Amazon Launches Two Private-Label Furniture Brands
Amazon.com has launched a pair of private-label furniture brands. The Seattle Times reports the online retailer unveiled the furniture brands — Rivet and Stone & Beam — this week. The brands will be sold exclusively on Amazon.com. This announcement represents the company's latest expansion into private-label brands. Amazon describes Rivet as “stylish and versatile mid-century modern furniture and décor,” and the collection features a range of sofas, rugs and light fixtures. Stone & Beam, the company said, emphasizes comfort and durability.
Total Retail's Take: It has been a busy year for Amazon, from the acquisition of Whole Foods to launching a craft marketplace, and, most recently, venturing into athleisurewear. It seems as if there's no product category the e-commerce goliath won't test. Many traditional retailers, including Target, have launched their own private-label furniture brands, and this move by Amazon could be in response to that. The $150 billion furniture market is one of the few categories that's consistently growing sales. It will be interesting to see how Amazon's entrance into the category impacts other furniture retailers such as Wayfair and Overstock.com.
