September 1, 2011, 1:10 PM

CSN Stores relaunches as Wayfair

Wayfair.com consolidates products from more than 200 specialty sites.

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Wayfair is a more memorable name than CSN, the retailer says.

Homegoods and furniture retailer CSN Stores LLC debuted its new megasite today under the moniker of Wayfair.com, which the company considers a more memorable name than CSN. Wayfair.com, with the tagline of “a zillion things home,” consolidates products from more than 200 specialty sites owned by the retailer, including Strollers.com, Cookware.com and BedroomFurniture.com. The company’s corporate name also has changed, to Wayfair LLC.

"After years of growing successfully and profitably by selling and delivering huge items including bedroom sets, gazebos, and grills from 200 different sites, we decided it was time to refresh what we do best and focus on one new site to benefit our customers," said Wayfair CEO Niraj Shah.

The specialty sites continue to operate today, but a page header on the sites encourages customers to “view more at Wayfair.” Several of the niche sites, including Strollers.com, will close over the next four to six months and the retailer will direct consumers to Wayfair.com, a company spokesman says.  The retailer’s recently launched flash-sale site, JossandMain.com, and its designer furniture site, AllModern.com, will remain as separate transactional retail sites.

Shah says Wayfair.com has a more attractive layout and that technology upgrades make the site operate faster than the former CSNstores.com, which also consolidated the products sold on the niche sites. CSNstores.com still exists as a transactional site today, but the spokesman says it will start to redirect consumers to Wayfair.com within the next few weeks.

The retailer says the design of Wayfair.com lets consumers quickly search and find specific items while also providing more opportunity to browse products from other categories. CSN Stores LLC is No.  51 in Internet Retailer’s Top 500 Guide and had $380 million in sales last year. The company says it expects 2011 sales to surpass $500 million.

In June, the privately held retailer announced it had raised $165 million in its first round of outside funding from private equity and venture capital firms. At the time the company said it would use some of the funds to help it rebrand as Wayfair.com. The e-retailer also said it plans to expand its international operations and buy other online companies.

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