Etsy, the e-commerce platform dedicated to handmade and vintage goods, has teamed up with Indigo on an initiative that will see the book-and-gift retailer offer items from Etsy sellers in-store and online.
Through this partnership, a curated selection of Etsy sellers’ goods will be available at Indigo’s Toronto Eaton Centre location, as well as through Indigo’s website starting April 1.
Candles from Etsy seller Smells Like Canada will be available at Indigo thanks to new partnership
Erin Green, Canada’s country lead of Etsy, told Marketing that working with Indigo on this pop-up was a good brand fit for Etsy, which has recently started to work on such retail partnerships as part of its Etsy Wholesale program. This private marketplace (currently in beta) lets retailers buy products from Etsy vendors that can accommodate selling to larger operations. Other collaborations through the program have included Etsy pop-up locations in West Elm, Nordstrom and, more recently, Hudson’s Bay.
With the newest partnership, Green said the companies’ demographics are similar – both brands’ shoppers like unique, one-of-a-kind things and items that are great for gifting. “It’s a nice traffic-sharing of a like-minded audience,” said Green.
Teams at both companies worked closely to find goods from a wide variety of verticals on Etsy. Shoppers will find everything from jewelry to cutting boards in the Indigo pop-up, which will feature goods from roughly 10 sellers.
“Ultimately, we’re looking to amplify the [Etsy Canada] brand, so being able to align ourselves with another strong Canadian brand is very appealing,” said Green.
Although she said it’s too early to give details, Green confirmed Etsy Canada does have additional retail partnerships in the works, and said to expect a significant announcement in the fall (by which point Green believes Etsy Wholesale will be out of beta).
