fb-pixelWayfair launches catalog shopping - The Boston Globe Skip to main content

Wayfair launches catalog shopping

Wayfair, the online retailer that wants to revolutionize how people buy sofas and other homegoods, took a more traditional step Monday, unveiling an old-fashioned paper catalog that will soon land in mailboxes.

The Boston-based retailer said the 92-page catalog will help heighten brand awareness, while showcasing nearly 800 items, a tiny percentage of the millions that are available on its website. It will offer a new way for customers to “explore the great indoors” by featuring, sofas starting at $299 and pillows starting at $14.

The catalog’s offerings were selected by a team of buyers and editors based on proprietary analytics developed by the company’s 450 engineers and data scientists, according to a spokeswoman.


“Technology enables us to serve our customers better than anyone else in the industry,” co-founder and chief executive Niraj Shah said in a press release. “We are using our proprietary data and insights to make the shopping experience more tangible while not limiting our customers’ access to selection and great prices.”

Wayfair employs 3,800 people and includes the Joss & Main, AllModern, DwellStudio and Birch Lane brands.

Megan Woolhouse can be reached at megan.woolhouse@globe.com. Follow her on Twitter @megwoolhouse.