How Harmati found success launching on Amazon, even before having their own website


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While many furniture makers with a solid ecommerce game masqueraded as bandits during the pandemic, launching a direct-to-consumer offering from scratch amid global upheaval and chain-of-trade issues. procurement is certainly not an easy task.

But that’s exactly what Harmati, A brand which aims to “simplify and improve daily life at home” for those who live in smaller spaces, has done so. The company resisted the conventional launch process by selling its Mid-Century, Modern, and Scandinavian-inspired designs first through Amazon, months before launching its own website. So far, it works.

While Amazon might not be the first place one might think of looking for solid wood, tongue and groove low table, Harmati brand manager Marina Fernandez told AD PRO that starting sales through Amazon was working as a research and development shortcut.

Atelier coffee and side tables by Harmati.

Photograph courtesy of Harmati

“In developing the branding strategy for Harmati, we wanted customer feedback to be at the center of our product development process, and we knew that being part of the Amazon platform would allow us to get that feedback faster than we did. ‘within a brand-owned platform. , says Fernandez.

The results of this strategy speak for themselves. According to exclusive Harmati data, the studio has sold more than 11,500 products (priced from $ 59.99 to $ 219.99) within four and a half months of launching on the electronic communications giant. By the time Harmati was ready to launch its own website, that momentum translated into 93,500 visits to the site in its first month.

While Harmati’s e-commerce bet may seem like an overnight success, the brand has laid the groundwork behind the scenes. The idea for Amazon’s rollout was inspired by the success of a similar effort undertaken by its sister brand Bedsure, which also refined its offerings based on feedback from Amazon sales. And before Harmati launched Amazon, the company enlisted a team of customer ambassadors to give their opinion on what worked as a pre-launch.

Marina Lift-Top coffee table by Harmati.

Photograph courtesy of Harmati

The Ambassador Program, which Fernandez says is still active, is made up of “potential customers who test our current and future products every month.” [who] share their honest feedback with us in terms of overall value, quality, functionality, and even color options.

The result is an affordable line that fuses space maximization with a clean, on-trend aesthetic – think solid wood and rattan, curved silhouettes, and more. From the contemporary look of the adaptable Viv full length mirror to congestion Monty storage bench and Marina lift top coffee table, Harmati’s inclusion of its clients in the process has helped the studio perfect the art of design that does more with less.

So while some of the high end of the market may find the idea of ​​sourcing furniture from Amazon a bit awkward, the Harmati model is one that beginners might consider emulating. After all, on the seller’s side, getting market exposure, sales, and customer feedback from Amazon as a newbie is much better than no sales or customer feedback at all.