New Approaches Give Wayfair Fresh Opportunities

Wayfair has launched two initiatives outside of its mass-market oriented core, Perigold and Wayfair Professional, that provide unique new means of purchasing its furnishings.

Sotheby’s International Realty Affiliates and Wayfair’s upmarket Perigold furniture brand are introducing premium pieces into the Curate by Sotheby’s International Realty augmented reality app. Sotheby’s said the collaboration will render virtual stagings with furniture and décor in the app and on its website.

Sotheby’s agents who use Curate can select virtual stagings featuring exclusive Perigold furnishings. Agents and their clients tapping Curate can shop Perigold products on the brand’s website, sothebysrealty.com, through a shop-the-room function.

“At Perigold, we’re delighted to work with Sotheby’s International Realty to help take their luxury property listings to the next level with extraordinary furniture and décor from the design world’s top names,” said Rebecca Ginns, general manager, Perigold. “Through this relationship, consumers and real estate agents alike will discover how fine furniture and décor, some of which were previously only available to industry professionals, can truly elevate a room and captivate even the most discerning clientele. Regardless of the style of home, having the right furnishings can be one of the most powerful tools when creating a space that is sure to leave a favorable impression.”

For the commercial market, Wayfair Professional said that customers now can purchase complete furnishings and fixture packages as pre-designed rooms in just a few clicks. All-Set Rooms are curated, fully-furnished spaces, customized to the needs of specific spaces and industries.

All Wayfair Professional members, who began to sign on as part of the program’s formal launch in August 2019, can tap the All-Set Rooms program.

Margaret Lawrence, vp/Wayfair professional, said, “All-Set Rooms dramatically speeds up the selection and ordering process while eliminating the worry of whether a room has a cohesive look. It allows businesses to focus on what they do best: running their business and serving their customers.”