What Chris Loves Julia does

Chris Loves Julia, LLC is a privately held home decor and lifestyle content platform operated by founders Chris and Julia Marcum from Rexburg, Idaho. The company publishes editorial content across Design (house tours, renovation journals, before/afters, mood boards, how-tos), Lifestyle (style, entertaining, product tests, seasonal), and Recipes (Chris Cooks) categories via its owned blog (chrislovesjulia.com), YouTube channel, Instagram, and the CLJ Insider email newsletter. The content is anchored in the founders' proprietary 'moody modern traditional' design aesthetic and the ongoing documentation of their own home renovations, which serve as the primary creative engine and audience magnet.

The business monetizes through three primary revenue streams: (1) affiliate commissions on curated product recommendations distributed via the website shop, Amazon Storefront, Lowe's creator storefront, LTK, ShopMy, and Rstyle; (2) licensed and co-developed branded product lines with major retailers including Loloi (rugs and pillows since 2020), Pottery Barn Kids, Pottery Barn Teen, Pottery Barn, Shades of Light, WallPops, Floorpops, Framebridge, Chatbooks, Walli, A-Street Prints, and Shutterfly; and (3) sponsored content and brand partnership campaigns. The underlying technology stack is a content management and affiliate tracking platform with no proprietary AI, API, or developer-facing integrations disclosed.

The company serves a primarily horizontal audience of home decor enthusiasts, DIY renovators, families with children, and lifestyle consumers seeking design inspiration, renovation guidance, and curated product recommendations. Operating geographies are concentrated in North America (USA). The company is bootstrapped with no disclosed funding rounds, no parent company, and no acquisition activity, and operates a secondary sub-brand, Hey Old Sport, focused on recipe and cooking content.

Name

Chris Loves Julia

Legal name

Chris Loves Julia, LLC

Website

https://chrislovesjulia.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Chris Loves Julia is a privately held home decor content platform run by Chris and Julia Marcum, monetizing through affiliate commissions, sponsored content, and licensed product collaborations with retailers like Loloi and Pottery Barn for design-focused consumers.

Ownership category

akta.pro rank

Product category

Lifestyle and Home Decor Content

NAICS

Periodical Publishers (513120)

SIC

Services-Advertising (7310)

akta.pro primary industry

Home, Garden & DIY Magazines (MPAJAEAG)

akta.pro secondary industries

Creator/Influencer Storefront Platforms (CRAFANAC), Consumer Lifestyle & Fashion Magazines (MPAJAEAA)

Keywords

• Lifestyle content publishing
• Home decor blog
• Affiliate marketing platform
• Interior design content
• Brand collaborations

Headquarters

HQ city

Rexburg

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. Affiliate Marketing: Commissions earned through affiliate links to products featured in content, shop pages, and gift guides across multiple platforms including LTK, ShopMy, Amazon Associates, and Rstyle. Products include home decor, furnishings, fashion, and lifestyle items.
2. Brand Collaborations and Licensed Products: Co-branded product lines with major retailers including Loloi (rugs, since 2020), Pottery Barn Kids, Pottery Barn Teen, Pottery Barn, Shades of Light, WallPops/Floorpops, Framebridge, Chatbooks, A-Street Prints, Shutterfly, and Walli. Revenue generated through licensing agreements and product royalties.
3. Sponsored Content: Brand partnerships for sponsored posts and content featuring retailer products, seasonal collections, and product launches (e.g., Amazon Prime Day picks, Wayfair deals).

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Chris Loves Julia operates a lifestyle content platform that publishes home interior design, renovation, lifestyle, and recipe content across blog, YouTube, social media, and email. The company monetizes this audience through an e-commerce affiliate shop (CLJ Shop) curating decor, furnishings, fashion, and lifestyle products, plus a portfolio of co-branded product lines licensed through major retailers including Loloi (rugs/pillows), Pottery Barn (adult/teen/kids furniture), Shades of Light (lighting), WallPops (window film and wallpaper), Floorpops (peel-and-stick floor tiles), Framebridge (gallery walls), Chatbooks (photo albums), Walli (phone cases), and A-Street Prints (wallpaper).

Product overview

Chris Loves Julia is a lifestyle content platform and e-commerce brand owned by Chris and Julia Marcum, centered on their signature 'moody modern traditional' interior design aesthetic. The platform consists of the CLJ Shop (featuring Decor, Furnishings, Fashion, Lifestyle, Summer, and Gift Guides categories), Shop by Room showcasing their own home, and 'Our Lines' proprietary branded collaborations. The brand has established numerous retail partnerships including Chris Loves Julia x Loloi (area rugs and pillows, launched 2020), Chris Loves Julia + Pottery Barn Kids, Chris Loves Julia + Pottery Barn Teen, Chris Loves Julia + Pottery Barn, Chris Loves Julia x Shades of Light (lighting fixtures), Chris Loves Julia x WallPops (window film and peel-and-stick wallpaper), Chris Loves Julia x Floorpops (peel-and-stick floor tiles), Chris Loves Julia x Framebridge (gallery walls), Chris Loves Julia x Chatbooks (photo albums), Chris Loves Julia x Walli (phone cases), and Chris Loves Julia x A-Street Prints (traditional wallpaper). The platform also publishes design content (How-to, House Tours, Mood Boards, Renovation Journal, Before & Afters), lifestyle content (Style, Entertaining, Product Tests, Seasonal), and recipes through Chris Cooks.

Differentiator

Problem solved

Functional benefit

Brands

• Hey Old Sport: A recipe and cooking-focused brand/website operated by Chris Marcum featuring culinary content and recipes.

Products and services

• CLJ Shop Primary e-commerce section of the Chris Loves Julia platform featuring curated home decor, furnishings, fashion, lifestyle products, and seasonal items across multiple subcategories.
• Gift Guides Curated gift recommendation guides organized by recipient category including For Her, For Him, For Kids, For Parents & Grandparents, For Teens & Tweens, For The Foodie, For The Host, and price points.
• Our Lines (Proprietary Branded Product Lines) Chris Loves Julia's proprietary branded product lines created in collaboration with various retail partners, including furniture, decor, and home goods.
• Shop by Room (Our House) Room-by-room shop allowing users to browse products from Chris and Julia's own Modern Colonial home, lake house, and other properties, organized by room including Backyard, Outdoor Kitchen, Living Room, Kitchen, Study, Dining Room, Primary Bedroom, Primary Bathroom, children's rooms, and more.
• Chris Loves Julia x Loloi Rugs & Pillows Licensed area rugs and throw pillows collaboration blending modern and traditional styles with vintage feel, including Jules, Briggs, Henry, Scottie, Fletcher, and Providence collections.
• Chris Loves Julia + Pottery Barn Kids Licensed children's furniture, bedding, and decor collection featuring turned wood convertible cribs, dressers, wall art, lamps, bedding, and nursery decor with heirloom-quality construction.
• Chris Loves Julia + Pottery Barn Teen Licensed teen furniture and decor featuring turned wood beds, iron beds with antique bronze/brass finish, aged oak dressers, vanity desks with fluted trim, iron bookshelves, mirrors, and art display frames.
• Chris Loves Julia + Pottery Barn Licensed adult home furniture, lighting, and decor bringing the signature 'moody modern traditional' aesthetic, including onyx black beds, upholstered headboards, nightstands, oversized dressers, bookcases, vanity mirrors, floor mirrors, and decorative accessories.
• Chris Loves Julia x Shades of Light Licensed home lighting collection featuring chandeliers, pendants, sconces, and flush mounts. Collections include Victor, Edie, Marlo, and Greta in colors including Merlot, Navy, and Schoolhouse Green.
• Chris Loves Julia x WallPops Window Film Licensed peel-and-stick decorative window film collection featuring Cora (vintage diamond lattice) and Lewis (distressed reeded texture) patterns that mimic vintage leaded and reeded glass, providing privacy without contractor installation.
• Chris Loves Julia x Floorpops Peel & Stick Floor Tiles Licensed DIY peel-and-stick luxury vinyl floor tiles collaboration. Budget-friendly alternative to traditional stone flooring with marble-style veining and textured low-lustre finish, available in Bonneville Bronze, Slate, Grey/White, Jade Green, Oxblood, and Beige.
• Chris Loves Julia x Framebridge Licensed custom framing collection featuring gallery wall sets with antiqued metals, warm woods, and British country styles with eclectic mats, including life-size hanging templates.
• Chris Loves Julia x Chatbooks Licensed photo album and memory book collection including Monthbooks, Photo Journals, A Year of Memories, Christmas Memories, 2025 Photo Book, and Travel Log books.
• Chris Loves Julia x Walli Phone Cases Licensed phone case collection featuring vegan leather cases in three colorways (rich maroon, classic green, and navy-and-white stripe) with integrated wallet and built-in finger loop.
• Chris Loves Julia x A-Street Prints Wallpaper Licensed traditional wallpaper collection featuring historical prints with moody modern twist designed for homeowners and designers who love vintage-inspired wallcoverings.
• Chris Loves Julia x WallPops Peel-and-Stick Wallpaper Licensed peel-and-stick wallpaper collection within the WallPops DIY line, featuring CLJ signature colors including oxblood red, jade green, soft beige, moody black, and steely gray.
• Hey Old Sport (Recipes Sub-brand) A recipe and cooking-focused brand/website operated by Chris Marcum featuring culinary content and recipes.
• Design Editorial Content Editorial design content including How-to articles, House Tours, Mood Boards, Renovation Journal, and Before & Afters documenting home renovation projects across multiple property types.
• Lifestyle Editorial Content Editorial lifestyle content including Style, Entertaining, Product Tests, and Seasonal articles covering personal style, home hosting, product reviews, and holiday/seasonal guides.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered flagship, core and minor.

• LoloiflagshipStrategic or Co-development Partner · 1 January 2020Rug and pillow collaboration launched in 2020. Features area rugs blending modern and traditional styles with vintage feel. Collections include Jules (antique-inspired), Briggs and Henry (hand-tufted wool), Scottie (scalloped), Fletcher (jute), and Providence (indoor/outdoor). Expanded to throw pillows coordinating with rugs. Ongoing partnership with multiple seasonal releases.
• Pottery Barn KidsflagshipStrategic or Co-development PartnerChildren's furniture, bedding, and decor collection. Blends nostalgic charm and vintage-inspired style with modern design and heirloom-quality construction. Products include turned wood convertible cribs, dressers, wall art, lamps, bedding, and nursery decor. Designed for timeless children's spaces.
• Pottery Barn TeencoreStrategic or Co-development PartnerTeen furniture and decor collection inspired by vintage designs. Features turned wood beds, iron beds with antique bronze/brass finish, aged oak dressers, vanity desks with fluted trim, iron bookshelves, mirrors, and art display frames. Designed to last through high school and college.
• Pottery BarnflagshipStrategic or Co-development PartnerMain furniture, lighting, and decor collection bringing 'moody modern traditional' aesthetic to adult home furnishing. Features onyx black modern traditional beds, upholstered headboards, nightstands, oversized dressers, bookcases, vanity mirrors, floor mirrors, iron candle holders, and woven planter baskets. Timeless pieces with warm brass accents and turned-wood legs.
• Shades of LightcoreStrategic or Co-development PartnerHome lighting collection featuring chandeliers, pendants, sconces, and flush mounts. Victor collection inspired by pendants in Chris Loves Julia's own home. Edie collection with two-tone cone shades. Marlo collection with fluted milk glass or colored ceramic. Greta collection with scalloped natural rattan shades. Bold moody colors including Merlot, Navy, and Schoolhouse Green.
• FloorpopscoreStrategic or Co-development PartnerDIY peel-and-stick luxury vinyl floor tiles collaboration. Budget-friendly alternative to traditional stone flooring. Each pack of 10 tiles under $25. Durable and water-resistant with marble-style veining and textured low-lustre finish. Colors include Bonneville Bronze, Slate, Grey/White, Jade Green, Oxblood, and Beige. No grout or contractor needed.
• FramebridgecoreStrategic or Co-development PartnerCustom framing collection featuring gallery wall sets. Includes antiqued metals, warm woods, and British country styles with eclectic mats. Easy upload-your-photo process with life-size hanging templates included. Ranges from small two-piece stacks to nine-frame arrangements. Fraction of cost of oversized art pieces.
• ChatbooksminorStrategic or Co-development PartnerPhoto album and memory book collaboration. Monthly photo albums with Chris Loves Julia aesthetic. Features linen-look hardcover Monthbooks, leather-style World’s Best Dad books, and mixed classic/modern layouts. Easy phone photo integration. Code CLJXCB offers first Monthbook free.
• WallPopscoreStrategic or Co-development PartnerPeel-and-stick window film collection for vintage leaded and reeded glass looks. Cora design features vintage diamond lattice pattern. Lewis design has distressed reeded texture. Renter-friendly with water application. Adds privacy to cabinets, windows, and doors in under an hour. DIY-friendly with no contractor required.
• WalliminorStrategic or Co-development PartnerPhone case collaboration featuring old-world glamour designs. Vegan leather cases in three colorways: rich maroon (Vivienne), classic green (Vivienne), and navy-and-white stripe (James). Integrated wallet for cards and cash. Built-in finger loop for secure grip. Three signature colors inspired by moody modern colonial home.
• A-Street PrintscoreStrategic or Co-development PartnerTraditional wallpaper line with A-Street Prints featuring historical prints with moody modern twist. For homeowners and designers who love vintage-inspired wallcoverings with contemporary styling.
• ShutterflyminorStrategic or Co-development PartnerPhoto products and personalized gift collaboration through Shutterfly platform.
• Poppy & PoutminorGTM or Marketing PartnerLifestyle collaboration mentioned on site but detailed partnership page not found (404 error).

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Studio McGee / McGee & Co. Home design influencer brand founded by Syd and Shea McGee. Direct comparable: built a content platform around a signature interior design aesthetic and scaled into a multi-category product line and own-brand retail, exactly paralleling Chris Loves Julia's content-plus-licensing model.
• Magnolia (Chip and Joanna Gaines): Lifestyle and home brand anchored by the Gaines' content and renovation content. Comparable because it pairs a content/media engine (Magnolia Network) with multi-category home product lines (Hearth & Hand at Target, Magnolia Home furniture) - same audience-led, multi-licensing model.
• Hearth & Hand with Magnolia (Target): Target-exclusive home brand co-created with the Gaines' content platform. Directly comparable to Chris Loves Julia's branded collaborations with Pottery Barn and Loloi - same playbook of content-led licensing into major home retailers.
• The Home Edit: Home organization influencer brand (Clea Shearer and Joanna Teplin) that has scaled into product lines, books, a Netflix show, and retail partnerships. Comparable as a creator-led home brand that monetizes through content, licensing, and curated product recommendations.
• Emily Henderson Design: Lifestyle and home design blog with a strong affiliate revenue model, shoppable content, and brand collaborations. Closely matches CLJ's blog-plus-affiliate-plus-sponsorship structure, though with a different design aesthetic.
• Apartment Therapy: Long-running home design and lifestyle content site monetized through affiliate links, brand partnerships, and shoppable content. Comparable as a digital home-design publisher operating in the same affiliate-driven business model as Chris Loves Julia.
• Domino Media: Home design media brand that combines editorial content, shoppable curation, and brand partnerships. Closely parallels CLJ's content-plus-shop structure and audience (design-conscious home consumers).

Others

• Loloi Rugs: Chris Loves Julia's flagship rug and pillow licensing partner. Included because Loloi's broader creator-collaboration strategy (CLJ, Amber Lewis, Rifle Paper Co., etc.) places it at the center of the influencer-licensing model that drives CLJ revenue.

Broad incumbents

• Pottery Barn (Williams-Sonoma): Major US home furnishings retailer that hosts the full Chris Loves Julia product line (Kids, Teen, Main). Relevant as the dominant retail partner for CLJ's licensing revenue and as a broad incumbent in the home furnishings space.
• Wayfair: Large online home goods retailer that runs creator deals and shoppable storefronts. Comparable as a broad incumbent in home e-commerce that competes for the same audience and brand-sponsorship dollars as Chris Loves Julia.

Market position

Strengths4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/juliamarcum
• Instagraminstagram.com/chrislovesjulia
• Xx.com/chrislovesjulia
• Facebookfacebook.com/chrislovesjulia
• LinkedInlinkedin.com/company/chris-loves-julia-llc

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 Chris Loves Julia