Introducing Sotheby & # 039; s Home, The RealReal of Interiors
Introducing Sotheby & # 039; s Home, The RealReal of Interiors
.Introducing Sotheby & # 039; s Home, The RealReal of Interiors
ELIZABETH BROWN'S The Viyet online consignment market had been available for a month when a first-class interior designer in New York placed an order for $ 50,000. Brown, a former director of corporate development at Poppin, felt validated. Until then, the largest order the site received was $ 2,000, and knowing that the designer trusted the company with a client's budget reaffirmed Brown's instinct that high-end furniture and design objects were They could buy and sell online.
Viyet had started after inheriting several pieces of designer furniture that did not fit into his apartment in New York City. He realized that the online consignment space was largely limited to sites like Craigslist and eBay. Platforms that provided authentication and managed logistics, such as shipping, were an unproven concept. Now, five years later, the concept of selling high-end furniture online does not seem as risky or unusual, and Viyet, purchased by the auction house
in February, it is relaunched as Sotheby's Home, with Brown as CEO.
Sotheby's Home will work with your network of collectors and farms at every step of the sales process. For those located in one of the 10 major markets and surrounding areas of the country, New York and Los Angeles, as well as in smaller cities, such as Dallas and Chicago, there is a team of experts available to go to the collection of vendors to examine parts. ancient and ancient. eliminating the uncertainty of shipments as The RealReal did for clothes. The site also uses "virtual curatorship", where vendors are connected with consignment links that can virtually inspect and teach sellers to photograph pieces in 5 to 6 specific angles, take dimensions and corroborate receipts and documents. Sotheby's lists the pieces, commercializes them, mainly through digital channels that include personalized emails for their clients, and takes care of the collection and delivery.
Sotheby's Home is an important part of the mid-market strategy of the auction house, partly because the site adapts to a wide variety of sensibilities: an antique lover can buy a 19th-century bronze and marble mantel clock from France, while a Cappellini rainbow resin chair draws a customer with a more contemporary and colorful flavor. "We have a wide variety of categories and prices, anyone who loves design can find a piece for their home," says Brown. "We can offer everything from a $ 200 decorative object to a $ 100,000 plum art piece." In addition to the consignment, buyers can buy associated brands such as Ralph Lauren and Ligne Roset.
By acquiring Viyet and launching Sotheby's Home, the 247-year-old auction house joins several e-commerce companies that place bets in their home space, such as Yoox and Moda Operandi, but Brown believes that his complementary offerings, such as decorative arts and twentieth-century art and design, will give them an advantage. "Now, when Sotheby's comes into a house or someone wants to work with us, we can not just choose the art on the walls," says Brown. "Now we are a complete solution for the home."
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ORIGINAL ARTICLE THE WALL STREET JOURNAL
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