ALT for Living
ALT for Living is a founder-led trade and retail showroom brand curating fine rugs, fabrics, wallpapers, hardware, accessories, and custom furniture for interior designers and high-net-worth consumers across three-to-four US coastal showrooms.
- Company typePrivate
- Founded2008
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What ALT for Living does
ALT for Living is a privately held, founder-led interior design furnishings retailer specializing in fine rugs, fabrics, wallpapers, accessories, hardware, and custom furniture. The company curates products from a portfolio of artisan and designer partner brands — including Shiir Rugs, Fayce Textiles, Half Full Wallpaper, The Mercery, Christina Z Antonio Hardware, Bisson Bruneel, and Perrine Paris — alongside proprietary ALT-branded lines such as the Cashmere Collection and named designer collaborations (ALT X Shawn Henderson, ALT X Drew McGukin, ALT X Jouffre Shadow Collection). Products span custom and ready-made rugs, handwoven fabrics, grasscloth and hand-printed wallpapers, luxury cashmere and wool throws, decorative hardware, and made-to-order sculptural furniture, with craftsmanship techniques including hand screen printing, Belgian weaving, and hand-knotting.
The company operates three flagship showrooms in New York City (12 East 20th Street), Santa Monica, and Sag Harbor, plus a West Hollywood location, alongside a multi-tenant design showroom collective (The 1818 Collective) in the Hamptons. Its go-to-market combines a trade-focused B2B sales motion (pricing and custom options exclusive to established interior designer accounts) with direct-to-consumer e-commerce through its website. Revenue is generated through one-time product sales across rugs, fabrics, wallpapers, hardware, accessories, and bespoke furniture, with 50% deposits required on custom orders and quote-based pricing on most non-throw SKUs. Founded in 2008 by Analisse Taft Gersten and James Gersten, ALT for Living remains independently owned without disclosed institutional investment or M&A activity.
ALT for Living firmographics
Firmographics- Name
- ALT for Living
- Legal name
- alt for living, INC.
- Website
- https://altforliving.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- ALT for Living is a founder-led trade and retail showroom brand curating fine rugs, fabrics, wallpapers, hardware, accessories, and custom furniture for interior designers and high-net-worth consumers across three-to-four US coastal showrooms.
- Ownership category
- akta.pro rank
ALT for Living industry classification
Industry- Product category
- Luxury Home Furnishings
- NAICS
- Furniture and Home Furnishings Retailers (4491), Home Furnishings Retailers (44912)
- SIC
- Retail-Home Furniture, Furnishings & Equipment Stores (5700), Retail-Furniture Stores (5712)
- akta.pro primary industry
- Luxury Home & Lifestyle (Tableware, Decor, Home Textiles) (CRAKAFAI)
- akta.pro secondary industries
- Upholstery & Drapery Fabric Retail (CRALADAI), Rugs & Doormats Retail (Area Rugs, Runners, Entry Mats) (CRAIALAC)
Keywords
Where ALT for Living is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices5 records
Markets served
ALT for Living business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Others
Revenue model
- Product Sales - Rugs, Fabrics, Wallpaper: One-time product sales of fine rugs, fabrics, wallpapers, throws, pillows, hardware, and furniture through showrooms and e-commerce. Trade pricing available for established accounts. Made-to-order and in-stock options.
- Custom Furniture and Upholstery: Custom furniture options including the ALT x Jouffre Shadow Collection and made-to-order pieces. These are higher-value, bespoke orders with longer lead times.
- Trade Account Sales: B2B sales to interior designers and trade professionals with established trade accounts. Pricing and custom options available exclusively through trade program.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Throw and Blanket Collection |
| Quote-based/ custom | Multi-year contract | Custom Furniture and Upholstery |
| Unit Pricing | Pay-as-you-go | Wallpaper and Fabric |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels4 records
ALT for Living product offering
Product offeringCore offering
ALT for Living operates multi-brand trade showrooms and an online shop that curate and sell fine rugs, fabrics, wallpapers, custom furniture, decorative hardware, and luxury accessories (throws, pillows) for residential and commercial interior design projects. The company sources from global artisan makers and produces its own ALT-branded and collaboration collections (e.g., ALT Cashmere, ALT X JOUFFRE Shadow Collection) while distributing partner brands such as Shiir Rugs, Fayce Textiles, Half Full Wallpaper, The Mercery, Christina Z Antonio Hardware, and Perrine Paris.
Product overview
ALT for Living is an interior design furnishings company offering a curated portfolio of fine rugs, fabrics, wallpapers, accessories, hardware, and custom furniture through its showrooms in New York, Los Angeles, and Sag Harbor. The company operates as a multi-brand retailer featuring its own ALT-branded products alongside designer collaborations (ALT X SHAWN HENDERSON, ALT x DREW MCGUKIN, ALT X JOUFFRE) and curated collections from partner brands including Shiir Rugs, Fayce Textiles, Half Full Wallpaper, The Mercery, Christina Z Antonio Hardware, and Perrine Paris. Product categories span custom and ready-made rugs, artisan handwoven fabrics, decorative wallpapers in various substrates, luxury throws and pillows, cabinet hardware, and bespoke furniture. The company serves the trade/design community and retail customers.
Differentiator
Problem solved
Functional benefit
Brands
- ALT X SHAWN HENDERSON: Collaboration collection with designer Shawn Henderson featuring custom rugs and furnishings
- ALT x DREW MCGUKIN
- ALT x JOUFFRE
Products and services
- Fine Rugs Collection Curated and custom rug collection including flatweaves, hand-knotted rugs, and designer collaborations such as Shiir Rugs Plein Air (Kett PA) and Realm (Intero) collections and Perrine Paris designs, sold to interior designers and luxury homeowners through trade accounts and showrooms.
- Fine Fabrics Collection Artisan textile collection including handwoven cottons from The Mercery, Belgian linens from Bisson Bruneel, performance fabrics from Logan Montgomery Textiles, and ALT-branded velvets and linens sold by the yard through trade accounts and showrooms.
- Designer Wallpaper Collection Curated wallpaper collection featuring Fayce Textiles (Studies, Skopelos, Gilded Age, grasscloth designs), Half Full Wallpaper (Ramón, Kingfisher, Elephant, Spider Monkey, Franz, Holly), and ALT-branded designs in hand-printed, grasscloth, and non-woven substrates.
- Throws and Pillows Luxury throws and pillows in cashmere, mohair, merino wool, Belgian linen, and cashmere-linen blends including ALT Cashmere Collection (Summer/Winter), Heirloom Mohair Blanket, Cashmere Twill, Waffle Weave, Sag Harbor Stripe, Powder, Multi Stripe, Dune, and Avign
Companies that use ALT for Living
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
ALT for Living technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
ALT for Living partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- The MercerycoreFeatured textile brand at ALT for Living. The Mercery is a trade-focused interiors textile brand building a collectively organized manufacturing hub for handwoven fabric and textiles. Small-batch textiles woven in family-run workshops by master artisans.
- JouffrecoreCollaboration on ALT x Jouffre Shadow Collection featuring upholstery with inverted seams and sculptural lines. Inspired by Royere, Chareau, and Leleu. Made-to-order furniture pieces.
- Fayce TextilescoreFeatured wallpaper designer with collections including Studies (LINE, GRID, FLORA), Skopelos (SWIM, SAIL, SOAR, SHAPE), Gilded Age (BELLBOARD, TACK), and grasscloth designs (TAILOR, SHADOW, PHRAGMITES, PINES). Hand screen printed on various substrates.
- Half Full WallpapercoreFeatured wallpaper brand with designs including RAMÓN (oak tree pattern), KINGFISHER (Borneo birds), ELEPHANT (wildlife conservation - 15% of sales to Creatura Wildlife Projects), SPIDER MONKEY, FRANZ, and HOLLY.
- Christina Z Antonio HardwarecoreHardware collection featuring shagreen and brass hardware including knobs, pulls, and levers. Products include Caviar, Waterfall, Ray, Jordan, Watch Strap, Machina, and Fluted collections in various finishes.
- Shawn HendersonminorALT x Shawn Henderson collaboration featured in rugs and design projects. Designer known for residential interiors.
- Drew McGukinminorALT x Drew McGukin collaboration featured in product offerings.
- Shiir RugscoreFeatured rug brand with collections including Plein Air (Kett PA), Realm (Intero), and other flatweave and hand-knotted rugs. Performance-hardy and artisan-quality options.
- Logan Montgomery TextilesminorFabric brand featured at ALT with RONGO collection in Sunbrella solution-dyed acrylic for indoor/outdoor use.
- Bisson BruneelminorFeatured fabric brand shown in client work. Belgian-inspired textile designs.
- Perrine ParisminorFeatured rug designer featured in inspiration galleries. Designer rugs including Tokyo Noir, Ajanta, Dunes, Vinicunca, and Errra Bleu collections.
- Madda StudiominorFeatured rug designer in inspiration galleries. Custom and hand-dyed rug collections including Marigold hand-dyed rug.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
ALT for Living competitors and assessment
Company assessmentDirect peers
- Donghia: Trade-focused luxury home furnishings brand offering furniture, textiles, and accessories to interior designers through showrooms. Similar curated, designer-led positioning and target customer base.
- Arteriors: Luxury home accessories, lighting, and furniture brand serving the interior design trade through showrooms and to-the-designer programs. Overlap on furniture and home accessories categories.
- Kravet: Family-owned, trade-focused distributor of fabrics, furniture, wallcoverings, and trimmings with showrooms in major US design centers. Comparable B2B-to-the-trade model serving interior designers across product categories overlapping ALT's portfolio.
- Pierre Frey: French luxury textile and wallpaper house with a US trade showroom presence, serving interior designers with artisanal fabrics, wallcoverings, and furniture. Closely aligned premium positioning and designer trade channel.
- Lee Jofa: Heritage to-the-trade brand (now part of Kravet) offering fabrics, wallpapers, trimmings, and furniture to interior designers. Comparable product mix and trade-only distribution model.
- Holly Hunt: Luxury to-the-trade home brand offering furniture, fabrics, leathers, lighting, and accessories through designer showrooms. Overlapping premium positioning, trade-only pricing, and multi-category luxury assortment.
- Schumacher: The most direct peer: a to-the-trade luxury home brand operating showrooms in design centers and selling fabrics, wallpapers, furniture, and trimmings primarily through interior designers. Closely aligned business model, customer base, and product mix.
- Cowtan & Tout: To-the-trade fabric, wallpaper, and trim brand sold through interior designers via design-center showrooms. Directly comparable on the fabrics-and-wallpaper category overlap.
Broad incumbents
- Restoration Hardware (RH): Much larger publicly-traded luxury home furnishings brand with galleries in major US markets, offering furniture, rugs, lighting, textiles, and decor. Overlaps broadly with ALT's assortment but at far greater scale and via a different go-to-market (RH Membership and galleries vs. ALT's to-the-trade).
Emerging players
- 1stDibs: Online marketplace for luxury furniture, rugs, art, and home accessories connecting dealers with designers and consumers. Increasingly intersects with ALT's customer base through its trade program, and represents a digital distribution channel for the same designer-trade customer.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
ALT for Living social profiles
Digital presenceALT for Living financial estimates
Financial estimateRevenue estimate
Valuation estimate
ALT for Living leadership team
Management profileNumber of profiles
Profiles2 records
ALT for Living subsidiaries and ownership
Company hierarchySubsidiaries3 records
ALT for Living funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ALT for Living 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 ALT for Living
What does ALT for Living do?
ALT for Living operates multi-brand trade showrooms and an online shop that curate and sell fine rugs, fabrics, wallpapers, custom furniture, decorative hardware, and luxury accessories (throws, pillows) for residential and commercial interior design projects. The company sources from global artisan makers and produces its own ALT-branded and collaboration collections (e.g., ALT Cashmere, ALT X JOUFFRE Shadow Collection) while distributing partner brands such as Shiir Rugs, Fayce Textiles, Half Full Wallpaper, The Mercery, Christina Z Antonio Hardware, and Perrine Paris.
Is ALT for Living a public or private company?
ALT for Living is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was ALT for Living founded?
ALT for Living was founded in 2008. It employs 11 to 50 people.
Where is ALT for Living based?
ALT for Living is headquartered in New York, United States, in the North America region.
How does ALT for Living make money?
Three revenue lines are on record. Product Sales - Rugs, Fabrics, Wallpaper is the primary driver. The others are custom Furniture and Upholstery and trade Account Sales.
Who are ALT for Living's main competitors?
Direct peers on record are Donghia, Arteriors, Kravet, Pierre Frey, Lee Jofa, Holly Hunt, Schumacher and Cowtan & Tout. Restoration Hardware (RH) is listed as a broad incumbent. 1stDibs is listed as an emerging player.
Does ALT for Living have an API?
No public API is recorded for ALT for Living.
What industry is ALT for Living in?
ALT for Living's product category is Luxury Home Furnishings. Its primary akta.pro industry code is CRAKAFAI, Luxury Home & Lifestyle (Tableware, Decor, Home Textiles), with a secondary code of CRALADAI, Upholstery & Drapery Fabric Retail. Its NAICS code is 4491 and its SIC code is 5700.