houseof

Idea

Introduction

houseof is a design-led lighting company. Our mission is to provide consumers with lighting which enhances their lives and makes homes happy.

We believe that lighting is the most important feature of your interior and it is about quality of light, not quantity. Good lighting can change the mood of an interior and make your home feel happy.

houseof is a destination for lighting and our interiors obsessed customers come to us to be at the forefront of interior trends. All of our lighting is designed in house in our Hackney studios.

With the squeeze on energy bills being felt more than ever our lights use the most energy efficient LED bulbs, meaning they don't cost the Earth to run.

They also don't cost the Earth. We offset all of our production emissions into carbon reduction projects around the world.

Finally, we don't like to add more waste to the world and all of our packaging is plastic free and recyclable.

Substantial accomplishments to date

​​We have sold over 25,000 lights

We have achieved an £750k annualized run-rate (based on revenue Jan-April 2022) and 100% YOY sales uplift in May 2022 vs May 2021.*

In 2022 we have achieved a 25% increase in average order value, vs the same period last year.

A 4.6 star "excellent" customer rating on trustpilot

34,000 engaged followers on social media

Recently shortlisted for London Startup of the Year 2022 at the National Startup Awards

Launched houseof in H&M home, Urban outfitters and Swoon in 2020

Launched internationally in Sweden and Germany in 2021 and The Netherlands in 2022

Our lighting featured in major projects such as the head office of Monzo and Virgin.

Featured in the Press including The Times, The Observer, The Metro, The Telegraph, The Stylist and the Daily Mail, as well as features in home and interiors publications such as Elle Decoration, Homes and Gardens and Living Etc.

Elle Decoration featured houseof as one of their Lighting Luminaries in September 2021.

Featured on George Clarkes Old House New House and Alan Carr's Interior design Masters.

We have offset 119 tonnes of carbon and planted 1707 trees as part of our journey to climate neutrality.

*Based on unaudited management accounts

Monetisation strategy

houseof has an omni-channel approach to distribution.

We sell direct; houseof.com launched in April 2019 and from houseof.com we can sell locally as well as globally. houseof.com accounts for 58% of our revenue. Our direct customer is made up of residential consumers who are building or renovating as well as trade businesses like Interior Designers and Architects.

We sell via dropship; as well as selling direct we sell via dropship to H&M Home, Swoon and Urban Outfitters, 1st Dibs as well as boutique websites. We sell internationally in Germany, Sweden and The Netherlands through H&M Home. We are planning on launching 3 additional H&M home countries in Q3 of 2022, as well as new dropship partnerships in the UK.

We sell wholesale; We have just launched our wholesale business and have partnered with independent homewares shops to supply lighting. We are growing this category and hope to take this worldwide in 2023 with talks to supply wholesale in the USA and Australia.

Use of proceeds

With the support of the crowd behind us we will be investing in the following areas;

Investing in Customer Acquisition - we aim to expand the reach of houseof and will use the proceeds to continue lighting up more homes and making them happy. We will adopt a holistic approach to our marketing investing in PPC marketing, CRM, SEO and CRO strategies.

Going Global - We will not only expand our marketing activities in the UK but we also plan to invest in new countries such as The Netherlands and Sweden. We will also focus on our omnichannel approach in new global territories.

Investing in People - We intend to invest in people and expand the team to 9 people, recruiting for key expansion areas; website design, marketing and external business.

Investing in Lifetime Value - We will increase the value of each customer by expanding our product portfolio, launching new product categories in Q4 of 2022 and investing in conversion rate optimisation.