Gilt Groupe Builds Relationship With Dwell Media

Gilt Groupe is branching out again from its origins as a flash-sale site for women’s fashions with a deal to sell modern home plans from shelter magazine Dwell.
Dwell will sell 20 packages of prefab homes and architectural services by Massachusetts design firm Turkel Design. The three-day sale on Gilt runs this week. The package will sell for $12,500, which Dwell said is half the amount such a package would retail for.

Dwell Media president Michela O’Connor Abrams said the deal grew out of a conversation she had with Gilt chairman Susan Lyne at a Mediabistro event, where both were scheduled speakers. “We talked about private sales, and it started to percolate from there,” she said. While Dwell will share the revenue from the sales with Turkel and Gilt, the primary benefit is exposure for the brand, she said. “We know we do really well selling Dwell things.”

In addition to publishing the magazine, Dwell Media puts on a home show, sells prefab homes through manufacturers and conducts research on affluent consumers.

For Gilt, the deal reflects a growing interest in associating with magazine brands. In its first, in 2009, it created a site with Condé Nast Traveler to cross-promote travel deals. More recently, Gilt worked with Real Simple to create an online pop-up shop of gifts recommended by the magazine. The Dwell sale is its first involving home plans.