Modern Shade Xpress
Modern Shade Xpress is a Phoenix-based DTC e-commerce retailer selling custom DIY roller, cellular, and oversized window shades with integrated MotionBlinds and Eve MotionBlinds smart motors, serving US homeowners seeking custom-fit, smart-home-enabled window treatments.
- Company typePrivate
- Founded2021
- HeadquartersPhoenix, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Modern Shade Xpress does
Modern Shade Xpress (DBA MSX) is a privately held, direct-to-consumer e-commerce retailer of custom window shades, headquartered and operating out of a single warehouse-and-showroom facility at 21575 N 11th Pl Ste. 100 in Phoenix, Arizona. The company sells made-to-order roller shades, cellular/honeycomb shades, and oversized or coupled shades to US homeowners who self-measure and self-install. All orders are handcrafted in Phoenix using fabrics supplied by Coulisse and Mermet, and the business supports buyers through free fabric samples, custom measurement templates, virtual design consultations via Calendly, and warranty programs covering measurement and product-selection errors.
The product platform is differentiated primarily through motorization and smart-home interoperability. MSX offers MotionBlinds battery-powered and wired smart motors in Bluetooth, Bluetooth-plus-Bridge, and Matter/Thread configurations, with Eve MotionBlinds providing native Matter/Thread connectivity that links to Apple Home, Google Home, Amazon Alexa, SmartThings, and Home Assistant without a separate bridge. The catalog extends beyond shades into Eve-branded smart-home devices (cameras, sensors, plugs, outlets, audio) and complementary accessories such as remotes, smart hubs, 3D-printed shims, USB-C power supplies, and 24V/120V wired motor hardware.
The business model is one-time purchase with quote-based pricing — customers specify size, fabric, transparency level, and motorization, and receive a custom quote rather than a published price list. Free fabric samples and $1 hardware samples drive top-of-funnel conversion, while the Calendly-based consultation serves as the primary sales-assist overlay on a largely self-serve funnel. Distribution is exclusively DTC through the company's own Shopify storefront and the Phoenix showroom, with shipping confined to the United States and standard production lead times of 5–7 business days for typical orders and 2–3 weeks for large configurations. The company shows no disclosed investors, funding history, or executive roster in the available data, consistent with an independently operated small business rather than a venture-backed growth company.
Modern Shade Xpress firmographics
Firmographics- Name
- Modern Shade Xpress
- Legal name
- Modern Shade Xpress
- Website
- https://modernshadexpress.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Modern Shade Xpress is a Phoenix-based DTC e-commerce retailer selling custom DIY roller, cellular, and oversized window shades with integrated MotionBlinds and Eve MotionBlinds smart motors, serving US homeowners seeking custom-fit, smart-home-enabled window treatments.
- Ownership category
- akta.pro rank
Modern Shade Xpress industry classification
Industry- Product category
- Custom Window Shades
- NAICS
- Window Treatment Retailers (449122), Blind and Shade Manufacturing (33792)
- akta.pro primary industry
- Window Shades Retail (Roller, Roman, Cellular/Honeycomb, Solar) (CRAIAKAB)
- akta.pro secondary industries
- Smart Window Shades & Motorized Treatments Retail (CRAIAMAL), Motorized Shades, Blinds & Curtain Automation (HSAHADAD), Custom Window Blinds Retail (Wood, Faux Wood, Aluminum, Vertical) (CRAIAKAA), Window Treatments & Shading Systems (Blinds, Shades, Awnings) (IMADAIAN)
Keywords
Where Modern Shade Xpress is headquartered
LocationHeadquarters
- HQ city
- Phoenix
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Modern Shade Xpress business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Custom Window Shade Sales: One-time purchase of custom-made window shades (roller shades, cellular shades, oversized/coupled shades). Products are handcrafted to customer specifications including size, fabric type, transparency level, and motorization options.
- Accessories and Components: Sales of shade remotes, smart hubs, mounting hardware, 3D printed shims, USB-C cords, power blocks, and power panels. Eve smart home devices are also sold as complementary products.
- Sample Sales: Free fabric samples are provided; hardware samples are sold for $1 each to help customers make purchasing decisions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Free fabric samples and $1 hardware samples for product selection |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
Modern Shade Xpress product offering
Product offeringCore offering
Modern Shade Xpress designs, handcrafts, and sells custom-made DIY window shades (roller, cellular/honeycomb, and coupled/oversized configurations) with optional smart-motor integration. Products are made-to-order to customer specifications using Coulisse and Mermet fabrics, and the company supports installation through measurement templates, free design consultations, and warranty-backed measurement and product-selection insurance. Orders ship primarily within 5-7 business days from the Phoenix, Arizona facility.
Product overview
Modern Shade Xpress is a DIY custom window shade company offering a unified product portfolio centered on custom-crafted shades with integrated motorization. The core offerings consist of Roller Shades, Cellular/Honeycomb Shades, and Coupled/Oversized Shades—all built using Coulisse™ fabrics with MotionBlinds smart motors. The ecosystem is extended through smart home integrations (Apple Home, Google Home, Alexa, SmartThings, Home Assistant via Matter/Thread or Bridge), paired with Remotes, Smart Hubs, Eve smart home devices, and shade accessories. Services include free fabric samples, measurement templates, and virtual design consultations.
Differentiator
Problem solved
Functional benefit
Products and services
- Custom Roller Shades
Quantifiable outcome
- Orders typically ship within 5-7 business days
- +1 more outcomes
Companies that use Modern Shade Xpress
Customer profileSegments3 records
Ideal customer profiles3 records
Modern Shade Xpress technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
Feature4 records
Modern Shade Xpress partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and secondary.
- Eve TechnologiescoreEve Technologies provides Matter and Thread-enabled MotionBlinds motors that integrate natively with major smart home platforms including Apple Home, Google Home, Alexa, SmartThings, and Home Assistant. MSX offers Eve MotionBlinds as a premium motorization option, enabling future-proof smart home connectivity without requiring a separate bridge device.
- MotionBlinds (Coulisse)coreMotionBlinds, developed by Coulisse, provides the smart motor technology powering MSX's automated window shades. Motors are available in Bluetooth, Bluetooth+Bridge, and Matter/Thread configurations, offering multiple connectivity levels for different smart home setups. All motors include a free 5-year warranty.
- CoulissecoreCoulisse is the manufacturer of fabric collections used in MSX roller shades. All fabric in the roller shade collection is crafted by Coulisse, including blackout, light filtering, and sunscreen options.
- MermetsecondaryMermet provides specialized screen fabrics used in MSX roller shades, including .05%, 1%, and 3% openness sunscreen options with different privacy and light filtering characteristics.
- Apple HomecoreSmart home platform compatible with Eve MotionBlinds and Motionblinds Bridge configurations, enabling voice control and automation through Apple HomeKit ecosystem.
- Google HomecoreSmart home platform compatible with Matter/Thread and Bridge-connected MotionBlinds motors for voice control and automation via Google Assistant.
- Amazon AlexacoreSmart home platform compatible with Matter/Thread and Bridge-connected MotionBlinds motors for voice control and automation via Alexa.
- SmartThingscoreSmart home platform compatible with MotionBlinds Bridge configurations for integrated automation and control via SmartThings ecosystem.
- Home AssistantcoreOpen-source smart home platform compatible with Matter/Thread and Bridge-connected MotionBlinds motors for local control and automation.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
Modern Shade Xpress competitors and assessment
Company assessmentDirect peers
- Blindsgalore: Online retailer of custom window treatments (blinds, shades, shutters, drapery) with DIY measurement and financing options. Comparable custom-made, e-commerce-first model serving DIY homeowners.
- SelectBlinds: Online retailer of custom blinds, shades, and shutters with DIY-friendly measurement and child-safety focus. Comparable value proposition to MSX (custom, made-to-order, direct-to-consumer) with a larger catalog and longer operating history.
- Yoolax: Online retailer specializing in motorized and smart custom blinds/shades with smart home integrations. Most direct competitor on the motorized/Matter smart-shade axis that MSX competes in.
- Blinds.com: Direct online competitor selling custom blinds, shades, and drapery, with DIY measurement/installation tools and a national fulfillment footprint. Highly comparable as a primarily e-commerce, custom-measure window treatment retailer.
- The Shade Store: Premium custom window treatment retailer offering drapery, shades, and blinds with designer collaborations. Comparable custom shade offering with higher-end positioning and showroom presence.
- Smith & Noble: Direct-to-consumer custom window treatment retailer with online configurator and free samples. Closely comparable in custom-cut, sample-driven DIY purchase model.
Broad incumbents
- Lutron Electronics: Premium smart-shading and lighting control provider (Serena, Triathlon) with deep integration into high-end smart home ecosystems. Comparable on the smart/motorized shade axis, but positioned at a much higher price tier and through dealer/installer channels.
- IKEA Home Smart: Mass-market retailer offering affordable motorized smart blinds (e.g., FYRTUR, KADRILJ) integrated with IKEA Home Smart / Matter. Comparable DIY smart-blind offering at significantly lower price points and global scale.
- Home Depot Window Treatments: Big-box retailer offering custom blinds and shades through online configurators and in-store measurement services. Competes for the same DIY-to-custom homeowner but with vastly larger marketing and omnichannel reach.
- Hunter Douglas: Dominant incumbent in custom window treatments with a national dealer network, proprietary motorized systems (PowerView), and significant brand recognition. Not a direct online DIY peer, but the most important category incumbent MSX competes against.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Modern Shade Xpress social profiles
Digital presenceModern Shade Xpress financial estimates
Financial estimateRevenue estimate
Valuation estimate
Modern Shade Xpress leadership team
Management profileNumber of profiles
Modern Shade Xpress funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Modern Shade Xpress 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 Modern Shade Xpress
What does Modern Shade Xpress do?
Modern Shade Xpress designs, handcrafts, and sells custom-made DIY window shades (roller, cellular/honeycomb, and coupled/oversized configurations) with optional smart-motor integration. Products are made-to-order to customer specifications using Coulisse and Mermet fabrics, and the company supports installation through measurement templates, free design consultations, and warranty-backed measurement and product-selection insurance. Orders ship primarily within 5-7 business days from the Phoenix, Arizona facility.
Is Modern Shade Xpress a public or private company?
Modern Shade Xpress is a private company. It is classified as unknown and is currently operating.
When was Modern Shade Xpress founded?
Modern Shade Xpress was founded in 2021. It employs 1 to 10 people.
Where is Modern Shade Xpress based?
Modern Shade Xpress is headquartered in Phoenix, United States, in the North America region.
How does Modern Shade Xpress make money?
Three revenue lines are on record. Custom Window Shade Sales are the primary driver. The others are accessories and Components and sample Sales.
Who are Modern Shade Xpress's main competitors?
Direct peers on record are Blindsgalore, SelectBlinds, Yoolax, Blinds.com, The Shade Store and Smith & Noble. Broad incumbents are Lutron Electronics, IKEA Home Smart, Home Depot Window Treatments and Hunter Douglas.
Does Modern Shade Xpress have an API?
No public API is recorded for Modern Shade Xpress.
What industry is Modern Shade Xpress in?
Modern Shade Xpress's product category is Custom Window Shades. Its primary akta.pro industry code is CRAIAKAB, Window Shades Retail (Roller, Roman, Cellular/Honeycomb, Solar), with a secondary code of CRAIAMAL, Smart Window Shades & Motorized Treatments Retail. Its NAICS code is 449122.