MADE
Made.com was a London-based direct-to-consumer online retailer selling designer furniture and home decor to consumers, operating its own e-commerce storefront and expanding into a marketplace model via its 2022 acquisition of Trouva. The company collapsed in 2022.
- Company typePrivate
- Founded2010
- HeadquartersLondon, United Kingdom
- Headcount501–1,000
- GTM typeB2C
- OfferingDigital Commerce or Content
What MADE does
Made.com was a London-based, direct-to-consumer online furniture and home decor retailer founded in 2010. The company operated its own e-commerce storefront selling contemporary designer furniture and home furnishings directly to consumers, bypassing traditional third-party retail intermediaries. Its core product was an online marketplace platform combining its owned inventory model with a curated catalog of contemporary furniture and decor.
In May 2022, Made.com acquired Trouva, an online marketplace for boutique and independent home brands, for an expected £13–18 million in cash. The Trouva acquisition was intended to shift Made.com toward a marketplace model with third-party sellers, broaden product variety, and enable cross-border distribution. The acquired entity expanded the platform's content library of curated boutique brands and was intended to enhance technological capabilities through integration led by the company's technology chief.
Made.com generated revenue through direct product sales (transaction-based) and, post-Trouva, planned to add transaction fees from third-party marketplace sellers. The company targeted two primary consumer segments: general home buyers seeking curated furnishings, and style-conscious consumers seeking distinctive boutique products. Despite having raised approximately $70 million plus prior disclosed rounds totaling over $135 million across multiple venture rounds (investors included Eight Roads Ventures, Fidelity, Level Equity, Partech, PROfounders Capital, and Amadeus Capital Partners), the company collapsed operationally in 2022, and its website returns HTTP 404 errors confirming cessation of operations.
MADE firmographics
Firmographics- Name
- MADE
- Legal name
- Made.com Limited
- Website
- https://made.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Closed
- Headcount range
- 501–1,000 employees
- Short description
- Made.com was a London-based direct-to-consumer online retailer selling designer furniture and home decor to consumers, operating its own e-commerce storefront and expanding into a marketplace model via its 2022 acquisition of Trouva. The company collapsed in 2022.
- Ownership category
- akta.pro rank
MADE industry classification
Industry- Product category
- Online Furniture and Home Decor Retail
- NAICS
- Furniture and Home Furnishings Retailers (4491), Furniture Retailers (449110)
- SIC
- Retail-Home Furniture, Furnishings & Equipment Stores (5700), Retail-Furniture Stores (5712)
- akta.pro primary industry
- Home, Furniture & Decor DTC (CRAFACAE)
- akta.pro secondary industry
- Home, Furniture & Home Improvement Online Retailers (CRAFADAE)
Keywords
Where MADE is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
MADE business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Marketing or Sales, Technology or R&D, Personnel, Operations
Revenue model
- Online Furniture Retail: Made.com operated as an online furniture and home decor retailer selling directly to consumers, with a transaction-based revenue model through product sales. The Trouva acquisition expanded the marketplace model to include transaction fees from third-party sellers.
Go-to-market motion1 record
Distribution channels2 records
MADE product offering
Product offeringCore offering
MADE.com operated as an online furniture and home decor retailer selling directly to consumers through its e-commerce platform, offering curated designer furniture and home accessories. The company expanded into a marketplace model via the May 2022 acquisition of Trouva, enabling third-party boutique and independent brands to sell through the platform and broadening cross-border product distribution.
Product overview
MADE.com operated as an online furniture and home decor marketplace with a platform architecture that included its core marketplace offering. The company expanded through the acquisition of Trouva, a boutique discovery platform, to increase product variety and cross-border distribution capabilities.
Differentiator
Problem solved
Functional benefit
Products and services
- MADE.com Online Marketplace Online furniture and home decor marketplace offering curated contemporary products from independent and boutique brands to consumers via direct-to-consumer e-commerce.
Quantifiable outcome
- Expected investment of £13-18 million for Trouva acquisition to accelerate growth and expand curated product range
Companies that use MADE
Customer profileSegments2 records
Ideal customer profiles1 record
MADE technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
MADE partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- TrouvacoreMade.com acquired Trouva, a boutique and brand discovery platform, in May 2022. The acquisition was funded by cash with expected investment of £13-18 million. Integration was led by the company's technology chief. The acquisition aimed to accelerate Made's growth, expand its curated product range, improve technological capabilities, and enhance cross-border distribution.
Scale indicators2 records
Recent moves6 records
Expansion highlights4 records
MADE competitors and assessment
Company assessmentBroad incumbents
- Wayfair: Largest pure-play online furniture and home goods retailer in the West. Directly comparable to MADE as a destination for online furniture shopping, but with vastly broader assortment, scale-driven logistics, and incumbency advantages that MADE struggled to match.
- West Elm: Williams-Sonoma-owned modern home furnishings retailer with strong DTC and showroom presence. Comparable to MADE on the design-forward furniture positioning, but operates as part of a broader portfolio with much greater scale and supply chain depth.
- Crate & Barrel: Established multi-channel home furnishings retailer offering modern and classic furniture alongside decor. Comparable to MADE as a destination for stylish home goods, but with a much larger assortment, physical retail footprint, and brand legacy.
- CB2: Crate & Barrel's modern, design-forward sibling brand targeting younger, urban consumers. Comparable to MADE in aesthetic positioning and customer demographic, with the advantage of shared parent supply chain infrastructure.
Direct peers
- Article: Direct-to-consumer online furniture retailer offering contemporary, mid-priced designer-style furniture with a vertically integrated supply chain. Closely comparable to MADE's DTC designer-furniture proposition in target customer and product positioning.
- Joybird: DTC furniture brand selling customizable, mid-century-inspired sofas, chairs, and home goods online. Comparable to MADE in customer demographic, curated mid-market positioning, and digital-first go-to-market.
- Burrow: DTC online furniture company focused on modular, easy-to-ship sofas and seating. Directly comparable to MADE's online-first, designer-positioned furniture model with an emphasis on solving the shipping and assembly pain points inherent to furniture e-commerce.
- Castlery: DTC furniture brand with contemporary designer-style offerings and showrooms in select cities. Closely mirrors MADE's curated, mid-premium positioning and has scaled across multiple markets, illustrating one possible growth trajectory MADE might have pursued.
Emerging players
- Houzz: Online home design platform with a marketplace for furniture and home goods, plus design content and professional services. Overlaps with MADE's curated marketplace vision, particularly the Trouva-acquired capability set, but competes more broadly across the home improvement lifecycle.
Regional players
- Pepperfry: India-focused online furniture and home decor marketplace. Referenced in MADE's funding-round peer context as another VC-backed online furniture play. Comparable in business model (online furniture marketplace), but geographically distinct from MADE's European focus.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat2 records
Key risks5 records
Key highlights5 records
Customer concentration
MADE social profiles
Digital presenceMADE financial estimates
Financial estimateRevenue estimate
Valuation estimate
MADE leadership team
Management profileNumber of profiles
Profiles5 records
MADE subsidiaries and ownership
Company hierarchySubsidiaries1 record
MADE funding detail
Funding detailFunding overview
Funding rounds7 records
Investors12 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MADE M&A and investment
M&A and investmentM&A1 record
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about MADE
What does MADE do?
MADE.com operated as an online furniture and home decor retailer selling directly to consumers through its e-commerce platform, offering curated designer furniture and home accessories. The company expanded into a marketplace model via the May 2022 acquisition of Trouva, enabling third-party boutique and independent brands to sell through the platform and broadening cross-border product distribution.
Is MADE a public or private company?
MADE is a private company. It is classified as venture growth investor backed and is currently closed.
When was MADE founded?
MADE was founded in 2010. It employs 501 to 1,000 people.
Where is MADE based?
MADE is headquartered in London, United Kingdom, in the Europe region.
How does MADE make money?
One revenue line is on record: online Furniture Retail.
Who are MADE's main competitors?
Broad incumbents on record are Wayfair, West Elm, Crate & Barrel and CB2. Direct peers are Article, Joybird, Burrow and Castlery. Houzz is listed as an emerging player. Pepperfry is listed as a regional player.
Does MADE have an API?
No public API is recorded for MADE.
What industry is MADE in?
MADE's product category is Online Furniture and Home Decor Retail. Its primary akta.pro industry code is CRAFACAE, Home, Furniture & Decor DTC, with a secondary code of CRAFADAE, Home, Furniture & Home Improvement Online Retailers. Its NAICS code is 4491 and its SIC code is 5700.