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Wholesaler KeHE Distributors LLC has sold its Eye Level Solutions business to Living Naturally, a Sarasota, Fla.-based provider of technology and marketing solutions for independent retailers. Eye Level is an online business-to-consumer business enabling consumers to purchase unique products through brand stores fulfilled from a wide array of specialty, natural, organic and multicultural KeHE-distributed products.
Eye Level Solutions will offer Living Naturally’s network of 3,500 retailers the advantage of a risk-free inventory, and customers can explore a vast aisle from a trusted source. Living Naturally will manage the brand stores and the customer interaction, engaging KeHE as the direct fulfillment supplier for products.
“We intend to improve the consumer-facing functionality of Eye Level, which is where we excel, and allow KeHE to continue focusing on distribution and order fulfillment, which is where KeHE excels,” said Living Naturally CEO Dan Clarke, who noted Eye Level’s “world-class e-commerce and analytics.”
“We remain fully committed to the success of Eye Level, and will be working in tandem with Living Naturally to expand the business,” added Brandon Barnholt, president and CEO of Romeoville, Ill.-based KeHE. “There will be no disruption to Eye Level’s existing customers or ‘brand store’ retailers.”
Living Naturally develops and markets a suite of online and mobile programs under the Genius brand, with the aim of enhancing the productivity and marketing capabilities of retailers and suppliers.