What Interior Define does

Interior Define is a digitally-native, direct-to-consumer custom furniture brand founded in 2013 and headquartered in Chicago. The company designs and sells made-to-order upholstered furniture — primarily sectionals, sofas, chairs, beds, dining, rugs, and outdoor pieces — across 25+ named collections (Sloan, James, Tatum, Scarlett, Jasper, Ms. Chesterfield, etc.) with 150+ fabric options, 35+ leg styles, multiple length/depth configurations, and various cushion fills. Underlying technology centers on a web-native configuration and customization platform paired with Cylindo-powered augmented reality visualization (no app download required) and kiln-dried hardwood frame construction with sinuous steel spring suspension, Oeko-Tex-certified performance fabrics, and a 10-year limited frame warranty.

The business model is predominantly one-time direct sales with AOVs ranging from roughly $1,645 for entry sectionals to $9,595+ for large/premium configurations, augmented by $299 flat-rate white-glove delivery, Afterpay installment financing (orders under $4,000), and Mulberry extended protection plans. Distribution combines interiordefine.com with 13 physical Define Studios across major US metros (Los Angeles, San Francisco, Denver, Chicago, Baltimore, Boston, Minneapolis, New York, Charlotte, Philadelphia, Dallas, Tysons Corner, Seattle), a dedicated Trade Program portal for interior designers, and a Contract Grade (BIFMA-compliant) line for commercial/hospitality buyers. Customer segments span individual residential consumers (primary), trade professionals, and commercial spaces.

Since 2021, Interior Define has operated as a subsidiary within Havenly Inc.'s portfolio of home brands (alongside The Citizenry, The Inside, St. Frank, and Burrow), with cross-brand collaborations, shared Trade Program infrastructure, and ecosystem-level marketing.

Name

Interior Define

Legal name

Interior Define

Website

https://interiordefine.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

51–100 employees

Short description

Interior Define is a Chicago-based direct-to-consumer custom furniture brand selling made-to-order sectionals, sofas, chairs, beds, and rugs across 25+ collections with 150+ fabrics, distributed through interiordefine.com and 13 US Define Studios, and operating under Havenly Inc. since 2021.

Ownership category

akta.pro rank

Product category

Custom Upholstered Furniture

NAICS

Upholstered Household Furniture Manufacturing (337121), Furniture and Related Product Manufacturing (337)

SIC

Household Furniture (2510), Retail-Furniture Stores (5712)

akta.pro primary industry

Industrial/Product & Furniture Design (BPAHAKAM)

akta.pro secondary industry

Bedroom Furniture Retail (Beds, Dressers, Nightstands, Armoires) (CRAIAAAC)

Keywords

• Custom upholstered furniture
• Made-to-order sectionals
• Direct-to-consumer furniture
• Custom sofas and chairs
• Interior design services

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices13 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Custom Furniture Sales: Primary revenue stream from made-to-order upholstered furniture including sectionals, sofas, chairs, beds, dining, and outdoor furniture. Customers select from 25+ collections with extensive customization options (fabric, legs, size, cushion fill). Products are priced based on collection, size, and customization level with sectionals ranging from approximately $1,645 to $9,595+.
2. In-Home Delivery Service: White glove delivery service for upholstered items at a flat rate of $299, including in-home delivery, unwrapping, and assembly. Non-upholstered items (tables, rugs, lighting) have tiered delivery fees based on order price. This service represents an additional revenue stream and competitive differentiator.
3. Extended Warranty (Mulberry): Partnership with Mulberry for extended protection plans covering stains, spills, seam separation, accidental damage, and defects on upholstered furniture, rugs, and lighting. Customers can add protection plans during checkout for additional recurring revenue.
4. Gift Cards: Digital gift cards available in preset amounts ($100, $200, $300, $500, $1000, $2000, $3000) or custom amounts. Gift cards can be applied to purchases online or in physical locations.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Interior Define designs, manufactures, and sells made-to-order custom upholstered furniture — sectionals, sofas, chairs, dining, bedroom, tables, ottomans, rugs, decor, outdoor, and mattresses — with extensive configurability across 25+ collections, 150+ fabrics, and 35+ leg styles. The company combines online ordering, free design consultation, AR visualization, and 13 physical Define Studios, plus white-glove delivery, to serve residential, trade, and commercial customers in the U.S.

Product overview

Interior Define is a direct-to-consumer custom furniture brand offering made-to-order upholstered seating. The core offering centers on customizable sectionals and sofas across 25+ named collections (Sloan, James, Tatum, Scarlett, etc.), with over 150 fabric options, 35+ leg styles, multiple configurations (chaise, corner, U-sectional, sleeper, storage), and depth/size variations. The product line extends to chairs, dining, bedroom, rugs, decor, and outdoor furniture. The company differentiates through Cylindo-powered 3D/AR visualization, free design services, physical Define Studios (14 US locations), and rapid fulfillment options (In Stock 2-4 weeks, Quick Ship 6-8 weeks). A Warehouse Sale offers discounted inventory. Complementary services include free swatches, trade/commercial programs, contract-grade furniture, and a gift card program.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom Sectionals Made-to-order sectionals in multiple configurations (chaise, bumper, corner, U-sectional, sleeper, storage, modular) with kiln-dried hardwood frames, customizable across 150+ fabrics, 35+ leg styles, and multiple lengths and depths. For residential and commercial buyers seeking custom-configured large seating.
• Custom Sofas Made-to-order sofas in loveseat, standard, daybed, sleeper, and modular configurations with extensive fabric, leather, leg, and cushion-fill customization. For residential customers wanting personalized seating.
• Custom Chairs Upholstered accent chairs, swivel chairs, chaise lounges, chair-and-a-half, and recliners with customizable fabrics and configurations. For residential customers seeking accent and lounge seating.
• Seating Collections 25+ named seating collections (Sloan, James, Jasper, Maxwell, Scarlett, Tatum, Ella, Lee, Gaby, Alexander, Lukas, Skylar, Caitlin, Winslow, Saylor, Fiona, Ms. Chesterfield, Dixon, Beckham, Rose, Hayley, Oslo, Asher, Sydney) each with distinct design aesthetics, configurations, customization options, and delivery timeframes.
• Dining Furniture Custom dining chairs, stools, benches, and tables in various configurations and materials designed to coordinate with the seating collections.
• Bedroom Furniture Upholstered beds, nightstands, dressers, and custom bedroom seating designed to coordinate with living-room collections.
• Tables Coffee tables and side tables in various styles and finishes to accompany seating arrangements.
• Ottomans and Benches Accent ottomans, storage ottomans, stools, and upholstered benches with customization options matching seating collections.
• Rugs Area rugs in medium, large, and oversized sizes, with rug pads and buying/care guides as accessories.
• Decor Decorative pillows, lighting, and artwork to accessorize furniture purchases.
• Outdoor Furniture Outdoor seating and furniture pieces designed for exterior spaces.
• Mattresses Mattresses sold through the bedroom category, including options integrated into sleeper sofa configurations.
• Contract Grade Collection Commercial-grade custom furniture meeting BIFMA's highest standards for safety and durability, designed for high-traffic hospitality, office, and commercial spaces. For commercial buyers and Trade Program customers.
• Free Swatches Service Free fabric sample service: customers can order up to 10 swatches delivered within 2-7 business days to preview materials and colors before purchasing.
• Design Services Complimentary one-on-one design support delivered via phone, video, chat, or in-person consultation. Design Experts assist with fabric selection, room visualization, and space planning for residential and trade customers.
• Define Studios (Physical Showrooms) Retail showroom locations across 13 major U.S. cities (Los Angeles, San Francisco, Denver, Chicago, Baltimore, Boston, Minneapolis, New York, Charlotte, Philadelphia, Dallas, Tysons Corner, Seattle) offering in-person furniture viewing and design consultations.
• Trade Program Multi-brand trade program for interior designers, architects, and commercial buyers offering special pricing, dedicated account services, and access to customizable furniture through trade.interiordefine.com.
• White Glove Delivery In-home white-glove delivery service for upholstered items at a flat rate of $299, including delivery, unwrapping, and assembly. Non-upholstered items (tables, rugs, lighting) have tiered delivery fees based on order price.
• Gift Cards Digital e-gift cards available in preset amounts ($100, $200, $300, $500, $1,000, $2,000, $3,000) or custom amounts, redeemable online or in physical locations. Non-reloadable with optional custom messaging.

Quantifiable outcome

• 8x higher conversion rate for AR-engaged customers
• +3 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• CylindocoreTechnology or IntegrationCylindo provides web-native augmented reality technology enabling customers to visualize furniture in their homes without requiring an app download. This AR integration is a core technology feature that drives 8x higher conversion rates for Interior Define customers.
• The EverygirlminorGTM or Marketing PartnerCollaboration brand partnership for exclusive furniture collections. The Caitlin collection and Rose collection are co-designed with The Everygirl brand, featuring specific design aesthetics and marketing collaboration.
• Apartment TherapyminorGTM or Marketing PartnerCollaboration brand partnership for exclusive furniture collections. The Ms. Chesterfield collection is a co-branded product developed with Apartment Therapy's design team.
• MulberryminorStrategic or Co-development PartnerExtended warranty and protection plan partnership. Mulberry provides configurable protection plans for furniture covering stains, damage, and defects, integrated into Interior Define's checkout process.
• HavenlyminorOthersHavenly is listed among Interior Define's family of brands under the parent company. Interior Define and Havenly share ownership under Havenly Inc.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Burrow: DTC custom furniture brand offering configurable modular seating, sofas, and casegoods with fast 2–4 week shipping. A direct competitor on customization, price band, and digital-first positioning — and notably a sister brand within the same Havenly Inc. portfolio as Interior Define.
• Article: DTC furniture brand selling modern, mid-priced sofas, sectionals, and casegoods direct from manufacturer to consumer. Competes directly with Interior Define in middle-market customizable seating, with faster delivery on stocked SKUs.
• Joybird: DTC custom furniture brand (La-Z-Boy subsidiary) offering made-to-order sectionals, sofas, and chairs with extensive fabric and configuration choices. Closest direct competitor on the customization breadth and configurator-driven model.
• Apt2B: Online-first custom furniture retailer offering sectionals, sofas, and bedroom furniture with multiple fabric options and configuration choices. Targets similar urban, design-conscious middle-market consumers with made-to-order lead times.
• Maiden Home: Premium DTC custom furniture brand offering made-to-order upholstery and casegoods positioned at higher price points. Competes with Interior Define on the upper end of the customizable, design-forward middle market and shares the made-to-order manufacturing model.
• Castlery: DTC custom furniture brand offering configurable sofas, sectionals, and dining with showrooms in major US cities. Direct competitor on configurator-driven customization and an omnichannel retail footprint similar to Interior Define's Define Studios.
• Room & Board: US-made custom furniture retailer offering configurable sofas, sectionals, and casegoods with showrooms in major cities. Comparable on made-in-USA quality positioning, customization options, and showroom-led omnichannel strategy.

Broad incumbents

• Wayfair: Massive online home furnishings retailer carrying hundreds of thousands of SKUs across all categories. Overlaps with Interior Define in customizable sectionals and sofas but competes on breadth, speed, and price rather than customization depth.
• West Elm: Williams-Sonoma-owned modern home furnishings retailer offering customizable sofas and sectionals alongside decor, rugs, and lighting. Overlaps on design-conscious middle-market positioning and showroom-based omnichannel experience.
• Crate & Barrel: National design-forward home furnishings retailer offering customizable upholstery programs and broad assortments across categories. Overlaps with Interior Define on design-conscious consumers and showroom-led service.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/interiordefine
• Instagraminstagram.com/interiordefine
• Pinterestpinterest.com/InteriorDefine
• Xx.com/interiordefine

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds11 records

Investors13 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Interior Define