DesignStory Enters Online Flash Sale Fray

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By Stephanie Murg Comment

aarnio.jpgThere’s a new player in the world of online flash sales for home décor and furniture. Launched Tuesday, DesignStory uses the membership model pioneered by Paris-based Vente-Privée and imported by Gilt Groupe to offer limited-time sales of home and design products. While sites such as Gilt and One Kings Lane offer up homegoods from a broad range of brands and designers, DesignStory is more focused on products with a modern edge. Look for a strong selection of Scandinavian stuff, as the San Francisco-based company boasts an “R&D innovation hub” in Helsinki, Finland, the home country of co-founders Mia Lewin and Inka Mero. “Our emphasis is on design and visual aesthetics—the emotion, the beauty, the functionality,” says Mero, who serves as chief product officer and mans the aforementioned innovation hub. DesignStory’s debut sale features a selection of colorful, kid-friendly items (like the $200 Zoo Mobile, pictured) designed by Eero Aarnio. Weekly sales begin every Tuesday at noon Eastern and run through the following Monday, or while supplies last.

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