Crate & Barrel Finds Startup Partnerships Pay Off

Brick and mortar furnishings retailer Crate & Barrel has initiated cross-promotional relationships with several startups, according to Digital Commerce 360, a e-commerce trade website.

The move to welcome startups to C&B’s business operations emerged when CEO Neela Montgomery joined in 2017. She forged partnerships with different startups that appeal to C&B’s target customers, like wedding planning service Zola, furniture service Furnish and Gynneth Paltrow’s lifestyle brand, Goop.

The goal is to get some of these startups dedicated users to try shopping with C&B. Already this cross promotional move is paying off for the longtime lifestyle destination.

Thanks to its Zola partnership, for example, 30,000 couples registered for C&B products since October last year. It’s seeing similar success with Furnish, and also Goop. Two weeks ago, C&B announced a partnership with Handy, an odd-job service, adding another startup to its partner roster.

Montgomery told the site that she’s not worried that 45% of its sales currently are online…as long as those online interactions lead to sales for C&B. “You may just be completing the sale online,” she said, but everything works together to complete the eventual sale.

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