HauteLook.

HOWIE IS THE FASTEST-GROWING product category at HauteLook, the four-year-old, Los Angeles-based members-only shopping site. Last year, sales of home products rose a whopping 460 percent, and--according to Kecia Hielscher, HauteLook's vice president of home--the company believes that home will post another triple-digit increase this year.

HauteLook was founded in 2007 by its current CEO, Adam Bernhard, who had it in mind to create a platform that connects premium lifestyle and fashion brands to savvy shoppers. In home, this means carrying items "that can help create an instant room makeover," Hielscher said. This merchandise now includes furniture, rugs, decorative accessories and bedding.

"HauteLook members are passionate about the latest styles and trends," Hielscher said. "These categories are growing consistently, as members can update their home no matter their taste, space or budget with these types of items, which are offered at up to 50 to 75 percent off."

In terms of its key brands, Hielscher said its line of home accessories from designer Mario Lorenz, which first appeared in 2009, is "a perennial favorite with members." Today, she said, Mario Lorenz events move more than three times the number of units and generate more than four times the number of orders as the brand did in its first event.

Another brand that gets strong responses is California Modern Classics in furniture, whose first event took place in June 2010. "This was one of HauteLook's first tests of furniture," Hielscher said. "Would members buy high-ticket, high-touch items online? The answer was a resounding 'Yes'" California Modern Classics events now move three times the number of units and garner more than double the revenue of that first event.

The site's success has brought recognition from another lifestyle retailer--Nordstrom, which acquired HauteLook in March. HauteLook continues to operate independently, with no plans to integrate it into the Nordstrom corporate structure. "However," Hielscher said, "there are clearly ways that we can collaborate on a number of subjects, particularly around sourcing of merchandise, that benefit both companies and complement each other's strengths."

HAUTELOOK

Founded: 2007; home category launched 2009

Membership (as of June): 5 million + across the U.S. and Canada

Home biz as part of total: Ranks third behind women's ready-to-wear and accessories

Home brands: Safavieh, Surya, Bedford Cottage, Brownstone Furniture, California Modern Classics, Mario Lorenz

Newsworthy: Acquired by Nord-Strom 2011

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Title Annotation:	in home
Author:	Gill, David
Publication:	HFN Home Furnishings News
Article Type:	Company overview
Geographic Code:	1U9CA
Date:	Sep 1, 2011
Words:	387
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Topics:	Home furnishings