industry insider | Oct 22, 2018
Amazon taps Jonathan Adler for its first exclusive home line—here’s why

Amazon has released its first exclusive designer collaboration for the home, with the designer People magazine referred to as the one behind “a second set of lips [that] stole the spotlight in Kylie Jenner’s Snapchats.” (“While you wait for Kylie’s pillow to come back in stock,” reported the magazine, “there’s plenty of seriously chic home pieces.”) That’s right: Jonathan Adler, notorious for his whimsical motifs and face-forward vases, is the first designer Amazon tapped for Now House, its inaugural line of furniture, decor, rugs and soft goods. Business of Home got in touch with Amazon chief marketing officer Carmen Nestares to find out what the partnership means to the OG digital disruptor.

Jonathan Adler
Now House by Jonathan AdlerCourtesy of Amazon

Prior to the Now House by Jonathan Adler launch, Amazon had an integration with Adler in the Amazon Wedding Registry and offered some of his selection on the site. “We have always been huge fans of his work and thought there was an opportunity to work together on creating Amazon’s first exclusive designer collaboration for the home. We sat down with him about a year ago and have been working diligently to bring Now House by Jonathan Adler to customers as quickly as possible ever since,” Nestares tells BOH.

“We are constantly innovating on behalf of customers,” says Nestares. “We noticed a trend in the home and furniture space that we call the three S’s: space, style and speed. Customers who dwell in cities and in apartments are looking for more compact pieces that fit nicely into their space; redecorate more frequently, as their style changes through life and they are constantly updating their home and want stylish pieces at good prices; and can have everything from books to beds delivered to their doors with the click of a button, [so] they expect quick delivery.” (Customers can enjoy free two-day shipping on most items from the collection.)

Now House
Jonathan Adler is the first to partner with Amazon on an exclusive home line.Courtesy of Amazon

Amazon saw a marketplace gap in modern, stylish home furnishings at midrange prices. The new line’s pieces have a midcentury modern bent, but also Adler’s signature flair—think an “eye-con” bar cabinet and modular candleholder. Since it launched two days ago, Now House has sold off Amazon’s proverbial shelves; several of the products have less than a dozen left in stock.

“Jonathan Adler is the perfect partner in modern, chic design, and Amazon has a core strength in convenience and speed,” explains Nestares. Will there be more to come? Nestares says Amazon aficionados have to stay tuned. Those interested in exploring the collection can check it out here.

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