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Fab launches first in-house collection

New York -- Last night was a night of firsts for ecommerce site Fab: the company unveiled its first ever private label collection in its first physical showroom, located in Soho.

A press event at the showroom offered a first look at Happy Modern, a collection of 40-plus skus, including bedding, rugs, dec pillows, storage and other home furnishings. Some items are available now online and others are launching in May and throughout 2014. Consumers can also place orders at computer terminals in the showroom, which will remain open through June.

A Fab executive said the emphasis is on design at affordable prices. A group of rugs called Joy, for example, offers jute, kilim and braided constructions with a top price of $499. Color-block reversible duvet sets in 100% cotton percale are priced at $179 for a queen.

The move toward designing products in-house represents an evolution for the company, which began as a flash sales site, but shifted to design-oriented e-commerce, and has struggled in a crowded field of competitors, most recently with multiple rounds of layoffs.

The company said the shift is a natural progression and a means to differentiate itself. “Our brand resonates with consumers,” said Kiel Mead, svp of design. “We’ve built a network of fans and have been consistent since day one with a focus on everyday design.”

Fab also has a basement-level space below the showroom, where it is hosting First Things First, a curated exhibition of prototype designs by new designers. Mead described the project as an incubator for new concepts. Eye-catching projects included a nautical-looking loveseat made of thick, white ropes and decorative doorknobs with functional keyholes, meant to store keys.

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