The chair in the corner is part of Van Dusen’s latest collaboration with Dims, for which the designer color-blocked their...
America has a furniture problem
American furniture is generic, disposable or artificially priced for discounting — and often all of the above. Industry insiders blame this problem on the appetites of American consumers. As a result, large conglomerates continue to flood America with a sea of sameness, and rely heavily on seasonal discounts to drive sales.
It’s not like this in other creative fields. In fashion, film/TV, food and music, Americans can choose from a dizzying array of indie options reflecting their personal identities and values. But when it comes to furnishing your home — arguably the most personal place in your life — where do you turn?
Heirloom-quality furniture by the world’s top emerging designers
Dims. works exclusively with present-day designers to develop new, contemporary furniture. We do not reproduce, reissue or rehash designs from bygone eras.
All of our materials meet the most stringent sustainability standards and earn the most rigorous environmental certifications.
Transformative 2020: 20x growth in monthly revenue + $2.2M annual revenue in Year 2 of business
Despite the challenges faced by all retail companies during COVID-19, Dims. has seen an explosive uptick in customer demand and maintained a stable, resilient supply chain. With limited fundraising during the pandemic:
- Annual revenue grew 1,450% from 2019 ($141,000) to 2020 ($2.2 million)
- Monthly revenue grew 2,040% from January 2020 ($21,000) to December 2020 ($449,000)
Our early adopters can’t contain themselves
We’ve earned rave reviews from loyal customers:
When our customers describe Dims., their words are meaningful:
As brand awareness rises, Dims. has increasingly been tapped by world-renowned architects and interior designers to furnish their clients’ hotels, offices and other commercial spaces.
Profitable unit and customer economics
- Dims. is profitable on first purchase with a strategic roadmap to LTV/CAC over 8.
- Our products retail competitively from $175 and up.
A perfect storm of economic trends
There has never been a better time to grow in the online home furnishings space, due to powerful macro trends:
The global online home decor market is projected to grow by $83 billion during 2020-2024, at a 13% CAGR. Dims. is poised to capitalize on this growth during the next Roaring ’20s.
Residential × Commercial
Unlike pure-play DTC, Dims. is also penetrating a ‘resimercial’ market driven by architects and interior designers. As the pandemic ebbs and public spaces reopen, our B2B sales are set to accelerate.
Authentic values stake out new territory
Dims. is different by design. We are committed to growing a stable ecosystem of diverse collaborators, in service of a more equitable design industry. We also abide by lean, sustainable business practices that don’t rely on artificial discounts to drive sales.
The open secret in the furniture industry is that most companies depend on discounts for profitable sales. Discounts, voluminous inventory, high overhead costs and middlemen fees mean that markups can swell to 13x or more. To achieve the needed markups, companies must produce cheaply (with corresponding item quality), artificially inflate retail prices or, too often, both.
This transactional mindset also affects product design. Have you ever wondered why all American furniture looks the same? One of the biggest reasons is that retailers and brands who sink huge amounts of capital into inventory are understandably risk-averse. As a result, design isn’t employed to push boundaries or promote cultural dialogue. It’s used to drive transaction volume and minimize risk.
Dims. operates differently. Working with just-in-time factories, we can offer products made-to-order (or close) with reasonable lead times, ensuring less waste while holding little to no inventory. By taking preorders, we can match supply with actual demand. This winning combination translates to lower, more honest markups (offsetting the higher cost of top-tier domestic production) and a retail model that is both environmentally and operationally sustainable.
Partnering with lean manufacturers and honing our preorder model also enable us to take more chances on up-and-coming designers from diverse backgrounds. Our furniture should reflect the way we want to live, not dictate conformity.
Standard bearer for diversity in design + Certified B Corp by 2025
In the short term, we plan to use the proceeds from this round for:
1. Calculated New Hires
Make key hires in Operations, Web, Customer Experience, Marketing and Business Development.
2. Physical Showrooms and Retail Pop-ups
3. High-Level Editorial Content
4. More SKUs
Minimal funding to date
This is our first substantive round of funding. Prior to your investment, the company was largely bootstrapped by the founder, family and friends. A small pool of angel investors bet on the company just before the pandemic, including the scout fund of LA’s largest and longest-serving venture capital fund, Upfront Ventures.
We have also benefited from the support of:
We are tremendously grateful to all of them and proud to have them as our long-term partners.