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New luxury home furnishings e-commerce site launches
Nov 15, 2011

Detroit-based Doodle Home launched its e-commerce database last week, making it one of a small handful of sites to sell luxury home furnishings directly to consumers.
“With the limited selection of luxury home furnishings available online, there’s an underserved consumer out there. We’re filling that void,” said Doodle Home Founder Jennifer Gilbert. “Currently, the internet offers information overload and whether you’re a consumer or designer—it’s overwhelming. At Doodle Home, we encourage our members to connect with interior designers, learn about new trends, design beautiful spaces and shop from it’s curated selection of luxury home furnishings –all in one place. The concept is how can we simplify the design industry through integration and technology."

The database currently offers products from a small group of luxury manufacturers with many more rolling out more in coming weeks. Currently, participating manufacturers include Currey and Company, Fine Art Lamps, Hatched Furniture, Jeffrey Braun Furniture (with fabric from Kravet), Kosta Boda, McEwen Lighting Studio, Nobilis, Planika, Rose Tarlow Melrose House, Stela Collection, and Valentine Viannay and Woodbridge.
Doodle Home brings consumers to manufacturers who would have never been exposed to their product before. “We're going to have a lot of information and product in various styles in the luxury market but we're going to curate the experience for members. Our goal is to put the right product at the right time in front of the right person.”

Doodle Home's tools like Style Finder, Color Finder and Floor Plan Creator make the design process simpler whether the user is a designer working with a client from afar or a consumer doing it herself. Aside from the design tools, the site offers designers the opportunity to purchase products from luxury manufacturers or sell their own collections through a virtual showroom as well gain exposure to potential clients through the contributing designers feature.

“The goal is to offer new ways for the design industry to do business and to safely take advantage of the internet, while protecting and even enhancing their luxury brands,” said Gilbert.
Designers may apply to be part of the site, giving them the opportunity upload portfolio photos in the Look Book and make commission fees from their featured products.

Room by Katie Rosenfeld, Katie Rosenfeld Design. Photograph by Michael J. Lee.
Among the contributing designers are Hillary Thomas (Los Angeles), James Huniford (New York), Kati Curtis (New York), Melanie Coddington (San Francisco) Ernest de la Torre (New York), Shirry Dolgin (Burbank), Jayne and Joan Michaels (New York), and Pulp Design Studios (Dallas).

Doodle Home founder Jennifer Gilbert
The inspiration for Doodle Home came in part from Gilbert's own background as a residential interior designer. She also took inspiration from the innovative business model used by Quicken Loans, an the largest online mortgage lender and among the five largest overall retail home lenders in the U.S., founded by her husband, Dan Gilbert. Doodle Home shares office space and select resources with a family of (40) companies owned and operated by Mr. Gilbert.

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