The interior design industry has been characterized as archaic thanks to a lack of digital presence. Decorati is hoping to change this by digitizing and democratizing the interior design space with its online platform for both interior decorators and consumers who are looking for professional design advice and guidance.
Interior designer and Decorati founder Shane Reilly was frustrated that trade-only manufacturers which produced high-end furniture did not publish their listings of products online. Interior designers would have drive to a design center to see samples or flip through three-ring paper binders for trade-only products, and then submit a purchase order via fax or mail. To offer decorators an easy alternative, Decorati pools manufacturer data online and made it searchable across type, price, and lead time. The site has furniture listings from over 500 manufacturers who typically show only in design center showrooms. And with Decorati’s platform, consumers can shop for these products without needing a professional license, democratizing the industry.
It used to be through word of mouth or business listings that consumers were able to find interior decorators. Decorati, which has a database of over 20,000 designers across the U.S., allows consumers to search for interior decorators by location and type of design. On the flip side, consumers can submit a project inquiry to Decorati’s Design Advisors program and Decorati will match them with up to five designers that match the consumer’s style and needs. This is also a revenue stream for Decorati, because designers purchase the leads. Decorati also makes money from commissions from any product bought via the site’s platform and through advertising on the site.
Another compelling feature on Decorati is the ability for interior designers to upload portfolios and tag each piece of furniture and accessory with identifying information. This benefits the designer because the portfolio is linked wherever the product shows up, and it lets the consumers can see how to use the product.
And Decorati has recruited several big-name investors, board members and advisors, including Peter Thiel (investor), Keith Rabois (board member), Steve Chen (advisor), Michael and Xochi Birch (advisors), and Scott Faber (advisor).
While the prices for furniture on Decorati aren’t cheap, the site definitely lowers the costs by letting consumers access high-end furniture and design ideas without the help of a costly decorator. And if you do want to hire a professional, the site makes it fairly easy to find one that matches your needs.
Nice idea, but have they missed the mark focusing on the high end? The real action – and volume right now – is at the low end of home design (first-time buyers etc.)
My guess market concentration is too high in the low end retailer segment (Ikea, …), which makes it difficult to get a big referral % if any at all. From what I hear about the founder it could also be a lifestyle choice to be dealing with ‘real’ design.
I agree, however they should at least attempt to help build an eco-system of small businesses and furniture designs who previously had no market or real media source.
Decorati! Awesome name, sounds like a brandbucket brand!
Excited to play with this as I am just now getting furniture for my apartment. I do worry about them not focusing on more affordable pieces.
Pretty cool site. Its got everything you’d need to make a decision and then get some high end designs.
I have used Decorati’s buying service, and it was fantastic. Yes, the pieces are expensive, but totally worth it!
Our industry has been struggling to make the transition to a digital orientation; we have used only a few times, but site seems to have balanced our needs with those of designers & consumers.
And this is, again, US only…
Interesting website. mydeco.com (launched Feb 08) goes a step further towards ‘democratising design’ by creating a network of 75k ‘designers’ (pro interior designers, students and passionate amateurs) which you can tap into if you need design help. Instead of connecting you to an interior designer, you can upload photos of your home and have the community redesign it in 3D, give you decor advice or simply suggest ideas – all online. You can then buy online from 1500 of the UK’s home retailers.
So much of the design industry is focused on the US (why not more UK design blogs?), we’re making a stand for the UK’s design-obsessed homeowners! Would really like to hear your feedback…
http://www.monistobg.com