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Wayfair paints a new e-commerce strategy


Online home furnishings retailer Wayfair is leveraging Sherwin-Williams’ color technology for a whole new user experience on

The retailer plans to integrate Sherwin-Williams’ color matching technology throughout the shopping experience, allowing shoppers to browse paint colors alongside more than 2 million products in furniture, décor and bedding.

“We are continually focused on creating innovative ways to help people shop for their homes,” said Steve Oblak, senior vice president and general manager of “Our new color integration with Sherwin-Williams will assist our customers in making confident product selections while shopping our extensive selection of home furnishings and décor. Whether matching new bedding to bedroom walls or pairing accent pillows with a new sofa, customers will now be able to find color inspiration and ideas right alongside Wayfair’s vast selection of products.”

The partnership also puts Sherwin-Williams in front of Wayfair's 17 million unique monthly visitors, connecting the brand with people who are interested in home improvement and may be inspired to paint.

“Wayfair is a terrific partner for a collaboration that includes the integration of our color technology throughout the online retail experience,” noted Karl Schmitt, senior vice president of marketing, research and design at Sherwin-Williams. “While making purchases of home furnishings and décor on, we know that Wayfair customers are also making decisions and seeking inspiration related to painting and wall color. It makes perfect sense to integrate our color expertise into the Wayfair shopping experience. Together, we are giving consumers the tools and inspiration they need to bring their vision of home to life.”

Wayfair, which saw record sales gains during the holidays, has relied heavily on content partnerships like the one with Sherwin-Williams to draw in consumers since it rebranded about four years ago.

The retailer reported a 51% increase in overall gross sales across its five brands which include, Joss & Main, AllModern, Birch Lane and DwellStudio and including third party sellers, during the five-day period between Black Friday and Cyber Monday.

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