The House That Lars Built
The House That Lars Built is a founder-led lifestyle brand and creative studio operating an editorial blog with 5,000+ posts on DIY, décor, style, and family living, monetized through an owned e-commerce shop, affiliate content, sponsored brand partnerships, licensing collaborations (Casetify, Fableism, Nikki Chasin), and self-paced art courses for consumer audiences.
- Company typePrivate
- Founded2008
- HeadquartersProvo, United States
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What The House That Lars Built does
The House That Lars Built is a privately held lifestyle brand and creative services studio founded in 2008 by Brittany Watson Jepsen and operated as The House That Lars Built LLC out of Provo, Utah. The company's foundation is a large editorial blog — over 5,000 posts spanning DIY crafts, décor and interiors, style, food, holidays, travel, and lifestyle — which drives organic search traffic and social discovery across Instagram, Pinterest, LTK, and an Amazon Shop. Its underlying technology stack is conventional: a content management system (likely WordPress), Cricut-compatible digital templates, and an e-commerce storefront at shop.thehousethatlarsbuilt.com selling physical merchandise and digital downloads.
The business operates a diversified revenue model. Direct sources include the owned e-commerce shop (apparel, home goods, Halloween costume PDF templates, art prints) and self-paced art courses sold through 'The School That Lars Built.' Indirect sources include affiliate commissions from blog and LTK recommendations, sponsored brand content (with partners such as Printfresh, Uppababy, and Pampers Pure), and licensing royalties on collaborative product lines with Casetify (phone cases), Fableism (fabrics), and Nikki Chasin (apparel). A monthly Book Club with rotating illustrators functions as both a community engagement vehicle and a recurring merchandise channel.
The company serves a horizontal consumer base of DIY crafters, home décor enthusiasts, parents and families, and fashion-oriented readers drawn to a colorful, maximalist, Scandinavian-influenced aesthetic. The team is small (1–10 people, with one open part-time illustrator role), the business is bootstrapped with no disclosed funding or parent company, and brand identity is tightly bound to the founder's personal voice — creating both authenticity advantages and key-person concentration risk.
The House That Lars Built firmographics
Firmographics- Name
- The House That Lars Built
- Legal name
- The House That Lars Built LLC
- Website
- https://thehousethatlarsbuilt.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- The House That Lars Built is a founder-led lifestyle brand and creative studio operating an editorial blog with 5,000+ posts on DIY, décor, style, and family living, monetized through an owned e-commerce shop, affiliate content, sponsored brand partnerships, licensing collaborations (Casetify, Fableism, Nikki Chasin), and self-paced art courses for consumer audiences.
- Ownership category
- akta.pro rank
The House That Lars Built industry classification
Industry- Product category
- Lifestyle Content and E-commerce
- NAICS
- Sewing, Needlework, and Piece Goods Retailers (459130)
- SIC
- Miscellaneous Furniture & Fixtures (2590)
- akta.pro primary industry
- Crafts & DIY (Paper, Fiber, Wood, Resin, DIY Projects) (EDAAAGAB)
- akta.pro secondary industry
- Luxury Home & Lifestyle (Tableware, Decor, Home Textiles) (CRAKAFAI)
Keywords
Where The House That Lars Built is headquartered
LocationHeadquarters
- HQ city
- Provo
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
The House That Lars Built business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Supply Chain
Revenue model
- E-commerce Product Sales: Direct sales of physical products including craft templates, Halloween costume PDFs, apparel, home décor, blankets, greeting cards, hats, and t-shirts through owned storefront (shop.thehousethatlarsbuilt.com). Also sells products through Amazon Shop.
- Affiliate and Shoppable Content: Affiliate links embedded in blog posts and social media content (LTK app, Pinterest boards, Amazon Shop). Commission earned when followers purchase recommended products. Sponsored content partnerships with brands.
- Licensed Product Royalties: Multiple active licensing agreements including phone cases (Casetify), fabric collections (Nikki Chasin x Lars, Fableism Swedish Holiday), and other branded merchandise. The brand designs products; manufacturing and distribution handled by partners who pay royalties.
- Sponsored/Brand Content: Sponsored content collaborations with consumer brands, featured on the blog and social channels. Brands include Printfresh (dress collection), Uppababy, Pampers Pure, and various fashion and baby product companies.
- Courses and Educational Content: Self-paced online art courses for kids and adults offered through The School That Lars Built (courses.thehousethatlarsbuilt.com). Revenue generated from course enrollment fees.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual physical products (templates, apparel, home goods) |
| One time/ perpetual license | Pay-as-you-go | Art courses for kids and adults |
Go-to-market motion3 records
Distribution channels8 records
Marketing channels8 records
The House That Lars Built product offering
Product offeringCore offering
The House That Lars Built is a lifestyle blog and creative brand founded by Brittany Watson Jepsen that publishes editorial content on DIY crafts, home decor, and colorful fashion. It monetizes that audience through an owned e-commerce shop selling branded merchandise, digital craft templates, and art prints, plus licensed product collaborations (phone cases, fabrics, apparel), self-paced art courses under The School That Lars Built, and a monthly Book Club with illustrator-led artwork.
Product overview
The House That Lars Built is a lifestyle brand and creative services studio offering a content-driven platform centered on artful living. The core offering consists of free editorial content including DIY crafts, home decor, and fashion styling, supplemented by an e-commerce shop selling branded merchandise, digital products (art prints, costume templates, bookmarks), and licensed product lines. The business model combines advertising/sponsored content, affiliate commissions, digital product sales, and licensed collaborations with partners including Casetify (phone cases), Nikki Chasin (clothing), and Fableism (fabrics). Additional offerings include a monthly Book Club with curated reads and exclusive art prints, and art courses under 'The School That Lars Built' for self-paced creative education.
Differentiator
Problem solved
Functional benefit
Brands
- Lars: Primary brand name used for courses, book club, and general branding (e.g., 'The School That Lars Built', 'Lars Book Club').
- Things We Love
Products and services
- Online Shop Owned e-commerce storefront at shop.thehousethatlarsbuilt.com selling curated Lars-branded physical merchandise including blankets, greeting cards, t-shirts, hats, apparel, and home decor items featuring the brand's colorful patterns.
- Print Shop (Book Club Art Prints and Bookmarks) Digital art prints and bookmarks created by rotating monthly guest illustrators (e.g., Yas Imamura of Quill & Fox, Lisa Congdon, Sammy Jameson) for the Book Club, available for purchase or free download through the shop.
- Costume PDF Templates Downloadable PDF templates for DIY Halloween and holiday costumes (bat, witch, pumpkin, crayon costumes) sold through the shop, enabling customers to make costumes at home.
- The School That Lars Built (Art Courses) Self-paced online art courses for children and adults covering drawing, illustration, and creative skill-building, accessible anytime via courses.thehousethatlarsbuilt.com.
- Book Club Monthly Lars Book Club featuring a curated read, discussion prompts, coordinating exclusive art prints, and printable bookmarks created by a different guest illustrator each month (community on Instagram @larsbookclub).
- Phone Cases (Casetify Partnership) Licensed phone case line with bright florals, color blocking, and fun patterns designed by The House That Lars Built and manufactured/distributed through Casetify's global platform.
- Nikki Chasin x Lars Clothing Collection Artful apparel collection featuring colorful Lars fabrics and patterns in partnership with fashion designer Nikki Chasin, including dresses and clothing items sold through nikkichasin.com.
- Swedish Holiday Fabric Collection (Fableism) Woven fabric collection inspired by modern Scandinavian folk textiles with layered textures, licensed to and distributed through Fableism.
- Things We Love (Curated Shop) Curated shop section featuring the founder's favorite products across home decor, fashion, and lifestyle, monetized through affiliate links and shoppable content.
Quantifiable outcome
- Over 5,000 published blog posts spanning 15+ content categories since 2008
- +1 more outcomes
Companies that use The House That Lars Built
Customer profileNamed customers1 record
Segments5 records
Ideal customer profiles4 records
The House That Lars Built technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
The House That Lars Built partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Nikki ChasincoreNikki Chasin is a fashion designer with a funky, colorful style. The partnership produced an apparel collection featuring The House That Lars Built's signature colorful fabrics and patterns, available at nikkichasin.com and through the Lars shop. The collaboration was prominently featured on the brand's homepage as a key product offering.
- CasetifycoreA phone case line featuring bright florals, color blocking, and fun patterns designed by The House That Lars Built and sold through Casetify's global platform. Marketed as 'colorful phone cases that start conversations' on the brand's homepage.
- FableismcoreFabric collaboration 'Swedish Holiday by The House That Lars Built' — woven fabrics inspired by modern Scandinavian folk textiles with layered textures, sold through Fableism's website. Represents the brand's entry into fabric and craft supply licensing.
- PrintfreshminorA dress collection collaboration with Printfresh, a brand known for casual, comfortable dresses with great colors and prints. The collection was announced as launching May 2nd in a blog post. The brand's founder Brittany featured the dresses in her 'Tuesday Try On' series.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
The House That Lars Built competitors and assessment
Company assessmentDirect peers
- A Beautiful Mess: Sister-founded DIY, home, and lifestyle blog with a similar mix of editorial content, e-commerce shop, courses, and licensed product lines. Operates the same content-to-commerce-to-education model targeting creative women and is the closest analog in scale and structure.
- Oh Happy Day: Long-running DIY and party decor blog by Jordan Ferney with a strong emphasis on tablescapes, party styling, and craft tutorials. Shares the colorful aesthetic and event-decor content angle that distinguishes The House That Lars Built.
- Sugar & Cloth: DIY, home decor, and lifestyle blog by Ashley Rose with content covering crafts, entertaining, and interior design alongside an affiliate-driven revenue model. Comparable in audience (DIY-leaning women) and content structure.
- The Merrythought: DIY and craft tutorial blog focused on handmade home decor, sewing, and paper crafts. Shares the craft-tutorial-first content orientation and similar small-team, founder-led operating model.
- P.S. I Made This: DIY and fashion craft blog by Erica Domesek with a strong emphasis on shoppable DIY tutorials and brand partnerships. Comparable in combining craft tutorials with affiliate/sponsored monetization and licensed product collaborations.
- Honestly WTF: Long-running DIY and fashion blog by Jessica Quirk covering craft tutorials, styling, and home projects. Operates in the same content niche with a similar maximalist, creative-leaning aesthetic.
- Alice & Lois: DIY, home decor, and craft blog run by two friends focusing on handmade projects, entertaining, and styling content. Shares the small-team editorial-plus-shop structure and craft enthusiast audience.
- Lovely Indeed: DIY and lifestyle blog by Chelsea Phillips covering crafts, home decor, and entertaining with accompanying product recommendations. Comparable in scope of content categories and DIY-crafting audience overlap.
- Studio DIY: Colorful DIY and party blog by Kelly Mindell focused on kid-friendly crafts, parties, and holiday projects. Shares the bright aesthetic, holiday-driven content cadence, and family/DIY audience overlap.
Broad incumbents
- Cricut: Established DIY craft tools and design platform with a large creator community, design marketplace, and content library. Represents a broader incumbent in the DIY craft ecosystem and a potential platform partner or competitor for design-driven craft content.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
The House That Lars Built social profiles
Digital presenceThe House That Lars Built financial estimates
Financial estimateRevenue estimate
Valuation estimate
The House That Lars Built leadership team
Management profileNumber of profiles
Profiles1 record
The House That Lars Built funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The House That Lars Built 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 The House That Lars Built
What does The House That Lars Built do?
The House That Lars Built is a lifestyle blog and creative brand founded by Brittany Watson Jepsen that publishes editorial content on DIY crafts, home decor, and colorful fashion. It monetizes that audience through an owned e-commerce shop selling branded merchandise, digital craft templates, and art prints, plus licensed product collaborations (phone cases, fabrics, apparel), self-paced art courses under The School That Lars Built, and a monthly Book Club with illustrator-led artwork.
Is The House That Lars Built a public or private company?
The House That Lars Built is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The House That Lars Built founded?
The House That Lars Built was founded in 2008. It employs 1 to 10 people.
Where is The House That Lars Built based?
The House That Lars Built is headquartered in Provo, United States, in the North America region.
How does The House That Lars Built make money?
Five revenue lines are on record. E-commerce Product Sales are the primary driver. The others are affiliate and Shoppable Content, licensed Product Royalties, sponsored/Brand Content and courses and Educational Content.
Who are The House That Lars Built's main competitors?
Direct peers on record are A Beautiful Mess, Oh Happy Day, Sugar & Cloth, The Merrythought, P.S. I Made This, Honestly WTF, Alice & Lois, Lovely Indeed and Studio DIY. Cricut is listed as a broad incumbent.
Does The House That Lars Built have an API?
No public API is recorded for The House That Lars Built.
What industry is The House That Lars Built in?
The House That Lars Built's product category is Lifestyle Content and E-commerce. Its primary akta.pro industry code is EDAAAGAB, Crafts & DIY (Paper, Fiber, Wood, Resin, DIY Projects), with a secondary code of CRAKAFAI, Luxury Home & Lifestyle (Tableware, Decor, Home Textiles). Its NAICS code is 459130 and its SIC code is 2590.