If you’ve ever shopped for furniture online, there’s a good chance you’ve had a look at some of Wayfair’s products — possibly without even realizing it. The company is an absolute powerhouse when it comes to online furniture, with a fleet of brands under its corporate umbrella that appeal to practically every interior design style out there. Wayfair is pretty much the Amazon of online furniture (even though Amazon, uh, also sells plenty of furniture), and since it is such an unavoidable force in the industry, it’s a good idea to familiarize yourself with everything the brand has to offer if you’re in the market for some new furniture because truth be told, navigating the world of Wayfair can be a bit confusing.

Just having a quick glance at the numbers Wayfair touts on its website will give you a good idea of just what kind of behemoth it is within the online furniture market. The company, while primarily based in the U.S., has also expanded to cover Canada, Germany, Ireland and the UK. It has sales and service teams in all five countries, with a worldwide total of 18 fulfillment centers and 38 delivery centers; the vast majority of which are in the U.S. In total, Wayfair’s collection of brands sells over 33 million products from over 23,000 different distributors.

woman looking at a laptop while sitting on a couch drinking coffee
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How Does Wayfair Work?

If you’re used to buying furniture from a place like Ikea, then you’re accustomed to exclusive products. The items sold by Ikea can’t be purchased anywhere else; they’re designed by the Swedish brand and manufactured exclusively for them by their partner factories.

But Wayfair operates under a completely different set of rules. Wayfair doesn’t own any factories of its own, and Wayfair typically isn't designing anything itself. Remember those 23,000 distributors? Those are the factories and artisans, located all around the world, that are actually producing Wayfair’s furniture. Virtually every item Wayfair sells is what’s known as a white-label product. These are products that Wayfair buys from a supplier and then changes their name, slotting them into whichever of the company’s dozens of house brands where it feels the items fit best.

And when it comes to those house brands, Wayfair has got their categorization down to an exact science. Here’s the full list of Wayfair’s main featured house labels, broken up by category according to the company itself:








                French Country




                        Wayfair will tell you that all of these brands are available exclusively from them, and that is technically true. You will not find a piece of furniture with, say, a Kelly Clarkson Home label at Target. However, that exclusivity applies only to the name on the label, not the product itself. You may very well find a Kelly Clarkson Home product being sold at Target, it will just have a different label, because Target will assign it one of their own white-label brand names for an identical product coming from the same manufacturer.

                        What Brands Does Wayfair Own?

                        In addition to the plethora of house labels that Wayfair slaps on its furniture, the company also operates four other separate online furniture stores in addition to wayfair.com. These brands don’t necessarily hide that Wayfair owns them, but they’re not super-up-front about it either, and if you buy something from them you may not realize that you’re actually shopping at Wayfair — sometimes even buying the exact same products, just with different names on the label.


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                        Naturally, Wayfair is the flagship brand of Wayfair. It carries products from thousands of brands, not just its "exclusive" labels, and covers every possible corner of home goods. Wayfair's main points of focus are on affordability and, especially, selection. You'll find a near-endless supply of everything from outdoor furniture and bedroom sets to pet supplies and appliances, in every conceivable design style. Regardless of what you're looking for for your home, chances are you'll find a version of it on Wayfair, probably on sale.

                        Editor's Pick

                        Steelside Holm 20'' Tall Solid Wood End Table

                        $162.99 (11% off)

                        This end table from Wayfair's Steelside label seamlessly blends industrial and rustic styles, with black iron hairpin legs supporting a solid cedar top with a live edge.

                        Joss & Main

                        Joss & Main

                        Outside of Wayfair itself, Joss & Main is arguably the most recognizable brand name under the Wayfair umbrella. The store was seemingly conceived for social media, with products that skew to a younger demographic in very Instagram- and Pinterest-friendly styles. Think California modern, lots of beige and whatever happens to be trending at any given moment.

                        Editor's Pick

                        Joss & Main Isla Bench

                        $300.00 (12% off)

                        A solid wood frame and a tufted leather seat make this bench equal parts sturdy and stylish.


                        dining room

                        As you can probably tell from the name, AllModern is the bucket into which Wayfair places its modern styles. Most of these are from white-label brands, but you'll occasionally come across a brand you've heard of on AllModern too, like Blu Dot (which is also available on Wayfair). AllModern caters to all styles of modern design, from the classic mid-century modern to the always-popular Scandinavian design to more contemporary looks.

                        Editor's Pick

                        AllModern Gallery Media Console

                        $2,460.00 (15% off)

                        Bring some MCM flair to your living room with this '50s-inspired TV stand. Its angled tapered legs and slatted doors will keep your mess of media hidden away in eye-catching fashion.

                        Birch Lane

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                        Birch Lane

                        Birch Lane is the least modern and most traditional of Wayfair's three main offshoots, with a focus on the styles of farmhouse, coastal, traditional and rustic. Basically, if Joanna Gaines is a Wayfair customer, she's probably shopping at Birch Lane. It's arguably the most traditionally "homey" Wayfair brand, so if that gives you a warm fuzzy feeling, you'll like Birch Lane's wares.

                        Editor's Pick

                        Birch Lane Dormody Dimmable Lantern Geometric Chandelier

                        $169.00 (19% off)

                        Add a statement piece over your dining room table with this rustic pendant. It throws off plenty of light while giving off a much warmer and more relaxed vibe than a more ornate chandelier.


                        living room

                        Among Wayfair's stable of brands, Perigold sticks out like a sore thumb. Rather than relying on mostly white-label products, Perigold carries luxury products from big-name designers like Tom Dixon. Perigold is Wayfair's crown jewel, at least from a prestige (and price bracket) standpoint, and it puts its main focus on quality and originality rather than bargains.

                        Editor's Pick

                        TOV Furniture Canyon Solid Wood Swivel Barrel Chair

                        $720.00 (10% off)

                        Like it or not, the post-modern glam styling of the '80s is back with a vengeance. So if you want to hop on board the latest trend, there aren't many better ways to do so than picking up this channeled velvet swivel chair.

                        Johnny Brayson is Gear Patrol's associate home editor.