• Jennifer Marks

Wayfair launches luxury home furnishings site

Perigold features notable high-end linen brands

WayfairBoston – Wayfair has created new online business built around high-end luxury home furnishings, including prominent luxury linens brands.

The curated Perigold site, soft launched a few weeks ago, has not yet begun marketing to its target audience, Wayfair execs said during the company’s Q1 conference call today.

“We know some consumers shop Wayfair for their second homes or for their [children’s] room but wouldn’t shop us for their own bedroom,” said Niraj Shah, ceo, co-founder and co-chairman, Wayfair.

He described the current market for luxury home furnishings as limited to high-end stores with tight selections or showrooms that can only be accessed by interior designers.

“With a vast selection of high-quality products across various styles, we think we’re offering a superior experience,” he added.

Soft home brands in the bedding and bath mix include Austin Horn, Barbara Barry, Coyuchi, Peacock Alley, Pine Cone Hill, Pom Pom at Home and the Art of Home from Ann Gish, among others. Notable names in soft home accents brands encompass Company C, Kevin O’Brien Studio, Missoni Home, Pyar & Co. and more.

Some of the brands are already suppliers to Wayfair or one of its other sites, which include Joss & Main, Birch, Dwell and All Modern. The full Perigold site selection also includes rugs, fabrics & wallcoverings, furniture, décor, lighting and outdoor.

Perigold is in the process of building out build out the assortment, said Shah.

“We’re excited to see how consumer and interior designers will take to this brand as its develops,” he added.

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