• Clint Engel

Amazon moves in

E-tailer’s first exclusive furniture lines set faster delivery speed standard

SEATTLE — Amazon is digging deeper still into the home furnishings industry with the launch of its first two proprietary in-home furniture brands.

The e-commerce giant introduced Rivet, a group of Mid-Century Modern living room furniture and décor, and the more transitional, modern and higher-priced Stone & Beam, also in the living room category. Ready-to-assemble, full-size sofas under the Rivet brand range from $699 to $999, while Stone & Beam sofas range from $999 for the down-filled overstuffed Lauren sofa to $1,449 for a leather Chesterfield.

The collections also include accent chairs, sectionals and loveseats, tables (Rivet), storage ottomans (Stone & Beam), lighting, rugs and wall art.

Amazon offers free swatches, quick delivery and 30-day free returns on its Stone & Beam (shown) and Rivet lines of furniture. Amazon
Beam The Stone & Beam line includes a number of table lamps featuring the transitional, modern look.
The Modern Sweeping Arm settee, part of the Stone & Beam group, is covered in woven fabric (Oxford stripe charcoal shown) with wood-look legs. Modern

The brands feature hundreds of pieces, according to a company spokeswoman, and while the pieces carry the Prime badge and feature free shipping, not all products (such as sofas) are available for two-day shipping. The Stone & Beam Hoffman down-filled sofa in a gray tweed performance fabric, for instance, usually ships in three to five days, according to the website. Some products are eligible for 12-month no-interest financing if purchased with Amazon’s store credit card.

Asked for details on where the goods are produced, the Amazon spokeswoman would note only that the products are made “in various locations” and said, “we’re collaborating with well-respected manufacturers that have strong reputations in their respective industries.”

The brands do not yet work with Amazon’s just-launched ARView augmented reality app.

“As a company, we’re always listening to customers, learning and innovating on their behalf to bring them products we think they will love,” Ayesha Harper, director of hardlines private brands, said in a statement.

“Rivet and Stone & Beam feature furniture and décor to serve the needs and style aesthetic of different customer segments. Millennials searching for the perfect Mid-Century Modern sectional for their apartment will find it from Rivet, and families looking for comfy and durable down-filled sofas with performance fabrics will find relevant selection from Stone & Beam.”

Amazon described Rivet as “a new brand of stylish and versatile Mid-Century Modern” design with small spaces in mind and providing “urban dwellers with the ability to customize their spaces to reflect their individual style through quality pieces featuring great attention to detail and at great prices.”

Stone & Beam, meanwhile, “caters to the style, comfort and durability needs of today’s modern family” with “stylish and sturdy pieces” and is “made with performance and stain-resistant fabrics to endure the test of time and the beautiful messes of family life.”

Low-slung arms and stainless steel base of four angled legs create the modern look of the Rivet Farr Lotus accent chair. steel
Highland The Highland wingback chair from the Stone & Beam group gives this traditional style a modern twist.
Stone & Beam’s Bradbury sofa, shown in cognac, is an updated twist on a classic Chesterfield. stone
Modern Emerly Modern Velvet Metal Leg sectional in the Rivet collection features a sleek profile, metal legs and stain-resistant, heavy-duty fabric.

Amazon offers free swatches and 30-day free returns for both new brands. Rivet carries a one-year limited manufacturer warranty, and Stone & Beam has a three-year limited warranty on furniture.

The two brands signal Amazon’s foray into private-label, in-home furniture, although the e-tailer does sell office chairs under its broad AmazonBasics label. It also has a Strathwood patio furniture line but is no longer launching new products under the name.

The launch is just the latest step into the furniture category for Amazon, which has increased its presence at both the High Point and Las Vegas markets and recently slow-launched a new furniture seller program, designed to encourage more brick-and-mortar furniture stores to list on the marketplace by removing some of the biggest obstacles such as a previous nationwide shipping mandate.

“Customers are increasingly turning to Amazon for their home furnishing needs, with furniture as one of the fastest-growing retail categories here at Amazon, and we are excited to continue innovating on behalf of customers as well as expanding our selection of products and offer customers Rivet and Stone & Beam,” Amazon said.

Clint EngelClint Engel | Senior Retail Editor, Furniture Today
cengel@furnituretoday.com

Please feel free to email or call me with all of your retail news and tips, including expansion news, successful merchandising and marketing strategies and anything else you would like to see covered by Furniture/Today.  Contact me directly at cengel@furnituretoday.com or 336-605-1129.

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