Project Decor, a social home decorating platform, said Wednesday that it will open its site for an invite-only beta launch on June 18. The New York-based site, founded by serial entrepreneurs Andy Appelbaum and Cliff Sirlin, said it has raised about $1.6 million in seed funding from Founder Collective, LaunchCapital and other angel investors.
Like Pinterest, the image-centric site lets users express their sense of design by collecting pictures of products and sharing them with friends. But instead of “pinning” products, users “tear” them and instead of displaying them on “pin boards,” users arrange them in “rooms.”
On the platform, members can design their own virtual rooms, as well as share them with friends and follow other users and professional designers. The company said it will also offer customers a way to purchase products they see, including those that are normally only available to people who work in the home design business.
Between the plethora of home design products already displayed on Pinterest and Fab.com, as well as on similar social commerce sites like Houzz, Fancy and Svpply, it seems like consumers are hardly in need of another option. But Project Decor thinks it can differentiate itself by deploying an elite crew of more than 40 top designers to consult with users, as well as offering an easier path from curation to commerce. Once users arrange their dream rooms with products from different brands, the company says it offers a “seamless e-commerce experience” from Project Decor.
Among the top design brands that have signed on with the company are Jonathan Adler, Knoll, Richard Schultz, Bernhardt Design, Orrefors, Kosta Boda, Area, Gaia & Gino, Merida, Christopher Farr, ducduc, Emeco, Stephanie Odegard Collection, Offecct, Mirror Image, Jan Kath and Studio Printworks. The company says it will announce more partners in the next few weeks.