10 years in the making

From its inception in 2002, Hayneedle's company mission has been to help people find exactly what they're looking for … and here you'll find our story.

Headquartered in Omaha, Nebraska, Hayneedle began in 2002 as a single website, hammocks.com.

 

Recognizing the opportunity of online specialty stores, founder Doug Nielsen went on to build NetShops, adding new categories of niche stores, each with unparalleled selection.

NetShops became one of the fastest-growing online retailers of home furnishings and décor products. In 2009, the company was renamed Hayneedle, and has since established itself as a Top 20 online retailer. Hayneedle is listed at No. 85 on Internet Retailer’s Top 500 Guide and was named a fastest-growing online retailer in Inc. and Internet Retailer magazines.

Hayneedle.com has become one of the nation’s largest online retailers, offering more than 3,000 brands and nearly 2 million products for the home. With perfect finds for every room, style, and budget, hayneedle.com’s mission is to help customers fulfill their vision of home.

 

 

Driven by unrivaled product selection, proprietary technology, outstanding team talent, and superior customer service, Hayneedle, Inc., is poised to lead the world in online retail.

Founders

Doug Nielsen
Doug Nielsen
Doug Nielsen, Hayneedle's current Chairman of the Board, has over 20 years' experience as an entrepreneur and Internet pioneer. He co-founded NetShops Inc. in 2002, along with business partners Mark Hasebroock and Julie Mahloch. He served as President and CEO of NetShops from February 2002 to October 2007, and October 2010 to December 2013. Prior to NetShops, Doug co-founded and served as CEO of GiftPoint.com, which merged with GiftCertificates.com in March 2000. Following the merger, Doug was President and also a director of GiftCertificates.com. Prior to that, Doug founded two direct marketing companies. Doug received his bachelor's degree from the University of Nebraska at Omaha.
Mark Hasebroock
Mark Hasebroock
Mark Hasebroock co-founded NetShops in 2002, along with business partners Doug Nielsen and Julie Mahloch. Prior to NetShops, Mark was COO of GiftCertificates.com and a partner with Doug Nielsen and Julie Mahloch. Before GiftCertificates.com, Mark was an investment banker with McCarthy & Company from 1986 to 1999. From 1983 to 1986 Mark was owner of Vic's Corn Popper retail stores, located in Omaha. Mark graduated from the University of Nebraska in 1982 and holds an MBA from Creighton University. He is active in the Omaha community, serving on the board of directors of Creighton Prep High School and as commissioner of the Nebraska High School Hockey League.
Julie Mahloch
Julie Mahloch
Julie Mahloch co-founded NetShops in 2002, along with business partners Doug Nielsen and Mark Hasebroock. Under her leadership, NetShops has grown from a single store to over 200 stores. Prior to co-founding NetShops, Julie co-founded GiftPoint.com, which merged with GiftCertificates.com. Following the merger, she was Vice President of Merchants. Julie holds a bachelor's degree in business administration from the University of Nebraska.
2014 Jon Barker, former Hayneedle Chief Operating Officer, is appointed President & CEO, poising the company for continued growth and success.
2014 Jon Barker's background in operations and fulfillment helped Hayneedle reach over 1 million square feet of space, including fulfillment areas in two U.S. locations. His leadership has been integral in creating Hayneedle's wide-scale business platform.
2012 Hayneedle celebrates its 10th anniversary, looking back on a decade of exponential growth and development of the premier place to find everything home.
2012 Hayneedle celebrates its 10th anniversary, looking back on a decade of exponential growth and development of the premier place to find everything home. While reflection is important, the company lays out another set of ambitious goals for the coming year and hits the ground running.
2010 The company cuts the ribbon on a brand-new Customer Care Center in West Omaha. The Omaha and Nashville distribution centers are closed, merging into a new 500,000-square-foot facility based in Monroe, Ohio.
2010 Hayneedle executes high-profile advertising campaigns and celebrity partnerships to raise awareness of the new brand and site design. In June, the company cuts the ribbon on a brand-new Customer Care Center in West Omaha, equipped with state-of-the-art information systems and accommodations for a higher number of associates. The Omaha and Nashville distribution centers are closed, merging into a new 500,000-square-foot facility based in Monroe, Ohio. Founder Doug Nielsen re-enters the day-to-day operations of Hayneedle, assuming the role of President and CEO.
2009 On August 11, the company unveils a new brand - Hayneedle.
The company begins a period of massive infrastructure and front-end growth designed to launch the next era of a top-tier brand.
2009 Despite the economic downturn at the end of 2008, the company forges ahead with big plans for the future. On August 11, the company unveils a new brand - Hayneedle. Designed to be the best place to find everything home, Hayneedle finally brings together all of the single best stores on the web into one meaningful brand. With the launch of Hayneedle, the company begins a period of massive infrastructure and front-end growth designed to launch the next era of a top-tier brand.
2008 NetShops is named 15th largest mass merchant on the web by Internet Retailer magazine, and the 82nd largest retailer overall.
2008 NetShops is named 15th largest mass merchant on the web by Internet Retailer magazine, and the 82nd largest retailer overall. While continuing to expand company size, product depth, and infrastructure, the team begins working on something big ...
2006 Additional funding is secured through Sequoia Capital.
The company acquires a number of key businesses and implements 3rd party logistics to handle the increase in business.
2006 To promote further improvement and growth, additional funding is secured through Sequoia Capital. Subsequently, the company begins laying the groundwork for much bigger plans by acquiring a number of key businesses and implementing 3rd party logistics to handle the increase in business.
2004 SimplyMirrors.com is the 50th site successfully launched.
2004 The team doubles down on expanding the business, building teams and web sites that specialize in providing an incredible shopping experience for a single product type. SimplyMirrors.com is the 50th site successfully launched.
2002 Doug Nielsen, Julie Mahloch, and Mark Hasebroock establish Hammocks.com.
2002 After a fateful trip to Washington, founders Doug Nielsen, Julie Mahloch, and Mark Hasebroock establish Hammocks.com. Dissatisfied with the market, they set out to create the best place in the world to buy a hammock, bar none. Headquartered in their hometown of Omaha, Nebr., the business grows as they begin to identify more opportunities in the world of niche shopping.
2013 Hayneedle opens a Regional Operations Fulfillment Center in Riverside, California. Now we can ship to 90% of the U.S. in 2 days or less!
2013 Hayneedle opens a Regional Operations Fulfillment Center in Riverside, California. Now we can ship to 90% of the US in 2 days or less!
2011 Hayneedle moves to a new corporate facility on high-profile West Dodge Road in Omaha. An explosion in social media popularity occurs as well, as we reach toward 150,000 Facebook "likes."
2011 Moving to a new corporate facility on high-profile West Dodge Road in Omaha, Hayneedle enters 2011 with big goals and bigger ideas. An explosion in social media popularity (reaching toward 150,000 Facebook "likes"), big gains in customer satisfaction, and the full implementation of a wide array of infrastructure and assortment improvements propel the brand to its biggest year yet.

During the 2011 holiday season, Hayneedle sales figures exceed total retail sales gains, e-commerce sales gains, and ComScore estimates for the industry by wide margins.
2010 In November, 2010, Hayneedle launches the Foundary, a wildly successful daily flash sales site bringing the latest in designer home goods to the public at deeply discounted prices.
2010 In November, 2010, Hayneedle launches the Foundary, a wildly successful daily flash sales site bringing the latest in designer home goods to the public at deeply discounted prices. Sales on the Foundary are announced via email every morning and some evenings; these events typically last 72 hours with discounts up to 70% off retail.
2009 Hayneedle's revolutionary global shopping cart is implemented - a shopping experience that lets customers choose items from hayneedle.com or any of the company's niche stores and use a single checkout for the entire transaction.
2009 One of the biggest elements of the new website is Hayneedle's revolutionary global shopping cart, a unique shopping experience that lets customers choose items from hayneedle.com or any of the company's niche stores and use a single checkout for the entire transaction. This, partnered with a Hayneedle branded wrapper around all of their stores, helps unify the brand and provide customers with an easy, fun shopping experience.
2007 NetShops launches its 100th website and grows to over 300 employees.
2007 NetShops launches its 100th website and grows to over 300 employees. Looking toward the future with an eye on achieving even more firsts, the company implements Oracle financial and supply chain systems and opens a second distribution center based in Nashville, Tenn. Carter Cast, formerly of Walmart.com, takes the reins as CEO, backed by an executive team with vast web experience.
2005 The company begins a period of rapid growth and expands to over 200 employees. NetShops.com opens a distribution center in Omaha and moves to a larger office space.
2005 After expanding to over 200 employees, the company begins a period of rapid growth. With a new unifying brand, NetShops.com opens a distribution center in Omaha and begins filling out its newly formed executive team. At the end of the year, the whole company moves to a new, larger office space in Omaha.
2003 Now known as NicheCommerce, the company continues to launch new specialized websites and grows to over 50 employees.
2003 Now known as NicheCommerce, the company continues to launch new specialized websites, helping more customers and growing every day. For the first time, more than 50 employees are working for the company.