Perigold’s store in West Palm Beach, Fla. Image courtesy of Perigold.
BOSTON – Wayfair has big plans for Perigold, its high-end, luxury home furnishings and decor e-commerce nameplate.
With annual revenue now tipping over $400 million, Perigold accounts for just 3.6% of Wayfair‘s total U.S. revenue, but the luxury business has grown at a double-digit rate every year since its 2017 launch, including 20%+ growth in both 2024 and 2025. That pace far outstrips the broader luxury home market’s average growth of low single-digit gains, according to Niraj Shah, Wayfair’s CEO, co-founder and co-chairman.
“Driving that strength is an active customer base approaching 400,000 – up nearly 20% year-over-year,” he told investors during Wayfair’s Q2 review call this morning. “Roughly 40% are entirely new to the Wayfair family of brands. We are pulling in a customer we would not normally reach.”
Those customers also spend nearly three times more than a typical Wayfair.com shopper annually.
Perigold takes aim at the roughly 15 million high-income households in the U.S., offering a one-stop shop with nearly 3.5 million items from 1,500 high-end furniture and home furnishings brands. Prior to Perigold, those brands were offered a in fragmented way – available in trade-only showrooms or through stand-alone specialty vendors, he said.
“Our competitors range from a few national chains who have specific design point of view to thousands of small, independent shops, each with a limited selection,” said Shah.
The site’s B2B business is also accelerating following the relaunch of Perigold’s trade program earlier this year, which offers more competitive discounts to designers, architects and other home professionals. In fact, the share of volume coming from B2B has grown to an all-time high, he said.
The company opened its first pair of Perigold stores last year in Houston and Palm Beach, Fla., both staffed with designer consultants. They are now generating stronger average order volume than the online site. Wayfair plans to juice sales with the launch of a dedicated Perigold loyalty program later this. And it will seed physical Perigold stores into the top luxury markets across the U.S. over the next few years.
In addition, Perigold will expand its catalog to include product categories not typically offered by luxury e-commerce businesses, including large appliances and kitchen cabinetry. Long-term, the company sees a pathway that builds the platform into a multi-billion dollar business.
“Perigold is a great example of something Steve [Conine, co-founder and co-chairman] and I have long believed about Wayfair – that this platform can extend into new customer segments and keep compounding for years to come,” Shah told investor.
