Goodee
Goodee is a Montreal-based sustainable home and lifestyle e-commerce marketplace that curates ethically sourced goods from a global network of makers, serving design-conscious consumers and trade professionals in the US and Canada.
- Company typePrivate
- Founded2019
- HeadquartersMontréal, Canada
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What Goodee does
Goodee is a Montreal-headquartered direct-to-consumer e-commerce marketplace that curates and retails sustainable home and lifestyle goods, founded in 2019 by brothers Byron and Dexter Peart. The company sources products from a global network of makers across the Americas, Europe, Africa, the Middle East, and Asia, organized into six merchandising categories (Garden, Household, Decor, Dining, Furniture, and Kids) plus branded apparel and virtual gift cards. Every SKU is vetted against an in-house sustainability framework that assesses quality, craftsmanship, and environmental and social impact before listing, and Goodee's Certified B-Corporation and Climate Neutral certifications anchor its positioning as a verified ethical home goods destination.
The platform runs on Shopify and serves primarily US and Canadian consumers, supplemented by a physical retail showroom in Montreal and a Trade Program targeting interior designers and architects. Pricing spans approximately $18 to $500+ USD per item, with free carbon-offset shipping on orders of $175 or more and duties included for US and Canada. Distribution is multi-channel: a global e-commerce storefront, a domestic retail store, and a direct sales Trade Program for enterprise buyers. Marketing leans on earned media (Vogue, Architectural Digest, Elle Decor, Fast Company, Dezeen, Remodelista), content marketing via the "Good Stories" editorial platform, and organic social on Instagram, Pinterest, and LinkedIn.
Goodee generates revenue primarily through one-time transactional product sales, with gift card denominations from $50 to $500 USD. The company has raised approximately $5 million across two disclosed rounds: a $1.5 million early-stage round in October 2020 led by BDC Venture Capital with Good & Well and Marigold Capital, followed by a $3.5 million round in February 2022 led by BKR Capital (its first Quebec investment). Headcount is reported at 1-10 employees, and no revenue, GMV, or valuation figures are publicly disclosed.
Goodee firmographics
Firmographics- Name
- Goodee
- Legal name
- Goodee
- Website
- https://goodeeworld.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Goodee is a Montreal-based sustainable home and lifestyle e-commerce marketplace that curates ethically sourced goods from a global network of makers, serving design-conscious consumers and trade professionals in the US and Canada.
- Ownership category
- akta.pro rank
Goodee industry classification
Industry- Product category
- Online Sustainable Home Goods Marketplace
- NAICS
- Furniture and Home Furnishings Retailers (4491)
- SIC
- Retail-Auto & Home Supply Stores (5531)
- akta.pro primary industry
- Home, Furniture & Home Improvement Online Retailers (CRAFADAE)
Keywords
Where Goodee is headquartered
LocationHeadquarters
- HQ city
- Montréal
- HQ country
- Canada
- HQ region
- North America
Offices2 records
Markets served
Goodee business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D
Revenue model
- Product Sales: One-time transaction-based retail sales of sustainable home goods, furniture, garden items, dining products, and lifestyle goods through goodeeworld.com e-commerce platform.
- Gift Cards: Virtual gift cards sold in denominations of $50, $75, $100, $150, $250, and $500 USD, delivered via email with redemption instructions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Virtual Gift Cards |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Goodee product offering
Product offeringCore offering
Goodee operates a curated online marketplace for sustainable home and lifestyle goods, bringing together products from a global community of makers across categories including Garden, Household, Decor, Dining, and Furniture. Every product is selected through an in-house sustainability framework evaluating quality, craftsmanship, and environmental impact. The company sells primarily through its Shopify-powered e-commerce platform at goodeeworld.com, supplemented by a Montreal retail store and a Trade Program serving interior designers and architects.
Product overview
Goodee is a sustainable online marketplace that brings together thoughtfully designed home and lifestyle goods from a global community of makers advancing more thoughtful production and consumption. Founded in 2019, the company operates primarily as a curated e-commerce platform built on Shopify, offering products across multiple categories including Garden (watering cans, planters, gardening tools from brands like Haws, Bergs Potter, Niwaki), Household (cleaning tools, bathroom accessories, candles, rugs from brands like Iris Hantverk, Redecker, Flamingo Estate), Decor (baskets, vases, lighting from Baba Tree, Kashiwa Craft), Dining (kitchen essentials, dinnerware, flatware from Alessi, Sabre Paris, Ferm Living), and Furniture (seating, tables, shelving from ecoBirdy, Fredericia, Carl Hansen & Søn, Frama). The company also offers its own branded apparel including The Goodee Hoodie and Goodee Lounge Pants, as well as Virtual Gift Cards in various denominations. Every product is selected through an in-house sustainability framework evaluating quality, craftsmanship, and impact. Goodee provides free carbon-offset shipping on orders over $175 USD and has a physical retail store in Montreal.
Differentiator
Problem solved
Functional benefit
Products and services
- Virtual Gift Card
Quantifiable outcome
- Certified B-Corp and Climate Neutral certified
Companies that use Goodee
Customer profileSegments2 records
Ideal customer profiles2 records
Goodee technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Goodee partnerships and signals
Strategic signalScale indicators2 records
Recent moves6 records
Expansion highlights5 records
Goodee competitors and assessment
Company assessmentDirect peers
- Article: Article is a DTC modern furniture retailer offering mid-century and contemporary designs at accessible price points. Comparable to Goodee in direct-to-consumer e-commerce model and focus on design-forward home furnishings, though broader in assortment and less sustainability-focused.
- Parachute Home: Parachute Home is a DTC home essentials brand focused on premium, responsibly sourced bedding, bath, and decor. Comparable to Goodee in DTC channel, design-led positioning, and emphasis on quality and responsible sourcing, though more brand-owned than marketplace.
- Food52: Food52 operates a curated home and kitchen marketplace with strong editorial content and a community of makers and home cooks. Comparable to Goodee in combining content-led storytelling with a curated multi-brand home goods catalog and DTC e-commerce.
- Made Trade: Made Trade is a curated online marketplace for sustainable and ethically made home goods, fashion, and accessories from vetted makers. Closely mirrors Goodee's value proposition around verified sustainability, transparent sourcing, and multi-category curated shopping.
- The Citizenry: The Citizenry is a DTC home goods marketplace offering ethically sourced, artisan-made furniture, decor, and textiles globally. Directly comparable to Goodee in mission (sustainably made, globally sourced), curated multi-maker assortment, and direct-to-consumer e-commerce model.
Emerging players
- Floyd: Floyd is a DTC furniture brand focused on modular, sustainably made furniture with an emphasis on durability and longevity. Comparable to Goodee in DTC model, sustainability narrative, and design-led positioning, but specialized in furniture rather than multi-category marketplace.
Broad incumbents
- ABC Carpet & Home: ABC Carpet & Home is a long-established home furnishings retailer known for artisan, sustainably and ethically sourced rugs, furniture, and decor. Comparable to Goodee in sustainability positioning, curated global assortment, and trade/designer customer base, but operates as a larger legacy retailer with physical showrooms.
- West Elm: West Elm is a large national home furnishings retailer (Williams-Sonoma portfolio) carrying furniture, decor, and home goods with an expanding Fair Trade Certified assortment. Comparable to Goodee in home furnishings category and DTC e-commerce, but at vastly larger scale and broader assortment.
- CB2: CB2 is Crate & Barrel's modern home furnishings brand offering contemporary furniture, lighting, and decor. Comparable to Goodee in design-forward home goods assortment and online retail, though positioned as a mass-market premium incumbent.
Others
- Etsy (Home & Living category): Etsy operates a global marketplace with a large Home & Living category featuring handmade and artisan goods from independent makers. Comparable to Goodee as a marketplace of curated maker goods, though much broader and lower-touch on sustainability curation and design editorial.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Goodee social profiles
Digital presenceGoodee compliance and trust
Trust signalCompliance2 records
Goodee financial estimates
Financial estimateRevenue estimate
Valuation estimate
Goodee leadership team
Management profileNumber of profiles
Profiles2 records
Goodee funding detail
Funding detailFunding overview
Funding rounds2 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Goodee M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Goodee
What does Goodee do?
Goodee operates a curated online marketplace for sustainable home and lifestyle goods, bringing together products from a global community of makers across categories including Garden, Household, Decor, Dining, and Furniture. Every product is selected through an in-house sustainability framework evaluating quality, craftsmanship, and environmental impact. The company sells primarily through its Shopify-powered e-commerce platform at goodeeworld.com, supplemented by a Montreal retail store and a Trade Program serving interior designers and architects.
Is Goodee a public or private company?
Goodee is a private company. It is classified as venture growth investor backed and is currently operating.
When was Goodee founded?
Goodee was founded in 2019. It employs 1 to 10 people.
Where is Goodee based?
Goodee is headquartered in Montréal, Canada, in the North America region.
How does Goodee make money?
Two revenue lines are on record. Product Sales are the primary driver. The others are gift Cards.
Who are Goodee's main competitors?
Direct peers on record are Article, Parachute Home, Food52, Made Trade and The Citizenry. Floyd is listed as an emerging player. Broad incumbents are ABC Carpet & Home, West Elm and CB2. Etsy (Home & Living category) is listed as an others.
Does Goodee have an API?
No public API is recorded for Goodee.
What industry is Goodee in?
Goodee's product category is Online Sustainable Home Goods Marketplace. Its primary akta.pro industry code is CRAFADAE, Home, Furniture & Home Improvement Online Retailers. Its NAICS code is 4491 and its SIC code is 5531.