Gilt Groupe.

TARGETING THE "SHELTER JUNKIES"--its core home buyer reads consumer publications like Architectural Digest and Elle Decor--Gilt Home has "performed incredibly well for us. Whatever we bring to the table, we're selling a vast majority of it," Susan Lyne, chairman of Gilt Groupe, told HFN. That includes thousands of $20 candles as well as a $10,000 bed, which not only sold out but had a significant waiting list, she said. "People will spend money if they feel it has intrinsic value or something special."

Launched last year and currently accounting for about 15 percent of Gilt Groupe's business, Gilt Home continues to grow, with the acquisition of Decorati. com in March and the summer appointment of Jason Goldberger as general manager of Gilt Home and Tom Delavan as editorial director.

The home site will also relaunch this fourth quarter, adding more content into the mix, similar to what its newly launched Gilt Taste site, headed by Ruth Reichl, gives members. "It will still have a curated approach and an editorial point of view" Lyne said, but "we'll bring more content into the mix," such as how-to, shelter editorial. In addition to its flash component, Gilt Home will add full-priced products to the merchandise offering, with one-of-a-kind items and an edited selection of furniture, rugs, bedding, lighting--as well as go "heavy on the decorative accessories."

Categories that do well now on Gilt Home include bedding and dining/tabletop, as well as rugs. "I would not have expected that going in but [rugs are] a very good category," Lyne said. High-end kitchenware is also strong -- "interestingly, a much stronger category with men," she said. "It's the gear aspect of home." Gilt Home works with about 400 brands.

The Gilt Groupe advantage is that it crosses so many categories, Lyne added. "We are truly a lifestyle site," in a variety of categories, such as women's apparel, men's apparel, travel and more. "Other sites are focused on a couple of categories, such as fashion or home," she said. "We moved from a fashion brand to an upscale lifestyle brand. We have a great mix and huge opportunity."--Andrea Lillo

GILT GROUPE

Founded: 2010

Membership:3+ million

Home biz as part of total revenue: 15 percent

Home brands: Sferra, Frette, Sa-favieh, Michael Aram, Oodegard, ABC Carpet

Newsworthy: Acquired Decorati. com in March; will relaunch Gilt Home in Q4

RELATED ARTICLE: Flash Sale Sites:

Achica (based in London)

Eziba.

Fab

The Foundary

Frooogal

Gilt Groupe (Gilt Home)

HauteLook

Ideeli

Joss and Main

MyHabit

One Kings Lane

Rue U La

Saks Fashion Fix

Vente-Privee (U.S. version coming 4Q)