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Susan Dickenson

'Frooogal' flash sale site for lux goods and home furnishings to launch in August

NEW YORK -, a new flash sale site for home decor, furniture, accessories and giftware, is frooogalsigning up members for its August debut. Frooogal's founders are Kevin Wu and Sandy Wilder. Wilder was formerly with Elizabeth Wilder, vendor of high-end imported furniture for Sarreid LTD, and home furnishings online retailer has received start up funding from an undisclosed group of investors.

In a press release, Frooogal claims to be the only flash site platform in which vendors can control own product offering - approved vendors submit and upload their product images and plan their sales by setting their own prices and choosing the dates of their sales.

The site will feature designer products from the furniture, home accessories, technology, entertainment, lighting, art, outdoors, toys, and personal accessories categories. Home decor brands currently shown on the site's home page include Eames, Studio Vertu, Peking Handicraft, Shiner, C R Laine, Koko, Three Birds, Couleur, AK47 and George Nelson. will feature "daily deals" products at up to 70% off retail. According to the Vendor Agreement, vendors listing on the site agree to "offer verified pricing of 50% off of MSRP to members or as agreed upon." Frooogal charge vendors a listing/set up fee of $29.99 up front, plus 10% of their sales. Vendor pays for freight, but agrees to provide shipping to the purchaser at the rate of $7.95.

Sales start daily at 11:00 am (ET). A new sales event will occur daily, with each sale lasting for 72 hours. All sales are announced in advance to Frooogal members on the website and via a daily e-newsletter.

Frooogal joins a growing field of flash sale sites that feature home furnishings in their sales events. Others are One Kings Lane, Gilt Groupe (Gilt HOME), Ideeli, Rue La La, HauteLook, Eziba, The Foundary, Joss and Main, Fab and London-based Achica.

Vendors interested in listing products on the site may submit inquiries to

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