Laurel & Wolf
Laurel & Wolf is an online interior design marketplace that matches residential homeowners with professional designers for remote collaboration, monetizing through design-package fees, retailer trade-partner commissions, and affiliate referrals.
- Company typePrivate
- Founded2014
- HeadquartersLos Angeles, United States
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Laurel & Wolf does
Laurel & Wolf is an online interior design marketplace founded in 2014 that connects residential consumers with professional interior designers through a self-serve, product-led platform. Customers initiate the process by uploading photos, inspiration, and constraints (space, style, budget), are matched with a designer, and collaborate remotely to iterate on 2D-style design concepts until satisfied; the underlying technology is a web-based collaboration platform (operations routed through laurelandwolf.spp.io) that supports asynchronous designer-customer interaction. The company monetizes through design-package subscriptions for the professional service itself, transaction-fee commissions earned when customers purchase recommended products at exclusive discounts via trade partnerships with major furniture and decor retailers, and affiliate referral revenue (primarily Amazon) generated from blog content and buying guides.
The company serves a single primary customer segment: individual homeowners and residential consumers seeking affordable, remote access to professional interior design for rooms including bedrooms, bathrooms, kitchens, dining areas, living rooms, and outdoor spaces. Customer acquisition is driven primarily by content marketing — an extensive SEO-oriented blog covering room-by-room design tips, product reviews, and buying guides — and earned media (logos displayed under "As Seen On" on the homepage). Pricing is opaque: design packages exist but no public price list is disclosed, requiring prospective customers to initiate an order for a quote. Laurel & Wolf operates under the Indexsy Group umbrella (registered in Canada as DBA Laurel & Wolf) with 51–100 employees and no disclosed venture or growth equity activity since a 2015 Series B led by Benchmark, indicating the business has been absorbed into a portfolio-company operating model rather than pursuing aggressive independent scale.
Laurel & Wolf firmographics
Firmographics- Name
- Laurel & Wolf
- Legal name
- Laurel & Wolf
- Website
- https://laurelandwolf.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Laurel & Wolf is an online interior design marketplace that matches residential homeowners with professional designers for remote collaboration, monetizing through design-package fees, retailer trade-partner commissions, and affiliate referrals.
- Ownership category
- akta.pro rank
Laurel & Wolf industry classification
Industry- Product category
- Online Interior Design Services
- NAICS
- Interior Design Services (54141)
- akta.pro primary industry
- Interior Design Services (BPAHAKAB)
Keywords
Where Laurel & Wolf is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Laurel & Wolf business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations
Revenue model
- Design Package Services: Revenue from online interior design service packages where customers pay for professional design services delivered through the online platform.
- Trade Partnership Product Sales: Commission revenue from exclusive discounts offered through trade partnerships when customers purchase recommended furniture and decor products.
- Affiliate Product Referrals: Revenue through affiliate links to partner retailers (primarily Amazon) for products featured in blog content and buying guides.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Design packages with online designer collaboration |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
Laurel & Wolf product offering
Product offeringCore offering
Laurel & Wolf runs an online interior design marketplace that pairs residential consumers with professional interior designers. Customers share photos and inspiration, collaborate remotely with their matched designer to transform a space, and then purchase a curated shopping list of recommended furniture and décor items at exclusive trade-discount prices guaranteed to be the lowest available online.
Product overview
Laurel & Wolf operates as an online interior design and decorating service, functioning as a marketplace that connects clients with professional designers. The core offering is a design service where customers share their space photos and preferences, get matched with designers, and receive design transformations. The company provides curated shopping recommendations with exclusive discounts through trade partnerships. The website also features a blog publishing content about home décor, furniture, and outdoor items, but these are informational articles rather than distinct product offerings. The service architecture is a single unified offering rather than a platform-plus-modules structure.
Differentiator
Problem solved
Functional benefit
Products and services
- Online Interior Design Package Paid design package through which residential customers share photos and inspiration, are matched with a professional interior designer, collaborate remotely on concepts, and receive a final design plus a curated shopping list with exclusive trade-discount pricing.
Companies that use Laurel & Wolf
Customer profileSegments1 record
Ideal customer profiles1 record
Laurel & Wolf technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Laurel & Wolf partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Trade Partners (Furniture and Decor Retailers)coreExclusive trade partnerships with furniture and decor retailers enabling the company to offer customers exclusive discounts on recommended products. These partnerships are central to the company's value proposition of guaranteed lowest prices.
Scale indicators3 records
Recent moves5 records
Expansion highlights2 records
Laurel & Wolf competitors and assessment
Company assessmentDirect peers
- Decorilla: Online interior design marketplace that matches customers with multiple designer concepts to choose from. Operates the same core flow as Laurel & Wolf: customer uploads room details, receives designs from vetted designers, and purchases recommended furniture.
- Spacejoy: Online interior design platform offering 3D visualization and curated shopping lists from matched designers, closely overlapping Laurel & Wolf's positioning at the intersection of design service and furniture referrals.
- Homepolish: Originally an online interior design service pairing clients with freelance designers; comparable business model focused on affordable, remote interior design with shopping assistance for furniture and decor.
- Modsy: Direct online interior design competitor offering 3D-rendered room designs. Laurel & Wolf explicitly names Modsy as the closest alternative on its own FAQ, citing the 3D vs 2D/mood-board difference as a key point of comparison.
- Havenly: Direct online interior design competitor using a similar remote-designer-matching model with mood-board deliverables. Laurel & Wolf explicitly references Havenly as a comparable service on its website.
Broad incumbents
- West Elm: National furniture retailer offering in-house and online interior design services. Comparable as a competing destination for consumers seeking design-plus-furniture purchases, though anchored in physical retail and own-brand assortment.
- Crate & Barrel: Large home furnishings retailer offering complimentary in-home and online interior design services. Comparable as a one-stop design-plus-furniture destination for the same residential customer base Laurel & Wolf serves.
- Pottery Barn: Established home furnishings retailer with a free in-store and online design service. Competes with Laurel & Wolf for the same 'affordable designer-assisted purchase' use case, leveraging owned brand assortment and showroom traffic.
Emerging players
- Lulu & Georgia: Online-first home furnishings retailer with a curated, design-forward assortment. Comparable as a digital-first furniture and decor destination competing for the same online-savvy, design-conscious consumer Laurel & Wolf targets.
- Interior Define: Direct-to-consumer furniture brand that bundles interior design services with custom sofa and home furnishing purchases. Comparable on the trade-from-design-to-purchase journey but verticalized around proprietary furniture.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Laurel & Wolf social profiles
Digital presenceLaurel & Wolf financial estimates
Financial estimateRevenue estimate
Valuation estimate
Laurel & Wolf leadership team
Management profileNumber of profiles
Laurel & Wolf funding detail
Funding detailFunding overview
Funding rounds3 records
Investors8 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Laurel & Wolf 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 Laurel & Wolf
What does Laurel & Wolf do?
Laurel & Wolf runs an online interior design marketplace that pairs residential consumers with professional interior designers. Customers share photos and inspiration, collaborate remotely with their matched designer to transform a space, and then purchase a curated shopping list of recommended furniture and décor items at exclusive trade-discount prices guaranteed to be the lowest available online.
Is Laurel & Wolf a public or private company?
Laurel & Wolf is a private company. It is classified as corporate owned and is currently operating.
When was Laurel & Wolf founded?
Laurel & Wolf was founded in 2014. It employs 51 to 100 people.
Where is Laurel & Wolf based?
Laurel & Wolf is headquartered in Los Angeles, United States, in the North America region.
How does Laurel & Wolf make money?
Three revenue lines are on record. Design Package Services are the primary driver. The others are trade Partnership Product Sales and affiliate Product Referrals.
Who are Laurel & Wolf's main competitors?
Direct peers on record are Decorilla, Spacejoy, Homepolish, Modsy and Havenly. Broad incumbents are West Elm, Crate & Barrel and Pottery Barn. Emerging players are Lulu & Georgia and Interior Define.
Does Laurel & Wolf have an API?
No public API is recorded for Laurel & Wolf.
What industry is Laurel & Wolf in?
Laurel & Wolf's product category is Online Interior Design Services. Its primary akta.pro industry code is BPAHAKAB, Interior Design Services. Its NAICS code is 54141.