What The Shade Store does

The Shade Store is a privately held, U.S.-domiciled specialty retailer that designs, manufactures, and sells custom-made window treatments directly to consumers. Its product portfolio spans six shade categories (roller, solar, Roman, woven wood, cellular, and pleated), three blind categories (wood, metal, vertical), custom drapery, valances/cornices, drapery hardware, and custom pillows, supported by 1,300+ exclusive materials and exclusive collections from designers including Studio McGee, Martyn Lawrence Bullard, Mimi Plange, Victoria Hagan, and Nate Berkus. Manufacturing is conducted in company-owned workrooms in the United States, with products handcrafted to order and backed by a Limited Lifetime Warranty.

The company operates a direct-to-consumer, omnichannel go-to-market built around 150+ company-owned showrooms nationwide (including a flagship in New York City), a full e-commerce site (theshadestore.com), and in-home design consultation services delivered in-showroom, on-site, or via video. Free measurement, free swatches (delivered in 1-3 business days), and installation services priced at $7-11 per foot with a $250 minimum trip fee support conversion and attach economics. Promotional pricing (15% off sitewide) and Affirm monthly financing are deployed to reduce purchase friction, particularly for higher-ticket whole-home projects. The customer base is primarily U.S. residential homeowners, supplemented by a trade/Interior Designer channel.

The Shade Store reports #1 ranking in the Lifestory Research 2026 America's Most Trusted Window Covering Retailers study (Net Trust Quotient Score 105.8), signaling strong brand equity in the category. The company is family-controlled (Adam Gibbs is co-founder and CEO), operates as The Shade Store, LLC, and has no identified institutional investors, parent company, M&A activity, or publicly disclosed financials. It is WCAG 2.2 AA certified on its website through partner EqualWeb and is active on Facebook, Instagram, Pinterest, and a corporate blog.

Name

The Shade Store

Legal name

The Shade Store, LLC

Website

https://theshadestore.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

501–1,000 employees

Short description

The Shade Store is a U.S. specialty retailer that designs, handcrafts, and sells custom-made window treatments — shades, blinds, drapery, and pillows — directly to residential homeowners and interior designers through 150+ company-owned showrooms and e-commerce.

Ownership category

akta.pro rank

Product category

Custom Window Treatments

NAICS

Window Treatment Retailers (449122), Blind and Shade Manufacturing (337920), Curtain and Linen Mills (31412)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Window Shades Retail (Roller, Roman, Cellular/Honeycomb, Solar) (CRAIAKAB)

akta.pro secondary industries

Custom Window Blinds Retail (Wood, Faux Wood, Aluminum, Vertical) (CRAIAKAA), Custom Drapery & Made-to-Measure Window Coverings Retail (CRAIAKAD), Curtains & Drapery Retail (Panels, Drapes, Sheers, Valances) (CRAIAKAC), Window Coverings Manufacturing (Curtains/Drapes/Sheers/Valances) (IMAOAKAC), Window Treatments & Shading Systems (Blinds, Shades, Awnings) (IMADAIAN)

Keywords

• Custom window treatments
• Window shades and blinds
• Custom drapery
• Window covering retailer
• Motorized window shades

Headquarters

HQ city

Port Chester

HQ country

United States

HQ region

North America

Offices12 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Custom Window Treatment Sales: Sale of custom-made window treatments including shades, blinds, drapery, and cornices. Products are priced per unit based on size, material, and features. Professional installation is offered as an additional paid service, priced per foot with minimum fees.
2. Installation Services: Professional measurement and installation services offered at additional charge. Pricing ranges from $7-11 per foot depending on product type, with a minimum trip fee of $250.
3. Design Consultation Services: In-showroom, in-home, and virtual design consultations available to help customers select appropriate window treatments for their spaces.
4. Affirm Financing: Monthly financing options through Affirm allowing customers to pay over time for purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

The Shade Store designs, handcrafts, and retails made-to-order custom window treatments including roller shades, solar shades, Roman shades, woven wood shades, cellular shades, pleated shades, wood/metal/vertical blinds, custom drapery, valances and cornices. All products are handmade to order in company-owned workrooms, offered through 150+ retail showrooms nationwide and an e-commerce storefront, complemented by professional measurement, installation, and design consultation services.

Product overview

The Shade Store is a custom window treatment retailer offering a comprehensive portfolio of made-to-order window coverings. The core product lineup includes six shade varieties (Roller, Solar, Roman, Woven Wood, Cellular, and Pleated Shades) and three blind types (Wood, Metal, and Vertical Blinds), complemented by Custom Drapery, Valances & Cornices, and Custom Pillows. Designer Collections feature exclusive partnerships with Shea McGee (Studio McGee), Martyn Lawrence Bullard, Mimi Plange, Victoria Hagan, and Nate Berkus. Additional offerings include Motorized Window Shades with smart home capability, Drapery Hardware, and Free Swatch samples. The company provides professional measurement and installation services through 150+ showrooms nationwide, along with design consultation (in-showroom, in-home, or video). All products are handcrafted in the USA and backed by a Limited Lifetime Warranty.

Differentiator

Problem solved

Functional benefit

Products and services

• Roller Shades Simple, elegant custom window shades for residential use, with 400+ exclusive eco-friendly materials and prices starting at $290 (currently $247 with 15% off).
• Solar Shades UV- and glare-reducing window shades for residential customers, with 150+ exclusive eco-friendly materials and prices starting at $290.
• Roman Shades Custom Roman shades combining the softness and elegance of drapery with shade functionality; six distinct styles, 500+ materials, free privacy and blackout linings, prices from $400 (currently $340).
• Woven Wood Shades Sustainably sourced custom shades made from all-natural grasses, woods, and bamboo; four styles, 100+ materials, prices from $365 (currently $310).
• Cellular Shades Insulating custom shades designed to regulate interior temperatures; single and double cell options, 50+ light filtering and blackout materials, prices from $270 (currently $230).
• Pleated Shades Custom pleated shades balancing privacy and light control; light filtering and blackout options available, prices from $350 (currently $298).
• Wood Blinds Custom wood blinds showcasing sustainably sourced all-natural woods and versatile wood alternatives; three styles, 65+ exclusive finishes, prices from $230 (currently $196).
• Vertical Blinds Modern drapery-alternative custom vertical blinds with 250+ exclusive eco-friendly materials and prices from $645 (currently $548).
• Metal Blinds Sleek, versatile, durable custom aluminum blinds available in 1" and 2" sizes with nine stylish finishes; prices from $200 (currently $170).
• Custom Drapery Custom window drapery in luxurious fabrics offering sophisticated finishes; eight styles, 500+ exclusive materials, prices from $325 (currently $276).
• Valances & Cornices Custom top treatments for windows featuring clean and elegant designs constructed with premium materials; prices from $790 (currently $672).
• Motorized Window Shades Motorized versions of the company's window treatments with automated light control and smart home integration capabilities, for residential customers seeking app-controlled shading.
• Studio McGee Collection Exclusive designer window treatment collection curated with Shea McGee of Studio McGee, available only at The Shade Store for residential customers and trade professionals.
• Martyn Lawrence Bullard Collection Exclusive designer window treatment collection featuring bold prints and luxurious materials from interior designer Martyn Lawrence Bullard, exclusive to The Shade Store.
• Mimi Plange Collection Exclusive designer window treatment collection from haute couture designer Mimi Plange, exclusive to The Shade Store for residential and trade customers.
• Victoria Hagan Collection Exclusive designer fabric collection featuring elegant designs from interior designer Victoria Hagan, exclusive to The Shade Store.
• Nate Berkus Collection Exclusive designer window treatment collection from renowned interior designer Nate Berkus, available only at The Shade Store.
• Professional Measurement & Installation In-home professional measurement (free within service areas) and installation by trained technicians, priced at $7-11 per foot depending on product with a $250 minimum trip fee; backed by a Limited Lifetime Warranty.
• Design Consultation Expert design consultation service delivered in-showroom, in-home, or by video call, helping residential customers select appropriate custom window treatments for their spaces.

Quantifiable outcome

• Free measurement services (within service areas)
• +2 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Studio McGeecoreStrategic or Co-development PartnerInterior designer Shea McGee collaboration creating the Studio McGee Collection, a meticulously curated window treatment collection exclusive to The Shade Store.
• Martyn Lawrence BullardcoreStrategic or Co-development PartnerCelebrity interior designer Martyn Lawrence Bullard partnership featuring the Palm Springs Collection with exclusive window treatment designs.
• Mimi PlangecoreStrategic or Co-development PartnerDesigner Mimi Plange partnership creating exclusive window treatment collections for The Shade Store.
• Victoria HagancoreStrategic or Co-development PartnerInterior designer Victoria Hagan collaboration featuring exclusive fabric collections and window treatment designs.
• Nate BerkuscoreStrategic or Co-development PartnerInterior designer Nate Berkus partnership creating exclusive window treatment collections.
• AffirmminorGTM or Marketing PartnerAffirm provides monthly financing options allowing customers to pay over time for window treatment purchases. Financing is prominently displayed on product pages.
• KravetminorChannel Partner/ Reseller/ DistributorThe Shade Store operates showroom locations within Kravet showrooms in multiple cities including Seattle Design Center, San Francisco Design Center, Los Angeles, New York Design Center, Boston Design Center, Philadelphia, Dallas Design Center, Houston Decorative Center, and Fort Worth.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• IKEA: Mass-market home furnishings retailer offering ready-made curtains, blinds, and cellular shades. Competes for budget-conscious buyers in the same decorating occasions, but does not address the custom-made-to-measure premium segment.
• Springs Window Fashions (Bali, Graber): Manufacturer of Bali, Graber, and Mezzanine custom blinds and shades distributed through dealers and retailers. Competes across product categories but lacks a comparable showroom-led DTC retail model.
• Hunter Douglas: Market-leading window coverings manufacturer and brand portfolio owner (including the acquired Smith & Noble). Overlaps on premium custom shades and motorized systems through a national dealer network rather than owned showrooms.
• Levolor: Established custom blinds and shades brand sold through home improvement and big-box retailers. Provides comparable product categories at mass and mid-tier price points, broader distribution but less premium positioning.

Emerging players

• West Elm: Design-forward home furnishings retailer offering curated window treatments as part of broader room programs. Partial overlap on designer-styled drapery and shades, but window treatments are a subcategory rather than focus.
• Lutron: Premium manufacturer of motorized shades and lighting controls with Serena and Triathlon lines. Adjacent/competing in the high-margin motorization niche that The Shade Store also addresses as a growth vector.

Others

• Kravet: Trade-only textile and furnishings brand whose showrooms host The Shade Store displays in multiple design centers (Seattle, NYC, Boston, Dallas, etc.). A channel partner and adjacent high-end home furnishings wholesaler serving interior designers.

Direct peers

• Smith & Noble: Direct competitor offering made-to-measure drapery, blinds, and shades through showrooms and online. Highly comparable business model targeting the same premium custom window treatment buyer via direct-to-consumer sales and professional installation.
• Blinds.com: Online-only custom blinds, shades, and drapery retailer owned by Home Depot. Directly competes for the same end customer with a more price-aggressive, e-commerce-led model lacking showroom footprint.
• SelectBlinds: Direct-to-consumer custom blinds and shades retailer competing on price and lead time. Same customer segment (residential homeowners) with comparable product breadth across roller, cellular, Roman, and wood blinds.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/theshadestore
• Instagraminstagram.com/theshadestore
• Xx.com/theshadestore
• LinkedInlinkedin.com/company/the-shade-store

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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 The Shade Store