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Fab Puts Ikea In the Crosshairs With New Furnishings Line, Hem

Image via <a href="http://hem.com/?ref=fab-announcement">Hem</a>
Image via Hem

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Fab's founder, Jason Goldberg, has yet to find mass market success in the retail world, but it's not for lack of trying. Despite rounds of Fab layoffs (that he did not handle well), Goldberg is back for round two and this time, he's honing in on Ikea's market.

The new online-only project, named Hem (Swedish for "home") will launch in late September of this year and is positioned as a new take on cheap and chic home furnishings. Features include furniture that you can design yourself, assembly that requires no tools and a direct partnership with European factories to "cut out the middleman" and drive down prices. They've got a lot of faith in the new site—Fab bought up European furnishing site One Nordic for Hem in a sale that was reported to be in the "tens of millions of dollars."
· Is Fab Gearing Up for Another Round of Downsizing? [Racked]
· Fab's CEO: "It's a Fucking Startup. Why Are You Here?" [Racked]