Amazon’s quest for world-retail-domination is in full swing with oodles of projects ranging from a Whole Foods takeover to Treasure Trucks roaming the country. Its latest launch attempts to tame the tricky realm of online furniture—where many have tried and failed to supply good-looking furniture that’s durable, affordable, and shipped in a reasonable amount of time.
The company just launched two in-house furniture brands: Rivet, a midcentury modern line aimed at millennials (think smaller sofas with removable backs aimed at nomadic millennials in small urban apartments), and Stone & Beam, a country-modern brand targeting families at a higher price point. Both lines focus on living room furniture and decor, featuring hundreds of pieces—including sofas, chairs, loveseats, side tables, lamps, and wall art—sold with free shipping under Amazon Prime.
No, you probably won’t get your order with two-day delivery. But waiting a week for your sofa to arrive is lightning fast in an industry where delivery from a traditional furniture retailer could take six weeks or more.
Aesthetically, the style of the two brands are reminiscent of Target’s newly launched furniture lines: the midcentury modern-styled Project 62, and the farmhouse modern-styled collab with Chip and Joanna Gaines.
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