• Warren Shoulberg

HauteLook Relaunches Home

HomeNEW YORK - HauteLook, the flash sale web site owned by Nordstrom, has just relaunched its home business with a major new variation on the flash business model.
     Starting July 9, HauteLook will post a full flight of home products once a week and keep those products live and available for seven days, a departure from the more conventional flash model where product is posted daily and disappears in a few days or even a few hours.
     "Home is a little more of a considered purchase than apparel," said Kecia Hielscher, vp of Hautelook.com's home division, "so we feel having our home product available for a full week gives people more chance to study their purchase and discuss it."
     The site is now posting 16- 23 "events" a week, covering every major home classification. There's a mix of branded and design-themed offerings, depending on the individual product classification and the way viewers shop it, Hielscher said. The site is also starting to do some of its own branded product, beginning with textiles.
     Previously HauteLook had posted home product daily with the typical event - Haute speak for sale - lasting one to three days. Apparel will maintain the traditional daily posting schedule, she said.
     HauteLook launched home in April 2009 but this marks the first major departure from its original merchandising model.
     "We started with the more conventional method but it has evolved and the feedback we've gotten from shoppers is that she needs more time in home."
     Home is a growing portion of HauteLook's overall business, though the company declined to give overall company volume. Nordstrom purchasing the site in 2011 for a reported $270 million and while the companies keep separate offices and merchandising teams, HauteLook proudly call attention to its corporate owner. This has been particularly effective in relations with vendors who know the site is backed by a large, financially stable owner.
     "It's given us great credibility," Hielscher said.

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