Member Brief: The “Home Now” Strategy

Look to the furniture industry and you may find the present and future of eCommerce.

I may have never been more incorrect about an industry insight. In an earlier analysis of Wayfair (2PM, February 2020), I homed in on their marketing concerns, razor-thin margins, and the diminishing returns of an aging drop-shipping strategy. A year and a half later, we’re beginning to understand the furniture industry to be a bellwether for the greater retail industry. One throwaway paragraph in the same analysis could have foretold the company’s future success, a winning strategy that even the public markets have yet to recognize.

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