Dive Brief:
- Interior design services company Havenly has acquired DTC home decor brand The Citizenry, per a news release. Terms of the transaction were not disclosed by Havenly, which is privately held.
- The deal marks the third brand acquisition in two years for Havenly, which also acquired customizable furniture and upholstery brand Interior Define and DTC home furnishing brand The Inside.
- The Citizenry was founded by Rachel Bentley and Carly Nance in 2014. After the acquisition, Bentley will serve as president of The Citizenry while Nance will transition to the role of executive brand adviser. The majority of The Citizenry team will be joining Havenly after the acquisition, the company said via email.
Dive Insight:
Havenly’s three recent acquisitions are indicative of the brand’s objectives to grow its collection of home brands and technologies that appeal to the next generation of shoppers. The arrangement with The Citizenry allows customers to find a range of home brands on the one Havenly website.
“The Citizenry customers will continue to be able to purchase the same beautiful high quality fair trade certified products they’ve always known,” Havenly CEO Lee Mayer said in an email. “We’re excited to continue to invest in the brand, both to expand the assortment, but to hopefully provide more access to the products nationwide with more retail, and an expanded trade program.”
The Citizenry works with artisans and heritage manufacturers to create globally-inspired products, including rugs, bedding, textiles and accents, per the company. All items are ethically crafted.
"We are excited to join the Havenly house of brands," Nance said in a statement. "We truly believe their team is building the next-generation home decor powerhouse, investing in the right tools to fuel the purchase journey and meeting customers with inspiration in the moments that matter most."
Havenly has been expanding its brick-and-mortar footprint in recent years. In 2018, Havenly partnered with Nordstrom for in-store design studios. That same year, Havenly opened its first brick-and-mortar location in Boston. The company in 2022 announced the opening of its first pop-up showroom and design center in New York City. Today the company offers in-person design services in a dozen U.S. cities, including Los Angeles; New York; Seattle; Dallas; Chicago; Austin, Texas; and Washington, D.C. The Citizenry also operates a flagship in New York City and Interior Define has a range of locations across the U.S.
Other online interior design services have faced challenges in recent years. Bed Bath & Beyond’s Decorist shut down in 2022 after an eight-year run. And after Modsy shuttered that same year, Havenly made an announcement marketing its services to help with unfinished projects.
