TITLE

New player dives into 'neglected category.'

AUTHOR(S)
Gilbert, Jennifer; Johnson, Bradley
PUB. DATE
July 1999
SOURCE
Advertising Age;7/5/1999, Vol. 70 Issue 28, p18
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the plan of Austin, Texas-based startup Living.com to sell name-brand furniture and furnishings online with the July 13, 1999 launch of its Web site. The e-commerce player, is also expected to launch its offline branding campaign in the second week of July 2005 to coincide with the site's launch. Furthermore, the company has completed a third round of financing. Most of the sale is to go into an aggressive brand-building effort. A number of furniture retailers have been doing a brisk business of selling discounted furniture through catalogs or toll-free numbers. Therefore, Living.com has decided to do so with its April 199 purchase of Shaw Furniture Galleries. Living.com narrowed its first-time agency search to three shops.
ACCESSION #
2008188

 

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