Birch Lane is an offshoot of the popular online furniture and home decor store Wayfair. This new venture was launched in 2014. It offers more traditional furniture selections with “updated” styling and colors.
The company is hoping to appeal to a wide range of customers with a wide range of products. Birch Lane offers traditional furniture at “attainable prices.”One likely customer demographic for Birch Lane is made up of women between the ages of 35 and 55.
Despite spending more than $500 million in advertising and seeing an increase in sales of more than 50%, the company posted a net loss for the second quarter of 2018 of $100 million.
Birch Lane is housed in the same corporate office building as Wayfair, in Boston, Massachusetts.