Havenly Has Acquired The Inside


In an effort to continue to expand revenues beyond service rates and into retail, e-design platform Havenly announced today that it has acquired direct-to-consumer furniture company The Inside. The terms of the deal were not disclosed.

It’s the latest of several fast-growing moves for the Denver company, which reaped $32 million in a series C funding round in 2019. (The company’s total funding to date is $57.8 million.) A portion of the capital injection was used to fund private-label collections, an initiative that has grown to include house brands Cove Goods, Studio Marcette, Roam Common, Haldin, and Havenly Essentials. Celebrity collaborations also followed, from kid-proofing model Ashley Graham’s NYC pad to boldly decorating fashion blogger Blair Eadie’s Sarasota, Florida, abode to launching a reading nook initiative with Reese Witherspoon’s Reese’s Book Club. More recently, Havenly acquired 3D visualization technology Occipital.

The latter is right on par, says Havenly cofounder and CEO Lee Mayer, with its acquisition of The Inside, which grew nearly 600% in the past two years. “Our acquisition of The Inside and 3D technology from Occipital is a significant step in our growth strategy to revolutionize, digitize, and personalize the at-home design experience,” Mayer said in a statement. That personalization is the key component that extends beyond Havenly’s current product collection capabilities. In a conversation with AD PRO, Mayers adds, “Over time, we hope to continue to evolve our technology-powered services offering by marrying visualization tools in 3D, exclusive and custom furnishings, and a welcoming brand to help everyone create a home they love.”

Under the new deal, Havenly will acquire The Inside’s intellectual property and manufacturer relationships. Perhaps favorable in the transition, The Inside’s operations are quite lean. Founded in 2017 by industry innovator Christiane Lemieux, Britt Bunn, and Danielle Walish, The Inside offers next-level personalization by offering a variety of silhouettes (within categories ranging from sofas and accent chairs to bed frames and more) and upholstery options of more than 100 fashionable fabrics—collabs with designer textile labels Scalamandré, CW Stockwell, and Sheila Bridges included. Each of the digital-first firm’s pieces is made to order, cutting back on the overheads of a showroom and inventory.

Mayer views The Inside’s build-your-own-furniture adventure among the biggest areas of opportunity for Havenly’s e-design clients—a built-in body of market research for the furniture line. “There are so many ways we are excited to continue to grow and develop The Inside’s product line,” she tells AD PRO. “In the near term, we are looking to build out our print and fabric assortment, and expand our upholstered seating collection. Simultaneously, we are exploring a move into some new frontiers, including window dressings, and are excited to partner on what is next.”

The Inside will maintain operations of its core business. Walish, who also served as creative director, will join Havenly to manage the transition. Lemieux had previously parted ways with The Inside, and Bunn will exit following the acquisition. The rest of The Inside’s employees will also join Havenly. Branding will also get a fresh face, as the letterhead on the furniture shop’s site already reads “The Inside by Havenly.”

Although e-design services have had a rocky road in the past decade (see: Laurel & Wolf, Homepolish), those that have managed to sustain—or have recently launched—are set on diversifying their revenue portfolios as a means to grow. It’s a model many design pros have been abiding by for decades: A profitable business plan is often supported by a flat fee or hourly rate and a cut from product markups. As the latest acquisition stands to support, having ownership of that product makes for an even greater cut.

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