Hooker Furniture Launches Two Amazon Exclusive Furniture Brands

Hooker Furniture, a 93-year-old furniture maker based in Virginia with $620 million in annual sales last year, appears to have quietly launched two Amazon Exclusive furniture brands, we have found.

The new brands are called Stylistics and Harris & Terry. Both are labeled by Amazon as “Our Brands,” and both trademarks are owned by Hooker Furniture Corporation. We have not found any official announcements about the new brands from Hooker itself. Hooker has sold furniture on Amazon under the Hooker brand for a few years.

Stylistics includes living room, kitchen / dining, and bedroom furniture. Some Stylistics items have launched with a couple of Vine reviews from various dates over the last few months, but many Stylistics items have no reviews.

Harris & Terry includes home office, living room, and accent furniture. No Harris & Terry items that we have found have any reviews yet, Vine or otherwise.

The launch of Stylistics and Harris & Terry marks the first time we have seen a large US furniture maker launch Amazon Exclusive home furniture brands. Just two weeks ago, Amazon launched its third private label furniture brand, Ravenna Home. Amazon also sells hundreds of furniture items under its Rivet and Stone & Beam private label brands.

Hooker’s launch of Amazon Exclusive furniture brands is another interesting example of a growing trend: an increasing number of brands and manufacturers are deciding to create Amazon Exclusive brands to take advantage of the opportunities that being an Amazon Exclusive brand offers in comparison to being a regular vendor or seller on Amazon.

Amazon continues to be focused on growing its private label and exclusive brand efforts as well. As part of its Amazon Accelerator program to grow its portfolio of exclusive brands, Amazon is offering marketing services, such as special promotional placements in search results, to help give Amazon Exclusive brands a boost.

Amazon Exclusive brands “receive a suite of marketing support executed by our Amazon merchandising team. Products with high ratings and reviews can receive additional placements across Amazon.com,” Amazon says.

It’s all part of Amazon’s larger private label strategy. By bringing on a large, experienced furniture maker like Hooker, Amazon is adding more exclusive supply in what it has demonstrated is a strategic retail category on its platform.

Amazon Expands its Solimo Private Label Brand Further into Grocery, Personal Care

Over the course of this year, Solimo has grown to become one of Amazon’s broadest private label brands. The Solimo brand now covers range of household goods, from toilet paper to dog food. It’s also a brand Amazon has been taking to its markets around the world.

In the US, Amazon is continuing to expand its Solimo brand in grocery and personal care categories.

For example, in the grocery category, Amazon has just launched Solimo spaghetti pasta and pancake syrup, adding to its lineup of Solimo grocery staples. In addition, it’s launched adult nutritional drink mix powder (a la Ensure).

At the same time, Amazon has launched new Solimo plant protein powder blends in the nutritional supplement category.

Meanwhile, in the personal care category, Amazon has launched Solimo therapeutic dandruff shampoo (a la Selsun Blue) in addition to mint dental flossers and exfoliating body wash.

Amazon now sells over 350 items under its Solimo brand in the US.

Amazon Launches Alkove, A New Private Label Furniture Brand for Europe

Just two weeks after Amazon launched its third private label furniture brand in the US — Ravenna Home — Amazon has quietly launched its first private label furniture brand in Europe, we have found.

Amazon’s newest furniture line is called Alkove. Thus far, Amazon has launched six modern Italian leather sofas under the brand ranging in price from £892.40 for the Alkove Ruby 2-Seater Sofa to £1,463.22 for the Alkove Montgomery 3-Seater Sofa. None have reviews yet. Several more are available for pre-order only at this time.

Alkove marks Amazon’s first private label furniture foray in Europe. Amazon has been selling two Amazon Exclusive furniture brands, Furniture 247 and INFINIKIT, for a while. Amazon has also been selling home goods under the Rivet and Stone & Beam brands in Europe for the past couple months, but Amazon has yet to launch furniture under those brands in Europe yet that we have seen.

Globally, furniture has been one of Amazon’s fastest growing private label categories this year. In addition to the launch of Ravenna Home, Amazon’s two largest private label furniture brands in the US, Rivet and Stone & Beam, have seen significant SKU growth this year, adding dozens of new items each week.

Amazon now sells almost 800 items under the Stone & Beam brand and almost 700 more under the Rivet brand. Both brands have more than tripled their SKU volume since the beginning of the year by our count.

In mid-August, Amazon’s new exclusive home decor brand “Now House by Jonathan Adler” launched as well.

In addition to its growing European private label efforts, Amazon is doing more physical retail experiments in Europe as well. Later this week, Amazon will open holiday pop-ups across several European capital cities, Milan, Paris, Madrid, Berlin, London, and Amsterdam. Amazon Fashion ran its first pop-up in London a few weeks ago as well.

Continue to follow TJI as we track Amazon’s growing private label efforts.

Serta Simmons Launches “Nod by Tuft & Needle,” An Amazon Exclusive Mattress Brand

T&N, which earlier this year merged with traditional mattress giant Serta Simmons, has just launched an Amazon Exclusive mattress brand called Nod by Tuft & Needle today.

The move comes just weeks after Amazon launched its own AmazonBasics private label foam mattress, and then followed that up by launching a second, higher end private label mattress under its Rivet brand just two weeks ago.

The first Nod product line is a set of foam mattresses priced between Amazon’s AmazonBasics and Rivet private label foam mattresses. Prices range from $275 for the twin to $495 for the king.

Nod is the second Amazon Exclusive mattress brand to launch in the past two weeks. In late October, Innocor launched its Revel brand of Amazon Exclusive mattresses as well. Innocor also makes foam used in Amazon’s Rivet mattress.

Given Amazon’s distribution power and the opportunities it is offering through its Our Brands program, we’re seeing more and more manufacturers creating Amazon Exclusive brands. It feels like we’re very much in the “rush into the greenfield” phase, with four new mattress brands being launched in the last month alone.

Amazon Launches AmazonBasics Brand Private Label Kitchen and Bath Hardware

Amazon’s private label efforts in the kitchen and bathroom are expanding. Amazon, which already sells four brands of private label toilet paper, has launched a new line of AmazonBasics brand private label faucet hardware.

Items in the new AmazonBasics kitchen and bath hardware collection are all priced below $100. For example:

Expert installation through Amazon Home Services is also available for $103.39 per unit.

Kitchen and bath hardware is a hotly contested space on Amazon. Moen, Delta, Kohler, Kraus, and American Standard are some of the largest brands with substantial review volume. Beyond those give are a bevy of lesser-known brands fighting for sales, including Wewe, Kingo, Premier, Ufaucet, Friho, Valisy, Vapsint, Parlos, BWE, and more.

In other words, it’s an area ripe for Amazon to introduce private label products.

We’re curious to see whether Amazon takes further steps to move upmarket in kitchen and bath hardware into the realm of products created by higher end brands that are traditionally sold through contractors and interior designers. That is likely a while off, but as Amazon has shown with its recently-launched Now House by Jonathan Adler brand of furniture, it has some proclivity to create brands that meet the sensibilities of customers beyond the value end of the market.

Dr.Doody, An Amazon Exclusive Toilet Spray Brand, Launches

As Amazon ramps up its Accelerator program to bring on an increasing number of Amazon Exclusive brands, we’re going to see an increasing variety of private brand products launching.

Today, we’re seeing the launch of Dr.Doody, a new Amazon Exclusive brand of “freshening toilet spray” from Perry Group International out of Los Angeles.

Leading brands in the toilet spray category on Amazon.com include Poo-Pourri, Squatty Potty, Mask, Air Wick, Flushie, Puracy, and Purell. Poo-Pourri and Refresh are top sponsors on organic searches currently.

We’ve seen several Amazon private brands launch in the household cleaning products area. Follow TJI as we continue to track Amazon’s rapidly evolving private brand efforts.

Innocor Launches Revel, A New Amazon Exclusive Mattress/Topper/Pillow Brand

Innocor, the foam maker who makes LURAcor foam included in Amazon’s Rivet Foam Mattress which we discovered on Friday, has also launched its own new Amazon Exclusive mattress, topper, and pillow brand called Revel.

The Revel Hybrid Cool Mattress ranges in price from $299 for a twin to $469 for a king. It’s a 3-layer, “12” hypoallergenic memory foam mattress with 3″ Revel All Climate Cooling Gel top layer, 2″ Revel LiftTex Alternative Latex foam with airflow channels, and 7″ long-lasting DuraBase foam.”

Revel has also launched a set of mattress toppers ranging in price from $89 to $179 and pillows ranging from $32 to $54. Vine reviews for the new Revel products have been coming in over the last many weeks.

Innocor both builds consumer brands through its Innocor Comfort/Sleep Innovations division and serves commercial customers through its Innocor Foam Technologies division. For example, the Amazon Rivet mattress uses products delivered by IFT.

The Revel mattress marks the third “Our Brand” mattress for sale on Amazon. Amazon has previously launched AmazonBasics and Rivet private label foam mattresses. The Revel is the first Amazon Exclusive mattress brand that we have seen. Amazon has launched over 120 private label brands to date.

As always, stay tuned to TJI for the latest as we continue to track Amazon’s private label and exclusive brand efforts.

Amazon Launches New Private Label Furniture Brand, Ravenna Home

Over the last year, Amazon has made major moves into the private label furniture market, with the rapid growth and expansion of its Rivet and Stone & Beam brands.

Today, Amazon’s private label furniture offensive takes another big step forward with the launch of Amazon’s third private label furniture brand: Ravenna Home.

Whereas Rivet focuses on mid-century modern styles and Stone & Beam offers a variety of “casual comfort” furniture across price rangers, Ravenna Home is positioned as “classic style made simple” and “great value.” For example, the seven sofas available at launch range in price from $799 to $849.

The new brand is launching with 60 items as of today. Many items included in the launch have received a handful of Vine reviews (i.e. from Amazon users who signed up to receive free products and post reviews about them).

In what continues to be a challenge to traditional furniture retailers, Amazon is offering free shipping and free returns within 30 days of delivery on Ravenna Home as it does all Amazon furniture brands.

“We are excited to expand our selection of private label furniture with the launch of Ravenna Home, our newest line of timeless everyday furniture offered at a great value. Ravenna Home makes it easier than ever for customers to furnish their homes hassle-free—without breaking the bank—with a range of beautiful sofas, chairs, coffee tables, lighting and much more to choose from. Customers shopping Ravenna Home receive free shipping and returns on all products within 30 days of delivery, and orders can arrive on their doorsteps in as little as two days from purchase,” an Amazon spokesperson tells us.

Just 10 days ago, Amazon’s new exclusive home decor brand “Now House by Jonathan Adler” launched.

Follow TJI as we continue to track all of Amazon’s private label efforts.

Amazon Launches Rivet Foam Mattress, Its Second Private Label Mattress-in-a-Box

Four weeks ago today, we discovered that Amazon had launched its first AmazonBasics private label foam mattress. It was the first time Amazon had extended its private label offerings into the hotly contested mattress market.

Now, we are seeing that Amazon has just launched its second private label brand foam mattresses.  The new Rivet Memory Foam Mattress is now live on Amazon in full, queen, and king sizes.

Rivet brand foam mattresses are being positioned upmarket from the AmazonBasics brand foam mattresses. Rivet prices range from $449 (Full) to $624.99 (King).  By contrast, the AmazonBasics foam mattress sells for $169.99 (Full) to $349.99 (12-inch King). Overall, the Rivet mattress is priced at about twice the AmazonBasics mattress.

Amazon has incorporated Celliant mineral blends and LURAcor foam into the Rivet mattress. Customers can return the mattress for a full refund within 100 nights.

The Rivet brand mattresses are launching with 21 Vine reviews as of today. (Vine is an Amazon program in which customers are provided items for free in exchange for posting reviews for items they receive.)

Top selling foam mattresses on Amazon include items from Zinus, Linenspa, Modway, Tuft & Needle, and LUCID.

Amazon’s expanding mattress efforts will surely catch the attention of US mattress giants, DNVB mattress brands, and mattress retailers. Amazon has launched over 120 private label brands to date.

Entrenched mattress industry leaders like Tempur Sealy and Serta Simmons have offered brands like Tempur-Pedic, Stearns & Foster, Serta and Beautyrest for a long time. Over recent years, startups like Casper, Tuft & Needle, Purple, Leesa, Nectar, Helix, and Saatva have gone direct to consumer online (though some are starting to build out a retail presence as well). In August, Serta Simmons agreed to merge with T&N. Sealy has also launched its own direct to consumer brand called Cocoon.

Amazon’s expansion into the market could add pressure to both manufacturers as well as large US mattress retailers like Mattress Warehouse, Ashley Homestore, Haverty’s, Ikea, Rooms To Go, and others. Earlier this month, Mattress Firm filed for bankruptcy.

The AmazonBasics mattress is priced substantially lower than comparable products from other brands, and so far, it’s received an average review of 4 stars. We’ll be keeping an eye on reviews of the Rivet mattress over the coming days and weeks to see how much customers are satisfied.

As always, stay tuned to TJI for the latest as we continue to track Amazon’s private label efforts.

New Amazon Exclusive Home Decor Brand “Now House by Jonathan Adler” Launches

Amazon launched a new exclusive home decor brand with designer (and design company) Jonathan Adler yesterday. The companies are positioning the brand, called “Now House by Jonathan Adler,” as, “Fresh, fashionable, photogenic, and stylish AF,” and as “Amazon’s first exclusive designer collection for the home.”

Amazon and Jonathan Adler made a big PR push for the launch as well, with many pop culture, fashion, and design outlets covering the news. Reviews thus far are very positive.

There are 135 products in the lineup at launch, including a variety of home decor items like pillows and canvas art as well as furniture from sofas to side tables.

Amazon is expanding the breadth of its private label and exclusive brand offerings. Now House by Jonathan Adler reflects that the company wants to add lines that appeal to customers with different design sensibilities and budgets. We expect the company to announce additional new exclusive brands in the coming months that expand Amazon’s selection further.

Below: Now House by Jonathan Adler Terrazzo Globe Vase, Priced at $78.00