Gilt Groupe, a high-end fashion daily deals brand, has purchased home décor e-commerce company Decorati. The acquisition underscores the burgeoning daily deals niche, while accenting Gilt’s designs on expanding the merchandise available on its members-only site.
San Francisco-based Decorati offers product categories including furniture, fabrics/wallpaper, kitchen/bath, paint, lighting, and outdoor. The company’s marketplace-styled site facilitates sales between upscale consumers and designer product sellers with items often imported from around the globe.
It is not Gilt’s first foray into the home category. The company says it has been offering about 30 sales per week from around 400 brands, which include names like Jonathan Adler, Stark, and Mitchell Gold + Bob Williams.
Gilt plans to launch a broader home category business later this year now that Decorati is on board, according to the New York-based company. The offering “will be a mixture of full-price merchandise, one-of-a-kind items and antiques, daily flash sales, community and social tools, and will include a channel specifically for the designer,” it said in a prepared release.
Specifics about the purchase were not disclosed.
But such investments by daily deals players could be ripe for a healthy return. According to a report by BIA/Kelsay, the niche will be a $4 billion industry by 2015. In 2010, BIA/Kelsey found daily deals services captured $873 million. If correct, its projections indicate a 35 percent compound growth rate during the next four years.
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