Crate & Barrel enters unlikely partnership with rising digital competitor

A home furnishings retailer is teaming up with a rivaling wedding registry start-up, a move that will help the company better target soon-to-be-wed Millennials.

Crate & Barrel is joining forces with Zola, a digital wedding registry startup geared at Millennials. The union between the two companies will enable couples to register for over 3,500 of Crate and Barrel's exclusively designed products directly on Zola. This offering bolsters an assortment of more than 60,000 gifts, experiences and cash funds already sold in Zola’s online store.

Here’s how it works: Couples install the “Add to Zola Button” bookmark, which enables users to choose items from anywhere on the web and add them to their Zola registry. Through the collaboration, couples can use the digital button to click on any Crate & Barrel merchandise available across the company’s dinnerware, furniture and decor categories, and add it to their Zola wish list.

The partnership does not replace Crate and Barrel’s existing registry options. The retailer will continue offering registry services on its website, through personalized in-person events, and across its portfolio of 90 stores, according to the company.

"The Zola partnership is an exciting opportunity to provide our customers with more registry options,” said Neela Montgomery, CEO of Crate & Barrel. “Our customers value the convenience of a one-stop-shop registry and also trust the quality curation of Crate & Barrel products.”