Brylane Home

What Brylane Home does

Brylane Home is a US direct-to-consumer e-commerce retailer of home furnishings and décor, operating as one of 17 brands within the FullBeauty Brands Operations, LLC portfolio. Founded in 1998, the company sells bedding, window treatments, indoor and outdoor furniture, kitchenware, bath products, seasonal décor, plus-size living solutions, and As Seen On TV merchandise through brylanehome.com, with distribution limited to US addresses only. The product assortment combines proprietary collections (BH Studio, Amelia, Lily, Santorini, Roma All-Weather Wicker, Americana, Floral Essence, Sun Zero, Bed Tite) with curated third-party brands including Fire Sense, Liora Manne, and Mohawk Home. The retailer runs on a Salesforce Commerce Cloud storefront with shared infrastructure across the FullBeauty brand network, enabling unified checkout, cross-brand gift cards, and customer account portability across sister sites such as Woman Within, Roaman's, Catherines, ELOQUII, and KingSize.

The business model is asset-light value retail, monetized through one-time product sales (with frequent promotional pricing up to 65-80% off list), a co-branded BrylaneHome Platinum Credit Card generating transaction-based revenue, gift card sales redeemable across 17 brands, and a tiered Rewards loyalty program (Silver/Gold). Customer acquisition is driven by email, SMS, social media, and print catalog marketing, targeting general home consumers and plus-size living shoppers underserved by mainstream home retailers. Pricing spans budget tiers (BH Studio items from $9.99) through premium outdoor categories (Fire Sense patio heaters up to $599.99), with free shipping thresholds on select bedding over $99.

Brylane Home is a private LLC subsidiary of FullBeauty Brands Operations, LLC, headquartered at 2300 Southeastern Avenue, Indianapolis, Indiana. The company carries no disclosed funding rounds, leadership team information, M&A activity, or revenue figures in the available source data. It complies with the California Transparency in Supply Chains Act through third-party supply chain verification, semi-announced supplier audits, and internal accountability practices managed at the parent level.

Name

Brylane Home

Legal name

FullBeauty Brands Operations, LLC

Website

https://brylanehome.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

1–10 employees

Short description

Brylane Home is a US direct-to-consumer e-commerce retailer of home furnishings, décor, outdoor furniture, bedding, and plus-size living products, operating as one of 17 brands within the FullBeauty Brands portfolio and targeting general home consumers and plus-size shoppers through brylanehome.com.

Ownership category

akta.pro rank

Product category

Home Furnishings & Decor Retail

NAICS

Furniture and Home Furnishings Retailers (4491), Home Furnishings Retailers (44912)

SIC

Retail-Furniture Stores (5712)

akta.pro primary industry

Table Linens Retail (Tablecloths, Napkins, Runners, Placemats) (CRAIALAE)

akta.pro secondary industries

Home & Furniture Store-in-Store (CRAGAHAD), Off-Price Home & Housewares Department Stores (CRAGAEAC)

Keywords

• Home furnishings retail
• Online home decor
• Outdoor furniture
• Bedding and bath
• Plus-size home goods

Headquarters

HQ city

Taunton

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Product Sales: Direct e-commerce retail sales of home furnishings and décor products including bedding, window treatments, outdoor furniture, kitchen items, bath products, and seasonal décor. One-time purchase model with various price points from budget to premium.
2. BrylaneHome Platinum Credit Card: Proprietary credit card program offering rewards points (15 points per $1 spent for Silver Tier), free shipping benefits, and birthday surprises. Generates revenue through transaction fees and cardholder spending.
3. Gift Cards: Physical and e-gift cards redeemable across FullBeauty Brands family of sites including Brylane Home, Woman Within, Roaman's, Catherines, and other sister brands.
4. Rewards Program: BrylaneHome Rewards program enabling customers to earn points on purchases with tiered benefits including Silver Tier (0-3,499 points) and Gold Tier. Drives customer retention and repeat purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Brylane Home is an online direct-to-consumer retailer of home furnishings and decor, offering bedding, window treatments, outdoor furniture, kitchen items, bath products, seasonal decor, plus-size living solutions, and curated third-party branded merchandise through its e-commerce storefront. The company operates as a brand subsidiary under FullBeauty Brands Operations, LLC, leveraging shared technology, fulfillment, and cross-brand marketing across a portfolio of 17 sister brands.

Product overview

Brylane Home is an online home furnishings and décor retailer operating as part of the FullBeauty Brands portfolio. The company offers a comprehensive e-commerce platform featuring proprietary collections (BH Studio, Roma All-Weather Wicker, Santorini, Amelia, Lily, Americana, Floral Essence) alongside curated third-party brands (Fire Sense, Liora Manne, Mohawk Home). Product categories span bedding, window treatments (including Sun Zero Curtains and Bed Tite collections), outdoor furniture and décor (fire pits, patio heaters, bird baths, water fountains), kitchen appliances and dinnerware, bath products, seasonal decorations, plus size living solutions, and As Seen On TV products. The company operates a loyalty program (BrylaneHome Rewards) and co-branded platinum credit card, and sells across 17 brands within the FullBeauty Brands family through a unified shopping experience.

Differentiator

Problem solved

Functional benefit

Brands

• BH Studio: Brylane Home's own brand collection offering everyday essential home items starting from $9.99, including bedding basics, curtains, and bath products.

Products and services

• BH Studio Collection Brylane Home's proprietary value-priced home essentials brand offering curtains, bath sets, and basic home items starting from $9.99 for budget-conscious shoppers.
• Amelia Collection Coordinated home decor collection available in 15 colors starting at $24.99, featuring bedding and window treatments for bedroom and living spaces.
• Lily Collection Limited-time bedding collection featuring damask bedspreads and coordinating pieces designed for bedroom decor.
• Sun Zero Curtains Blackout and room darkening window treatments including grommet panels and curtains designed for light control and energy efficiency in the home.
• Bed Tite Collection Bedding collection featuring fitted sheets and bed solutions engineered to keep bedding securely in place on the mattress.
• Comfort Cloud Bedspread Top-selling bedspread priced from $64.99 (originally $129.99), featured as a 5-star favorite and best seller for bedroom decor.
• Roma All-Weather Wicker Collection Outdoor furniture collection featuring hand-woven resin wicker stacking chairs, bistro tables, and ottomans designed for both indoor and outdoor use with all-weather durability.
• Santorini Collection Outdoor furniture collection featuring modular seating pieces designed for patio and outdoor living spaces.
• Fire Sense Fire Pits & Patio Heaters Outdoor heating solutions including fire pits (Tokia Round Fire Pit, Stonemont Square Fire Pit) and infrared patio heaters (wall-mounted and pole-mounted) priced from $168.99 to $599.99.
• Casa Stella Dinnerware Set 16-piece dinnerware set currently priced at $39.99 from an original price of $99.99, featured as a top seller in kitchen and dining.
• BH Studio 6-Pc. Bath Set Six-piece bathroom accessory set currently priced at $34.99 from an original price of $79.99, featured as a top seller in bathroom organization.
• Plus Size Living Specialized category featuring oversized bedding, big and tall furniture, plus-size accessories including health monitors, independent living aids, home fitness equipment, and bathroom safety products designed for larger frames and bigger spaces.
• As Seen On TV Category featuring As Seen On TV products including the Horsepower Duck Cordless Compact Vacuum, Turbo Jet Hydro X5 Cordless Pressure Washer, Egg Sitter Support Cushion, and various health and home fitness devices.
• Outdoor Rugs Outdoor and patio rugs including area rugs, doormats, and mats in various materials (polyester, coir, rubber, vinyl) and sizes, featuring UV protected, fade resistant, water resistant, and non-slip properties.
• BrylaneHome Platinum Credit Card Store credit card program offering 15 points per $1 spent (Silver Tier), free shipping up to 4 times a year with minimum $75 purchase, and exclusive birthday offers for cardmembers.
• BrylaneHome Rewards Customer loyalty program allowing members to earn rewards points on purchases with tiered benefits including Silver Tier (0-3,499 points) and Gold Tier status to drive repeat purchases.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered minor and core.

• Fire SenseminorOthersFire Sense supplies outdoor heating and fire pit products to Brylane Home including patio heaters, fire pits, and related outdoor comfort products. Products sold include offset pole mounted infrared patio heaters, wall mounted heaters, and various fire pit models.
• Trans-Ocean ImportminorOthersTrans-Ocean Import supplies indoor/outdoor area rugs and home décor products. Brand featured in Brylane Home's rug collection including Liora Manne licensee products.
• Liora ManneminorOthersLiora Manne is a rug and home décor designer brand whose products are distributed through Brylane Home including outdoor area rugs and decorative home textiles.
• Mohawk HomeminorOthersMohawk Home supplies area rugs and floor coverings to Brylane Home's home furnishings assortment.
• FullBeauty Brands Operations, LLCcoreOthersFullBeauty Brands is the parent company and operator of Brylane Home and 16 other e-commerce brands including Woman Within, Roaman's, Catherines, ELOQUII, Kingsize, Jessica London, Ellos, June+Vie, Swimsuits For All, Active For All, Intimates For All, Shoes For All, OneStopPlus, and FullBeauty Outlet. Provides shared technology platform, customer service, fulfillment infrastructure, and cross-brand marketing capabilities. Supplier Code of Conduct requires compliance with labor standards including elimination of child labor, slavery, and human trafficking per California Transparency in Supply Chains Act.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Joss & Main: Wayfair-owned online home furnishings retailer running a members-only event-based sales model similar to Brylane Home's promotional cadence. Directly comparable on online-only DTC model, daily-deal merchandising, and broad home décor assortment.
• Hayneedle: Online home furnishings retailer (now part of Overstock/Bed Bath & Beyond corporate) specializing in furniture, outdoor, and accent décor. Comparable on online-only model and US shipping focus, with similar broad-assortment home positioning.
• At Home: US home décor superstore chain carrying broad furniture, seasonal, outdoor, and home accent categories at value price points. Comparable to Brylane Home on off-price home goods positioning and breadth, though distributed via physical stores rather than e-commerce.
• Overstock: Online home goods and furniture retailer with an off-price/value orientation similar to Brylane Home's promotional posture. Overstock acquired Bed Bath & Beyond's brand and now operates a comparable mix of value-priced furniture, bedding, and home décor shipped across the US.
• World Market: Eclectic, value-positioned home goods retailer (Cost Plus Inc.) selling furniture, rugs, kitchen, and décor across an international-inspired assortment. Comparable to Brylane Home on eclectic assortment, value pricing, and cross-category home focus, though primarily brick-and-mortar with growing online.
• Wayfair: Largest pure-play online home furnishings and décor retailer in the US, with breadth across furniture, bedding, décor, and outdoor. Directly comparable to Brylane Home on online-only model, broad assortment, and US shipping footprint, but at far larger scale and with a different price-positioning mix.

Emerging players

• Article: DTC online furniture brand selling modern, direct-from-manufacturer furniture at mid-market prices. Comparable to Brylane Home on online-only model and direct-to-consumer value positioning, though narrower in category (primarily furniture, no bedding/décor breadth).

Broad incumbents

• Amazon Home: Amazon's Home & Kitchen category offers the largest online assortment of furniture, bedding, kitchen, and décor with Prime fulfillment. Comparable to Brylane Home on online home category breadth but with overwhelming scale, logistics advantage, and private-label competition that pressures smaller retailers.
• Target (Home Category): Target's home division spans furniture, bedding, kitchen, bath, and décor across owned brands (Threshold, Project 62) and partners. Comparable to Brylane Home on mid-market value home assortment and broad category coverage, with the added advantage of physical stores and same-day fulfillment.
• HomeGoods (TJX Companies): TJX-owned off-price home retailer carrying rotating assortment of furniture, rugs, bedding, and décor at deep discounts. Comparable to Brylane Home on value/off-price positioning and treasure-hunt merchandising, though delivered through physical stores rather than e-commerce.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/Brylane_Home
• YouTubeyoutube.com/@BrylaneHome10
• Facebookfacebook.com/brylanehome
• Instagraminstagram.com/brylanehome
• Pinterestpinterest.com/brylanehome
• LinkedInlinkedin.com/company/brylane-home

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Brylane Home