Amazon's Myhabit expands into home decor

Faith Merino · August 2, 2011 · Short URL:

The Gilt Groupe competitor now offers a sale category for bedding, furniture, kitchen, and pets

I just bought a house and I’m in high-speed nesting mode.  I need paint!  Area rugs!  Table runners!  A $500 soup tureen?  Of course.  $200 throw pillows?  Do you have to ask?  I’m exaggerating.  I buy my throw pillows at Walmart and I don’t even know what a soup tureen is. 

But I like to dream about what it would be like to have nice things (and what it would be like not to have dogs that would shred them the minute I got them home), which is why I like to browse home décor sites and sales.  Gilt Groupe recently launched its own home décor section following its acquisition of Decorati, and now Gilt’s newest competitor, Amazon’s, is moving in on its turf. on Tuesday announced the launch of its new home décor section, where shoppers will find new flash sales each day starting at 9 am PT.

Sales will include everything from bed and bath, accent furniture, cookware, bakeware, and tabletop stuff, to lighting, small appliances, and pet accessories.  All items will be hand-picked by the Myhabit buying team and offered for up to 60% off plus free shipping.

Today’s sale includes Tina Turk bedding and dishware from Richard Ginori.  The sales aren’t as extensive as Gilt’s, where you can browse 10+ sales a day, but the discounts are decent ($69 for a $159 gravy boat!).  And I’m sure the new section of the site will develop over time to be just as comprehensive as Myhabit’s other sale sections.  Over the next few months, the site will add additional home categories and sales from designers like Jura, Missoni and Swarovski (who I assume are really good ones).

“We hope Myhabit affords our members the creative freedom to be their own best decorator and create spaces they truly love,” said Myhabit president Maria Renz.

Yesterday, Myhabit announced the launch of its new mobile app for iPhone, which allows customers to browse sales and view detailed product images and videos from their iPhone—ideal for the shopper on the go who doesn’t want to miss a sale before its window of time closes.

Amazon launched Myhabit in May to compete with the likes of Gilt Groupe, ideeli, and Rue La La, with the added bonus of equipping each sale item with a video clip of the item on a live model, although it looks like Myhabit has since dropped that feature.  


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