The Home Edit
The Home Edit is a Nashville-based home organization and lifestyle brand founded in 2015 by Clea Shearer and Joanna Teplin. It sells proprietary organizing products, books, and a professional-organizer subscription membership, distributing primarily through The Container Store and its own e-commerce while reaching consumers via Netflix, ABC, and YouTube content.
- Company typePrivate
- Founded2015
- HeadquartersNashville, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What The Home Edit does
The Home Edit is a Nashville-based home organization and lifestyle brand founded in 2015 by Clea Shearer and Joanna Teplin. The company operates a multi-product portfolio built around a proprietary organizing methodology centered on color-coordinated systems (e.g., "file folding," the "rainbow method") and a distinct visual aesthetic. Core product lines include (i) hardware organizers — turntables, canisters, fridge and drawer organizers, bins, and closet accessories — manufactured under a licensing arrangement with iDesign and sold primarily through an exclusive partnership with The Container Store, supplemented by Amazon, Walmart, and affiliate retailers; (ii) five published books, including three New York Times bestsellers spanning adult organizing guides and children's picture books; (iii) media properties anchored by the Emmy-nominated Netflix series "Get Organized with The Home Edit" and the 2025 ABC hosting role on "Extreme Makeover: Home Edition," plus several YouTube series; and (iv) "The Organizing Society," a subscription membership for professional organizers and enthusiasts delivering tutorials, live Q&A, and 15–20% partner-product discounts.
The company's go-to-market is fundamentally content-driven and media-led: free inspirational content across social platforms (9.8 million cumulative followers), YouTube, and editorial blog serves as top-of-funnel acquisition, converting into direct e-commerce sales on thehomeedit.com, Container Store retail purchases, book sales, and paid membership subscriptions. Affiliate and sponsored-content partnerships (Lowe's, Avocado Mattress, LEGO, LinkedIn) provide an additional revenue layer. Founded as The Home Edit Brand LLC and acquired in 2022 by Hello Sunshine, a division of Candle Media, the company operates with 11–50 employees out of Nashville and distributes product in over 31 countries through retail partnerships.
The Home Edit operates a horizontal segmentation model targeting three distinct audiences: individual consumers seeking aspirational home organization (primary), children and teens (via dedicated books and kid-targeted product collections), and professional organizers (via The Organizing Society). Pricing is transactional for products and books — products span $8.99 to $349.00 across the catalog, with most items in the $13–$40 Container Store range — while the membership subscription is positioned at under $2 per day with monthly and annual billing options. No proprietary technology platform underpins the offering; the "technology" is the organizing methodology, the editorial content library, and the brand IP itself.
The Home Edit firmographics
Firmographics- Name
- The Home Edit
- Legal name
- The Home Edit Brand LLC
- Website
- https://thehomeedit.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- The Home Edit is a Nashville-based home organization and lifestyle brand founded in 2015 by Clea Shearer and Joanna Teplin. It sells proprietary organizing products, books, and a professional-organizer subscription membership, distributing primarily through The Container Store and its own e-commerce while reaching consumers via Netflix, ABC, and YouTube content.
- Ownership category
- akta.pro rank
The Home Edit industry classification
Industry- Product category
- Home Organization Products
- NAICS
- Home Furnishings Retailers (44912)
- SIC
- Retail-Home Furniture, Furnishings & Equipment Stores (5700)
- akta.pro primary industry
- Residential Whole-Home Organizing (HSAFAKAA)
Keywords
Where The Home Edit is headquartered
LocationHeadquarters
- HQ city
- Nashville
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
The Home Edit business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Others, Supply Chain
Revenue model
- Physical Product Sales: Sale of proprietary home organization products including storage containers, labels, turntables, canisters, and workspace organizers through e-commerce and retail partnerships. Products sold under 'The Home Edit' and 'iDesign Collection' brands.
- Book Sales: Publication and sale of organizing books including NYT bestsellers. Five books in their collection targeting different audiences from children's books to adult organizing guides.
- The Organizing Society Membership: Subscription membership providing professional organizer community access, exclusive content, product discounts (15-20%), live Q&A sessions, and downloadable resources. Offered as monthly and annual plans.
- Affiliate and Sponsored Content: Commission-based revenue through affiliate links in blog content and sponsored partnerships with brands like LinkedIn, Lowe's, and Avocado Mattress. Affiliate links disclosed throughout blog posts.
- Media and Content Licensing: Revenue from Netflix show licensing ('Get Organized with The Home Edit') and ABC's 'Extreme Makeover: Home Edition' where Clea and Joanna serve as hosts. Emmy-nominated content creates licensing opportunities.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Children's Books ($8.99-$19.99) |
| Unit Pricing | Pay-as-you-go | Adult Organizing Books ($11.21-$29.99) |
| Unit Pricing | Pay-as-you-go | Storage Products ($8.99-$349.00) |
| Unit Pricing | Pay-as-you-go | Container Store Exclusive Collection ($12.99-$39.99) |
| Subscription | Monthly | The Organizing Society Monthly Membership |
| Subscription | Annual | The Organizing Society Annual Membership |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels11 records
The Home Edit product offering
Product offeringCore offering
The Home Edit is a home organization and lifestyle brand that sells proprietary storage and organization products (turntables, bins, canisters, drawer organizers, closet accessories) under license from iDesign and distributed exclusively through The Container Store. It complements product sales with five published organization books, an Emmy-nominated Netflix series, YouTube video series, ABC's Extreme Makeover: Home Edition hosting, and The Organizing Society digital subscription membership for professional organizers and enthusiasts.
Product overview
The Home Edit is a home organization and lifestyle brand offering a multi-product portfolio centered on organizational products, published books, media content, and a digital membership community. The core offerings include: (1) The Organizing Society, a subscription membership platform with tutorials and resources; (2) The Home Edit at The Container Store, an exclusive product line featuring iDesign-manufactured organizers including turntables, canisters, bins, and drawer organizers sold through The Container Store globally; (3) Five published books including The Home Edit Life, The Home Edit Workbook, Let's Put That Away, The Rainbow Cleanup, and Stay Organized; (4) Multiple video series including the Netflix show Get Organized with The Home Edit, YouTube series (The Gold Stars, Errand Friends, Hollywood House Call); and (5) An editorial blog providing organization tips and lifestyle content. The brand positions itself at the intersection of professional organizing services and retail products, extending its reach through media partnerships with Netflix, ABC, and YouTube.
Differentiator
Problem solved
Functional benefit
Brands
- The Organizing Society: A membership community for professional organizers and enthusiasts offering tips, tools, exclusive content, live Q&A sessions, and product discounts.
- iDesign Collection
- The Home Edit Books
Products and services
- The Organizing Society A subscription-based membership community for professional organizers and home organization enthusiasts, offering tutorials, downloadable resources, live Q&A sessions, 15-20% product discounts, and direct access to The Home Edit team via monthly and annual plans.
- The Home Edit at The Container Store (iDesign Collection)
Quantifiable outcome
- Global professional organizer market valued at USD 156.68 billion in 2025
- +3 more outcomes
Companies that use The Home Edit
Customer profileNamed customers12 records
Segments3 records
Ideal customer profiles3 records
The Home Edit technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
The Home Edit partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- The Container StorecoreExclusive retail partnership where The Home Edit products are sold exclusively through The Container Store both online and in-store. Products feature 'Designed by the Home Edit' branding and are available at 29 products in the exclusive collection.
- NetflixcoreOriginal Netflix series 'Get Organized with The Home Edit' featuring celebrity clients including Reese Witherspoon, Retta, and others. The Emmy-nominated show showcases The Home Edit's organization methodology and products.
- ABC/HulucoreClea and Joanna serve as hosts of Extreme Makeover: Home Edition on ABC, airing Thursdays at 8/7c with streaming on Hulu. New episodes feature home transformations with The Home Edit's organizational approach.
- iDesign (Home Source)coreLicensing partnership for 'The Home Edit by iDesign' product collection including turntables, bins, canisters, and organizational products sold through The Container Store and other retailers.
- Lowe'sminorSponsored partnership for holiday gift guides and home décor content. Clea and Joanna created holiday décor content using Lowe's products, featured on the website and blog.
- Avocado MattressminorSponsored content partnership for guest room refresh article. Featured Avocado Mattress products with affiliate links and promotional pricing.
- LinkedInminorSponsored content partnership featuring Clea and Joanna's business advice and journey as entrepreneurs on LinkedIn's business platform.
- LEGOminorProduct partnership featuring LEGO storage products including LEGO Storage Build and Stack ($349.00) and LEGO Rose Bouquet Set, featured in gift guides and product collections.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
The Home Edit competitors and assessment
Company assessmentDirect peers
- mDesign: Direct product competitor offering affordable plastic and metal home storage organizers (bins, canisters, drawer inserts) across Amazon, Target, and other mass retailers; competes head-to-head on similar SKUs at lower price points.
- The Container Store: The exclusive physical retail partner for The Home Edit product line; operates as the dominant specialty retailer in the same home organization category and also retails competing storage organizers from other brands.
- YouCopia: Direct product competitor specializing in turntables, drawer organizers, and pantry/closet storage solutions sold through major retailers; overlaps with The Home Edit's core organizer SKU range.
- KonMari Media (Marie Kondo): Closest lifestyle-organization peer: built on a founder's personal brand and methodology, expanded into Netflix content, bestselling books, and licensed product lines; mirrors The Home Edit's content-to-product flywheel.
- Clutter Busters: Direct competitor offering professional home and office organizing services; explicitly named alongside The Home Edit as a key player in the global professional organizer market.
- Organize 365: Direct competitor in the home organizing methodology and product space; sells organizing systems, books, and a membership community (Organize 365 Club) targeting a similar professional organizer and enthusiast audience.
- Neat Method: Direct competitor offering luxury professional home organizing services plus proprietary products; explicitly named alongside The Home Edit as a key player in the professional organizer market.
Broad incumbents
- Pottery Barn (Williams-Sonoma): Broader home furnishings incumbent that sells storage and organization products alongside furniture; comparable as a multi-category home retailer with overlapping customer demographic.
- West Elm (Williams-Sonoma): Broader home furnishings incumbent with an organization and storage product line and a similar design-led, lifestyle-brand marketing approach targeting the same demographic.
Others
- iDesign: Manufacturing and licensing partner that produces 'The Home Edit by iDesign' collection; comparable as a home organization product manufacturer serving multiple retail brands.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
The Home Edit social profiles
Digital presenceThe Home Edit financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Home Edit leadership team
Management profileNumber of profiles
Profiles5 records
The Home Edit funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Home Edit 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 Home Edit
What does The Home Edit do?
The Home Edit is a home organization and lifestyle brand that sells proprietary storage and organization products (turntables, bins, canisters, drawer organizers, closet accessories) under license from iDesign and distributed exclusively through The Container Store. It complements product sales with five published organization books, an Emmy-nominated Netflix series, YouTube video series, ABC's Extreme Makeover: Home Edition hosting, and The Organizing Society digital subscription membership for professional organizers and enthusiasts.
Is The Home Edit a public or private company?
The Home Edit is a private company. It is classified as corporate owned and is currently operating.
When was The Home Edit founded?
The Home Edit was founded in 2015. It employs 11 to 50 people.
Where is The Home Edit based?
The Home Edit is headquartered in Nashville, United States, in the North America region.
How does The Home Edit make money?
Five revenue lines are on record. Physical Product Sales are the primary driver. The others are book Sales, the Organizing Society Membership, affiliate and Sponsored Content and media and Content Licensing.
Who are The Home Edit's main competitors?
Direct peers on record are mDesign, The Container Store, YouCopia, KonMari Media (Marie Kondo), Clutter Busters, Organize 365 and Neat Method. Broad incumbents are Pottery Barn (Williams-Sonoma) and West Elm (Williams-Sonoma). iDesign is listed as an others.
Does The Home Edit have an API?
No public API is recorded for The Home Edit.
What industry is The Home Edit in?
The Home Edit's product category is Home Organization Products. Its primary akta.pro industry code is HSAFAKAA, Residential Whole-Home Organizing. Its NAICS code is 44912 and its SIC code is 5700.