Lamps Plus Inc. this week debuted 55 Downing Street, a members-only flash-sale site that sells lighting, furniture and décor at up to 70% off retail prices.

New sales are added daily and products are available for purchase for seven days or until stock sells out. There is a maximum of 55 pieces of each product available for sale. When items come close to selling out, the sale page shows consumers how many remain available. Most items ship free to customers in the continental United States, the e-retailer says. The e-commerce site also sells to customers internationally.

Products are grouped into collections according to style or designer. For example, one sale event this week was called Fabulous French, and featured wall and table art, furniture, lamps, pillows and candle holders that look like French antiques.

This is the first flash-sale site for Lamps Plus, No. 163 in Internet Retailer’s Top 500 Guide. 

Kevin Diamond, chief technology officer at flash sale retailer HauteLook will speak at the Internet Retailer 2012 Conference & Exhibition in June in a session titled “My web site is down! Why the Internet doesn’t always work and what this means for your business.” The IRCE $200 early-bird discount expires March 31.