Overview
AllModern and Joss & Main are two specialty home brands owned by Wayfair, each focused on a distinct style. AllModern sells modern furniture and décor with the promise "all of modern, made simple", while Joss & Main describes itself as "the ultimate style edit for home", mixing classic and contemporary looks. For a home, furniture or décor brand with a clear style, these sites offer a more curated environment than the main Wayfair store.
Who is behind AllModern and Joss & Main
Both brands belong to Wayfair, the Boston-based online home retailer. Wayfair's family of brands also includes Wayfair itself, Birch Lane and the luxury brand Perigold, plus Wayfair Professional for business customers. The brands share Wayfair's technology, logistics and supplier platform, while each keeps its own style, curation and customer experience.
Online and in store
AllModern and Joss & Main are mainly online, each with its own website and app. Wayfair has also opened physical stores for them. AllModern opened stores in Lynnfield and Dedham, Massachusetts, and Joss & Main opened stores at Burlington Mall, Massachusetts, in 2022 and in Oak Brook, Illinois, in 2023, with design studios where customers get free design advice.
How brands can work with AllModern and Joss & Main
Suppliers work with these brands through Wayfair's supplier programme, managed in Wayfair's Partner Home portal. In Wayfair's model, the supplier usually ships orders directly to the customer, while Wayfair sets retail prices and handles the customer relationship. A brand considering these sites should be ready with:
- Products with a clear style that fits AllModern's modern look or Joss & Main's curated mix.
- High-quality imagery and product content, including lifestyle photos, dimensions and materials.
- Reliable US drop shipping, including for large and bulky items.
- Accurate inventory and wholesale pricing that works within Wayfair's model.
- Product compliance for furniture and home products in the US.
Why AllModern and Joss & Main matter for brands
These style-led sites reach shoppers looking for a specific look rather than browsing a huge general range. For a design-led home brand, they can give more visibility and a better brand fit than a general marketplace.
How eBrands looks at AllModern and Joss & Main
eBrands works with brands on marketplaces and retail channels across Europe and North America, including Wayfair. If you have a home brand and want to see how Wayfair's specialty sites could fit your US plans, we are happy to talk it through.
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