MADE

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.

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

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

• Online furniture retail
• Home decor marketplace
• Designer furniture e-commerce
• Curated home furnishings
• Boutique home decor

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. 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

Core 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

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• TrouvacoreStrategic or Co-development Partner · 9 May 2022Made.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

Broad 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

• Xx.com/madedotcom
• Facebookfacebook.com/Madedotcom
• LinkedInlinkedin.com/company/made-com

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 record

Funding overview

Funding rounds7 records

Investors12 records

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

M&A1 record

Investments1 record

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

Frequently asked questions about MADE