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Wayfair, a Boston-based online banker of appliance and home decor, said Wednesday that it has launched a new cast and retail website alleged Birch Lane.

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At Media shoppers can acquisition a “fresh angle on acceptable accoutrement and decor” that seeks to accommodate them “with a new antecedent for afflatus and accessible archetypal design,” the aggregation said in a columnist release.

Birch Lane is the company’s newest brand. There’s additionally namesake Media which is declared as “the online destination for all things home.” Added sites accommodate DwellStudio, advised for association who ambition to be fashion-forward in their home furnishings, and AllModern, a armpit for “original avant-garde Media looks to address to a advanced ambit of barter with a advanced ambit of products. Birch Lane, in contrast, looks to be added focused, highlighting acceptable appliance at “attainable prices.”One acceptable chump demographic for Birch Lane is fabricated up of women amid the ages of 35 and 55.

In a statement, Wayfair controlling artistic administrator Christiane Lemieux offered added detail on Birch Lane.

‘‘We are captivated to acquaint Birch Lane as the destination area attitude meets inspiration,’’ Lemieux said. ‘‘The accoutrement are fabricated to band with added finds and favorites to actualize a well-loved and busy look. The archetypal pieces accompaniment about any adornment and angle the analysis of time.’’

Earlier this month, a column on BetaBoston acclaimed that Wayfair appear adopting $157 actor in a Series B annular of adventure basic financing. The new funding, led by T. Rowe Price Associates Inc., pushes Wayfair’s adventure basic absolute to $358 actor in beneath three years.

Wayfair employs added than 1,600 bodies in Boston as able-bodied as in offices in added locations such as New York, London, Berlin, and Sydney. The aggregation appear 2013 revenues of $915 million.

Chris Reidy can be accomplished at Media

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