GoodHome, whose backers include Hearst Corp., launched its online selling site in September. The site allows users to design rooms, including wall colors and coverings.
Products used in the sketches, from furniture to fabrics and accessories, can be purchased on the site. GoodHome provides customers with free fabric and wood grain samples, a product guarantee and overnight delivery.
The site will work with Hearst to launch an online magazine.
'IT WAS NEVER THIS EASY'
The site's slogan is, "A beautiful home. It was never this easy." It's unclear whether the tag will be used in its first TV, magazine, newspaper, outdoor and online advertising, planned to launch yet this year. Citron Haligman was awarded the account after a review that involved other, unnamed ad agencies.
The site's target is women in their 30s, from new-home buyers to sophisticates, said Sheila Dahlgren, VP-marketing.
The estimated $60 billion U.S. furniture market is growing as Generation Y sets up households.
Several other furniture sellers, meanwhile, have emerged in the category. Online competitors include Furniture.com and Living.
com. At the same time traditional retailers are adding Internet muscle to their sites.
For example, Levitz Furniture Corp. this month relaunched its Web site, www.levitz.com, to tie in with its retail stores. It offers virtual coupons starting at $100 redeemable at any Levitz store. La-Z-Boy also is eyeing online