Amazon sells its own furniture | RetailDetail

Amazon launches first own furniture brand

Amazon launches first own furniture brand

American eCommerce giant Amazon has once more launched new private labels. This time, it has entered the sports clothing and furniture industries with its own brands.

Two furniture brands

It is no surprise that Amazon would launch its own sports clothing collection: that was leaked several weeks ago. However, it has now officially launched them, competing directly with Nike, Under Armour and Adidas. Considering the fact that Amazon has been active in the fashion industry for a while, its entry in the “activewear” world can hardly be considered surprising.


It is however a novelty that Amazon has also launched two furniture brands, called Rivet (the cheaper one of the two brands) and Stone & Beam. Despite the fact it is a new market for the online giant, it has immediately revealed quite an extensive product range, including sofas, chairs, tables and several hundred other products.


Amazon also recently created a new program for furniture sellers in an attempt to get them to sell furniture on Amazon. Retailers can adjust prices according to the customer’s service request and are not forced to sell across the nation. With its own two furniture brands, Amazon hopes to give its web shop’s furniture category a first boost.

Questions or comments? Please feel free to contact the editors

Gerelateerde items

New leadership for Blokker Holding


On 6 February, Abel Slippens stepped down as chairman and member of the Board of Commissioners for Blokker Holding. Michiel Witteveen, who has plenty of retail experience, has succeeded him.

American chains consolidate to fight Amazon


American retailer Albertsons has acquired its competitor Rite Aid, after the latter had already sold a series of stores to Walgreens. The acquisitions are mainly a reaction to Amazon and other online players’ onslaught.

Are Chinese prisoners working for H&M and C&A?


British former journalist Peter Humphrey has accused C&A and H&M of using forced labour. He claims to have seen how Shanghai prisoners were forced to work for Western chains, something the retailers will now investigate.

Chanel acquires stake in online retailer Farfetch


French fashion label Chanel obtained a minority stake in British Farfetch. It wants to use the online retailer’s expertise to create more digital innovations for its own customers.

Monoprix wants to acquire web shop Sarenza


Store chain Monoprix, part of French Groupe Casino, entered negotiations to acquire online shoe seller Sarenza, one of France’s prime online brands.

Ikea considers vegan customers


Swedish Ikea will now also manufacture vegan products. The first item will be the Veggie Dog, a vegan version of the hot dog. Local customers will have to wait until the summer to buy one here as well.

Back to top