Did you know that Wayfair has a new luxury brand?

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Wayfair, already a strong contender in the home e-commerce market, is making a move to expand into luxury furnishings with a new luxury brand. Perigold is Wayfair’s play to the high-end market, a source with more than 75,000 SKUs from brands like Schumacher, Frette, and Milling Road.

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Wayfair Discover The New Luxury Brand by Wayfair 2 Perigold

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For anyone who is excited to find the best pieces for home, Perigold brings top home brands together all in one place for the first time. These items used to be hard to find—they were available in subsets in showrooms or from smaller boutique retailers. Perigold has distinctive items for the home all in one place, plus offers complimentary white-glove delivery, making them easier than ever to shop.

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Indeed, many of these offerings have until now been restricted to niche shops and showrooms—some were only available to the trade. With Perigold, Wayfair will bring them to its mass audience, with all the convenience available from an e-commerce giant. And according to them, they are observing an ever-increasing appetite for home inspiration online and a comfort with purchasing all types of home furnishings from online retailers.

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Wayfair already operates several sister sites that each offer a slightly different aesthetic. AllModern, Birch Lane, DwellStudio, and Joss & Main are all under its umbrella. With Perigold, the company will round out its more casual, modern options with something more high-end—and it is already the same success.

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