How does a company called Fab become more, well…fabulous? By focusing more on original goods. To that end, Fab is launching Hem — a line of customizable, “affordable” furniture and home products that are made in-house (or designed specifically for Hem by third-parties.) The launch follows Fab’s acquisition of One Nordic – a Helsinki, Finland-based maker of furniture, lights and other home deco products.
Hem will also subsume the “Fab Europe” name, and fold in MassivKonzept as well as One Nordic. MassivKonzept is a German retailer that Fab purchased about one year ago to kick off a launch of original products and physical locations.
The new launch is Fab’s response to the margin challenges that eCommerce companies face: building out an operation that balances the need for stock in a range of product lines while also selling and shipping them in a timely way and keeping up a profitably enterprise. Competing against companies like Amazon in a game where economies of scale are the winning piece is a challenge.
“We are creating a new kind of home company that delivers more of what people want—good design, easy assembly, customization, affordable prices and multi-point shopping opportunities—and less of what they don’t—commoditized style, lengthy ship times, and inflexible shopping experience,” Jason Goldberg, Fab’s CEO, explained in a statement , reports TechCrunch.
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