Dalani claims to be the first, the biggest and with the best online magazine

Yesterday we talked about the three new Australian homewares sales sites offering you massive discounts on great brands. First up we spoke to Temple & Webster and today we share our interview with Dalani. Tomorrow you can read all about the third option, Home Culture.

What’s the story behind you setting up this business in Australia?

Dalani was founded by Delia Fischer, former editor of Germany’s Elle Decoration – the world’s best-selling interiors magazine. Delia’s objective was to create a sophisticated, inspirational shopping environment with a carefully curated selection of products. The result was Dalani, which has evolved into a portal to inspirational shopping across many continents. Dalani Australia is bringing this concept of enjoyable event shopping to the Australian market, with a website and magazine completely tailored to the Australian homemaker’s unique tastes. Our mission here is to make decorating a joyful experience.

How would you sum up your site and its offering?

Dalani offers a members-only shopping club and inspirational home and living magazine. We offer high-end homewares at 35-70% off. We sell everything from established, premium labels, to up-and-coming boutique brands. There is no limit to the diversity of products we offer – the only prerequisites are style, quality and taste. We offer everything from linen and tableware, to furniture, gourmet foods and designer baby shoes. Our online magazine provides inspiration and guidance on design and decoration. It has all the benefits of a print magazine and more, with interactive content, interviews and behind-the-scenes exclusives.

There are now three similar players in the market. Why are you the best/different?

In comparison to our competitors, we have a far greater volume of sales and products to choose from, we have an experienced team with a proven track record, we have staff dedicated to excellent customer service, and we have a beautiful, free online magazine for our members.

One major point of difference is that we were the first to open shop on Australian shores. Our first day live was Oct 24, with many months of planning and preparation beforehand. Dalani has been tried and tested overseas, and proven to be vastly popular with consumers – we are a professional operation meaning there are no hiccups for consumers.

As we are backed by a large, innovative company, we have strong buying power. Unlike other websites, we have many different sales running concurrently. While today (9 December 2011) Temple & Webster currently has four sales live and Home Culture three, we have 12 (a number set to grow). This means a wider range of options for consumers. With a constant flow of varied sales, our members can rely on us as their premium home and lifestyle resource.

Our magazine is unique. While other platforms offer blogs and forums, what we’re doing takes it to the next level; bringing the shopping environment together with an inspiring, quality publication. It’s not just an online store. We have an experienced editorial team, and a high-profile creative director. While the other platforms upload one or two posts per week, we have a minimum of five. We offer expert advice, book reviews, designer tips and exclusive features for our readers. We have a steady flow of expert contributors on board with Dalani, from designers, to authors, stylists and celebrity chefs. We are delivering high quality, creative content.

We also offer customers fantastic after-sales service, including beautiful packaging and easy returns. For Dalani, it’s about making shopping easy, fun and inspiring, saving consumers time, energy and money.

Do you think there is space in the market for three websites like this?

Absolutely. The fact that three new sites have launched just reinforces the fact that there was a hole in the Australian market. Dalani’s success overseas proves that event shopping is the way of the future, and Australia is latching on fast. While online shopping has become the norm for fashion and electronics, the format of a shopping club is brand new to the lifestyle arena. It’s the next logical step in retail, as we move away from the traditional experience of shopping, towards something more diverse, practical and convenient.

Besides, there’s no harm in healthy competition. Each website will evolve differently.

Do you think this is something the Australian consumer has been waiting for?

It is! Australian consumers have grown tired of trawling through hundreds, and often thousands of products, on traditional shopping websites. While sites like Asos have been a revolution for retail, the ‘shopping club’ takes the work out of shopping. Dalani is clean, simple and easy to navigate, with products that have been specially curated for our target market. With print media trending down and magazine readerships dwindling, the online magazine is welcome news to consumers. By pairing the two platforms together we are working in synergy with the Australian consumer’s changing needs.

What are your plans for the site in the next 6 months?

In six months’ time we will have more market-leading brands on board. Our magazine will be a well established style guide for consumers. We will have regular exclusives with unique designers, chefs, and other dominant personalities from the lifestyle world. We are also looking to increase member interactivity and make the whole experience a lot of fun for Dalani members.