New Customer Information Sheet
Customer Profile - Sunrise Furniture Co.
Company Information
Legal Name: Sunrise Furniture Company, LLC
DBA: Sunrise Furniture Co.
Address: 4521 Commerce Drive, Suite 200
City, State ZIP: Grand Rapids, MI 49503
Phone: (616) 555-7800
Website: www.sunrisefurniture.com
Year Established: 2015
Annual Revenue: $22 million (estimated)
Number of Employees: 85
Industry: Home Furnishings / Furniture
Business Type:
- Manufacturer
- Distributor
- Retailer
- E-commerce
- Other
Primary Contacts
Main Contact
Name: Mike Torres
Title: Logistics Manager
Email: mtorres@sunrisefurniture.com
Phone: (616) 555-7812
Cell: (616) 555-2234
Accounts Payable
Name: Linda Chen
Title: AP Manager
Email: lchen@sunrisefurniture.com
Phone: (616) 555-7805
Operations Contact
Name: David Park
Title: Warehouse Supervisor
Email: dpark@sunrisefurniture.com
Phone: (616) 555-7820
Executive Sponsor
Name: Jennifer Walsh
Title: VP of Operations
Email: jwalsh@sunrisefurniture.com
Phone: (616) 555-7801
Services Requested
Warehousing
- Storage
- Pick and Pack
- Inventory Management
- Returns Processing
- Kitting/Assembly
Transportation
- Inbound Freight Management
- Outbound LTL
- Outbound FTL
- Final Mile / White Glove
Value-Added
- Light Assembly (attaching furniture legs, hardware)
- Labeling/Ticketing
- Quality Inspection
- Photography
Volume Projections
| Category | Details |
|---|
| Storage | Average: 200 pallets | Peak: 350 pallets (Oct-Dec) | SKUs: 180 active |
| Inbound | 50 pallets/week | NC & MS suppliers | 2-3 containers/month (40' HC from Vietnam) |
| Outbound | 45 pallets/week | 85-100 orders/week | 120 retail locations (Midwest) |
| Seasonality | Peak: Oct-Dec (holiday) | 75% volume increase during peak |
Shipping Profile
Outbound Delivery Locations:
- 120 retail furniture stores
- Geographic coverage: MI, OH, IN, IL, WI, MN, IA
- Mix: 70% LTL to stores, 30% FTL to regional DCs
Delivery Requirements:
- Appointment delivery required for all retail locations
- Inside delivery needed for 40% of locations (no docks)
- Some locations require liftgate
- Delivery window: Tuesday - Saturday
- White glove delivery for some high-end pieces
Carriers Currently Used: ABF Freight, Estes Express, Various local delivery companies
Technology Requirements
Their Systems:
- ERP: SAP Business One
- Inventory: SAP module
- Order Management: Shopify Plus (B2B portal)
Integration Needs:
- EDI Required - Transactions: 940, 945, 856, 810
- API Access Requested
- Real-time Inventory Visibility
Reporting Requirements: Daily inventory snapshot, Weekly shipment summary, Monthly KPIs, Custom: Aging inventory by SKU
Special Requirements
Product Characteristics:
- Large, bulky items (sofas, dining tables, bed frames)
- High value ($200 - $3,000 per piece retail)
- Fragile - requires careful handling
- Some items require assembly before delivery
- All items must be kept indoors (no outdoor storage)
Handling Instructions:
- Furniture must be stored upright where possible
- No stacking of certain SKUs (marked on product)
- White glove items must be inspected before delivery
- Assembly required items need QC check after assembly
Compliance: CARB compliant products (California shipments), Prop 65 labeling required for CA deliveries
Billing Information
Billing Address:
Sunrise Furniture Company, LLC
Attn: Accounts Payable
4521 Commerce Drive, Suite 200
Grand Rapids, MI 49503
Payment Terms Requested: Net 30
PO Required: Yes
Invoice Delivery: Email to ap@sunrisefurniture.com
Billing Frequency: Weekly
Credit References:
- ABC Trucking Co. - Contact: Sarah Miller, (800) 555-1234, Account since 2018
- PackRight Supplies - Contact: John Davis, (888) 555-5678, Account since 2019
- Great Lakes Bank - Commercial Lending Dept, (616) 555-9000, Account since 2015
Contract Terms
Requested Start Date: March 1, 2025
Contract Length Preference: 2 years with annual renewal option
Rate Lock Requested: 12 months
Insurance Requirements: COI required, Additional insured endorsement: Yes, Min cargo coverage: $100,000/shipment
Competitive Situation
| Item | Details |
|---|
| Current Provider | Midwest Distribution Services |
| Reason for Change | Capacity constraints, service issues during peak season |
| Other Providers Quoting | XPO Logistics, Kenco |
| Decision Timeline | Contract signed by Feb 15, go-live March 1 |
| Decision Maker | Jennifer Walsh (VP Ops) with input from Mike Torres |
Key Decision Criteria:
- Ability to handle peak season surge
- Assembly capabilities
- Delivery network to retail stores
- Technology/visibility
- Price (important but not #1)
Notes from Sales Calls
1/10/25 - Initial call with Mike Torres:
"We've been with Midwest Distribution for 3 years but they dropped the ball last peak season. We had 15% of orders delayed and it cost us big accounts. We need a partner who can scale with us. We're growing fast - expect to double volume in 2 years."
1/15/25 - Facility tour:
Toured our Chicago facility with Mike and Jennifer. They were impressed with the assembly area. Jennifer asked specifically about our contingency plans for peak season staffing. They want to see references from other furniture customers.
1/18/25 - Follow-up call:
Mike confirmed they're down to us and XPO. Price is close. He said the decision will likely come down to references and confidence in peak season performance. Need to get them talking to Henderson Furniture (similar customer).
Action Items
Send credit application
Request W-9
Obtain insurance certificate
Provide Henderson Furniture reference contact
Schedule call between Jennifer Walsh and our VP Operations
Finalize pricing and send formal proposal
Draft SLA document with peak season commitments