Wayfair introduces flagship brand

Online homeware retailer Wayfair has unveiled Hykkon: a new collection of home furnishings which is the first flagship brand for Wayfair’s European business.

Launched today (Monday October 14) across Wayfair.co.uk andWayfair.de, Hykkon is billed as ‘a curated assortment that is both sophisticated and playful, embracing modern, minimalist and unexpected elements. The brand features a retro-inspired colour palette and aesthetic across a wide range of furniture and decor that can be mixed and matched together or with existing pieces’. It spans more than 700 pieces of furniture and decor for the living room, dining room, and bedroom as well as decor, textiles and lighting.

Wayfair Head of Europe Martin Reiter said: “We’re thrilled to launch our first flagship brand across Wayfair Europe, which gives our customers premium access to an in demand, modern assortment at an affordable price point. Curated, personal design does not have to be expensive or hard to find. The launch of a style-focused brand like Hykkon is another step forward in our mission to deliver an unparalleled customer experience in shopping for the home.”

Headquartered in the US and with offices in Berlin, London and Galway, Wayfair employs 14,500 people including more than 1,700 in Europe. It operates in the UK, Germany, Canada and the US. The company generated $8 billion in net revenue for the 12 months ending June 30 2019 and is publicly listed on the New York Stock Exchange.

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