Made in the Shade

What Made in the Shade does

Made in the Shade Eastern Shore is a privately held, independently owned franchise of the Made in the Shade brand system, headquartered in Selbyville, Delaware. Founded in 2021 by Joe Kendall and Jason Mozingo, the company sells and installs custom window treatments for residential and commercial customers across Sussex and Worcester Counties, covering the Delaware and Maryland Eastern Shore beach markets. Its go-to-market is consultative, sales-led, and high-touch: a design consultant brings sample collections directly to the customer for a free in-home consultation, after which the company handles professional measurement, custom fabrication, and installation.

The product portfolio spans custom shades (roller, solar, cellular, Roman, sheer, layered, woven wood, and pleated), shutters, blinds (wood, faux wood, vertical, aluminum), drapery, decorative grilles, and outdoor solutions (exterior shades and retractable awnings). Products are sourced from third-party manufacturers including Hunter Douglas, Norman Window Fashions, Graber, Alta, Horizons Window Fashions, Somfy, and Rollease Acmeda. Underlying technology includes custom fabrication to measured specifications, cordless lift systems with a Best for Kids safety certification, and motorization integrating with Amazon Alexa and Google Home via Somfy and Rollease Acmeda components.

The revenue model is primarily one-time product sales with bundled professional measurement and installation services. Pricing is quote-based, generated after the free in-home consultation. The customer base is concentrated in residential homeowners (including beach houses and vacation properties), with commercial window treatments identified as an additional service line. Marketing relies on content (blog), on-site customer reviews, and Facebook for local demand generation, with the free consultation as the primary conversion mechanism. Revenue, headcount, and detailed unit economics are not publicly disclosed.

Name

Made in the Shade

Legal name

Made in the Shade Blinds & More

Website

https://mitseasternshore.com

Company type

Private

Founded year

2021

Operating status

Operating

Short description

Made in the Shade Eastern Shore is a privately held custom window treatment dealer and installer serving residential and commercial customers in Sussex and Worcester Counties on the Delaware and Maryland Eastern Shore, operating via free in-home consultations and professional measurement and installation.

Ownership category

akta.pro rank

Product category

Custom Window Treatments

NAICS

Window Treatment Retailers (449122)

akta.pro primary industry

Window Shades Retail (Roller, Roman, Cellular/Honeycomb, Solar) (CRAIAKAB)

akta.pro secondary industries

Custom Window Blinds Retail (Wood, Faux Wood, Aluminum, Vertical) (CRAIAKAA), Custom Drapery & Made-to-Measure Window Coverings Retail (CRAIAKAD), Outdoor Window Shades & Awnings Retail (Exterior Shades, Retractable Awnings) (CRAIAKAH), Curtain, Blind & Shade Installation/Repair (HSAGAAAG)

Keywords

• Custom window treatments
• Window shades
• Window blinds
• Plantation shutters
• Motorized window coverings

Headquarters

HQ city

Selbyville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Custom Window Treatment Sales: One-time purchase of custom-made window coverings including shades, blinds, shutters, drapery, and outdoor treatments. Products are measured, manufactured to custom specifications, and installed professionally. Revenue derived from product markup and installation services.
2. Professional Installation Services: Every project includes professional measurement and installation by trained technicians. This service is bundled with product sales as part of the complete customer experience.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Made in the Shade provides custom window treatments including shades, blinds, shutters, drapery, outdoor solutions, and decorative grilles, sourced from premium manufacturers and customized to specific customer measurements. The company delivers a complete service experience with free in-home design consultations, professional measurement, custom fabrication, and installation by trained technicians across the Maryland and Delaware Eastern Shore region.

Product overview

Made in the Shade is a custom window treatment dealer offering a comprehensive portfolio of window coverings and outdoor shade solutions. The core offering consists of shades (roller, solar, cellular, roman, sheer, layered/zebra, natural/woven wood, and pleated), shutters, blinds (wood, faux wood, vertical, and aluminum), outdoor treatments (exterior shades and retractable awnings), drapery, and decorative grilles. The company provides add-on features including motorization and cordless lift systems for enhanced safety and convenience. Products are sourced from premium brands including Hunter Douglas, Norman Window Fashions, Graber, Alta, Horizons Window Fashions, Somfy, Rollease Acmeda, and Doya for interior treatments, and SunPro, Rainier Shade, and Eclipse for exterior solutions. The company offers free in-home consultations and professional measurement and installation services.

Differentiator

Problem solved

Functional benefit

Products and services

• Roller Shades

Quantifiable outcome

• Generous manufacturer warranties with most products carrying limited lifetime warranty
• +3 more outcomes

Named customers6 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature4 records

Partnerships

Eleven partnerships are on record, tiered core and supporting.

• Hunter DouglascoreChannel Partner/ Reseller/ DistributorPremier window treatment brand partnership. Made in the Shade sells and installs Hunter Douglas products including shades, blinds, and shutters. Hunter Douglas is recognized as an industry-leading manufacturer providing superior pricing support to the dealer.
• Norman Window FashionscoreChannel Partner/ Reseller/ DistributorMajor product supplier offering window treatments including shutters and shades. Products featured prominently in product galleries and customer installations.
• GrabercoreChannel Partner/ Reseller/ DistributorKey brand partner for roller shades, cellular shades, layered shades, and motorized window treatments. Graber products frequently referenced in educational content and product comparisons.
• Alta Window FashionscoreChannel Partner/ Reseller/ DistributorBrand partner specializing in woven wood shades, cellular shades, and roller shades. Products highlighted in various room settings and design guides.
• Horizons Window FashionssupportingChannel Partner/ Reseller/ DistributorWoven wood shade supplier offering natural and organic window treatment options including matchstick shades and other grass/reed products.
• SomfycoreTechnology or IntegrationMotorization and smart home integration partner. Somfy motors enable automated control of window treatments and integration with smart home systems including Alexa and Google Home.
• Rollease AcmedasupportingTechnology or IntegrationMotorization technology partner providing lift systems and automation components for cordless and motorized shade operation.
• DoyasupportingChannel Partner/ Reseller/ DistributorWindow treatment brand offering alternative product options for customers, mentioned in product lineup as available brand.
• SunProsupportingChannel Partner/ Reseller/ DistributorExterior shade and outdoor treatment supplier for products installed outside windows and on patios.
• Rainier ShadesupportingChannel Partner/ Reseller/ DistributorOutdoor shade manufacturer providing exterior shading solutions for patios and outdoor living spaces.
• EclipsesupportingChannel Partner/ Reseller/ DistributorExternal solution provider offering window treatment products, mentioned in exterior solutions lineup.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Others

• Hunter Douglas: Premier window covering manufacturer that is also Made in the Shade's largest brand partner; comparable as a strategic supplier and as a reference point for the premium dealer channel.

Direct peers

• Blinds.com: Large online retailer of custom blinds, shades, and shutters competing for the same residential customers, often at lower headline prices and representing the primary e-commerce threat to Made in the Shade's consultative model.
• Smith & Noble: Custom window treatments retailer offering made-to-measure blinds, shades, shutters, and drapery with in-home design consultation — closely comparable product and service model.
• Budget Blinds: Largest direct competitor franchise network in the U.S. for custom window coverings with in-home consultation, measuring, and installation — operates on essentially the same business model as Made in the Shade.
• The Shade Store: Premium direct-to-consumer and showroom-based custom window treatment retailer offering shades, blinds, drapery, and shutters with free design consultation — overlapping target customer and product mix.
• Stoneside Blinds & Shades: Direct competitor offering custom window treatments with in-home consultation and professional installation, targeting the same residential homeowner segment with shades, blinds, shutters, and drapery.
• 3 Day Blinds: National custom window treatments brand offering in-home consultation, manufacturing, and professional installation across a comparable product portfolio of shades, blinds, shutters, and drapery.

Broad incumbents

• Lowe's Window Treatments: Big-box home improvement retailer selling custom blinds and shades with installation services, representing a national incumbent competitor across the same product categories.
• Home Depot Blinds Installation Services: Major home improvement retailer with a national blinds measurement and installation program competing on convenience, scale, and price for the same custom window treatment category.

Emerging players

• Decorating Den Interiors: Franchise network of interior decorators who bring design consultations (including window treatments) to the home — overlaps with Made in the Shade's in-home consultative model and SMB/homeowner segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/mitseasternshore

Compliance1 record

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 Made in the Shade