Marking the largest consolidation in the online home decorating category,
online decorator acquired
online furniture manufacturer for $150 million

Additional terms of the deal were not disclosed.

The privately-held companys will merge more than 200 manufacturer
relationships and 100,000 product as well as the most extensive home
decorating product selection in the industry and a team of merchandisers and

Recently ranked the No 1. site in its category by Gomez Advisors, offers
consumers a single destination where they can view, find and purchase
everything they need to decorate their home in their personal style. To its
end,, one of the first online furnishings sites with
nearly 50 years experience in furniture retailing, has the largest product
selection among online home furnishings retailers with long-term
relationships with well-known brand names.

Launched in September, is known by e-shoppers for its
efficiency for letting clients decorate their homes — online. For example,
with’s iDecorateSM technology, consumers can instantly mix and
match fabrics on furniture, click to change window coverings and customize
wallpaper to visualize their selections before they purchase.

“By joining forces, we will be able to blend’s design
expertise, merchandising team, leading-edge technology and
strategic marketing alliances with’s long-standing
manufacturer relationships, award-winning service capabilities
and online marketing programs to create a company that can meet just about
any consumer need in decorating their home,” said
Doug Mack, chief executive officer of and also have powerful marketing alliances to
target their core female audience. The companies
possess premier multi-million dollar marketing relationships with America Online Inc. (AOL),
MSN, and Networks Inc. (WOMN)
. The combined company also has more than 50,000 referring links at leading
Web portals — the most in the home decorating market.

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