Who Owns AllModern?
AllModern is owned by Wayfair Inc. (NYSE: W), the publicly traded online home goods company headquartered in Boston, Massachusetts. Launched in 2007 as one of Wayfair's specialty storefronts, AllModern sells contemporary and mid-century-inspired furniture, lighting, and decor at accessible prices to a younger, design-focused audience than the flagship Wayfair brand.
AllModern Timeline
Who Owns AllModern?
- Parent Company: Wayfair Inc.
- Ownership Type: Product line
- Company Type: Publicly Traded
- Stock Ticker: NYSE: W
| Brand | Parent Company | Ownership Type |
|---|---|---|
| AllModern | Wayfair Inc. | Product line |
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History of AllModern
- Founded: 2007
- Founders: Wayfair Inc. (as CSN Stores)
AllModern launched in 2007 as one of the themed specialty sites inside CSN Stores, Wayfair's predecessor network of niche retail shops. When the company consolidated its hundreds of sites under the Wayfair master brand in 2011, AllModern survived as a retained specialty storefront because its design-positioned audience differed enough from the flagship's broad base to justify a separate destination.
The brand has since operated as Wayfair's contemporary tier, gaining dedicated merchandising, its own marketing, and in recent years physical retail presence as Wayfair tested small-format stores for its specialty labels. It shares fulfillment, suppliers, and technology with the parent platform.
About Wayfair Inc.
Who owns Wayfair?
Wayfair is a public company (NYSE: W). Co-founders Niraj Shah and Steve Conine control it through supervoting Class B shares; Niraj Shah is CEO.
What brands does Wayfair own?
Wayfair, AllModern, Joss & Main, Birch Lane, Perigold, and the B2B channel Wayfair Professional.
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Is Wayfair profitable?
It returned to profitability in 2026, posting $62 million net income in Q3 2026 after several years of losses, with $236 million adjusted EBITDA.
Where is Wayfair based?
Boston, Massachusetts, with operations across North America and Europe and a growing physical store footprint.
When was Wayfair founded?
In 2002 as CSN Stores, rebranded to Wayfair in 2011, and public since 2014.
- Founded: 2002
- Headquarters: Boston, Massachusetts, USA
- Company Type: Publicly Traded
- Stock: NYSE: W
- Revenue: Approximately $11.9 billion (FY2024)
- Employees: Approximately 12,000
Where Is AllModern Made / Based?
- Headquarters: Boston, Massachusetts, USA
AllModern Categories & Tags
Brands Owned by Wayfair Inc.
Retail EcommerceBirch Lane
Owned by Wayfair Inc.
Wayfair's classic-style home furnishings banner, launched in 2014 for traditional furniture and decor shoppers and expanded to physical retail.
furniturehome-decortraditional-style
Retail EcommerceJoss & Main
Owned by Wayfair Inc.
Wayfair's style-curated home brand, launched in 2010 as a members-only flash-sale site and now a retail banner with physical stores.
furniturehome-decorecommerce
Retail EcommercePerigold
Owned by Wayfair Inc.
Wayfair's luxury home design banner, launched in 2017, offering designer furniture, lighting, and decor with white-glove service.
luxurydesigner-furniturehome-decor
Retail EcommerceWayfair Professional
Owned by Wayfair Inc.
Wayfair's B2B program for trade and business buyers, rebranded in 2017, offering pro pricing, dedicated account service, and commercial-grade furnishings.
b2btrade-programcommercial-furniture
Retail EcommerceWayfair
Owned by Wayfair Inc.
Flagship online home goods brand of Wayfair Inc., the largest US dedicated furniture and home decor ecommerce retailer.
furniturehome-decorecommerce
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AllModern Ownership: Pros & Cons
Advantages
- +Wayfair's supplier network and logistics behind it
- +Clear aesthetic positioning vs flagship sprawl
- +Established SEO and social presence in modern furniture searches
- +Shared checkout and delivery infrastructure
Considerations
- -Overlap with flagship catalog creates internal competition
- -No independent brand equity if Wayfair deprioritizes it
- -Same cyclicality and margin pressure as the parent
- -Limited brand recognition outside design-aware shoppers
Frequently Asked Questions About AllModern
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Sources & Further Reading
- AllModern Official Site
- Wayfair Investor Relations
- Wayfair Company Page — /companies/wayfair
Competitors to AllModern
These competing brands operate in the same categories and provide similar products or services. Compare key attributes to understand market positioning and competitive landscape.
| Brand | Parent Company | Country | Founded | Market Position | Primary Market | Gender Target |
|---|---|---|---|---|---|---|
| Williams Sonoma | USA | 2002 | Premium | United states | All Genders | |
| Wayfair | USA | 2014 | Premium | United states | All Genders | |
| Wayfair | USA | 2010 | Premium | United states | All Genders | |
| Wayfair | USA | 2002 | Mass market | Global | All Genders | |
| Qvc Group | USA | 1982 | Mass market | United states | All Genders | |
| Meredith Corporation | USA (Dotdash Meredith) | 1922 | Mass market | United states | All-ages |
Learn More About Competitors
Furniture AppliancesWest Elm
Owned by Williams-Sonoma Inc.
West Elm is Williams-Sonoma's modern furniture and home decor brand, launched in 2002 and operating around 120 stores across the US, Canada, and international franchise markets.
furniturehome-decormodern-design
Retail EcommerceBirch Lane
Owned by Wayfair Inc.
Wayfair's classic-style home furnishings banner, launched in 2014 for traditional furniture and decor shoppers and expanded to physical retail.
furniturehome-decortraditional-style
Retail EcommerceJoss & Main
Owned by Wayfair Inc.
Wayfair's style-curated home brand, launched in 2010 as a members-only flash-sale site and now a retail banner with physical stores.
furniturehome-decorecommerce
Retail EcommerceWayfair
Owned by Wayfair Inc.
Flagship online home goods brand of Wayfair Inc., the largest US dedicated furniture and home decor ecommerce retailer.
furniturehome-decorecommerce
Furniture AppliancesBallard Designs
Owned by QVC Group, Inc.
The home furnishings catalog and e-commerce brand of QVC Group's Cornerstone Brands portfolio.
furniturehome-decorcatalog
Household Consumer GoodsBetter Homes & Gardens
Owned by Dotdash Meredith (IAC)
Licensed home goods brand available exclusively at Walmart, offering stylish furniture, decor, kitchenware, and garden products inspired by the iconic lifestyle magazine.
home-decorfurniturekitchenware
Competitive Analysis
Market Positioning: AllModern competes with 6 brands in the same categories, ranging from mass market to luxury positioning.
Geographic Distribution: Competitors are headquartered across multiple regions, indicating global competition in this market segment.
Brand Heritage: Competitor brands range from established heritage brands to newer market entrants, with founding years spanning several decades.
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Independent Alternatives to AllModern
Looking for brands with different ownership structures? These similar brands are not owned by Wayfair Inc., giving you alternative choices that support different corporate structures.
Retail EcommerceBig Lots
Owned by Variety Wholesalers, Inc.
American discount retail chain offering furniture, home décor, seasonal items, and general merchandise.
discount-retailfurniturehome-decor
Privately Owned
Big Lots is privately owned, unlike AllModern which is under a publicly traded parent company.
Retail EcommerceJoann
Owned by Joann Inc.
American fabric and craft supplies retailer offering sewing, quilting, and DIY materials and supplies.
fabriccraftssewing
Privately Owned
Joann is privately owned, unlike AllModern which is under a publicly traded parent company.
Retail EcommerceWhatnot
Owned by Whatnot, Inc.
Live shopping marketplace where sellers auction collectibles, fashion, and more through real-time video streams, valued at $11.5 billion.
live-shoppingmarketplacecollectibles
Privately Owned
Whatnot is privately owned, unlike AllModern which is under a publicly traded parent company.
Retail EcommerceAmazon
Owned by Amazon.com Inc.
American e-commerce marketplace launched in 1995 by Jeff Bezos. The flagship retail brand of Amazon.com Inc. and the largest online retailer in the United States.
ecommerceonline-marketplaceretail
Publicly Traded
Amazon operates independently without a large parent corporation.
Retail EcommerceDisplate
Owned by GWD Concept sp. z o.o.
Polish marketplace for metal posters founded in 2013, majority owned by private equity firm Mid Europa Partners, with more than 40,000 independent artists.
metal-postersmarketplacewall-art
Privately Owned
Displate is privately owned, unlike AllModern which is under a publicly traded parent company.
Retail Ecommercenoon
Owned by Noon AD Holdings One Person Company LLC
Middle Eastern e-commerce and delivery brand operated by Noon AD Holdings and jointly backed by PIF and private regional investors.
ecommercemarketplacemiddle-east
Privately Owned
noon is privately owned, unlike AllModern which is under a publicly traded parent company.
Wayfair Inc. Stock Information
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Jobs at Wayfair Inc.
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