The importance of this article, By Noon, These Two Will Have Brought In Another Half a Million More Dollars, by Paul Wachter, published in New York magazine is how the company, One Kings Lane, is trying to manage the change from one key component to another.
The business started out as a flash-sale apparel site but applied it to home decor. But as Mr. Wachter writes “As competitors flood the online home space with flash sales—LuxeYard and Joss & Main, as well as Gilt, Fab, and Rue La La, which have branched out into home goods—One Kings Lane is trying to position itself as an upscale brand.”
“‘…the site itself, not necessarily the specific brands carried, becomes the draw. Says [co-founder, Susan] Feldman, “One Kings Lane is the brand.’