Furniture store Hem opens virtual doors

Furniture store Hem opens virtual doors

Furniture store Hem, Fab.com founder Jason Goldberg's new project, has launched today. The website will be available in 30 countries and its items will be on sale at partners in 10 countries.

Affordable design

 

Hem is actually a merger of Fab.Com's European collaborations with Finnish One Nordic and German start-up MassivKonzept, both acquired by Fab.com. Hem, the Swedish word for home, wants to sell affordable design furniture. Customers have to construct the furniture at home, without the need for tools, and can combine items as they see fit.

 

Hem's home base is in Europe, but Goldberg expects half of its turnover to come from the United States. Hem has also found partners in Japan, Australia, Turkey and South Africa, with its own showroom in Berlin.

 

Different to Fab

 

Goldberg believes Hem will also appeal to Fab.com's customers: "Hem wasn't an idea that just came out of nowhere. It was really based on our learnings from Fab and observing our customer behavior." The biggest difference between both shops is that Hem is focused on Nordic minimalism, while Fab often relied on "kitsch and gimmick".

 

Fab has mainly focused on customers that fit Hem's profile over these past few months. They received exclusive previews and they were asked to sign up for the VIP program. According to Goldberg, more than 100,000 of Fab.com's best customers have signed up for Hem.

Questions or comments? Please feel free to contact the editors


Europe will investigate Ikea's tax constructions

18/12/2017

The European Commission has officially opened an investigation into Swedish furniture chain Ikea’s tax constructions. The company has a main office in the Netherlands, but also circulates its profits to Liechtenstein and Luxembourg.

JYSK published record results once more

01/12/2017

Danish JYSK published a record 3.36 billion euro turnover in its 2016-2017 fiscal year. Backed by more than 2,500 stores worldwide, it achieved yet another record.

Ikea opens two Belgian hotels in 2019

01/12/2017

Swedish furniture chain Ikea will open two hotels in 2019, one in Antwerp and one in Ghent. Hotel chain Moxy, which it set up together with Marriot, is already present in New York, Paris, Tokyo, Chicago and London.

Ikea will invest in more Citystores

29/11/2017

Ikea wants to open smaller stores in city centers, starting in 2019. These stores should attract people without cars, a move that should tap into the world’s rapid urbanization and digitization.

CASA further expands web shop

24/11/2017

Interior design store chain CASA continues the rollout of its “click & collect” web shops. It already implemented this new formula in Belgium, France and Luxembourg, but will now tackle Switzerland, Spain and Portugal.

Amazon launches first own furniture brand

08/11/2017

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.

Back to top