The newly launched Pure Home has a unique point of difference from other online retailers—it has a “contextual” search engine that can recommend products based on a user’s taste, color and style preferences. Through tools such as Vibes, aspirational images are brought to the user, categorized into style groups like industrial, contemporary and midcentury modern, allowing users to view collections in those categories and browse a set of hand-curated color palettes and products across all brands, as well as cut down hours spent searching online.
The Pure Home team is comprised of CEO and Founder Barry Abraham, an e-commerce veteran behind four start up companies; Color Specialist Bryn Mooney; and Brand Ambassador Tony Vicente, an HGTV alumni.
The group was inspired by color when launching the site—they hoped to “battle the beige” by allowing users to search for items specifically by color. Other useful search terms include brand, style, material and upholstery. In addition, users can search by themes including “Shabby Chic,” “Eclectic,” “Transitional,” or “Coastal,” for inspiration.
“Sites like One Kings Lane and Wayfair are certainly also in the home furnishings e-commerce space, but what they offer isn’t personalized to the customer,” said Abraham. “What sets us apart from the ‘competition’ is the user’s elevated shopping experience. With Pure Home, we are constantly evolving to continue to provide shoppers with tools to create homes they love with our carefully curated catalog of products."
Users are able to save all of their favorite products to mood boards and create rooms directly on the site, which they can then share on social media. The site also includes a lifestyle blog, chronicling the latest design and fashion trends and even recipes.
“We don’t want to be everything to everybody, but rather be known for solving real problems with the home decorating experience by removing the overhead of purchasing decision and giving customers the opportunity to live in a world of color in the most intimate place in their busy lives—their home,” said Abraham.