Direct-to-consumer lifestyle brands invade the home

With Millennials staying single for longer, the timeframe for focusing on the home has expanded, and young generations are increasingly spending on products and services that let them elevate body and mind in a relaxing sanctuary of their own. Direct-to-consumer startups are leveraging this trend, introducing offerings that let consumers nest and rest without sacrificing design.


Following in the footsteps of subscription shaving services like Dollar Shave Club, oral care startup Quip recently raised a $10 million series A round of funding to bring its sleek toothbrushes and supplies to the masses. The founders of the D2C brand set out to address common dental care problems—brushing too hard, not brushing long enough, and not replacing the brush often enough—with its variety of subscription and prepay plans that constitute electric and manual toothbrushes, toothpaste, covers and mounts, and replacement heads.


Frustration over the lack of transparency in modern furniture retail inspired former Birchbox executive Nidhi Kapur to found Maiden Home, a D2C interior design startup that crafts high-end sofas and chairs for a fraction of the cost and time of competitors like Restoration Hardware or West Elm. Shoppers can customize the size, fabric, and finish of their piece and try it for 30 days before deciding to keep it. To ensure the highest quality product, Kapur employs artisans that have been building bespoke furniture for generations in the North Carolina hills, and customers receive photos of the craftsmen making their furniture throughout the process.


Revival Rugs is a new startup looking to shake up the rug industry, a relatively undisrupted area of retail. Founded by a husband and wife team, the company’s collection of vintage rugs are handpicked in Turkey and delivered to customers’ doorsteps at prices that are up to 10 times lower than comparable items available in most U.S. stores. All rugs are handmade and vintage, meaning no two are identical, which speaks to youth’s desire to customize their homes with unique items that let them express their individuality.