Overstock.com creates private-sale site Eziba.com

Overstock.com entered the budding industry of private-sale websites this month by launching Eziba.com.

The e-commerce site, which went live with a soft launch August 10, offers deep discounts on home goods. The company announced the site to the public August 24.

Eziba.com offers a rotating selection of merchandise to members for 48 to 72 hours. On August 25, the selection of products included a laptop bag, furniture and microcotton towels.

“We've seen success in other people's private-sale websites,” said Jonathan Johnson, president of Overstock.com. “It felt like something that we could succeed in, too. We have some vendors that want to have a place for exclusive deals.”

Other private-sale sites include JetSetter.com (for travel deals) and Ruelala.com and Gilt.com (for clothing). Eziba membership is open to anyone. Johnson said there are no plans in place to restrict access.

Overstock.com is promoting Eziba with e-mail blasts and on-site advertising. However, Johnson said not to expect much marketing otherwise.

“I think that's the allure of the private-sale site, that people feel like they're getting a deal that is not open to everybody else,” he said.

Earlier this month, Overstock.com also launched a campaign targeting New England consumers through a partnership with the Boston Red Sox baseball club.