Why retailers should be worried about Etsy

Never heard of Etsy? Time to start paying attention to the 10-year-old company that defines its value proposition as connecting people and reimagining commerce.

The unique online marketplace, where you can buy hand-knitted baby shoes or a vintage night light with Elvis Presley’s face on it, has filed for a sure-to-be-closely-watched $100 million public offering.

As shoppers become more socially conscious, more savvy and just plan 'ol more picky, websites such as etsy.com hold much more appeal than a traditional retailer. Where else can you find "Golden Girls"-themed candles, or a vintage Spice Girls camera? Not at Target or even on Amazon.com. Etsy offers the promise of limited-edition, novelty merchandise, plus user reviews for customers to read before they buy.

According to documents filed with the U.S. Securities and Exchange Commission, Etsy’s revenue has ramped up quickly, expanding from $74.6 million in 2012, to $125 million in 2013, to a 2014 tally that totaled $195.59 million.

The number of shares to be offered and the price range for the proposed offering have not yet been determined. Etsy intends to list its common stock on the Nasdaq Global Select Market under the ticker symbol "ETSY."

The trendy e-commerce website is a marketplace where entrepreneurs sell, consumers buy unique goods, and manufacturers grow their business. Etsy was founded in 2005 and is headquartered in Brooklyn, where it has nearly 700 employees.