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Wayfair launches Birch Lane, a brand focused on traditional furniture and decor

Wayfair co-founders Niraj Shah and Steve Conine.Wayfair

Wayfair, a Boston-based online retailer of furniture and home decor, said Wednesday that it has launched a new brand and retail website called Birch Lane.

At, shoppers can find a “fresh perspective on traditional furnishings and decor” that seeks to provide them “with a new source for inspiration and attainable classic design,” the company said in a press release.

Birch Lane is the company’s newest brand. There’s also namesake, which is described as “the online destination for all things home.” Other sites include DwellStudio, designed for folks who wish to be fashion-forward in their home furnishings, and AllModern, a site for “original modern design.”

Advertisement looks to appeal to a wide range of customers with a wide range of products. Birch Lane, in contrast, looks to be more focused, highlighting traditional furniture at “attainable prices.”One likely customer demographic for Birch Lane is made up of women between the ages of 35 and 55.

In a statement, Wayfair executive creative director Christiane Lemieux offered more detail on Birch Lane.

‘‘We are delighted to introduce Birch Lane as the destination where tradition meets inspiration,’’ Lemieux said. ‘‘The furnishings are made to layer with other finds and favorites to create a well-loved and lived-in look. The classic pieces complement almost any decor and stand the test of time.’’

Earlier this month, a post on BetaBoston noted that Wayfair reported raising $157 million in a Series B round of venture capital financing. The new funding, led by T. Rowe Price Associates Inc., pushes Wayfair’s venture capital total to $358 million in under three years.

Wayfair employs more than 1,600 people in Boston as well as in offices in other locations such as New York, London, Berlin, and Sydney. The company reported 2013 revenues of $915 million.

Chris Reidy can be reached at