Wayfair’s Upscale Perigold Brand Invites Consumers, Designers


BOSTON— Wayfair has launched its new online retail destination for luxury home furnishings and décor, Perigold, to bridge the divide between the company’s consumer and interior designer-only businesses.

“It’s our goal to be the best place to shop for home online. We recognized the demand for an e-commerce offering of high-end furniture and décor that would fit the needs of both residential customers with discerning tastes and members of the trade,” Rebecca Ginns, Wayfair’s Perigold general manager, told HOMEWORLD BUSINESS®.

Perigold officially launched in mid September offering about 75,000 items for the home across more than 300 upmarket brands including Matouk, Schumacher, Brownstone, Milling Road, Sferra, Frette and Noir.

The retail platform gives consumers access to brands typically found in design showrooms and specialty shops, with available items covering a broad range of furnishing styles and categories, from traditional to contemporary.

Beyond furniture, Perigold offers expert concierge staffers who can provide one-on-one style guidance and assistance to customers as they shop and arrange purchase shipment. A white glove delivery service comes complementary with all large parcel items, providing customers with in-room placement, full assembly and packaging removal.

“Perigold consolidates premium home furnishings and décor in one place, making them easier to find for both residential consumers and trade customers,” said Ginns. “We want our customers to notice our comprehensive selection of the finest home furnishings brands: over 70,000 premium pieces, which is more than anywhere else, online or off.”

Product prices range under $20 in the décor category but can top $10,000 in furniture. The white glove delivery and the concierge service complement the product offering and help distinguish the retail brand.

“When you compare Perigold to similar high-end retailers, Perigold really has the fullest brand book in terms of assortment,” Ginns said.

The genesis of Perigold, she noted, was in the recognition that certain present and potential customers had a somewhat different approach to purchasing than typical Wayfair shoppers. They not only had specific standards and concerns that might be other than the usual, but they also had shopping priorities Wayfair had not yet addressed, in terms of brands and style sensibility.

Wayfair saw an opportunity build off its existing operation and establish a stand-alone e-tailing site positioned to attract consumers and professionals.

“Perigold stands as its own retail destination,” Ginns said, “but has the advantage of being powered by Wayfair’s delivery network and infrastructure.”

Consumers can shop Perigold on their own or with the assistance of interior decorators as they might a brick and mortar design showroom. Consumers who are determined to go it alone, but who might want a little help along the way, can avail themselves of the concierge staffers.

“We have dedicated team members available to answer questions about products, provide design assistance and also help with orders,” said Ginns.

Decorators can work the Perigold site as they might a professional environment through perigold.com/trade.

“We offer a trade program for designers to access additional discounts for clients, while still having the advantage of our white glove delivery benefit and large assortment of products,” Ginns said.