![]() It’s colorful and, as the name suggests, social media-friendly.Īccording to a Wayfair earnings call in May, more than 70 percent of its sales come from its house brands. The latest, announced just days before the walkout, is called Hashtag Home. There is Loon Peak, Bungalow Rose, Laurel Foundry Modern Farmhouse, Winston Porter, Andover Mills, Brayden Studio, Breakwater Bay, Lark Manor, Millwood Pines, Gracie Oaks, and Beachcrest Home, all of which sound like they were created by a name generator. Subscribe on Apple Podcasts, Spotify, Ove r cast, or wherever you listen to podcasts. Looking for a quick way to keep up with the never-ending news cycle? Host Sean Rameswaram will guide you through the most important stories at the end of each day. to make the shopping experience easier,” says Jon Blotner, Wayfair’s head of private label, visual media, and new suppliers. “The point of our brands is to curate this massive selection and to create an environment where you’re able to understand what the style is. (This $27,000 twin marriage bed set - marked down from $32,000 - seems ready-made for The Crown.) The company calls these sites “lifestyle brands.”īeyond the “lifestyle brands,” the products are further grouped into one of Wayfair’s 80 so-called house brands, which are only sold on. The newest site, Perigold, is high-end, though it seems to be geared specifically toward someone who owns a castle and/or a villa. ![]() ![]() AllModern is obviously modern, while Joss & Main and Birch Lane are fairly indistinguishable and lean traditional. The other sites offer less merchandise, but they are loosely themed. is the main catchall site, where you can find most of the company’s offerings, from furniture to appliances to that ridiculous one-person sauna that went viral. ![]() It also owns Joss & Main, AllModern, Perigold, and Birch Lane. But for customers, it can get pretty confusing. It’s emerged as a leader among its peers. Wayfair became the behemoth it is now due to the dot-com bust of the early 2000s, the changing nature of internet shopping, and an increasingly global supply chain. The market for affordable furniture and decor is limited to a few entities and, in the Instagram era, decorating trends change faster than you can say “ shiplap.” Shoppers have come to rely on retailers with huge selections like Amazon, Overstock, Houzz, and Wayfair for home decor and, increasingly, large furniture, as expectations for fast delivery become the norm. In 2018, it sold almost $7 billion worth of products Still, its sales are growing every year, and it is winning over repeat customers. But the company isn’t profitable, as it spent $2 billion on operating costs (more than a third of that on marketing) in the service of acquiring new customers and retaining existing ones. In 2018, it sold almost $7 billion worth of products, making about $1.5 billion in gross profit. When customers place an order, Wayfair purchases the item from one of its 11,000 suppliers, which then ships to the customer, though this happens in different ways. It does not manufacture any of the products it sells, instead using a drop ship model. ![]() It also has 80 “house brands,” which are not actually brands at all but act as a way to categorize and merchandise products into certain decorating aesthetics. Wayfair sells more than 14 million products across five websites. A brand? A marketplace? Something else entirely? Or do they? Even if you’ve ordered furniture from the website, you may find yourself not entirely able to say what it. The breadth of coverage and attention on the issue shined a light on just how big the company is. In June, Wayfair was the subject of protests from its employees, who walked out of the company’s Boston office to protest their employer selling children’s beds to a government contractor furnishing US border detention facilities. Its ubiquitous jingle - “Wayfair, you’ve got just what I need!” - is likely embedded in your subconscious. Wayfair and its colorful pinwheel logo are seemingly everywhere these days: on boxes being opened by Bobby Berk in the most recent season of Queer Eye, hovering next to photos of your middle school friends’ kids in Facebook sidebar ads. ![]()
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