Gilt Groupe's Aggressive 'Home' Makeover Challenges the CompetitionOctober 20, 2011
by Lydia Dishman
Gilt Groupe may not be the fastest growing e-commerce site around (that spot’s currently held by competitor ideeli) but the flash sales juggernaut is continuing its aggressive expansion into new channels. Today, Gilt debuted a brand new destination for shoppers eager to snap up trendy home accessories and designer furniture: Gilt Home.
Housewares have already taken a turn on the flash sales site, but this new platform turns the stripped down discount e-commerce concept on its ear. In addition to the fast-paced 36-hour sales with deep discounts, Gilt Home will also carry full priced merchandise available until stock runs out.
Gilt dipped a toe in the full price waters just a few months ago with the introduction of its menswear channel Park & Bond as well as through Jetsetter which sells both discounted and full priced travel packages.
Jetsetter’s proven that there’s potential in selling at full retail price. This January, Jetsetter 24/7 became the first Gilt Groupe business to sell full-price retail packages. That segment has grown to represent 25% of Jetsetter’s overall revenue.
But the evolution doesn’t stop there. Gilt took a page from both Park & Bond and its foodie channel Gilt Taste and added a full complement of editorial content with click-to-buy functionality, as well as curated collections by acclaimed interior designers.
Like Gilt Taste, which is led by former Gourmet editor Ruth Reichl, Tom Delavan, former editor-at-large of the now-defunct shelter magazine Domino, is at the helm of Home to provide magazine-worthy pages featuring such covetable brands as Missoni and Frette.
Speaking of brands, no longer will the likes of William Earle and Stark be available only to the trade. Gilt Home brokered deals to deliver those brands to Gilt’s membership.
As magazines such as Conde Nast’s Lucky tap into the potential of integrated online shopping, the line between e-commerce and editorial content may cease to exist.