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.