The online design retailer is hoping to lure customers from existing modern furniture retailers with exclusive new products.

Online retailer Fab.com debuted their first private label furniture and home accessory collection called Happy Modern during NYCxDesign. The brand opened a popup showroom in Soho to feature all the pieces they host online and to give visitors a chance to see, try out, and order the pieces on view.

Fab’s first foray in producing and selling exclusive items is a move to better establish the brand as a supplier of good design. The Happy Modern Collection aims to offer three traits Fab hopes will resonate with consumers. An enduring quality in which pieces are designed to last, originality in design, and accessible price points.

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