E-commerce website Amazon enters into the field of contemporary designer furniture with the 'Now House' collection by Jonathan Adler. With a range of offerings for the style-minded consumer, the online retailer adds more exclusivity and a fashion-forward mentality to its products.
The Now House capsule boasts a line-up of sleek and colorful items — from rugs and bedding to furniture and home decor. The offerings prove to be well-curated and inclusive, bringing to the consumer "everything [they'd] need."
The entry of the contemporary designer furniture collection into the reach of the massive online retailer is a venture in refining an already successful business model, ultimately strengthening the relationship between independent creators and the shopping platform.
What's Driving This Trend
- Online Platform-designer Collaboration
- Further development of online platforms, such as Amazon, partnering with designers to release exclusive collections will provide opportunities for disruptive innovation in e-commerce.
- Sustainable-designer Furniture
- There is a growing trend of consumers seeking sustainable and eco-friendly designer furniture, providing an opportunity in the furniture industry to innovate and incorporate environmentally friendly materials.
- Smart Home Decor
- More consumers are seeking home decor and furniture with smart features, such as integration with smart home devices, thus creating opportunities for innovation in the smart home and furniture industries.
Who This Affects Most
- E-commerce
- Online retailers, such as Amazon, can further the demand for contemporary designer furniture by collaborating with reputable designers to release exclusive collections.
- Furniture
- New demands from consumers for sustainability and smart home features in designer furniture presents an opportunity for the furniture industry to innovate and diversify their products.
- Home Decor
- As customers become more style-minded and keen on buying home decors, this industry offers a chance for innovation by introducing more stylish and customizable furniture and decor products.
