How one local Internet entrepreneur finds success in defying convention. Get To Know #23: Brent Gensler

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Brent Gensler Defy SupplyBrent Gensler began traveling to China at age 19 to explore new fabric manufacturers for his parents’ upholstery business, which has been in the family since 1950.   A few years down the road and fresh off a business degree from the University of Wisconsin-Madison, Brent started going back to China…only this time it was to scout manufacturers for his own company.

In April of 2008, Brent launched Defy Supply — an e-commerce company headquartered in Minneapolis which sells furniture directly from Chinese manufacturers  to customers across North America.  “Throughout my experiences, I realized just how many middlemen are between the original manufacturer and the end customer,” he says. “Our company basically defies that traditional supply-chain using an e-commerce model.”

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