Interior Define is a digitally native, vertically integrated direct-to-consumer furniture brand offering thousands of upholstery items as well as dining, lighting, and decor. Its made-to-order production approach enables over 150,000 specific furniture variations and customization across configuration, size, cushion fill, leg style, and fabric or leather choices, including Oeko-Tex certified, performance, and kid- and pet-friendly options. The company operates an omnichannel model with e-commerce plus a rapidly expanding brick-and-mortar Define Studio network and offers personalized support from Design Experts. Interior Define planned to open 30 new Define Studio retail stores through 2022, signaling a push into physical retail. The company is backed by a syndicate including Pritzker Group Venture Capital and Chicago Ventures. In January 2022 Interior Define secured a $30 million venture loan facility led by Horizon Technology Finance to support general growth and working capital needs. Interior Define is a digitally-native, vertically-integrated furniture brand that offers made-to-order customization across configuration, size, cushion fill, leg style, and 75+ fabrics and leathers. The company pairs its online business with experiential Guideshop locations where Design Specialists assist customers with drawings, mood boards, fabric swatches, and white-glove delivery. I/D emphasizes product education through tools such as a Comfort Guide (video, 3D modeling, and descriptive content) and an AR mobile app that lets customers visualize sofas to scale in their homes. The brand reports strong growth, saying it tripled revenue in 2017 for the third year in a row. Future plans in the article include expanding physical Guideshop locations (at least two more in 2018, including San Francisco) and continued investment in technology and team to develop an omnichannel retail model. Interior Define offers customizable upholstered furniture with options for cushions, legs, and upholstery, positioning itself as a lower-cost alternative to high‑end design‑district brands. The company builds each piece after an order is placed and manufactures in factories in the Foshan region of China, with a typical 12‑week delivery lead time. Price points range from an entry‑level sofa at $300 to sectionals at $3,500, with an average sofa around $1,600; prices include delivery and the company says it is about 30% less than big‑box retailers. Founded by Rob Royer (a former Bonobos employee) and Steve McClearn (formerly VP of commerce at Sears Brands LLC), Interior Define launched six months ago and has opened a retail store in Chicago while shipping couches nationwide. The company has announced design collaborations with The Everygirl and HGTV host Alison Victoria. Management plans to open additional retail locations in other U.S. cities in the coming months.

Total raised

$46M

Funding rounds

3

Latest round

Debt Financing

Latest activity

Jan 2022