The Cross Decor & Design
The Cross Decor & Design (The Cross Living) is a Vancouver-based specialty home goods retailer founded in 2003, selling curated decor, furniture, bedding, and gifts via a single flagship store and Shopify e-commerce site serving Canada and the US.
- Company typePrivate
- Founded2003
- HeadquartersVancouver, Canada
- Headcount11–50
- GTM typeB2C
- OfferingServices
What The Cross Decor & Design does
The Cross Decor & Design, operating under the trade name The Cross Living, is a privately held specialty home goods retailer founded in 2003 and headquartered at 1198 Homer Street in Vancouver, British Columbia. The company sells curated home decor, furniture, bedding, kitchen and dining items, candles and home fragrance, bath products, jewellery, baby and toddler goods, and party supplies through both a flagship physical retail showroom and a Shopify-powered e-commerce platform (thecrossliving.com) that serves Canadian and US customers with dual CAD/USD pricing. Its assortment combines third-party designer brands — including Jellycat, Astier de Villatte, Rifle Paper Co., John Derian, Vietri, Costa Nova, Voluspa, Bella Notte, and Bergs Potter — with proprietary sub-brands such as Sparkle Glassware, Bedding by The Cross, and Furniture by The Cross Made in Canada.
The business operates a direct-to-consumer model with revenue generated primarily through one-time retail product sales supplemented by gift registry services (wedding registries) and professional interior styling services led by Creative Director Stephanie Vogler. Distribution is hybrid: a single Vancouver brick-and-mortar location plus the cross-border e-commerce site, supported by multi-channel marketing across Instagram, Facebook, YouTube, Twitter, Pinterest, email newsletter, and in-store community events. The company maintains a designer trade program and seasonal curated edits (Wedding Shop, Summer Shop, Coastal Edit, Charm Shop) to drive occasion-based purchasing.
The company is privately held with no disclosed external funding, no parent company, and no subsidiaries. It employs 22 people and has been continuously operating since 2003 under independent ownership. No patents, certifications, regulatory actions, or M&A activity are disclosed. The technology stack is limited to the Shopify e-commerce platform with no public APIs, mobile applications, or AI/ML capabilities documented.
The Cross Decor & Design firmographics
Firmographics- Name
- The Cross Decor & Design
- Legal name
- The Cross Decor & Design
- Website
- https://thecrossdesign.com
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- The Cross Decor & Design (The Cross Living) is a Vancouver-based specialty home goods retailer founded in 2003, selling curated decor, furniture, bedding, and gifts via a single flagship store and Shopify e-commerce site serving Canada and the US.
- Ownership category
- akta.pro rank
The Cross Decor & Design industry classification
Industry- Product category
- Home Decor and Furniture Retail
- NAICS
- Furniture and Home Furnishings Retailers (4491)
- SIC
- Retail-Home Furniture, Furnishings & Equipment Stores (5700)
- akta.pro primary industry
- Decorative Accessories Retail (Vases, Bowls, Sculptures, Figurines, Trays) (CRAIACAB)
- akta.pro secondary industries
- Wall Décor Retail (Art Prints, Mirrors, Clocks, Wall Hangings) (CRAIACAA), Candles, Home Fragrance & Diffusers Retail (CRAIACAC), Seasonal, Holiday & Party Home Décor Retail (CRAIACAD), Kids & Nursery Décor Retail (Décor Accessories, Wall Art, Growth Charts) (CRAIACAH)
Keywords
Where The Cross Decor & Design is headquartered
LocationHeadquarters
- HQ city
- Vancouver
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
The Cross Decor & Design business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure
Revenue model
- Retail Product Sales: The company generates revenue through direct retail sales of home decor, furniture, bedding, candles, bath products, jewellery, baby items, and party/gift products via its e-commerce website and physical storefront.
- Gift Registry Services: Wedding and gift registry services allowing customers to create registries for special occasions, generating revenue through registry purchases.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels7 records
The Cross Decor & Design product offering
Product offeringCore offering
The Cross Decor & Design operates an omnichannel home furnishings retail business, selling curated furniture, bedding, kitchen and dining, candles and scents, bath and body, jewellery, baby and toddler, lighting, and paper and party products through a Shopify e-commerce site and a Vancouver showroom. Its proprietary lines include Bedding by The Cross, Furniture by The Cross (Made in Canada), and the Sparkle Glassware Collection, complemented by multi-brand curation of designer labels such as Jellycat, Astier De Villatte, Rifle Paper Co., and John Derian. The retailer also provides wedding gift registry services and professional in-house interior styling led by Creative Director Stephanie Vogler.
Product overview
The Cross Decor & Design is a single-platform retail e-commerce operation built on Shopify, offering a curated selection of home furnishings and decor across multiple product categories. The product portfolio centers on furniture, home decor, bedding, candles, bath products, jewellery, baby items, and party supplies, organized under their own sub-brands alongside third-party branded collections. Their proprietary offerings include the Sparkle Glassware Collection (signature glassware), Bedding by The Cross, and Furniture by The Cross Made in Canada. The business operates as a traditional omnichannel retailer with brick-and-mortar presence in Vancouver (1198 Homer Street) and an e-commerce platform, augmented by services such as gift registry (wedding) and professional styling services.
Differentiator
Problem solved
Functional benefit
Products and services
- Sparkle Glassware Collection Proprietary sparkle-finished drinkware collection including coupes and other barware, sold as a standalone The Cross product line for residential entertaining and gifting.
- Bedding by The Cross The Cross's own branded bedding line, including items such as the Catalina Bedding, sold directly to consumers through the e-commerce site and showroom.
- Furniture by The Cross | Made in Canada The Cross's proprietary furniture line featuring Canadian-made upholstery furniture, offered alongside third-party brand furniture across living room, bedroom, and dining categories.
- Gift Registry Wedding and household gift registry service that lets couples build curated gift lists from The Cross's furniture, bedding, kitchen, bath, candle, and decor assortment for friends and family to purchase.
- Styling Services Professional interior styling consultations delivered by an in-house team led by Creative Director Stephanie Vogler, available to customers seeking design guidance for their homes.
Companies that use The Cross Decor & Design
Customer profileSegments4 records
Ideal customer profiles4 records
The Cross Decor & Design technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
The Cross Decor & Design partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core and minor.
- JellycatcoreJellycat is featured as one of the 'Brands We Love' with extensive product lines including animals, amuseables, food & drink, space collection, and in-stock items. The partnership represents a curated brand offering within The Cross's home decor and gift categories.
- Astier De VillattecoreFeatured as a 'Brand We Love' with collections including dinnerware and candles/accessories. Represents a curated lifestyle brand partnership for home goods.
- Rifle Paper Co.coreBranded stationery and paper goods featured in the product assortment as part of the 'Brands We Love' collection.
- John DerianminorHome decor brand with a special collaboration collection with Astier De Villatte featured on the platform.
- ToccaminorBath and body brand featured in the 'Brands We Love' section, offering skincare and fragrance products.
- Meri MeriminorParty and celebration brand featured in the 'Brands We Love' section with party supplies and accessories.
- Costa NovaminorTableware brand with a dedicated collection on the platform featuring colorful, sustainable wooden kitchenware.
- VietriminorItalian tableware brand with collections featured on the platform for kitchen and dining products.
- VoluspaminorCandle brand featured in the candles and scents section with various scent profiles including floral, earthy, fresh, and fruity.
- Leah AlexandraminorJewellery designer featured in the jewellery section with curated fine jewellery pieces.
- Bella NotteminorBedding brand featured in the bedding by brand section offering luxury bedding products.
- Bergs PotterminorGardening and plant pot brand featured in the seasonal shop and home decor sections.
- Jillian HarrisminorDesigner collaboration featuring a curated collection with television personality and designer Jillian Harris.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
The Cross Decor & Design competitors and assessment
Company assessmentEmerging players
- Article: Direct-to-consumer modern furniture retailer with a similar mid-market, design-forward positioning. Comparable target customer and online-first model, though primarily furniture-focused rather than full home decor.
Broad incumbents
- Anthropologie: Large US-based lifestyle retailer with a very similar curated, multi-brand home assortment and strong private-label offering. Comparable merchandise philosophy and target customer, but vastly larger scale and footprint.
- Crate & Barrel: Established broad-line home furnishings retailer with comparable kitchen, dining, bedding, and decor categories. Larger assortment and footprint but similar one-stop-shop positioning.
- West Elm: Williams-Sonoma-owned modern home furnishings retailer with broad furniture, bedding, and decor assortment. Competes with The Cross on the modern aesthetic and similar customer demographic.
- Pottery Barn: Williams-Sonoma-owned home furnishings retailer spanning furniture, bedding, and decor. Comparable price tier and lifestyle positioning, with significantly greater scale.
- CB2: Crate & Barrel's modern, design-forward sister chain carrying furniture, lighting, and decor. Overlaps with The Cross in design-led home accessories and small furniture, but at a much larger scale.
- HomeSense (TJX Canada): Canadian off-price home decor retailer under TJX. Competes for the same Canadian home decor shopper on price and assortment breadth, but on a treasure-hunt model rather than The Cross's curated boutique model.
Direct peers
- Urban Barn: Canadian home decor and furniture retailer with multi-channel stores and a similar product mix spanning furniture, lighting, textiles, and decor. Direct geographic overlap in the Canadian market.
- Bouclair: Canadian home fashion retailer offering decor, furniture, and lifestyle products at accessible price points. Competes for the same home decor enthusiast customer in the Canadian market.
- EQ3: Canadian contemporary furniture and home accessories retailer with a similar curated, design-forward assortment and comparable price points. Operates showrooms including Vancouver, directly competing with The Cross for the same customer.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
The Cross Decor & Design social profiles
Digital presenceThe Cross Decor & Design financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Cross Decor & Design leadership team
Management profileNumber of profiles
Profiles1 record
The Cross Decor & Design funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Cross Decor & Design 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 Cross Decor & Design
What does The Cross Decor & Design do?
The Cross Decor & Design operates an omnichannel home furnishings retail business, selling curated furniture, bedding, kitchen and dining, candles and scents, bath and body, jewellery, baby and toddler, lighting, and paper and party products through a Shopify e-commerce site and a Vancouver showroom. Its proprietary lines include Bedding by The Cross, Furniture by The Cross (Made in Canada), and the Sparkle Glassware Collection, complemented by multi-brand curation of designer labels such as Jellycat, Astier De Villatte, Rifle Paper Co., and John Derian. The retailer also provides wedding gift registry services and professional in-house interior styling led by Creative Director Stephanie Vogler.
Is The Cross Decor & Design a public or private company?
The Cross Decor & Design is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Cross Decor & Design founded?
The Cross Decor & Design was founded in 2003. It employs 11 to 50 people.
Where is The Cross Decor & Design based?
The Cross Decor & Design is headquartered in Vancouver, Canada, in the North America region.
How does The Cross Decor & Design make money?
Two revenue lines are on record. Retail Product Sales are the primary driver. The others are gift Registry Services.
Who are The Cross Decor & Design's main competitors?
Article is listed as an emerging player. Broad incumbents are Anthropologie, Crate & Barrel, West Elm, Pottery Barn, CB2 and HomeSense (TJX Canada). Direct peers are Urban Barn, Bouclair and EQ3.
Does The Cross Decor & Design have an API?
No public API is recorded for The Cross Decor & Design.
What industry is The Cross Decor & Design in?
The Cross Decor & Design's product category is Home Decor and Furniture Retail. Its primary akta.pro industry code is CRAIACAB, Decorative Accessories Retail (Vases, Bowls, Sculptures, Figurines, Trays), with a secondary code of CRAIACAA, Wall Décor Retail (Art Prints, Mirrors, Clocks, Wall Hangings). Its NAICS code is 4491 and its SIC code is 5700.