BOSTON -- Online home furnishings e-tailer Wayfair raked in record-breaking sales during the five-day peak shopping period of Thanksgiving Day through Cyber Monday (a 36 percent jump when compared to 2018), and on Black Friday and Cyber Monday, sold one rug every second.
The company, which generated $8.6 billion in net revenue for the twelve months ended September 30, 2019 across its lifestyle brands (Wayfair, Josh & Main, AllModern, Birch Lane and Perigold), has become a go-to site for some 19 million home shoppers.
PUSHING PRIVATE LABEL
With more than 14 million products available on its site,Wayfair has rolled out about 80 private label brands, which now account for about 70 percent of its sales. Each targets a specific decorating aesthetic to simplify the process of shopping by look across its home product categories. In area rugs, its top-selling private labels for 2019 include Andover Mills, Highland Dunes, Laurel Foundry Modern Farmhouse, Mistana, Union Rustic, Wade Logan and Zipcode Design.
"We keep an eye on everybody and what we've seen is that, whether it be Amazon or Home Depot or Walmart, everyone sort of viewed home as a kind of open opportunity," said Niraj S. Shah, CEO, co-chairman and co-founder at the end of October. "What we see is that in home, we actually are seeing our traction with the consumer, our awareness and our preference continue to tick-up."
With rugs such an important category at Wayfair, RugNews.com finds out what the hot trends were for 2019 and into 2020, and the e-tailer's best-selling rugs among designers shopping its business and trade member program, called Wayfair Professional.
TOP DESIGNER TRENDS
"Layering rugs was a big trend in 2019, especially in property management and we see it continuin into 2020," Lauren DeLucia, Wayfair Professional design lead, told RugNews.com. "A popular look for layering would be a smaller rug such as a hide or colorful patterned rug laid on top of a larger, flat, neutral rug such as jute or sisal. This type of look creates a textural and visual contrast between the two layers and looks great in almost any setting, from the living or dining room to a bedroom."
In addition, DeLucia said Waifair shoppers continue to buy tribal-inspired designs. "Moroccan rugs with tassels are a twist on the popular Persian rug styles. Neutral colored rugs with bold, geometric patterns and tassels or fringe bring a fun element of texture to a space. These rugs can be standalone pieces in a room or layered under a jute rug for an extra sophistication and a pop of interest around the edges."
Below are Wayfair Professional's top 20 area rug hits for 2019, many also scoring as best sellers with Wayfair's consumer customers:
1. Mistana's Clair
The Clair Southwestern in gray by Mistana, a Pacific coast-inspired boho-styled line exclusive to Wayfair, was a top seller. The rug is power-loomed of polypropylene in Turkey. A 5x7' 5" is $259.
2. Mistana's Brandt Floral
Another rug by Mistana that sold well among Wayfair Professional buyers was Brandt Floral in gray. It is power-loomed of polypropylene in Turkey ($138 in 5x8).
3. Mistana's Hillsby Oriental
The updated traditional design of Hillsby Oriental in orange/navy from Wayfair's Mistana label is power-loomed of polypropylene in Turkey ($249 in 5"3' x 7"3').
4. Wade Logan Braided Handmade
The indoor-outdoor Braided Handmade in gray/off-white by Wade Logan, an affordable modern-styled brand by Wayfair, is hand-braided of polypropylene ($179 in 5x8).
5. Laurel Foundry Modern Farmhouse Youati Floral
From the modern farmhouse brand by Wayfair comes the popular Youati Floral in a palette of ivory, gray and cream. This Laurel Foundry rug is power-loomed of polypropylene in Turkey ($139 in 5 x 7'5")
6. Andover Mills' Lilah
Another 2019 favorite is the plush Lilah rug in gray by Andover Mills, a traditional Wayfair brand, power-loomed of polypropylene in Turkey with a affordable price of $139 in 5' x 7' 5".
7. Zipcode Design's Talmo Sealife
Wayfair's contemporary Zipcode Design private label area rug, Talmo Sealife in blue, is power-loomed of polypropylene in Turkey ($399 in 5'3" x 7'3").
8. Highland Dunes' Abrielle Jute/Sisal
The casual coastal look of the Abrielle Jute/Sisal natural rug by Wayfair features a high-low pile power-loomed of jute in India ($142.99 in 5x7' 6").
9. Union Rustic's Kreutzer Geometric
The Kreutzer Geometric in gray/white area rug in the Union Rustic line by Wayfair is power-loomed of polypropylene in Turkey ($219 in 5'3" x 7'6").
10. Bungalow Rose's Annabel
The update classic look of Annabel in navy/light blue by Bungalow Rose from Wayfair is power-loomed of polypropylene in Turkey ($365.70 in 5'1" x 7'7").
11. Laurel Foundry's Hosking Oriental
The faded floral medallion Hosking Oriental design in blue from the Wayfair Laurel Foundry Modern Farmhouse line is power-loomed of polypropylene in Turkey ($229 5' x 7'5").
12. Laurel Foundry's Abstract
The Abstract Ivory/Silver area rug from Wayfair's Laurel Foundry Modern Farmhouse label is power-loomed of polypropylene in Turkey ($230.22 in 5'1"x 7'6").
13. Mistana's Hillsby Oriental
The Hillsby Oriental in charcoal/light gray area rug is also a top seller. Part of Wayfair's Mistana label, the rug is power-loomed of polypropylene in Turkey ($175 in 5'3" x 7'3").
14. Mercury Row's Colona Geometric
The Colona Geometric in white from Wayfair's Mercury Row label is made of polypropylene in Turkey ($268 in 6'7" x 9').
15. Mistana's Brandt
The Brandt rug from Mistana in blue is power-loomed of polypropylene in Turkey (5x8 is $138).
16.Union Rustics' Lederer
Lederer in off-white is part of the Union Rustic label from Wayfair and is power-loomed of polypropylene in Turkey ($364 in 5'3" x 7'7").
17. Wade Logan's Helgeson
The Helgeson Abstract shag rug in cream from Wayfair's Wade Logan label is made of polypropylene and a flokati-inspired hit ($193 in 5'3" x 7'6").
18. Mistana's Ovid Oriental
Ovid Oriental from Mistana, a Wayfair best-seller in the tangerine colorway, is power-loomed of viscose ($348.75 in 5'3" x 7'6").
19. Mistana's Newburyport
Newburyport in multicolor by Mistana is power-loomed of polypropylene ($146.99 in 5x8).
20. Wade Logan's Bismark
Power-loomed of polypropylene ($74.99 in 5x8) Bismark in gray from the Wade Logan line was a 2019 top selling design.