Established E-Commerce Home Decor and Gift Website

Greenwich, CT (Fairfield County) (Relocatable)

Established E-Commerce Home Decor and Gift Website

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Established E-Commerce Home Decor and Gift Website

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Business Description

E-commerce site presently situated at

The Well Appointed House, LLC ( is a Greenwich, Connecticut based company that was founded in 2001 by Melissa Hawks while she was working as a young, advertising executive in New York City. She wanted to bring the unique home décor finds that were readily accessible to the urban buyer in Manhattan to a more widespread audience on the Internet and hence, The Well Appointed House was born.  It was one of the first e-commerce destinations for home decor enthusiasts, pre-dating the now cluttered online shopping space and a true original with its inception long before the "flash sale" era that has come and gone. 

The website has grown over the last fifteen years to include more than 9,500 items. Through her loyal customers, social media followers and blog readers, her brand has become about a lifestyle: having a well-appointed house and home.  The company logo embodies the brand: Hortus (Garden), Domus (House/Home) and Familia (Family). The Well Appointed House has received press in dozens of national media outlets over the years, including The Wall Street Journal, USA Today, CNBC, In Style, Harper’s Bazaar, House and Garden, Good Housekeeping, HGTV Magazine, Better Homes & Gardens, O Magazine, Vanity Fair, Vogue and others.  Melissa Hawks graced the cover of the December 2015 issue of Greenwich Magazine and she was featured in 2015 as an "A-List Blogger" in Real Simple Magazine.  

The Well Appointed House appeals to a demographic that is predominantly women 25-64 who are home décor enthusiasts.  Google data shows that the site’s customers not only love home décor and furniture, but also have many other interests, among them movies, beauty, cooking and travel..  In addition to its retail buyers, The Well Appointed House also has a new and growing trade program used by many of the country’s top interior designers. It also has an affiliate program in place with a full product feed with partnerships with 3rd party sellers.  The average order has consistently been above $350. 

Presently, the company is open to a partial sale, whole sale or partnership depending on terms offered.

Detailed Information

Complex custom built Magento website that currently houses over 9,000 products with back-end with many features. Just launched mobile site. New site redesign coming at the end of October. Relationships with agencies, developers, etc. Affiliate program in place, Pinterest Buy It program in place, feed of products to Google Shopping, etc.
There are around 5-10 key competitors in the online home decor space.
Growth & Expansion:
Great potential for growth with a larger team in place and investment put into the business.
Support & Training:
Would offer support and training on the back end, servers, plugins, database, etc.
Reason for Selling:
Presently we are open to a partial sale, whole sale or partnership.
Business Website:

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Business Listed By:
Melissa Hawks

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