E-commerce exploration: DefySupply


Defy Supply

Special thanks to CartStack for underwriting the new “E-commerce exploration” series.

What is the name of the company and what do you retail online?

DefySupply, we have a selection of 4,600+ furniture items, all produced on-demand, from leading global manufacturers.

When was your company founded and by whom?

Founded by myself, Brent Gensler, in April 2008.

What was impetus to start Defy Supply?

Read More »


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


GTK #23: Brent Gensler (16 min)

Podcasts: RSS | iTunes | Direct Download

Play Now

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.”

Read More »

Post Navigation