By Diana Budds.
This week Amazon debuted two new furniture brands exclusive to its website: Rivet, a midcentury modern-inspired collection of upholstered goods, case goods, lighting, artwork, rugs, and decor items, and Stone & Beam, a transitional-modern collection of the same assortment of goods. With these collections, Amazon is poised to upend furniture shopping–but not for the reasons you expect.
Rivet and Stone & Beam are inoffensive and safe, style-wise. Everything from Rivet–the more “millennial” line–looks like a close cousin of CB2, West Elm, Ikea, and Target. With its jewel-toned velvet lounge chairs, walnut veneers, blackened metal accents, and emphasis on small-space solutions, it’s surely targeted toward pumkin-spice latte drinkers and #houseporn Instagrammers. Meanwhile, Stone & Beam–the more mature and expensive line–looks akin to Crate & Barrel or Pottery Barn. Think tones of beige and greige, slip-covered arm chairs, leather Chesterfields, and antique-inspired lighting–things you you might spy on the set of a movie about a middle-aged divorcee getting her groove back.
Read more at Fast Company.