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Apartment Therapy Decor Ideas
Long pillows accept become a basic artefact for direct-to-consumer bendable appurtenances architect and banker Homies.
It’s a abate brand, but direct-to-consumer antecedent Homies is starting to accretion absorption and absorption in the marketplace.
Founded four years ago by Kiley Story, the Los Angeles-based aggregation has a workforce of two: Story and a seamstress. But that hasn’t chock-full Homies from authoritative a splash. It bent the absorption of Apartment Therapy, which alleged the company’s pillows a “one-and-done” artefact because it enables consumers to “effortlessly appearance your bed with aloof one pillow.”
Story said a lot of the absorption the aggregation receives comes from her alertness to hustle. In accession to acclaim from Apartment Therapy, the cast has additionally fatigued acclaim from a cardinal of Instagram influencers.
“A lot of the featured belief I’ve gotten on the armpit accept appear from me extensive out to editors who are out there,” she said. “Whether I acquisition them on an commodity about pillows or article in the home décor category, I ability out and acquaint myself.”
She said the addictive name doesn’t hurt, either. And she absolutely leans into the comedy on words it creates.
“Everybody says they adulation the name so much. It’s so funny; homies are accompany and again bodies are additionally authoritative their home actual aloof and bizarre and accurately decorated,” she said, acquainted that Homies’ adage is hand-crafted décor for you and your homies. “It plays on accompany additional home and it’s abbreviate and sweet.”
Story said she’s consistently been fatigued to home décor and pillows seemed like a accustomed access point. “I’ve consistently absolutely admired home décor and pillows are article you can never accept abundant of,” she said. “It seems bodies like to bandy them out on a approved basis. I absitively that’s what I capital to do.”
She sources bolt from all over, primarily Thailand, and her clothier makes what she can from what’s provided, so anniversary alms has a bound availability. Homies’ specialty is best pillows, and as admeasurement has increased, so has demand.
“Last year I alien continued pillows, 14×50. Before then, 14×36 acclimated to be my No. 1 seller. You can acquisition aboveboard pillows everywhere but those are special,” Story said. “As anon as I added the 14×50 pillows, they’ve started growing and demography over sales.”
And while pillows are area business is at for now, Story sees Homies continuing to add artefact from the bendable home landscape, with blankets and adorning flags acceptable advancing soon.
“I absolutely see befalling for growth. Every year, I’ve gotten added and added sales. When I started, I alone launched with 30 or 40 products. Now I anticipate there’s amid 350-400. As I abide abacus added fabrics, I’m accepting added customers. Having a lot of aberration in colors and textures has been absolutely abundant for me because it’s arch to added sales.”
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