Overstock Launches 17 Private-Label Furnitures


Overstock.com recently launched around 17 private-label furniture to its retail site offering a range of exclusive designs, styles, and products. More than 16,000 SKUs will be added to the site by this brand which will typically promote and push its collection with varying names. The products will be featured like The Gray’s Barn farmhouse style, Carson Carrington Home’s mid-century designs and other highly affordable products coming from Laurel Creek.

The private-label brand director from Overstock, Mr. Kelsey Byrne, stated that “consumers are constantly bombarded with the latest trends to follow, and we found that a majority simply want to shop the looks they like instead, regardless of whether it’s on trend.” The conceptualization of these private brands took place after deep analysis of the consumer behaviour. Overstock observed out of its 7 million SKUs consumers to find out what they are browsing and buying. The suppliers of these goods helped in the creation of these private brands.

To push these private brands in the market, Overstock has taken a page out of Wayfair Inc.’s playbook which has proven track record in making more than 70 private-label brands a success.

Last year, Amazon also launched two private furniture brands and one home goods brand. While launching these brands, Amazon emphasized on the growing demand of home furnishing products. It is one of the most promising product categories for online retailing. For home goods category, private label brands can turn out to be a good fit because online buyers search the products as per the style and not the brands. This is especially correct for the home goods only as people check the styles of whether they would fit in their house and interior.


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