Touch of Modern expands into wine

September 13, 2016 04:11 PM

Touch of Modern Inc. is hoping its customers will want to add bottles of wine to their cart and that a touch of wine will help boost sales.

The members-only flash-sale retailer, No. 259 in the Internet Retailer 2016 Top 500 Guide, began selling wine in late August. The wine selection, which changes weekly, costs about $100 for two or three bottles, depending on the wine offered. The company didn’t say how it determines which bottles will be sold in sets of two and which will be sold in sets of three.

Touch of Modern doesn’t ship wine directly to customers. The retailer works with Wine Country Connect, a vendor that handles order fulfillment and shipping.

Touch of Modern, which specializes in unique, in-season products, already sells food, so wine seemed to be a logical next step, says Touch of Modern co-founder and CEO Jerry Hum. There was no market testing or research involved.

“It’s been on and off talked about for the last couple of years, we just haven’t sunk resources into doing it. We don’t really do surveys to ask what we want. We’ve always been looking for the things that we thought were interesting,” he says. “We’re not just going to be sticking with traditional Napa Valley wines,” Hum says. “We’re going to be trying different types of wine. Starting off, we’re just going to offer one [brand] at a time.”

Touch of Modern isn’t the only retailer in the Top 500 to expand into wine recently. Meal delivery service Blue Apron Inc. (No. 231) launched a wine delivery service called Blue Apron Wine last year with selections designed specifically to pair well with the company’s meal offerings. 




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