FAB.COM FOUNDER BRADFORD SHELLHAMMER LAUNCHES BEZAR, A NEW FLASH SALE ONLINE SHOP FOR DESIGN PRODUCTS

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Pictures: curtesy of bezar.com shot by Andre Wagner

BRADFORD SHELLHAMMER, FOUNDER OF FAB.COM IS BACK IN ONLINE DESIGN RETAIL

His new baby is called Bezar and it is very much like Fab – but a little different. The name, Bezar, refers to a bazaar and bizarre, Fab-like it will focus on design flash sales.

“I am much more talented than a guy who can pick color. I have a vision of this thing that needs to exist in the world.”

Quite a statement that Bradford Shelhammer gave in fastcompany.com. But he’s right! Bradford’s intense spirit can fire up a whole industry like he did when he was Chief Design Officer at Fab. Pretty much every designer I know wanted to sell on Fab. Bradford is the one who best understood to commercially market design products online by focusing on not just selling a product but adding magic value through a presentation focusing on inspiration and stories.

“We will focus on the designer, their stories and backgrounds, and be a champion of emerging design talent the world over,” Shellhammer told dezeen.com.

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HOME, ART, ACCESSORIES AND JEWELERY

Every day a new designer or brand will have a pop-up shop to sell their unique designs in one of the given categories:

Home – anything in your home, fresh textiles, tabletop, decorative objects but not so much furniture (shipping is still too complicated).

Art – talking about art Bezar will focus mostly on graphic arts, prints, poster and similar stuff.

Jewelry – hip, new, undiscovered things to pimp your appearance.

Accessories – by accessories bezar is not talking about fashion. More things like bikes, backpacks, small leather goods, glasses and even vibrators.

THE HIP, NEW, UNDISCOVERED NEXT TO THE ICONIC

The big business will be done with hundreds of ‘undiscovered’ products from emerging design talents. But Bezar will also cooperate with more established brands to sell designer collaborations and new collections.

The big difference between Bezar and Fab is that the focus will not be on discounted products. Bradford told dezeen.com: “It’s about newness, exposure.” Bezar’s idea is to create value through the designers, their stories, backgrounds and beautiful presentations.

DON’T BECOME A SLAVE TO INVENTORY

Like fab in the beginning, bezar will shift the inventory risk on brands and designers. In the Interview with dezeen.com Bradford said: “This is not excess inventory. It might not even have been made yet when we sell it.” Thus guarantees a a focus on freshness, exposure and discovery because it doest’t ‘really’ matter if the product sells or not. No massive investments in inventory and no need to sell off at discounted prices later. On the other hand I know some stories of designers who produced serious numbers because unexperienced buyers at fab told them they will sell and ended up with a lot of overstock. If you have a small design business and the Bezar people approach you, be very happy but also careful with huge investments.

However, the inventory risk at Bezar will be with the brands and designers. Well curated deals usually do well and “I have dozens, if not hundreds, of stories of designers whose lives have changed through selling on Fab.” Bradford said to dezeen.com.

INTERNATIONAL EXPANSION AND DIRECT SOURCING

Bezar will start selling in the US and the goal is to quickly implement an international element. Thus means shipping! No international buying companies or offices around the world! Another thing Bradford learned from it’s fab experience. If you become a big enough player brands will come to you because they understand you sell not only good numbers but also add value due to a trendsetting community.

Bezar’s international sourcing office will  be located in NY and probably get in direct contact with brands and designers cutting out all agents and distributors and realizing discounted buying prices.

Pictures: curtesy of bezar.com shot by Andre Wagner

$ 2.5 MILLION IN THE FIRST INVESTMENT ROUND

Bradford surrounded himself with quite an influential team of investors and gathered $ 2.25 million to start Bezar.

Ken Lerer (founder Huffington Post)

Ben Lerer (founder CEO Thrillist and JackThreads)

Yves Behar (Designer Fuseproject)

Justin Chen (Private equity investor)

Matt Bear (FAB and Quirky)

Pieter Jan Mattan ( Global Creative Director Fab)

Mindy Grossman (CEO online retailer Home Shopping Network)

Hiroshi Mikitani (CEO Rakuten)

Chris Burch (Burch Creative Capital invested in Jawbone and Poppin)

and finally Whoopi Goldberg!

 

BRADFORD SHELLHAMMER ON THE WEB

Connect with Bradford on LinkedIn

Follow Bradford on Twitter

Check out Bradfords Blog

 

Pictures curtesy of bezar.com shot by Andre Wagner

By Magnus Busch