Among the Foundary’s sale items for the next two weeks is merchandise from an Omaha indie record label.
Omaha-based companies The Foundary and Saddle Creek Records pressed play on a partnership Tuesday that has the home furnishings flash sales site featuring merchandise from the indie record label.
“The event adds a new lifestyle element and also gives us the ability to team up with a local company,” Emily Jetter, a marketing specialist with The Foundary, said in a phone interview Wednesday.
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The partnership coincides with the two-year anniversary of The Foundary’s launch out of the home of its parent company, Hayneedle, a 10-year-old internet retailer. Over a six-month period in 2010, three Hayneedle management members led an internal team of nearly 30 – five assigned to the project full-time – to concept, brand and build the new site that would follow one of year’s hottest internet trends, flash sales.
The site, whose main competitor is One King’s Lane, has more than quadrupled its full-time employee base to support its growth. It also continues to borrow resources from Hayneedle, including social media marketing and tech support.
Jetter declined to disclose The Foundary’s latest subscriber numbers – within a month of its launch it hit 50,000 users – but she said with the company’s recent use of Pinterest, the site’s subscriber base has experienced “huge growth.” The company is now utilizing social media more and relying on paid search less.
Jetter said the site’s typical buyer is between 25-35 and lives on the East or West Coast, namely New York or Los Angeles. She also noted the site has “huge numbers” of subscribers in Nebraska.
With its latest local offering now live, The Foundary anticipates more partnerships with Omaha-based companies. Past Omaha companies to partner with the Foundary include Birdhouse Interior Design, Omaha Steaks and Borsheims.
For the story of the Foundary’s 2010 launch, see our posts:
- “From 15k to 50k – the Foundary home flash-sale site picks up steam“
- “Building the Foundary – Part I: The Backstory“
- “Building the Foundary – Part II: The Future“
Credits: Screenshot from thefoundary.com.
