October 18, 2011, 11:37 AM

Gilt Groupe expands beyond flash sales with its revamped home furnishings site

Gilt Home sells products at regular price and features design advice.

Allison Enright

Editor

Lead Photo

Gilt Groupe Inc. today unveiled a rehabbed look and sales model for its home furnishings site. Gilt Home, which launched in May 2010 and has until now followed the flash-sale model of offering a limited number of products at deep discounts for a limited time, has moved into full-price retailing.

Gilt says the site will continue to run flash sales daily, but will also offers more than 2,000 full-priced products for sale on an ongoing basis, with more to come. The new products come from more than 200 high-fashion brands, including Missoni, Frette and Michael Aram, and also from brands that Gilt says are normally sold only through designers, including Stark, Ted Boerner and Kyle Bunting. A Missoni area rug, for example, is listed for sale for $2,755.

The redesigned site includes expanded editorial content, such as how-to articles and commentary on overdone fashion trends. It also features a section where known designers show off photos of rooms they’ve created and recommend products within the Gilt Home catalog that follow that style. “So much of design is about education and Gilt has found a way to incorporate education, editorial content and shopping in one experience,” says Bunny Williams, one of the featured designers whose rooms consumers can now shop on Gilt Home.

Gilt Home’s hybrid sales approach comes as Gilt begins to move away from exclusive reliance on flash sales and expand editorial content. The retailer hired interior designer Tom Delavan this summer to help expand Gilt Home and its editorial content. Delavan previously worked as an editor for a home furnishings magazine. This spring the company launched GiltTaste.com, a full-price food site with former Gourmet magazine editor Ruth Reichl as editorial director, and this summer introduced Park & Bond, a full-price fashion site for men.

Gilt Groupe is No. 49 in Internet Retailer’s Top 500 Guide.

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