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Shoulberg PUBLISHER/EDITORIAL DIRECTOR

Gilt introduces first self-branded line of furniture, home décor

NEW YORK - Signaling the latest step in the evolution of the online flash sale sites, Gilt has introduced the Gilt Home Collection, a group of furniture, rugs and decorative accessories designed by Tom Delavan, creative director for the company.

Gilt Home sectionalThe Lucas modular sofa, which comes in three pieces and is part of the new Gilt Home line, is offered at a temporary flash sale price of $2,150 for the set. Regular retail is $3,350.

It's the first time Gilt has sold product under its own name.

Since its launch in 2007, Gilt - like many of its similarly modeled competitors including OneKingsLane and RueLaLa - has focused on selling nationally branded goods, touting its discounts, which are only available for a limited amount of time and involve a finite amount of goods.

Gilt's launch comes as other flash sites are expanding their businesses. One Kings Lane has offering curated collections of products under its name and just this month another site, Fab, introduce its own collection of sheets and bedding.

The Gilt Home Collection broke Nov. 14 at 9 p.m. on the Gilt site and will be offered at flash sale prices through Wednesday, Nov. 21. After that the collection will continue to be featured on the site but will return to regular retail prices.

The bulk of the collection is furniture, with upholstered sofas, modulars and chairs representing the largest offering. But there are also six rug styles, offered in a variety of sizes, from runners to room-size, ranging in price from $125 to $1,499. There are also a number of decorative pillows in velvet, shearling and other fabric coverings.

The company declined to identify the suppliers of the product.

Delevan, an interior designer who also was a former editor with the now-defunct Domino magazine, began designing the collection in May. The company said it was "created with functionality in mind. It was important for Tom to create a collection that's of great quality and at the same time, offers great value, style and accessibility."

Gilt said the timing was right for it to move into its own branded collection.

"In the fashion world, there are plenty of great designs at every price point. However, this is less true in home design where Tom, along with Gilt, believed there was an opportunity to offer great design and accessible prices."

On November 12, Gilt launched its first television campaign, consisting of two 30-second spots airing on national cable networks including HGTV, Oxygen, TLC, Style, Logo, E! and Lifetime.

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