Incollect 10-18
digital disruptors
Amazon breaks into the furniture business with two new brands
Nov 8, 2017
Katy B. Olson

Amazon is expanding deeper into the home space with the launch of its first-ever, private-label residential furniture lines. The two brands—named Rivet and Stone & Beam—are sold exclusively on the site and are replete with lower-cost, quick-to-ship furniture and decor. The launch is the most recent in a series of the digital titan’s strides into the home market.

Amazon Home
Rivet Sloane Mid-Century Tufted Modern Loveseat

Stone & Beam “caters to the style, comfort and durability needs of today’s modern family,” says the brand, while Rivet, an urban-focused brand, offers what Amazon calls “stylish and versatile mid-century modern furniture and decor." Hewing to a “modern farmhouse” aesthetic, Stone & Beam offers sofas, sectionals, accent chairs, area rugs, art, ottomans and lighting. The Bradbury Chesterfield Modern Sofa, for one, retails for $1,449; framed art prints and photos start from $39.99, with some options over $200.

Stone & Beam’s ‘modern farmhouse’–inspired collection
Stone & Beam’s ‘modern farmhouse’–inspired collection

Among Rivet’s small-space-friendly options are the $399 Fold Ottoman Sofa Bed and the the $249 Martin Modern Storage Bench. Rivet also offers lighting, rugs, wall art and a range of living room furniture.

Stone & Beam Modern Slate Rock Table Lamp; courtesy Amazon
Stone & Beam Modern Slate Rock Table Lamp

Target customers include families and millennials, said Ayesha Harper, director of Hardlines Private Brands at Amazon. “As a company, we’re always listening to customers, learning and innovating on their behalf to bring them products we think they will love. Rivet and Stone & Beam feature furniture and decor to serve the needs and style aesthetic of different customer segments. Millennials searching for the perfect midcentury modern sectional for their apartment will find it from Rivet, and families looking for comfy and durable down-filled sofas with performance fabrics will find relevant selection from Stone & Beam.”

Both brands are offering free swatches and free returns over 30 days; Rivet’s products arrive with a one-year warranty and Stone & Beam’s furniture is guaranteed for three. The brands join the e-tailer’s existing line of AmazonBasics office chairs.

A selection of Rivet’s small-space furniture
A selection of Rivet’s small-space furniture

Amazon, which attended High Point this past October with an initiative designed to assist its existing and potential sellers, has been in the news recently for its slow rollout of a furniture seller program. The program, which is only available in select Northeast markets, as Furniture Today reported, was devised to help bring aboard more brick-and-mortar furniture stores by, among other initiatives, revoking the site’s previous nationwide shipping requirement.

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