Online interior design startup Havenly is expanding its home brand collection with the acquisition of artisan home decor startup The Citizenry, the company announced today. The financial terms of the deal were not disclosed. This marks Havenly’s third acquisition in the span of two years, as it aims to appeal to shoppers by offering a diverse range of home goods.
Founded in 2014, The Citizenry collaborates with artisans from around the globe to produce limited-edition runs of handcrafted furniture, textiles, and home decor. By incorporating The Citizenry into its brand, Havenly is expanding its offerings and solidifying its position in the home furnishing market.
In a statement to TechCrunch, Havenly CEO Lee Mayer revealed that the company’s goal is to build a design-focused ecosystem that caters to the growing number of digitally-savvy consumers in the home sector. In the past three years, Havenly has successfully acquired a number of brands in the home furnishing space, including customizable furniture and upholstery brand Interior Define and home decor brand The Inside.
“Havenly customers will have access to shop The Citizenry’s assortment of elevated home decor products that are both beautifully designed and have meaning,” Mayer explained.
“The Citizenry works with master artisans and heritage manufacturers to bring to market beautifully designed, globally-inspired products that are ethically crafted – from rugs and bedding, to decorative baskets and accents. Havenly customers will have the opportunity to support these makers, while cultivating a truly unique and meaningful home for themselves.”
Backed by a $32 million Series C funding round in October 2019, Havenly has raised a total of $57.8 million. The Citizenry also recently secured $20 million in Series B funding in June 2021, and opened its first brick-and-mortar store in New York City in 2020. Although the acquisition will bring Havenly and The Citizenry together, the former has no plans to make any changes to the latter’s store.
Looking towards the future, Mayer remains dedicated to understanding the evolving needs of home design consumers, particularly the digitally-native millennials who are becoming the majority of home buyers and the driving force in the home decor and furnishings industry.
“Havenly sees a generational opportunity to be at the forefront of the conversation as the overall home furnishings and design market modernizes to serve this dynamic customer base,” Mayer states.
