Wholesale101.com, a B2C e-commerce strategy, was originally established in 2011 as a division of NEJ, Inc. NEJ was founded in 1990 by Ed Mascolo, who became a national leader in purchasing excess inventories of end of season branded and specialty stores’ apparel, footwear, accessories, and light home goods for resale to global off-price retailers. The synergies were in place for NEJ to grow a B2C platform, but the e-commerce model became a distraction to the core business. Wholesale101.com transformed into a B2B business to service the ground swell of eBay and Amazon Marketplace resellers. Wholesale101.com was positioned to capitalize on the vast infrastructure NEJ built over its 20 years. Again, the division became an interference to the core business model and went dormant.