Overstock has launched 17 new private label brands and 16k new products

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Overstock.com has unveiled 17 new and exclusive private label brands on its platform totalling more than 16,000 furniture and home décor products. Overstock operates not just as a retailer but also a marketplace that offers a broad range of products at low prices largely focussed in the homewares vertical.

In addition to home goods, Overstock.com offers a variety of products including jewellery, electronics, clothing with access to hundreds of thousands of similar products from third-party sellers.

Overstock says it utilised data from the more than seven million items available on its website to identify styles and products consumers were seeking out most. It then partnered with its leading home décor suppliers to bring the exclusive lines.

Consumers are constantly bombarded with the latest trends to follow, and we found that a majority (89%) simply want to shop the looks they like instead, regardless of whether it’s on trend. We built these Private Label collections to give shoppers the opportunity to find products that speak to them on any budget and style, because we think style is beautiful when it’s uniquely yours.
Kelsey Byrne, Director of Private Label Brands, overstock.com

Overstock will be predominantly familiar to American readers where its well-known and a good example of a long standing online retailer which is also serving as a marketplace for third-party (3P) merchants.

Of course, it’s always a delicate balancing act when a retailer also hosts 3P sales and its vital that the retailer doesn’t act too detrimentally to merchants by giving their own goods preference over those being sold by others.

And the genesis of these products will also be familiar to many Amazon sellers who worry that the retail arm uses the sales of 3P sellers as a petri dish to determine what they should be selling and it looks like Overstock has candidly admitted that it has done exactly that. So, sometimes 3P sellers are also market research.



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