the elevator pitch

Since we launched in April 2019, houseof has quickly grown to be one of Shopify's top 2,500 stores, taken over £250k in revenue, sold over 3k lights, had 300k visits to our 'market leading' website and ammassed over 13k followers on Instagram. We've also already raised over £750k of investment.

Not bad for our first 9 months.

But don't just take our word for it, in the press, we've been pegged as “one’s to watch” by The Telegraph, had brand features in The Stylist, The Times and The Metro and won Theo Paphitis' Small Business Sunday.

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Our why.

houseof was founded by Michael Jones and Helen White (the team behind the lighting at BHS and Made.com), out of a frustration with existing online houseware retailers and an awareness of a genuine 'gap' in the market.

Retail is full of traditional retailers trying to re-create their analogue business models in an increasingly digital market. It doesn’t work!

"to be the first specialist renovation retailer"

our mission

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The gap.

The housewares market is split into 3 zones, Build, Renovate and Decorate. At the moment the Build and Decoration markets are saturated but the Renovation market is still not being serviced. houseof is a "renovation retailer".

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The product.

Imagine you could take the roof off your house, tip it upside down and shake it until all the contents fell out.

Now look at what’s left? The fixtures and fittings, things which are tied down and plugged in and are now part of the house. These are houseof products.

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The competition.

Simply put there is nobody who services this market and this market alone. Retailers dabble in it but they like to either specialise in Build or Decoration.

Independent specialist retailers have a huge role to play in this market, however they don’t have a lot of choice and leave the customer ordering from multiple destinations. Which is not a great experience.

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The opportunity.

UK residents shop online more than any other country in the world, making us the market leaders.

The housewares market and DIY markets have a combined value of over £20 billion in the UK. This year we have focused on the lighting market, one of the fastest growing sectors which accounted for £2.9 billion in revenue in 2018 alone.

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The ecconomy.

Over the next 5 years the amount of planning applications are expected to increase by 29% as we creep into a “improve not move” economy - dubbed the “missing movers”. Millenials are a large percentage of the missing movers market, with 26% of millenials each year deciding to stay put.

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The customer.

The customer is us. Michael and Helen have a deep understanding of this market, having been through the renovation process themselves and their previous experience. We focus on the early adopters and innovators within the industry. The people who like design led products, the people who aren’t looking for low quality and a quick fix. We focus on the people who want to make their dream house or space. We will also work directly with interior designers and architects who lead within the housewares market. They are key for setting trends in residential spaces and raise our design credentials. different people buy the same light for different reasons.

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Why us?

Helen is the best ion the world... we are uniquely positined and experienced in this market. the competitive advantage

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The partner.

competitive MOQs... H&M deal...

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What will we do with the money

the numbers

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The plan.

Over the next 2 years we will focus on brand growth and visibility within the market. We will partner with key platforms and retailers to ensure that the brand is easy to access for the right customers.

We will also grow our product range this year. We will continue our success on lighting but also introduce more product areas with the renovation category. Audience growth

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The model.

Our cost base will be stable because our business model will be lean. Stock investment will be ordered on a Just In Time basis and due to our simplistic business practices and automation, costs will be low and our business will be highly reactive. Our model sees cost remain lean whilst our audience increases.

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Anything else?

Oh yeah... responsibility and sustainability. Well, we pledge to carry on with the plan whilst making a positive impact on people and the environment. That’s a no brainer to us. do everything above whilst continuing to lead the way in sustainable retail and challenging.

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