Domino
Domino is a digital home design and lifestyle publication publishing editor-curated home tours, product reviews, and shopping guides. It serves home design enthusiasts with free content and home product brands through sponsored editorial coverage and its annual Good Design Awards program.
- Company typePrivate
- Founded2022
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What Domino does
Domino is a digital-first home design and lifestyle publication headquartered in New York. The company publishes editor-curated content covering home tours, design inspiration, renovation guides, product reviews, shopping guides, and gift guides organized by room and lifestyle topic. Its owned distribution channels include the Domino.com website, the daily Domino newsletter, the weekly Reno renovation newsletter, the Design Time podcast, and active social media presences. The publication serves two primary customer segments: home design enthusiast consumers seeking inspiration and product recommendations, and home product brands seeking visibility through sponsored content and editorial coverage.
Domino's flagship commercial product is the annual Good Design Awards, an industry awards program recognizing standout home products across nine categories: Furniture, Kitchen & Dining, Appliances, Lighting, Finishes & Materials, Bed & Bath, Organization, Outdoor, and Decor. Launched in 2022 with 26 winners, the program scaled to 58 winners in 2026 and added single-winner categories (Groundbreaker of the Year, Collab of the Year) offering promotional value of up to $43,000 per winner. Entry fees are $250 per multi-winner category submission and $350 per single-winner category submission.
Domino generates revenue across three streams: advertising and sponsored content partnerships with brands including Bloomingdale's, Calvin Klein, Tommy Hilfiger Home, Lowe's, Kohler, Sherwin-Williams, Avocado Green Mattress, ILVE, and Formica Group; affiliate commissions from shoppable product recommendations; and Good Design Awards entry fees. The company also launched digital magazine issues as a structured content format. As of May 2026, Domino operates as a private subsidiary of publicly traded media company Ziff Davis, having been acquired from Recurrent Ventures alongside Dwell and Business of Home to form a new lifestyle media group led by Julia Noran Johnston.
Domino firmographics
Firmographics- Name
- Domino
- Legal name
- Domino (operated by Ziff Davis)
- Website
- https://domino.com
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Domino is a digital home design and lifestyle publication publishing editor-curated home tours, product reviews, and shopping guides. It serves home design enthusiasts with free content and home product brands through sponsored editorial coverage and its annual Good Design Awards program.
- Ownership category
- akta.pro rank
Domino industry classification
Industry- Product category
- Online Home Design Media
- NAICS
- Periodical Publishers (51312)
- SIC
- Periodicals: Publishing Or Publishing & Printing (2721)
- akta.pro primary industry
- Consumer Lifestyle & Fashion Magazines (MPAJAEAA)
Keywords
Where Domino is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Domino business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations
Revenue model
- Advertising and Sponsored Content: Domino generates revenue through branded/sponsored content partnerships with home product brands. The publication features sponsored content from brands including Concrete Collaborative, Calvin Klein, ILVE, Bloomingdale's, Avocado Green Mattress, Crow Canyon Home, Govee, Tommy Hilfiger Home, Lowe's, Thuma, Formica Group, and others.
- Affiliate Commissions: Domino's editors independently curate products on the site, and items purchased through affiliate links earn the publication a commission.
- Good Design Awards Entry Fees: Entry fees for the annual Domino Good Design Awards program: $250 per Multi-Winner Category entry and $350 per Single-Winner Category entry.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Multi-Winner Category submission |
| Transaction based/ take rate | Pay-as-you-go | Single-Winner Category submission |
| Other | Multi-year contract | Multi-Winner Category Winner Promotion Value |
| Other | Multi-year contract | Single-Winner Category Winner Promotion Value |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Domino product offering
Product offeringCore offering
Domino operates a digital home and lifestyle publication at Domino.com producing editorially curated content spanning home tours, design inspiration, renovation guides, product reviews, gift guides, and shopping recommendations organized by room, topic, and lifestyle category. The publication runs two email newsletters (Domino Daily and Reno), an annual Good Design Awards program recognizing standout home products across nine categories, and a podcast. Revenue is generated through sponsored content partnerships with home product brands, affiliate commissions on product purchases, and entry fees for the Good Design Awards program.
Product overview
Domino is a design publication and home lifestyle website offering a content platform centered around home design and interiors. The core offerings include the Domino Good Design Awards (an annual awards program recognizing standout home products), digital newsletter subscriptions (Domino Daily and Reno weekly), and digital magazine issues. The website features curated content including home tours, design inspiration, renovation guides, product reviews, shopping guides, gift guides, and wedding/registry content organized by room and lifestyle topics.
Differentiator
Problem solved
Functional benefit
Products and services
- Domino.com Website The flagship Domino.com publication providing home tours, design inspiration, renovation guides, style and shopping content, product reviews, gift guides, and wedding/registry content organized by room (Bathrooms, Bedrooms, Dining Rooms, Kids' Rooms, Kitchens, Living Rooms) and topics (Design Inspiration, Renovation, Style & Shopping, Housekeeping, Lifestyle).
- Domino Good Design Awards Annual awards program recognizing outstanding home products across nine categories: Furniture, Kitchen & Dining, Appliances, Lighting, Finishes & Materials, Bed & Bath, Organization, Outdoor, and Decor. Features single-winner categories (Groundbreaker of the Year, Collab of the Year) and multi-winner categories. Entry fees are $250 for multi-winner category submissions and $350 for single-winner category submissions, with winners receiving promotional value up to $8,000-$43,000 across Domino's channels.
- Domino Daily Newsletter Daily email newsletter delivering the latest home tours, design news, room inspiration, DIYs, and style content to subscribers.
- Reno Newsletter Weekly email newsletter focused on before-and-afters, easy upgrades, and candid renovation advice for subscribers.
- Digital Issues Collection of digital magazine issues published online, including titles such as Home Is Where You Are (Summer 2022), Rebel Rebel (Spring 2022), Work and Play (Fall 2022), and House Party.
Quantifiable outcome
- 58 winners selected across 2026 Good Design Awards
- +2 more outcomes
Companies that use Domino
Customer profileNamed customers19 records
Segments2 records
Ideal customer profiles2 records
Domino technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Domino partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Ziff DaviscoreZiff Davis acquired Domino (along with Dwell and Business of Home) from Recurrent Ventures, forming a new lifestyle group within the company. Julia Noran Johnston, founder of Business of Home, leads the new group. This acquisition marks a strategic shift for Ziff Davis, whose portfolio has historically centered on technology, shopping, gaming, health, and consumer tools.
- Recurrent VenturesminorPrevious parent company of Domino before acquisition by Ziff Davis. Also owned Dwell, Business of Home, and Popular Science.
- DesignShopminorDesignShop is an interactive, accessible-from-anywhere sample marketplace featured on Domino. A wide swath of Domino-favorite brands line DesignShop's virtual shelves, including Fireclay Tile, Kohler, Farrow and Ball, Brunschwig & Fils, Everhem, Cosentino, and Kravet. The partnership allows readers to visualize material combinations in different spaces.
Scale indicators4 records
Recent moves5 records
Expansion highlights4 records
Domino competitors and assessment
Company assessmentBroad incumbents
- Architectural Digest: Established Condé Nast publication covering architecture, design, and celebrity homes at scale. While broader in scope than Domino, it competes for the same high-end home-design advertiser spend and audience, with much larger editorial resources.
- House Beautiful: Hearst-owned home design publication with cross-format distribution (print, digital, newsletters). House Beautiful competes for the same brand partnerships and reader attention across furniture, kitchen, and decor verticals.
- Better Homes & Gardens: Dotdash Meredith flagship home and lifestyle publication with massive scale and a long-running print magazine. Competes with Domino on home content, recipes, and lifestyle verticals while commanding significantly larger advertiser budgets.
- Elle Decor: Hearst publication with strong international footprint focused on interior design, decor, and high-end home products. Overlaps with Domino on home tours, product discovery, and brand-sponsored content for design-conscious consumers.
- HGTV Magazine: Print and digital home brand leveraging HGTV cable network reach. Targets a similar mainstream home-design and renovation audience with content around home tours, product reviews, and design advice, backed by larger distribution capabilities.
Emerging players
- Remodelista: Independent home design publication emphasizing minimalism, renovation, and curated product discovery. Operates a similar editorial-led, affiliate-supported business model and competes for the same design-enthusiast audience.
- Design Milk: Independent design publication covering architecture, interiors, fashion, and technology with editorial-driven content and shoppable product features. Smaller scale than Domino but with overlapping product-discovery and design-content verticals.
Direct peers
- Apartment Therapy: A direct peer operating a digital-first home design publication with editorial content, newsletters, product reviews, and affiliate commerce monetization. Apartment Therapy competes for the same home design enthusiast audience and similar brand-sponsored content budgets.
- Business of Home: Another Ziff Davis-acquired publication from Recurrent Ventures, focused on the home design trade. While B2B-trade rather than consumer-facing, it shares parent ownership and overlapping advertiser relationships and editorial coverage.
- Dwell: Now a sister publication under Ziff Davis alongside Domino after the May 2026 acquisition. Dwell focuses on modern architecture and design, with overlapping categories (furniture, kitchens, decor) and similar digital publishing and sponsored-content business model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Domino social profiles
Digital presenceDomino financial estimates
Financial estimateRevenue estimate
Valuation estimate
Domino leadership team
Management profileNumber of profiles
Profiles6 records
Domino funding detail
Funding detailFunding overview
Funding rounds2 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Domino 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 Domino
What does Domino do?
Domino operates a digital home and lifestyle publication at Domino.com producing editorially curated content spanning home tours, design inspiration, renovation guides, product reviews, gift guides, and shopping recommendations organized by room, topic, and lifestyle category. The publication runs two email newsletters (Domino Daily and Reno), an annual Good Design Awards program recognizing standout home products across nine categories, and a podcast. Revenue is generated through sponsored content partnerships with home product brands, affiliate commissions on product purchases, and entry fees for the Good Design Awards program.
Is Domino a public or private company?
Domino is a private company. It is classified as corporate owned and is currently operating.
When was Domino founded?
Domino was founded in 2022. It employs 11 to 50 people.
Where is Domino based?
Domino is headquartered in New York, United States, in the North America region.
How does Domino make money?
Three revenue lines are on record. Advertising and Sponsored Content is the primary driver. The others are affiliate Commissions and good Design Awards Entry Fees.
Who are Domino's main competitors?
Broad incumbents on record are Architectural Digest, House Beautiful, Better Homes & Gardens, Elle Decor and HGTV Magazine. Emerging players are Remodelista and Design Milk. Direct peers are Apartment Therapy, Business of Home and Dwell.
Does Domino have an API?
No public API is recorded for Domino.
What industry is Domino in?
Domino's product category is Online Home Design Media. Its primary akta.pro industry code is MPAJAEAA, Consumer Lifestyle & Fashion Magazines. Its NAICS code is 51312 and its SIC code is 2721.