Gilt Overhauls Home Site With Top Designers and Editorial Content | Adweek Gilt Overhauls Home Site With Top Designers and Editorial Content | Adweek
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Revamped Gilt Home Merges Editorial Content and E-Commerce

Adds full-priced goods to flash sales
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From fashion to food to local deals, there aren’t many luxury retail spaces that flash-sale site Gilt doesn’t already cover. But with companies like One King’s Lane finding huge success by mixing home décor and designer collaborations, Gilt has decided to amp up its existing home goods offerings by launching Gilt Home today.

Similar to Gilt Taste, led by former Gourmet editor Ruth Reichl, and menswear site Park & Bond, which has a partnership with GQ, Gilt Home aims to merge its e-commerce with editorial content. Overseen by new editorial director Tom Delavan, formerly editor-at-large at the legendary (and short-lived) Domino magazine, the site will offer design columns, decorator profiles, and Q&As—and, of course, you’ll be able to purchase many of the highlighted items.

To add to its magazine-like feel, Gilt Home has also partnered with several well-known designers, including Bunny Williams, Alexa Hampton, and Laura Kirar. Each designer’s page features a curated “designer boutique,” which sells nondiscounted items from the designers’ lines in addition to Gilt Home goods, as well as shoppable advice columns and Q&A sections. 

Earlier this year, Gilt acquired Decorati, an online platform that allowed consumers and decorators to shop manufacturers’ catalogs typically only available in design showrooms. In addition to its daily flash sales, Gilt Home also offers a range of items from more than 400 brands, including names like Stark, A. Rudin, and Espacio that were previously only available to the trade. Unlike the flash sale goods that Gilt is famous for, these high-end selections won’t be discounted—the site seems to be banking on the fact that deep-pocketed shoppers will be willing to pay full price for brands they’d otherwise have to go through a designer to buy.