Fab.com to launch Swedish brand

New York -- Fab.com is going Swedish with a new home furnishings brand called Hem – which means “home,” of course.

The brand builds on the company’s acquisitions of One Nordic and MassivKonzept and continues Fab.com’s shift in strategy from a retailer of third party goods to producing its own products.

The initial assortment of about 300 products will feature exclusive designs. Hem customers can customize their own furnishings using online tools or by contacting Hem’s interior design specialists.

According to a statement from Jason Goldberg, ceo: “The team behind Hem brings the expertise of design, e-commerce, mass customization, and manufacturing together in one. We are excited to shake up the home furnishings space and believe we have just the team to do it. We are creating a new kind of home company that delivers more of what people want—good design, easy assembly, customization, affordable prices and multi-point shopping opportunities—and less of what they don’t—commoditized style, lengthy ship times, and inflexible shopping experience.”

Goldberg also said prices will be 50% lower than traditional retailers.

Hem.com will launch this fall in the EU and U.S.— serving more than 30 countries via online sales and will open three physical showrooms in Germany. Fab will continue to operate in the United States, the company said.

Hem.com will launch this fall in the EU and U.S.— serving more than 30 countries via online sales and will open three physical showrooms in Germany. Fab will continue to operate in the U.S., the company said.

Home & Textiles Today Staff | News & Commentary

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