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From Home Furnishing Business

Wayfair Jumps into Catalog Arena with Birch Lane

Home furnishings retailer Wayfair has created a new retail brand of classic timeless styles that includes an online shopping experience as well print catalog, a first for the company.

Birch Lane makes its debut today with a hand-picked selection of classic furniture, lighting, rugs, window treatments, bedding, tabletop and home décor. Birch Lane will implement the same approach to customer service and delivery used by Wayfair.

“We are delighted to introduce Birch Lane as the destination where tradition meets inspiration,” noted Christiane Lemieux, Wayfair’s executive creative director. “The furnishings are made to layer with other finds and favorites to create a well-loved and lived-in look. The classic pieces complement almost any décor and stand the test of time.”

The Wayfair family of brands now includes namesake, AllModern, DwellStudio, Joss & Main and Birch Lane.

“From the refined comfort of the Newton sofa to the classically elegant Carlisle sideboard, every piece in the Birch Lane collection is both welcoming and timeless,” Lemieux said. “Our newest home brand brings traditional design and great value together in an entirely new way to help people introduce the looks they love into everyday living.”

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