BOSTON—Online retailer CSN Stores LLC has merged its more than 200 single-category retail sites into one destination called Wayfair.com, which launched yesterday.
The company said that it has experienced significant growth over the past nine years as it focused on its sites, named for the category of goods they carried, such as Cookware.com, Luggage.com and BedroomFurniture.com. Now, all of the sites have been consolidated into one, giving consumers a comprehensive catalog of home products, offering more than 4.5 million items from 5,000 brands, the company said.
The company expects to surpass $500 million in sales this year, it said. Its staff has more than doubled in the past two years, and it plans to add another 200 people by year’s end, for a total number of employees of more than 1,000.
“After years of growing successfully and profitably by selling and delivering huge items including bedroom sets, gazebos, and grills from 200 different sites, we decided it was time to refresh what we do best and focus on one new site to benefit our customers,” said Niraj Shah, CEO, Wayfair. “We also have a more consumer-friendly name, an attractive logo and layout, and a technically advanced site platform – upgrades that give customers faster, more enjoyable, and memorable shopping experiences all in one place.”
The rebranding strategy follows the company’s first round of institutional funding–a $165 million investment from Battery Ventures, Great Hill Partners, HarbourVest Partners and Spark Capital in June, which will support the Wayfair transition, appropriate acquisitions and other plans for corporate expansion in the U.S. and globally.
“Our mission is to become the favorite place to buy anything for your home,” said Steven Conine, chairman, Wayfair. “Based on our selection, strong service and competitive pricing we think this is achievable. We also keep our selection fresh by adding tens of thousands of new items each month.”