Borrowed BLU
Borrowed BLU is a Culver City-based luxury tableware e-commerce company selling curated dinnerware, glassware, flatware, linens, and beeswax candles direct-to-consumer via Shopify and through wholesale and marketplace channels, following the 2025 retirement of its original rental business.
- Company typePrivate
- Founded2011
- HeadquartersCulver City, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Borrowed BLU does
Borrowed BLU's business model is direct-to-consumer e-commerce, built on a Shopify storefront with global shipping across more than 100 country/currency combinations. Unit pricing ranges from roughly $36 per set of beeswax tapers to over $310 per designer tablecloth, implying modest average order values typical of niche luxury tabletop. Revenue is generated through four streams: (1) DTC one-time purchase sales via the owned Shopify site, (2) a B2B wholesale and trade program with designer accounts and dropship options, (3) digital gift cards, and (4) marketplace distribution through Chairish, Mirakl, and maxretail. Marketing is community-driven, anchored on Instagram hashtag ecosystems (#bBtable, #bBshop, #SetWithBLU), a blog featuring real weddings and styled events, a 15%-off email signup incentive, and editorial placements in design publications. Customer segments are hybrid: design-conscious individual hosts and SMB event planners/designers (primary), plus trade and retail wholesale buyers (secondary). The company is privately held, founder-led, with no disclosed institutional funding, and operates with an 11-50 employee base.
Borrowed BLU firmographics
Firmographics- Name
- Borrowed BLU
- Legal name
- borrowed BLU
- Website
- https://borrowedblu.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Borrowed BLU is a Culver City-based luxury tableware e-commerce company selling curated dinnerware, glassware, flatware, linens, and beeswax candles direct-to-consumer via Shopify and through wholesale and marketplace channels, following the 2025 retirement of its original rental business.
- Ownership category
- akta.pro rank
Borrowed BLU industry classification
Industry- Product category
- Luxury Tabletop & Home Goods
- NAICS
- Home Furnishings Retailers (44912)
- SIC
- Retail-Home Furniture, Furnishings & Equipment Stores (5700), Pottery & Related Products (3260), Jewelry, Silverware & Plated Ware (3910)
- akta.pro primary industry
- Tabletop, Dining Décor & Entertaining Accessories Retail (Centerpieces, Serveware Décor, Place Settings) (CRAIACAE)
- akta.pro secondary industries
- Candles, Home Fragrance & Diffusers Retail (CRAIACAC), Decorative Accessories Retail (Vases, Bowls, Sculptures, Figurines, Trays) (CRAIACAB), Seasonal, Holiday & Party Home Décor Retail (CRAIACAD)
Keywords
Where Borrowed BLU is headquartered
LocationHeadquarters
- HQ city
- Culver City
- HQ country
- United States
- HQ region
- North America
Markets served
Borrowed BLU business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Direct E-commerce Sales: One-time purchase of luxury tableware, linens, glassware, flatware, and candles through owned Shopify storefront. Consumer direct-to-consumer sales with average order values ranging from $36-$310+ per item.
- Wholesale Program: B2B wholesale accounts for trade buyers, designers, and retailers. Products available through wholesale channel including Chairish, Mirakl, and maxretail marketplaces.
- Gift Cards: Digital gift cards sold in denominations from $50 to $1,000. Gift cards can be applied to both retail purchases and legacy rental orders.
- Rental Program (Discontinued): Luxury tableware rental program was retired after the 2025 season. Select gently used rental pieces are now available for purchase at replacement value. Final sales of archive rental inventory.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Gift Cards |
| Unit Pricing | Pay-as-you-go | Candles - Flora Tapers |
| Unit Pricing | Pay-as-you-go | Glassware - Siren Stemless Goblets |
| Unit Pricing | Pay-as-you-go | Linens - Organic Cotton Napkins |
| Unit Pricing | Pay-as-you-go | Linens - Sophie Williamson Design |
| Unit Pricing | Pay-as-you-go | Tablecloths - Sophie Williamson Design |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Borrowed BLU product offering
Product offeringCore offering
Borrowed BLU designs, sources, and sells luxury tabletop and home entertaining products — including ceramic dinnerware, hand-blown colored glassware, metal flatware, organic cotton and linen table linens, and 100% beeswax sculptural taper candles — through its own Shopify storefront, a trade/wholesale program, and third-party design marketplaces. After retiring its rental program in 2025, the company focuses on retail and wholesale collections that bring designer-driven, color-curated tablescapes to consumers and the event/trade market.
Product overview
Borrowed BLU is a luxury tableware and home décor e-commerce company that originated as a rental program in 2011 and has transitioned to a retail-focused business model. The company's product portfolio centers on curated tabletop essentials designed for modern entertaining and elevated home aesthetics. The core product lineup includes the Siren Glassware Collection (hand-blown colored glass goblets and stemware), Casa Fina Dinnerware Collection (ceramic plates in saturated colors), Luna Flatware Collection (sleek metal flatware and utensils), and Prism Flatware Collection (geometric napkin rings and flatware sets). Supporting these are extensive table linens including Organic Cotton Napkins and Table Runners in 20+ colors, Stone Washed Linen Napkins, and Sophie Williamson Design designer print linens. The candle and accessory category features Flora Tapers, Helix Tapers, and Spindle Leg Tapers in 100% beeswax. The company organizes products by color palettes (White/Neutrals, Pink, Red, Orange, Yellow, Green, Blue, Purple, Gray/Black) and offers seasonal curated collections (The Summer Edit), pre-order items, and a Last Call clearance section. The business model also includes wholesale programs for trade and designer accounts, with sales channels through Chairish, maxretail, Mirakl, and Shopify Collective marketplaces.
Differentiator
Problem solved
Functional benefit
Brands
- The Siren Collection: Glassware collection featuring stemware, stemless goblets, and beverageware in various colorways with gold or platinum rims.
- The Casa Fina Collection
- The Summer Edit
Products and services
- Casa Fina Dinnerware Collection Ceramic dinnerware with elegantly curving silhouettes and soft, rounded corners, sold as sets of 4 across multiple sizes and saturated colorways, designed for modern home entertaining and styled tablescapes.
- Siren Glassware Collection Hand-blown colored glass stemware and stemless goblets with 24K gold rim options, available in multiple colorways and 16 oz capacity for stemless goblets, for design-conscious home entertaining.
- Organic Cotton Napkins Reusable cloth napkins made from 100% organic cotton with a crinkled texture, machine washable, sold as sets of 4 in 20+ colors for everyday and special-occasion tables.
- Organic Cotton Table Runners Gauzy long table runners made from 100% organic cotton with a crinkled texture, machine washable, sized 156" x 22" and available in 20+ colors to coordinate with the napkin line.
- Stone Washed Linen Napkins Premium stone-washed linen napkins with surged stitch edges in contrasting trim colors, sold for elevated everyday and entertaining use.
- Prism Flatware Collection Translucent geometric napkin rings and 6-piece flatware sets in a Tortoise pattern and several color-and-metal combinations, marketed as statement tabletop pieces.
- Luna Flatware Collection Sleek 5-piece flatware sets with refined silhouettes in multiple finishes (Matte Black, Brushed Gold, Brushed Rose Gold, Brushed Silver, and mixed combinations), including matching chopstick sets.
- Flora Tapers 15" sculptural taper candles with floral-inspired carvings, made from 100% pure beeswax for a clean, smokeless burn, sold as sets of 2 in multiple colorways.
- Helix Tapers 15" spiral taper candles made from 100% beeswax with a distinctive twisted texture, sold as sets of 2 across multiple colorways.
- Spindle Leg Tapers 15" taper candles with sculptural spindle-shaped bases, made from 100% pure beeswax and sold as sets of 2 in multiple colorways.
- Sophie Williamson Design Linens Exclusive designer print linens from Sophie Williamson Design in organic cotton, including napkins (18x18, set of 6), round placemats (set of 6), and tablecloths in Small, Square, and Large sizes.
- Forged Flatware Premium 6-piece forged flatware sets in Gold and Silver finishes, positioned as higher-end flatware for elevated tablescapes.
- Siren Dinnerware Clear glass dinnerware with architectural lines, sold in 5-piece sets and multiple trim combinations (Clear+Platinum, Clear+White, Clear+Black, Clear+Gold).
- Siren Charger Plates Decorative charger plates in multiple Siren Collection colorways, designed to coordinate with the Siren glassware and dinnerware lines.
- Bone Inlay Chargers Hand-crafted decorative charger plates featuring bone inlay craftsmanship, available in Seafoam, Sapphire, Charcoal, and other unique colorways.
- Reactive Glaze Dinnerware Ceramic dinnerware with a unique reactive glaze finish that produces one-of-a-kind variations, sold as sets of 4 in White.
- Gift Cards Digital gift cards sold in denominations from $50 to $1,000 in $50 increments, never expiring, and applicable to retail purchases and legacy rental orders.
- Thanksgiving Centerpiece Box Curated seasonal bundle box featuring Luna brushed gold flatware, organic cotton napkins, and Siren White Wine Goblets, positioned for holiday entertaining.
Quantifiable outcome
- 15% off first purchase for email sign-up
Companies that use Borrowed BLU
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
Borrowed BLU technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Borrowed BLU partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- Sophie Williamson DesigncoreDesigner collaboration for organic cotton table linens including napkins, tablecloths, and placemats. The Pré Fleuri, La Vie en Rose, Romance is Dead, Picnic on the Meadow, and Blumen collections are exclusive Sophie Williamson Design products sold through Borrowed BLU.
- ChairishminorMarketplace distribution partner making Borrowed BLU products available through Chairish's curated home and design marketplace.
- MiraklminorMarketplace platform enabling product distribution across multiple retail channels through Mirakl's e-commerce infrastructure.
- maxretailminorRetail marketplace partner expanding Borrowed BLU's digital shelf presence and customer reach.
- Global ArtisanscoreSupports global artisan communities through product sourcing. Emphasizes craftsmanship and quality manufacturing in product marketing. Aligns with brand values of top-notch quality and craftsmanship.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Borrowed BLU competitors and assessment
Company assessmentDirect peers
- Juliska: Direct-to-consumer luxury tableware and home goods brand offering ceramic dinnerware, glassware, and entertaining essentials. Comparable curated-design positioning and price points to Borrowed BLU's premium dinnerware and glassware lines.
- Food52: Design-forward DTC kitchen, tableware, and home marketplace with a strong editorial content engine. Closely parallels Borrowed BLU's community-driven content model and curated product positioning.
- Heath Ceramics: California-based ceramic dinnerware and tile maker with strong design DNA and DTC sales. Directly comparable to Borrowed BLU's Casa Fina and Reactive ceramic dinnerware lines in aesthetic and customer.
- Sferra: Luxury linen specialist offering premium table linens, bedding, and bath. Directly comparable to Borrowed BLU's organic cotton and stone-washed linen napkin and tablecloth collections at similar price points.
Broad incumbents
- Crate & Barrel: National large-format home furnishings retailer with broad tableware and entertaining assortment. Overlaps with Borrowed BLU's dinnerware, glassware, and flatware categories but at mainstream rather than luxury price points.
- West Elm: Design-forward home furnishings retailer with a modern aesthetic and broad tableware assortment. Comparable customer demographic and design language to Borrowed BLU's curated, Instagram-native positioning.
- CB2: Crate & Barrel's modern, design-led sister brand targeting younger design-conscious consumers. Competes with Borrowed BLU on contemporary tablescapes and entertaining essentials.
- Anthropologie: Lifestyle retailer with a deep home and entertaining assortment and a strong editorial content engine. Highly comparable visual and customer-overlap with Borrowed BLU's editorial photography and tablescape curation.
- Sur La Table: Specialty kitchen and tableware retailer with a deep assortment of dinnerware, glassware, and entertaining accessories. Competes with Borrowed BLU on curated entertaining products for design-minded hosts.
Emerging players
- Terrain: Anthropologie-affiliated garden and entertaining brand with curated dinnerware and seasonal collections. Comparable lifestyle-driven, editorial merchandising approach to Borrowed BLU's seasonal drops.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Borrowed BLU social profiles
Digital presenceBorrowed BLU financial estimates
Financial estimateRevenue estimate
Valuation estimate
Borrowed BLU leadership team
Management profileNumber of profiles
Profiles1 record
Borrowed BLU subsidiaries and ownership
Company hierarchySubsidiaries1 record
Borrowed BLU funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Borrowed BLU 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 Borrowed BLU
What does Borrowed BLU do?
Borrowed BLU designs, sources, and sells luxury tabletop and home entertaining products — including ceramic dinnerware, hand-blown colored glassware, metal flatware, organic cotton and linen table linens, and 100% beeswax sculptural taper candles — through its own Shopify storefront, a trade/wholesale program, and third-party design marketplaces. After retiring its rental program in 2025, the company focuses on retail and wholesale collections that bring designer-driven, color-curated tablescapes to consumers and the event/trade market.
Is Borrowed BLU a public or private company?
Borrowed BLU is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Borrowed BLU founded?
Borrowed BLU was founded in 2011. It employs 11 to 50 people.
Where is Borrowed BLU based?
Borrowed BLU is headquartered in Culver City, United States, in the North America region.
How does Borrowed BLU make money?
Four revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are wholesale Program, gift Cards and rental Program (Discontinued).
Who are Borrowed BLU's main competitors?
Direct peers on record are Juliska, Food52, Heath Ceramics and Sferra. Broad incumbents are Crate & Barrel, West Elm, CB2, Anthropologie and Sur La Table. Terrain is listed as an emerging player.
Does Borrowed BLU have an API?
No public API is recorded for Borrowed BLU.
What industry is Borrowed BLU in?
Borrowed BLU's product category is Luxury Tabletop & Home Goods. Its primary akta.pro industry code is CRAIACAE, Tabletop, Dining Décor & Entertaining Accessories Retail (Centerpieces, Serveware Décor, Place Settings), with a secondary code of CRAIACAC, Candles, Home Fragrance & Diffusers Retail. Its NAICS code is 44912 and its SIC code is 5700.