Wayfair hopes to sell more home goods and furniture with better editorial content

Kristine Kennedy

Wayfair.com, the recently launched brand for CSN Stores LLC, No. 51 in the Internet Retailer Top 500 Guide, has hired an editorial director.

Kristine Kennedy was the East Cost editor for Better Homes and Gardens, which is published by Meredith Corp. The hire marks the latest move by a web merchant to boost retailing with editorial.

Wayfair says that Kennedy could work on such projects as interactive planning tools, trend data, original photography, partnerships with experts, and blogs and social media that relate to the retailer’s home and furniture products. Kennedy says readers are especially hungry for content related to home furnishings after the closing of design and home magazines in the wake of the housing bust.

"I plan to infuse Wayfair.com with helpful, engaging and fun features that really capitalize on the interactivity of the Internet,” she says. “The goal is to enrich the site experience for our 11 million visitors each month, giving them a reason to hang out with the Wayfair brand whether they are buying something that day or not."

Under the Wayfair brand, the retailer is consolidating products from more than 200 specialty sites owned by the retailer, including Strollers.com, Cookware.com and BedroomFurniture.com.