Dive Brief:

• Wayfair, the online home goods company founded in 2002, has filed for an IPO according to paperwork filed Friday with the Securities and Exchange Commission. 
• The company, which hopes to raise $350 million in the IPO, grew by 50% last year, but recorded a net loss of $51.4 million in the first six months of 2014. 
• Wayfair operates five different brands, including Wayfair.com, Birch Lane, and Joss & Main, a flash sales site. 

Dive Insight:

With a wide range of sites, Wayfair covers a wide range of esthetic preferences, reaching both the shabby-chic and sophisticated-minded customer. While some are saying the flash sale model is slowly going out of style, Zulily, another e-commerce flash sale site, went public less than a year ago and now has a market cap of $4.8 billion.