Wayfair introduces new European flagship brand

Wayfair Inc. is unveiling Hykkon, a curated collection of home furnishings for the European market.

Hykkon is the first flagship brand for Wayfair’s European business and is launching across the online furnishing giant’s U.K. and German e-commerce sites. The new collection offers a curated assortment designed to be sophisticated and playful, with modern, minimalist and unexpected elements. The brand features a retro-inspired color palette and aesthetic across a wide range of furniture and decor that can be mixed and matched together or with existing pieces according to customer preference.

Hykkon is supported by Wayfair’s seamless shopping experience and delivery network. Customers browsing Hykkon will have access to Wayfair’s merchandising that combines unique product imagery, precise dimensions and descriptions, and customer reviews. The collection includes more than 700 products for the living room, dining room, and bedroom as well as decor, textiles and lighting. 

“We’re thrilled to launch our first flagship brand across Wayfair Europe, which gives our customers premium access to an in-demand, modern assortment at an affordable price point,” said Martin Reiter, head of Europe, Wayfair. “Curated, personal design does not have to be expensive or hard to find. The launch of a style-focused brand like Hykkon is another step forward in our mission to deliver an unparalleled customer experience in shopping for home.”

Headquartered in Boston and with offices in Berlin, London, and Galway, Wayfair operates in the U.S., U.K., Germany, and Canada.