In February 2022, online interior design service Haven announced the acquisition of a bespoke furniture brand, interior. “From our perspective, this was a rare opportunity to combine the businesses of two of the leading brands for this new generation of at-home consumers. By combining them. We are creating a complete destination for home design and furnishings that is inclusive, accessible and digitally powered,” says Lee Mayer, co-founder and CEO of Havenly.
While Havenly connects interior designers with clients looking to redecorate their homes, The Inside offers a range of custom pieces including sofas, headboards and ottomans, as well as other chunky furniture and occasional. Each piece can be upholstered in a choice of over 100 different fabrics ranging from plains to patterns and prints, many of which come from legacy brands such as Scalamandré and Old World Weavers. “With a user-friendly journey into style and design, acquiring The Inside was a natural fit for Havenly,” Danielle Walish, co-founder of The Inside, tells me. “The Inside has always been about spreading the joy of decorating and creating a home you will love. I am excited to integrate what we built prior to the acquisition with Havenly and continue to serve our existing and new customers.
Walish will continue to manage the transition, integrating The Inside’s assets into Havenly, as well as capitalizing on changing consumer design trends in favor of prints offered by The Inside.
Havenly is a unique concept that makes the use of an interior designer within reach of those wishing to furnish a living room, a bedroom or a single room in the house. The platform helps organize the process, avoids decision fatigue, and presents a more convenient alternative to the conventional process of working with an interior designer. “Interior design is an industry and a service that historically has been out of reach for so many people,” says Mayer. “Through our core business, The Inside, and our recent launch of in-person design, we are creating a place where more people feel included, seen and served in home and interior design.”
While Havenly primarily operates virtually, they recently launched in-person design services to select markets across the country, including Atlanta, New York, Austin and Chicago, with expansion plans. The in-person service is an upgrade from the virtual platform, but also gives customers access to digital design tools, including photorealistic 3D renderings of their space, an online concierge team, and the ability to purchase all of their design elements through an online storefront. .
About the interior
Founded by Walish, Britt Bunn and designer-turned-entrepreneur Christiane Lemieux, The Inside was launched in 2018. The unique brand offers fashionable yet timeless upholstered pieces for the bedroom, living room, home office and home office. ‘outside. Many styles lean towards a new traditional or contemporary aesthetic. Some of the most popular fabrics currently include Desert Cheetah by Scalmandré, Jade Cherry Blossom, Talc Linen and Leopard.
Mix two brands
Although Havenly and The Inside are two very different businesses, they serve the same clientele, says Walish. “By combining our two brands, the acquisition paves the way for the creation of an innovative design ecosystem, which will serve existing and future customers in exciting and new ways. The match is natural: One of The Inside’s biggest client requests is for design services, and Havenly’s designers have been among The Inside’s biggest clients for years.
Unlike many business acquisitions, this one really benefits both brands. “By acquiring The Inside, Havenly is now able to offer bespoke furniture to our design conscious customers at attractive prices. With Havnely’s extensive design and customer base, we can also use our data, scale and experience to continue to inform and grow Inside’s assortment to deliver a growing selection of products to customers of Havenly and The Inside,” says Mayer. “In the past, one of the most common requests from The Inside customers was for assistance with the design of the products they purchased for their homes. Now, through brand cross-pollination, we can offer our full range of design services directly to The Inside clientele.
The one inside bedroom sets are a great example. While these sets serve the same purpose as a typical big box bedroom set, the pieces are organized to coordinate instead of being a standard and probably less interesting matching set. Each collection comes with essentials such as a bed and chest of drawers in addition to playfully chosen accessories such as rugs and lamps. These sets serve Havenly customers by offering a classy combination of pieces without having to pay for an additional piece design package.
Collaboration with Reese’s Book Club
Collaboration is at the heart of both The Inside and Havenly. The brand recently launched a line with Reese Witherspoon’s Book Club. The collection includes bookshelves, chairs, rugs, lamps and all the essentials to create a cozy reading nook in any home.
To look forward
Havenly plans to innovate the design space through technology as part of the overall brand strategy, Mayer says. “Over time, we hope to continue to evolve our technology service offering by marrying 3D visualization tools, exclusive and custom furniture, and a welcoming brand to help everyone create a home they love.”