Perigold
2017
Why
Perigold was launched (not acquired) as Wayfair's luxury destination brand, targeting affluent consumers with high-end furniture, lighting, and decor from premium brands and designers. The brand was created to compete with 1stDibs, Chairish, and RH in the luxury segment.
Impact
Perigold expanded Wayfair's addressable market into the luxury segment, where average order values exceed $1,000 and white-glove delivery is standard. The brand leverages Wayfair's logistics infrastructure while targeting a customer demographic with different service expectations.
Outcome
Perigold remains the smallest of Wayfair's core brands but serves a strategic function in portfolio diversification. The luxury segment is less price-sensitive and more resilient to economic downturns, providing a hedge against mass-market volatility.