The year was 2013.
After years of success with installations, Mike Samhoury of DoneRite Services was ready to grow the appliance sales side of his business, but he couldn’t compete on price. Buying Frigidaire products in bulk from Best Buy left him with little to no flexibility on margin.
Determined to find a solution, Mike reached out to Frigidaire directly, presenting his $50,000 to $100,000 in monthly receipts from Best Buy in hopes of negotiating an arrangement. While he did receive a response, his Frigidaire contact, Wade Griffin, asked an unexpected question:
Do you belong to a buying group?
When Mike said no, Wade introduced him to Leo Grossman, who, at the time, represented MEGA Group USA — a group that later merged with Nationwide Marketing Group (NMG) in 2017.
In addition to joining MEGA, Mike converted a small section of his warehouse into a showroom, meeting Frigidaire’s second requirement to become what Wade called a “displaying dealer.”
“Both Leo and Wade believed in me,” Mike shared. “And as a member, I was vetted by NMG [formerly MEGA] so vendors would trust that I would be a good partner, not a Joe Shmo operating out of a storage unit. NMG is like having a reference for vendors,” he added.
CLICK HERE to learn how Mike began his career in the appliance industry.
Not long after securing his partnership with Frigidaire through NMG, Mike was contacted by Optimal Service Solutions with an offer to reinstate his past accounts. Because the foreclosure-related jobs had slowed, he agreed — but on his own terms, taking back only the best accounts. This allowed him to continue expanding his own customer base of local property owners, builders, and investors.
In September 2015, Mike took another leap of faith, leasing a larger location. At the time, his inventory filled only a corner of the building, but he believed it wouldn’t stay that way for long.
He was right.
Mike quickly expanded his inventory and added more appliance brands to his assortment. Thanks to NMG’s PrimeTime expos, he was able to explore new opportunities and build relationships with vendors. He even ventured into the outdoor category, becoming the first Mont Alpi dealer in Florida.
The Appliance Plug showroom in Tampa, Florida
“I haven’t missed a PrimeTime because I can connect with brand reps, access resources, and better understand my options for things like POS systems and marketing,” Mike said. “NMG takes out all of the guesswork.”
In 2018, DoneRite Services officially became The Appliance Plug. This transition marked an expansion into retail sales while continuing to serve builders, investors, and other business clients. Over the next two years, the business saw steady growth in brand awareness, foot traffic, and revenue.
The Appliance Plug showroom in Tampa, Florida
The Appliance Plug showroom in Tampa, Florida
Then, COVID-19 disrupted everything.
Inventory became scarce, while demand for appliances surged. To retain existing customers and attract new ones, Mike pivoted once again. He began purchasing truckloads of open-box, scratch-and-dent, and repairable appliances through auctions to replenish his showroom. While other retailers and big-box chains struggled with inventory shortages, The Appliance Plug kept a steady supply of products in stock, including a limited selection of new appliances.
Looking back, Mike described 2020 as the “best year” for his business, despite the challenges. He also credits NMG with helping him make smart decisions during an unpredictable time.
“NMG warned members to ‘buckle up,’” Mike recalled. “Around that time, I considered leasing a new location. But thanks to the advice from NMG and Leo, I did not sign the lease, and that turned out to be a very good decision.”
Post-pandemic, Mike returned to exclusively selling new appliances. Scratch-and-dent was never part of the long-term vision, though it served a purpose during a difficult period. Still, new challenges arose, including a shortage of qualified labor.
To streamline hiring and onboarding, Mike launched a YouTube channel featuring educational content to serve as training assets for prospective employees. What started as an internal resource quickly exploded in viewership, with the channel growing to more than 20,000 subscribers who found it useful for general appliance repair and installation guidance.
More recently, The Appliance Plug also expanded its physical footprint, acquiring a larger warehouse space adjacent to its showroom. Despite expected growing pains, the new warehouse has reduced manual labor tasks and streamlined inventory management.
The Appliance Plug warehouse
Today, the business continues to thrive, with a healthy base of repeat customers, additional distributors, and new product categories like flooring.
“One way NMG has changed our business is by allowing us to think bigger,” Mike shared at PrimeTime in Fort Lauderdale. “It’s not just about buying power; it’s about access to relationships, ideas, and resources that help independent dealers compete at a much higher level. Being part of Nationwide Marketing Group, the resources available take all the guesswork out.”
The Appliance Plug in Tampa, Florida
