Who Owns Perigold?
Perigold is owned by Wayfair Inc. (NYSE: W), a publicly traded American online home goods retailer headquartered in Boston, Massachusetts. Launched in 2017, Perigold is Wayfair's luxury-tier banner, positioned as "an undiscovered world of luxury design," selling high-end designer furniture, lighting, and decor with concierge and white-glove delivery services.
Perigold Timeline
Who Owns Perigold?
- Parent Company: Wayfair Inc.
- Ownership Type: Product line
- Company Type: Publicly Traded
- Stock Ticker: NYSE: W
| Brand | Parent Company | Ownership Type |
|---|---|---|
| Perigold | Wayfair Inc. | Product line |
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History of Perigold
- Founded: 2017
- Founders: Wayfair Inc. (internal development)
Wayfair launched Perigold in 2017, the same year it rebranded its B2B arm as Wayfair Professional. Perigold was the company's move upmarket: a luxury banner built to capture customers spending well beyond the average Wayfair order on designer furniture, lighting, rugs, and decor.
The launch filled the top of Wayfair's brand ladder. With Wayfair covering mass market, Joss & Main and AllModern covering style-led mid-market, and Birch Lane covering traditional looks, Perigold claimed the designer tier, partnering with established luxury makers and interior-design channels.
The banner extended into physical retail alongside the other Wayfair brands in the mid-2020s expansion, giving luxury buyers showroom access to high-ticket pieces where seeing materials and finishes justifies the spend. Perigold remains the smallest but highest-margin corner of the banner family.
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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.
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.
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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 Perigold Made / Based?
- Headquarters: Boston, Massachusetts, USA
Perigold Categories & Tags
Perigold Sustainability & Ethics
As a luxury retail banner, Perigold inherits Wayfair's supplier standards. Its higher price points bring different ethical exposure: designer brands carried on the platform make their own sustainability claims, which the banner surfaces rather than certifies. The banner holds no independent B Corp or brand-level certification.
Brands Owned by Wayfair Inc.
Retail EcommerceAllModern
Owned by Wayfair Inc.
Contemporary furniture and decor brand owned by Wayfair Inc., targeting modern design shoppers at accessible price points.
furnituremodern-designhome-decor
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 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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Perigold Ownership: Pros & Cons
Advantages
- +Luxury tier captures high-margin, high-order-value sales
- +Wayfair's freight and white-glove delivery scale
- +Access to designer brands unavailable on the mass-market site
- +Physical showrooms support high-ticket conversion
- +Concierge services differentiate from pure marketplaces
Considerations
- -Luxury credibility is borrowed, not inherent to the parent name
- -Small share of portfolio revenue
- -Trade-program competitors have deeper designer relationships
- -High-touch service costs cut into margins at scale
Frequently Asked Questions About Perigold
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Sources & Further Reading
- Perigold
- Wayfair Investor Relations
- About Wayfair: 20 Years of Home
- Wayfair 10-K (SEC EDGAR)
- Wayfair Company Page — /companies/wayfair
Competitors to Perigold
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 |
|---|---|---|---|---|---|---|
| Wayfair | USA | 2007 | Mass market | 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 |
Learn More About Competitors
Retail EcommerceAllModern
Owned by Wayfair Inc.
Contemporary furniture and decor brand owned by Wayfair Inc., targeting modern design shoppers at accessible price points.
furnituremodern-designhome-decor
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
Competitive Analysis
Market Positioning: Perigold competes with 4 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 Perigold
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 EcommerceSaks Fifth Avenue
Owned by Saks Global Enterprises
American luxury department store chain known for its flagship location on Fifth Avenue in Midtown Manhattan and its curated selection of designer fashion, beauty, and accessories.
luxury-retaildepartment-storefashion-retail
Privately Owned
Saks Fifth Avenue is privately owned, unlike Perigold which is under a publicly traded parent company.
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 Perigold which is under a publicly traded parent company.
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 Perigold 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 Perigold which is under a publicly traded parent company.
Retail EcommerceWish
Owned by Qoo10 Wish Pte. Ltd.
Discount-oriented mobile marketplace sold by ContextLogic in 2024 and now associated with Qoo10 Wish Pte. Ltd.
ecommercemarketplacediscount-shopping
Privately Owned
Wish is privately owned, unlike Perigold which is under a publicly traded parent company.
Retail EcommerceAce Handyman Services
Owned by Ace Hardware Corporation
The home repair and improvement franchise brand owned by Ace Hardware.
home-serviceshandymanfranchise
Privately Owned
Ace Handyman Services is privately owned, unlike Perigold which is under a publicly traded parent company.
Wayfair Inc. Stock Information
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Jobs at Wayfair Inc.
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