Transforming the commercial model for OEM sales through distribution channels

Futurehome, a fast growiong OEM in EV chargers and smart home energy products, recognized a fundamental shift in the industry—one where traditional distribution channels no longer offered a competitive edge. The EV charging market is becoming increasingly saturated, with multiple brands fighting for visibility. Meanwhile, wholesalers, who have long controlled the flow of products, now hold too much power, limiting direct relationships with both installers and end customers.

To stand out, Futurehome saw the need to build a strong connection with installer companies while also strengthening brand awareness among end customers. Instead of customers asking for “an EV charger,” Futurehome wanted them to ask for a Futurehome charger. However, managing this shift with traditional CRM tools, email campaigns, and phone calls was resource-intensive and inefficient.

By partnering with Installer, Futurehome has transformed its approach:

• Strategic installer network: Installer enabled Futurehome to build and manage a nationwide network of qualified installers, ensuring that their products were being sold and installed by the best partners.

• End-to-end customer experience: From lead generation to installation, customers now enjoy a seamless, digital-first journey when purchasing a Futurehome product.

• Optimized wholesale strategy: While maintaining relationships with wholesalers, Futurehome ensured that installers purchased through preferred partners, giving them more control over their supply chain.

• Scalability across markets: With Proptly’s infrastructure, Futurehome can now rapidly scale into new markets by tapping into existing installer networks, significantly streamlining its go-to-market strategy.

The impact of Installer:

1. One of the strongest installer networks in Norway

2. Full visibility and control over installations nationwide

3. A leaner, more efficient go-to-market strategy