Store Brands in the Wild: Amazon's upscale furniture line Rivet
Recently scrolling aimlessly through Instagram, this Store Brands managing editor came across a new Amazon store brand via a programmatic ad — underscoring the fact that the work of keeping up with the world of private label is never over.
The midcentury and industrial modern-inspired line includes all types of furniture for several rooms — kitchen, dining room, living room and bedroom, and includes chairs, sofas, tables, lamps, wall-mounted shelving and even lighting fixtures.
Perhaps Amazon caught wind of Bed Bath & Beyond's evolving private label strategy and its goal to add 10 private label lines in the coming year, but Rivet looks as if Amazon is trying to offer an aesthetic competitor to West Elm or Crate and Barrel at lower prices — though the prices still reflect a more upscale target audience.
As Amazon builds out its private brand portfolio, it has faced scrutiny as to the methods it has used to develop products. Recently, guest columnist Joshua Kreitzer of Amazon agency Channel Bakers argued that Amazon's efforts are par for the course.