With all the new modern online stores, how do you differentiate yourself? If your Nova 68 you do it with a hep name, a small, well picked stock and by skipping the cheap stuff.
Nova 68 sells modern furniture and accessories designed by the "greats" of last century as well as some of the new lights of this one. They don't deal with beds and bedrooms, and they don't deal with a lot of the stuff others sell, such as Blu Dot storage or Philip Starck plastic radios.
Nova 68 has beautiful Prouve chairs ($580), Nelson table clocks ($325), a Gehry dining table ($4,440), Wolfgang Sirch wooden toys ($175). They look to Europe for inspiration and they claim to keep their prices as low as anyone possibly can. Readers say that Nova 68's prices are high, the design is HOT and the service can be weak. Shipping is FREE, however, and they say they now will match any lower prices from other shops.
(Note: This post has been updated. This first ran on 2005-01-12)