May 3, 2013, 4:55 PM

Flash-sale becomes part of

With traffic falling, Foundary ceases to operate as a stand-alone site.

Lead Photo’s time is up as a stand-alone flash-sale home furnishings e-commerce site. Starting May 6 it will operate as a part of, the flagship site of parent Hayneedle Inc., the retailer said today.

Hayneedle launched Foundary in October 2010, offering consumers who signed up limited-time sales of home furnishings as a complement to the home products offered separately at Starting May 6, Foundary will operate on several “Styleboards” offering furniture and home décor products introduced weekly for selling periods ranging from six weeks to six months.

As a stand-alone site, Foundary was far off the web site traffic garnered by its competitors, however. It recorded 53,721 unique visitors in April 2013, down 64% from a year earlier, according to figures compiled by Compete Inc., a provider of web site traffic data. That put Foundary far behind other online flash-sale e-retailers that sell home goods and other products. For example, the number of unique visitors in April 2013 were 1,670,121 at One King’s Lane, down 8.34% from a year earlier; 996,066 at, down 11.07%; and 885,523 at, up 7.05%, according to Compete.

Hayneedle is No. 85 in the 2013 edition of the Internet Retailer Top 500; Gilt Groupe is No. 54, is No. 150 and One King’s Lane, No. 214.



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