“Transforming DirectBuy for Today’s Consumer”
A Message from Our CEO, Mike Bornhorst
To Our Visitors & Friends,
I am pleased to share with you that DirectBuy has reached an agreement to be acquired by our lenders, which will better position us for future growth and better savings, selection, and services for our members. Over the last three years, we’ve transformed the DirectBuy brand by changing to a low-cost membership model and friendly sales process, while greatly improving how we support our Members. We’ve expanded beyond the four walls of our franchised showrooms and made significant investments to help you save on nearly everything for your home and lifestyle – from the convenience of home or on the go. I am proud of our progress and work toward this new unique offering that only DirectBuy can provide. We’re creating something special here and I hope you’ll be just as excited as I am to be part of what we’re building.
Over the past few years, we recognized that our in-store traffic was greatly declining while online and Concierge Shopping purchasing was considerably increasing. We determined that our best course of action was to invest in technology and processes that today’s consumers were demanding. We started building the New DirectBuy. As part of the transition to the New DirectBuy, we needed to restructure our balance sheet to allow us to invest more into our service offering. Doing so meant filing for bankruptcy protection under Chapter 11. While this may sound like bad news, it actually allows DirectBuy to become stronger than ever before and gives us the opportunity to invest in, and improve our already great service for current and new members.
We plan on being around for a long, long time and continue operating business as usual, only now with even more support to help our members and all consumers save money, like in-home design and decorating support and virtual shopping assistance. Members can also continue to count on receiving an unmatched selection of top brands and products at the lowest prices, which our Savings Guarantee promises.
I want to thank each of our Members for their support during our transformation. We are committed to your satisfaction and look forward to continue providing the best prices on nearly everything for your home and lifestyle. I am excited about the future of the New DirectBuy and want you to know there truly never has been a better time to be a member. Together, we can do amazing things.
If you have any questions about the New DirectBuy or our restructuring process, please call our Member Care team at
1-844-347-9965 or email me at
CEO of DirectBuy