Fab Offers Online Wine Sales

Design-focused web retailer adds wine to its eclectic mix of products

by Andrew Adams
fab wine sales
Online retailer Fab contacted members with news about its new wine sales segment.
New York, N.Y.—Online retailer Fab, which sells a wide variety of products all featuring hip and creative design, is now selling wine.

The site already features high-end food products and wine accessories such as bottle racks, decanters and pourers, and as of today it is offering bottles of wine.

While Fab is touting the wines, the actual sale will be handled by participating wineries and Sonoma, Calif.-based Wine Country Connect. Participating wineries pay Wine Country Connect to gain a spot on Fab’s wine sales interface.

“We created Fab to make great design accessible to a wide audience, and that philosophy extends to fine food and drink,” site founder Jason Goldberg says of Fab’s new wine page.

The site posted 19 wine offers ranging from two to five bottles—all priced less than retail. Offers include a two-bottle vertical of Bonny Doon Nebbiolo for $52.99, a three-bottle set of Elevage Wine Co.’s Raised by Wolves Malbec for $57.99, and three bottles of Stein Family Wines’ Same Sex Meritage for $54.99.  The sale will last for about two weeks.

When Goldberg and Bradford Shellhammer launched Fabulis in 2010, it was essentially a Facebook for gay men. The two shuttered their social media site in February 2011 to retool it. A few months later they launched Fab, and soon after they acquired retail sites based in Germany and England to expand into Europe.

Fast-growing web retailer
Today the company claims to have 13 million members in 28 countries perusing about 15,000 products per day. The site employs 600 workers and is based in New York with an office in Berlin and its own warehouse in New Jersey to handle orders and shipping.

Backed with $150 million in investor funds, the firm reported it saw a 500% increase in sales, and its membership grew from 1 million to 10 million between 2011 and 2012.

About three-fourths of the site’s sales come from the United States, and 70% of its customers are women, more than half of them younger than 55, according to information from the company.

The site is focused on offering unique products from designers that can’t be found on other major websites. Products range from furniture, clothing for men and women, art, jewelry, pet products, food, novelty products and accessories such as earphones and luggage.

The site’s quirky, hipster feel and wide range of products seems to offer a direct path to the smartphones of millennials, and the website claims 35% of its traffic is from mobile devices and half of its membships came through social website sharing.

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