Wayfair spent nine years as hundreds of websites like allroosterdecor.com.
Niraj Shah and Steve Conine started in 2002 in a spare bedroom of Conine’s Boston home, with racksandstands.com, which sold TV stands. By 2011 their company, CSN Stores, ran some 250 sites, from everygrandfatherclock.com to simplydogbeds.com, and did $500 million in sales with no inventory and no outside investment. Then they folded them all into Wayfair.com, a name a branding firm chose that means nothing.
Wayfair on Brandseum