John Edelman, famously the savior of DWR and restarter of Heller, likes to keep it simple. “Look,” he says. “The only reason to start a new business ever is if you’re solving a problem.” With Modern Outlet , Edelman and his Heller partners Andrew McPhee and Hunter Huebsch hope to solve a very niche, but very real problem: What’s a high-end modern furniture brand to do with all of its returns, showroom models and otherwise slightly dinged-up merchandise?

As of seven weeks ago, they can sell them online through Modern Outlet, an e-commerce site that offers gently used or slightly imperfect pieces at a discount from Ligne Roset, Moooi, Fritz Hansen and, of course, Heller itself. Modern Outlet operates on a “drop” model—every Thursday, it releases a new collection of pieces to its email

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