By Andrea Lillo
Gilt Home may officially be only about a year and a half old, but its rapid growth has already resulted in a relaunch this past October, offering its devotees editorial content, a large, everyday assortment and designer profiles, among other features.
Under a management team that itself is new this year—Jason Goldberger, general manager, and Tom Delavan, editorial director, joined this past summer, while Shane Reilly, lead design advisor, joined in March with the acquisition of Decorati.com—Gilt Home, a division of Gilt Groupe, is focused on listening to its followers. “We love our customer; we have her attention and we consider that a privilege,” Goldberger told HFN. Its customer is “passionate,” and design, quality and value are important to her, he added.
The new site allows visitors to shop four ways. First, of course, is its core business of daily flash sales, which total about 20 a week, a number the company said will grow. The new everyday assortment includes approximately 2,500 products, with items continually being added. There is also a focus on designers, and the new site offers profiles on Bunny Williams, Alexa Hampton, Laura Kirar and, recently added, Shawn Henderson, and includes their decorating tips, product picks and more. Profiles on other designers, such as Martha Angus, are planned for the future. And finally is the editorial content, led by former Domino editor Delavan, which will mingle shelter content with products.
While “virtually every category is strong,” Goldberger said its furniture category is Gilt Home’s best sales performer, and there is a “huge focus” on it on the new site. “Our customer is a 30- to 45-year-old homeowner, and she’s been shopping online for a long time. She feels comfortable buying products online,” including larger pieces like furniture. Rugs and bedding are also well-performing categories.
One of Gilt Home’s best-selling brands is Missoni. “We’ve sold it for years … it’s so hot.” Other strong brands include Sferra, BeeLine Home and Michael Aram, who has a big presence as an everyday brand. “It’s a wonderful line for hostess gifts and entertaining.” The new site also incorporated new brands, such as Espacio from designer Sami Hayek.
The Gilt Home buying team now numbers more than 20, and Goldberger sees that growing, but they must have passion for the brand, as did Alex Ogof, who joined Gilt Home as divisional merchandising manager in October after emailing Goldberger about his interest.
“We want to build this platform — we have so many other ideas,” said Goldberger. And that’s in line with the thinking of its parent company. “Gilt Groupe is really committed to the home.”