Interior Define Secures $15M in Series B Funding

Interior Define (I/D), a Chicago, IL-based custom furniture retailer, closed a $15m Series B round of financing.

The round was led by Pritzker Group Venture Capital and Fifth Wall with participation from Peterson Ventures, Listen Ventures, and Breakout Capital.

The company intends to use the funds to invest in physical locations, technology, and team members.

Led by CEO and founder Rob Royer, I/D is a digitally-native and vertically-integrated furniture brand, offering a made-to-order production approach that enables customization across configuration, size, cushion fill, leg style, and fabric and leather upholstery. The company’s Design Specialists at I/D Guideshop locations assist customers, and every order comes with free delivery and a 365-day return policy.
The company operates Guideshop locations in Chicago, New York, Los Angeles, and Austin and will open at least two more locations in 2018, including one in San Francisco scheduled to open in June.

The brand has also introduced an augmented reality (AR) mobile application that enables customers to visualize any of its sofas in their homes. In addition, I/D’s website now features the Comfort Guide, a visual tool dedicated to helping customers understand the “sit” and construction of I/D’s cushions through video, photography, 3D modeling, and descriptive content.



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