Ideeli.

AFTER ESTABLISHING ITSELF in accessories and ready-to-wear, ideeli plunged into home two years ago under the guidance of retail veteran Janee Ries. Virtually every home category is represented here (some of its earliest vendor partners include Orrefors Kosta Boda, Lenox, Nourison and Revman) and its home business is growing "at a tremendous rate," according to Ries. Ries and her team, which now includes three buyers and three assistants, shop virtually every home-related trade show--and then some--and pride themselves on a curated collection of brands presented in a lifestyle setting and often tied to a merchandising event. A Tommy Hilfiger fashion show, for instance, will inspire a spread of Tommy Hilfiger clothing, accessories and bedding. Ideeli constantly creates themed shopping opportunities based on what it thinks its customers will want, Ries said. "It's great brands," Ries said. "I think that speaks for itself"

The site is geared toward time-starved women who love the concept or one-stop shopping and the thrill of a deal (sales begin at 12 every day, or at 11 a.m. for "first row" members who pay $84 annually for the privilege of a one-hour jump on the crowd). Ideeli reaches the affluent, aspirational consumer with an average household income of $107,000. The average age of the ideeli shopper is 33.

Ideeli provides relevant, up-to-the-minute information and assistance to both its customers and its vendor partners, executives said. Vendors are invited to participate in online question-and-answer sessions with consumers about products, and the additional information gleaned from those sessions is incorporated into product specs the next time around. Ideeli also works with its brands, offering "marketing and inventory solutions," according to Ries, that include things like giveaways and brand promotions through social marketing channels. "It's really very flexible," Ries said. "You can turn to ideeli for a variety of solutions."--Allison Zisko

ideeli

Founded: 2007 (Home products launched in late 2009)

Membership: 4 million +, 268 percent membership growth in 2010

Home biz as part of total: "one of our fastest growing categories"

Home brands: Sasaki, Cuisinart, Kamenstem

Newsworthy: Home V.R Jariee Ries is a veteran of Macy's