris and his team to guide both internal and external communications and align the company’s culture with their leadership

Results

Friedman’s returned to double-digit annual growth and became a model for showroom-driven success. They deliver an exceptional customer experience at every touchpoint, and their commitment to a consistent advertising strategy with clear messaging and strong manufacturer alignment led to increased brand support and high-ROI campaigns.

Most notably, the development of a high-performing business created the opportunity for the Greers to offer a healthy, growing company to the next generation.

Backed by AffluentBridge and guided by a commitment to growth and legacy, Friedman’s Appliances stands as a thriving independent appliance business built on smart strategy, deep family roots, and a clear focus on the Affluent Audience.