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Biggest online retailers in the home décor field


Online sales in the United States continued to trend upward in 2018, according to estimates from the U.S. Census Bureau. Total online sales reached an estimated $512.5 billion in 2018, which grew beyond 2017's figure of $453.5 billion. Those e-commerce figures represented around 9.7% of all retail sales in the year.

As a whole, the Department of Commerce estimated that retail was up to $5.32 trillion in 2018, compared to $5.08 trillion in 2017. According to sister publication Furniture Today's annual Retail Planning Guide, furniture and bedding sales grew to an estimated $111 billion in 2018, a 2.9% increase over 2017's numbers.

This is the sixth year that Home Accents Today has surveyed the online channel's key home retailers. The report examines sales leaders who have caught and kept the attention of today's online shoppers.


2018 sales: $233 billion

Publicly held, fiscal year ended Dec. 31. Began selling online in July 1995 and is known as the world’s biggest online retailer. Sells directly to consumers and through third-party vendors online and through mobile apps. North American 2018 sales grew 33% to $106 billion and accounted for 61% of total, up 1% from last year. Home furnishings brands carried include Acme, Ashley, Coaster, ELK, Howard Elliott, Import Collection, Kalalou, Mercana, NuLoom, Nourison, Surya, Momeni, Unique Loom, Orian, Oriental Weavers, Safavieh, Couristan, Cyan Design and Well Woven. Total 2018 sales were $233 billion, up 31% from $178 billion in 2017.

2018 sales: $6.7 billion

Fiscal year ended Dec. 31. Founded in 2002. Sells through five distinct brands: Wayfair.com, Joss & Main, AllModern, Birch Lane and Perigold. Offers more than 10 million products from 10,000-plus suppliers. Home furnishings brands include Abbyson Living, Signature Design by Ashley, Broyhill, Copeland, Emerald Home Furnishings, Hooker, Klaussner, Nourison and Surya. Opened its first permanent brick-and-mortar location in Kentucky in February 2019. Direct Retail net revenue increased $576.6 million to $1,995.8 million, up 40.6% year over year. Total net revenue increased $2.1 billion to $6.7 billion, up 44% year over year.


Salt Lake City
2018 sales: $1.8 billion

Publicly held, fiscal year ended Dec. 31. Online-only closeout retailer offering discount brand-name merchandise. Began selling online in 1999. Home and garden as a merchandise category accounted for approximately 81% of total sales in 2018. Home and garden includes furniture, home décor, kitchen and dining, bedding, garden and patio, home improvement, housewares and other related home products. Brands include Signature Design by Ashley, Abbyson Living, Broyhill, Coaster, Klaussner, Magnussen, Zuo Modern, Cyan Design, Imax Worldwide Home, Nourison, Nuloom, Safavieh, Urban Trends, Uttermost and Walker Edison. Total 2018 sales were $1.8 billion, up 4.4% from $1.7 billion in 2017.


2018 sales: $1.8 billion

A wholly-owned subsidiary of Qurate Retail, Inc., which includes QVC, HSN, Zulily and the Cornerstone brands. Fiscal year ended Dec. 31. The site was launched in 2010 and is headquartered in Seattle with over 2.2 million square feet in fulfillment capacity between three centers in Ohio, Nevada, and Pennsylvania. Features an “always fresh” curated collection of clothing, home decor, toys, gifts and more. Works with 15,000 different brands and has an estimated 6.9M active customers. Unique products from up-and-coming brands are featured alongside favorites from top brands. New sales open each day at 6 a.m. PST. Zulily has mobile apps for Android and iPhone and over 5M fans on social media. Total 2018 revenue was $1.8 billion, up 12.6% from $1.6 billion in 2017.
Rue La La

2018 sales: $500 million+

Members-only flash sales site founded in 2007. Member base is over 20 million. Offers men's, women's and children's apparel and accessories; home décor and accents; and exclusive destinations and experiences. Furniture offerings include case goods and outdoor furniture. Daily boutique sales go live at 11 a.m. ET and stay open for 48 hours. Focuses on the consumer’s shopping experience and what it calls “daily, must-see shopping.” Has mobile apps for iPhone, iPad and Android devices. Has a social media presence on Twitter and Facebook. Part of Rue Gilt Groupe, owned by Kynetic, which also owns Fanatics, a leading online retailer of licensed sports merchandise, and ShopRunner, an innovative, members-only service that aggregates shopping benefits from top retailers and brands.

rue la la


Omaha, Neb.
2018 sales: $500 million

Owned by Walmart as part of its 2016 acquisition of Jet.com. Founded in 2002. Offers a range of products from indoor and outdoor furniture to décor, gift baskets, supplies, equipment and more. Has approximately 1,000 employees and operates fulfillment centers in Monroe, Ohio, and Riverside, Calif. Home furnishings brands offered include Abbyson, Belham Living, Coaster, Hooker, Tov Furniture, Safavieh, Surya, Nourison, Mohawk, Oriental Weavers, Kas Rugs, Cresswell Lighting, Anthony California, Bassett Mirror, Dimond Lighting, A.R.T. Furniture, A&B Home, Abbyson, Imax, Star International, Palmetto Living, Cyan Design, Foreside Home & Garden, Renwil, and Kenroy Home. Also features its own exclusive lines of indoor and outdoor furniture. Hayneedle has a social media presence and a blog.


New York
2018 sales: $464 million

Part of publicly-held department store retailer Hudson’s Bay Company, fiscal year ended Feb 2. Gilt launched in the U.S. in November 2007. The flash-sale site opens a window every day at 10 a.m. ET and offers furniture and home decor from hundreds of suppliers including 808 Home, Abbyson, Cyan Design, Couristan, Modway, Moe’s Home Collection, Noir Home, Noori Rug, Nourison, Nuloom, Ohana, Safavieh, Sunpan, Surya, Tov Furniture, World Interiors, Yosemite Home Décor and Zuo. Gilt has mobile apps for Apple TV, iPhone, iPad and Android devices; approximately half of the retailer’s orders are generated on a mobile platform. Part of Rue Gilt Groupe, owned by Kynetic, which also owns Fanatics, an online retailer of licensed sports merchandise, and ShopRunner, a members-only service that aggregates shopping benefits from top retailers and brands.

One Kings Lane

San Francisco
2018 sales: $300 million+

Since launching in March 2009, One Kings Lane has established itself as a home shopping destination and resource. A pioneer in content-led commerce, One Kings Lane speaks to a “highly engaged audience” via a digital ecosystem that includes in-house design services from The Studio at One Kings Lane, social shopping, editorial, and online shopping. One Kings Lane was acquired by Bed Bath & Beyond Inc. in 2016. Home décor brands include Bradburn Home, Global Views, Juliska, Matouk, Miles Talbott, Regina Andrew, Visual Comfort, F.J. Kashanian, Libeco, Saddlemans, Kim Seybert, Vietri, Crystorama, Chelsea House, Jamie Young, Port 68, Arteriors, Selamat and Soicher Marin.

One Kings Lane
Cymax Stores USA

Reston, Va.
2018 sales: $100 million+

Founded in 2004. Offers furniture and home décor items, more than 100,000 products for home and office from more than 300 North American manufacturers. Approximately 97% of its e-commerce business is in the United States. Furniture price points are promotional to high-end. Home decor suppliers include Coaster, Uttermost, Safavieh, Renwil, Zuo, Moe’s Home Collection, Imax, Modway and Linon. The website is mobile-ready and has 450,000 site visitors each week. Has a social media presence through Facebook, Twitter, Pinterest, Google+, LinkedIn and Instagram.

Cymax Stores USA

2018 sales: $35 million+

Privately-held, established in 2000. Offers promotional to high-end furniture lines including bedroom, living room, dining, occasional and outdoor. Also sells decorative accessories, including lighting. Major suppliers include Avanity, Crosley, Hillsdale Furniture, Home Styles and Magnussen. The website is mobile-ready. Promotes free shipping for orders over $75 and a price-matching policy. Has a social media presence. Works with designers and home experts to create content for its blog. Attends 17 U.S. trade shows each year to source product. Home décor brands include ELK Home, A.R.T. Furniture, Currey & Company, Cooper Classics, Crystorama, Global Views, Hinkley Lighting, Hudson Valley Lighting, Loloi, Karastan, Quoizel, Regina Andrew, Robert Abbey, Surya, Uttermost and York Wallcoverings.


Pembroke Pines, Fla.
2018 sales: $30 million+

Family-owned business started in 2003. The company grew to over 400 niche websites and in 2014 consolidated those niches under one site, rebranding from ivgStores to ShopLadder. Offers furniture, home decor, sporting goods, appliances, outdoor and children’s products. Partners with 3,000 different suppliers offering mid-priced to high-end lines. Home décor brands include Adesso, Crestview Collection, Crystorama, Dimond Lighting, Elegant Lighting, ELK, Golden Lighting, Lite Source, Nuvo, Uttermost, Imax, Urban Trends, Moe’s Home Collection, Zuo, Howard Elliott Collection, Safavieh, Jaipur, Linon, Momeni. ShopLadder has a social media presence and features a loyalty program where customers earn credits by inviting friends to join via email and social media.

From: homeaccentstoday

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