Shutterfly Exec Says Company Has No Retail Inventory Issues – Sourcing Journal

For many years, photo storage and printing site Shutterfly has offered customers homewares in the form of customizable coffee mugs, throw blankets, and more. But last year the company acquired Spoonflower, a North Carolina-based custom fabric and wallpaper company, in a bid to expand the reach of its home category beyond photo-emblazoned mugs and calendars. grandchildren.

Since then, Shutterfly has launched a line of outdoor homewares that included pillows, tableware and blankets with designs by independent Spoonflower artists. And more recently, Shutterfly paired Spoonflower artists with TikTok stars for a range of limited-edition home decor items.

And according to Shutterfly vice president of merchandise, Jessica Lesesky, these introductions are just the beginning of the company’s push into the domestic market.

“With this acquisition of Spoonflower and where we want to take the brand, we’re just giving customers more choice,” Lesesky said. “So we bring 4,000 designs from 600 independent artists, and it was through many new products as well as existing products that we knew our customers loved and would love to buy more, if we could bring a design element. ”

This large community of freelance artists who are inspired by the latest trends allows Shutterfly to offer a wide range of product designs without the wait since Spoonflower is essentially a print-on-demand company. Lesesky said this not only matches Shutterfly’s existing custom ordering model, but also provides an advantage over competitors in the home category.

“Traditionally, retailers, especially in the home décor space, have to ask themselves, ‘What will the style be?’ And they plan their lines a year in advance,” she said. “You’re keeping your fingers crossed that you’ll be planning something awesome. , they often have excess stock left.We don’t have to worry about that because we print on demand, so that’s exciting.

Shutterfly is experiencing strong growth in the home decor market.


As Shutterfly continues to expand its assortment of home products, Lesesky said the company plans to expand into other areas.

“When we think about other categories, we can expand into wall, we can expand into bedding, bath,” she said. “We knew we already had an audience that loved the products we have, and so we wanted to bring the design there and expand. And now we’re looking at what new things we can bring to those spaces.”

Lesesky said Shutterfly sees the home goods category as the next logical step in the lifecycle of its customers, who often initially come to the company for graduation, weddings and announcements. baby, all moments in life that can precede the purchase of products for the home. And as consumers increasingly want to add their own personal touch to their homes, the company feels well positioned to provide personalized features to customers.

“We know home is a category where personalization and personalization are so important,” she said. “So how could we bring our manufacturing scale and our ability to find these very unique and creative products to the Spoonflower artist community and really have a new way of approaching this category? That’s something we want to explore.