Wayfair, Joss & Main tap Shift

BOSTON: Home furnishings e-commerce company Wayfair.com has selected Shift Communications as AOR for its flagship brand and its private home décor sale business Joss & Main.

BOSTON: Home furnishings e-commerce company Wayfair.com has selected Shift Communications as AOR for its flagship brand and its private home décor sale business Joss & Main.

Wayfair hired the firm after an RFP because of its expertise in both the tech and consumer sectors, said Jane Carpenter, head of public relations at Wayfair. She declined to name the other firms in the review or the account budget.

Last February, Wayfair brought on Lippe Taylor as its first consumer agency partner, but the firm did not work on the Joss & Main brand. Carpenter said it ended relationships with Lippe Taylor and Lewis PR, which was Wayfair's AOR for business and tech support.

Lippe Taylor declined to comment on the relationship. Representatives from Lewis PR were not immediately available for comment.

Carpenter added that Shift will work on business, technology, and consumer PR for Wayfair and Joss & Main, focusing on raising awareness of both online brands. The agency is tasked with increasing recognition of Joss & Main because the site is growing rapidly, especially in the mobile space, said Carpenter.

Corporate communications and social media are handled in-house, but Shift will offer strategic counseling.

With a team of five staffers on the account, Shift will engage media outlets and bloggers in the consumer technology and business space to tell the brands' stories, said Catherine Allen, SVP at the firm. The agency will manage the account from its office in Boston, which is where Wayfair is also headquartered. The contract is for one year.

“Our goal is to take the media relationships that we have from working in retail and e-commerce for other clients and bring them to light for Joss & Main and Wayfair,” added Allen.

Communications is handled internally for original modern design e-retailer AllModern.com, Wayfair's other e-commerce brand, said Carpenter.

In September 2011, Wayfair rebranded from CSN Stores, and it consolidated its 200-plus online shopping brands into one company.

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