Amazon launches furniture brands Rivet and Stone&Beam

Amazon has entered the furniture market with two new brands, Rivet and Stone&Beam, launched a few months ago in the United States. Rivet targets millennials with Mid-Century inspired, small-space solutions in neutral colors, while Stone&Beam offers classic contemporary pieces with a three-year warranty. The move has already impacted online retailers, with some reporting a 4-6% drop in revenue since November. The article draws a parallel to Jean-Marie Floch's 1995 analysis of Ikea and Habitat, suggesting Rivet and Stone&Beam reflect similar consumer ideologies updated for the e-commerce era. Amazon's anonymous suppliers contrast with traditional small and medium enterprises that emphasize craftsmanship and designer names. The launch highlights growing market polarization between budget-conscious and luxury consumers.