Wayfair Goes Traditional With Birch Lane Collection

Online home furnishings and housewares retailer Wayfair today announced the launch of Birch Lane, a new direct shopping destination for classic style and timeless home design, as the company described it. Birch Lane, Wayfair stated, provides a fresh perspective on traditional furnishings and décor that also acts as a new source for inspiration.

Consumers can shop by product segment or collection. Prices are set to be competitive with specialty stores. For example, Birch Lane offers two products under the Media Solutions heading, a media center from its Norton collection and a television stand from its Westwood collection. Prices for the products are $2,799 and $999 respectively.

Consumers can shop the new operation online through www.BirchLane.com or through a home-delivered print catalog.

“We are delighted to introduce Birch Lane as the destination where tradition meets inspiration,” Christiane Lemieux, Wayfair’s executive creative director said in announcing the new operation. “The furnishings are made to layer with other finds and favorites to create a well-loved and lived-in look. The classic pieces complement almost any décor and stand the test of time.”

Birch Lane debuts with a curated selection of classically styled furnishings, lighting, rugs, drapery, bedding, tabletop and décor presented for bedroom, dining room, living room and home office, Wayfair noted. The company backs the Birch Lane operation with the same customer service and sophisticated delivery network that provides fulfillment across Wayfair’s portfolio of home brands, it asserted.