- The new partnership enables Crate & Barrel to reach more millennial shoppers who are increasingly choosing to shop on non-traditional wedding registry platforms. In doing so, it is better equipped to compete with Amazon.
- In a survey of
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Crate & Barrel is partnering with a $140 million Goldman Sachs-backed rival to help it take on Amazon
The new partnership enables Crate & Barrel to reach more millennial shoppers who are increasingly choosing to shop on non-traditional wedding registry platforms.
Crate & Barrel is teaming up with a competitor in the race against Amazon.
The home furnishings chain announced a new partnership with Zola – an up-and-and coming wedding registry startup that's geared toward millennial couples – to bring thousands of its products to Zola's site.
Previously, customers could link to Crate & Barrel products in their Zola registry but when it came to purchasing, gift-givers would have to click through to the external site, which was not a particularly user-friendly process,
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Now, customers will be able to choose from 3,500 Crate & Barrel products and add these directly to their Zola registry.
The new partnership enables Crate & Barrel to reach more millennial shoppers by meeting them in a place that they increasingly want to shop, Neela Montgomery, CEO of Crate & Barrel, said during Recode's Code Commerce on Tuesday.
Zola, which is known for
Rather than being crushed by its competitor, Crate & Barrel is teaming up with it to take on a new and growing threat in the marketplace – Amazon.
In another survey of
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Registry customers also tend to be very loyal, Montgomery said, and it's where they "start their journey" with the brand. If they win over these customers early on, they could see more benefits down the line.
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