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Wayfair.com launches Coastal Living online boutique

BOSTON - Online home furnishings retailer Wayfair.com and shelter magazine Coastal Living have launched an online boutique of merchandise chosen by the editors of the magazine.

The Coastal Living at Wayfair boutique, based on looks in the magazine's current issue, brings its readers "one step closer to the inspiring images they see every month in the magazine and offers the opportunity to explore Wayfair's extensive selection of home products through the unique lens of coastal style," according to a press release.

Wayfair CEO Niraj Shah called the launch "a major milestone on our path to building the best content-driven shopping experience for the home," and called Coastal Living "an exceptional brand with a loyal and enthusiastic following that is passionate about home design."

The boutique will offer fresh content every week, thematically tied to the most current issue of the magazine, covering everything from coastal style to travel and food. Among the offerings in the new area will be the largest collection of Coastal Living brand licensed goods in one place from suppliers such as Stanley, Jaipur and Lloyd Flanders.

The boutique features four main theme areas: House Tour, Get The Look, Life+Style and Things We Love.

"Our partnership with Wayfair enables us to broadly leverage the Coastal Living brand equity to drive product sales in the ecommerce space," Charlie Kammerer, group publisher of Coastal Living and This Old House magazines, said in the release.

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