Home decor enthusiasts enjoy making a space their own and often buy online. The sample brands include furniture direct-to-consumer names like Article, Burrow, Joybird and Outer, plus Society6, Minted and Framebridge for art, stationery and framing. Studying their ads shows how brands make big purchases feel safe, how they use room imagery and customization, and how they handle delivery and assembly concerns.
They refresh rooms often and care about how pieces fit together.
They are willing to buy furniture online if delivery and returns feel safe.
Easy setup, boxed delivery and clear timelines remove friction.
Custom fabrics, colors and artist designs let them express taste.
Moves, first homes and new rooms prompt big purchases.
They want stylish pieces below traditional retail prices but not at the cost of quality.
&Tradition is a Copenhagen design brand founded in 2010 that licenses and reissues works by iconic Scandinavian designers including Arne Jacobsen and Verner Panton alongside ambitious new commissions by contemporary designers. The brand operates at the premium end of the design market with strong trade and consumer distribution.
Adairs is an ASX-listed Australian homewares retailer (ASX: ADH) operating over 170 stores across Australia and New Zealand under the Adairs and Mocka brands. Founded in 1918 in Melbourne, the brand's Linen Lover loyalty program has over 1 million members and drives DTC online revenue above 40% of total group sales. Adairs is known for seasonal homewares inspiration, exclusive bedding collections, and strong e-commerce execution.
Anthropologie is a US lifestyle retail brand selling women's clothing, home decor, and accessories through its stores and website. Part of the Urban Outfitters Inc. portfolio, it is known for bohemian-eclectic design aesthetics and curated seasonal collections across fashion and home categories.
Arabia is a Finnish ceramics and tableware brand founded in 1873 in Helsinki, now owned by the Fiskars Group. Famous for its Moomin mug series (launched 1990), which has become a global collectible, as well as iconic lines like Kastehelmi (designed by Oiva Toikka), Arabia produces functional and decorative ceramics sold through DTC stores and global retail.
Art to Frames is an online retailer specializing in custom and ready-made picture frames, poster frames, and framed prints sold direct-to-consumer through its e-commerce site. The brand serves both individual consumers and business customers seeking framing at scale. It advertises across Meta placements as part of its e-commerce marketing.
Article is a Vancouver-based online-only furniture brand founded in 2013 by Aamir Baig, Andy Prochazka, Sam Prochazka, and Fraser Hall. Originally named Bryght, the brand rebranded to Article in 2015 after a US trademark dispute. By cutting showrooms and selling direct, Article prices 30% below comparable retail — a model that drove 12,556% revenue growth in five years and multiple years atop Canada's fastest-growing company rankings.
Audo Copenhagen was formed in 2023 through the merger of two well-established Danish design brands: By Lassen and Menu (which had roots to 1978 under the name Danish Steel House). The combined brand brings together both companies' design archives and global distribution under the unified Audo Copenhagen identity. Also searched as Audo.
Bearaby is a New York-based sleep and wellness brand founded in 2018 by Kathrin Hamm. It invented the chunky hand-knit weighted blanket — the Tree Napper — made from natural cotton and Tencel, positioning the product at the intersection of anxiety relief and interior décor rather than as a clinical therapeutic tool.
Bloomscape was founded in Detroit in 2018 by Justin Mast, a fifth-generation greenhouse grower, to ship fully potted houseplants directly from family greenhouses with patented shipping technology. The brand's grower-direct model enables delivery of large statement plants that competitors cannot ship, backed by investors including Revolution Ventures, General Catalyst, and founders of Allbirds, Harry's, and Away. Each plant arrives with a 30-day guarantee.
Boutique Rugs is an online retailer offering a curated selection of area rugs across various styles and price points, sold direct-to-consumer through its e-commerce site. It operates within the home decor and rug retail category. Boutique Rugs advertises across Meta placements to grow its online customer base.
Boy Smells is an LA-based gender-fluid candle and fragrance brand founded in 2015 by Matthew Herman and David Kien. Its pink branding, LGBTQ+ identity, and wit-laced scent names (Cameo, Cindersnow, Tantrum) built a cult following that translated into a $15M Series B and Sephora retail distribution. Also searched as Boy.
Burrow was founded in New York in 2016 by Kabeer Chopra and Stephen Kuhl, launching a tool-free modular sofa that ships in regular-sized boxes and assembles in minutes. The configuration system allows buyers to add arms, chaises, and sections over time. Burrow has since expanded into full-room furniture with shelving, coffee tables, and rugs, opening physical showrooms in key markets while maintaining a DTC-first pricing model.
CB2 is Crate & Barrel's design-forward sibling brand, launched in 2000 and headquartered in Chicago. It targets urban millennials with modern, often bold furniture and décor at accessible mid-premium price points. CB2 operates both a strong DTC e-commerce channel and physical retail stores across North America.
Canningvale is a Perth-based bedding and towel brand founded in 1977 by Giovanni and Frank Prainito, Italian refugees who built a linen wholesale business. The company pivoted from wholesale to a pure DTC e-commerce model, using performance email, loyalty incentives, and Meta advertising to serve a large Australian repeat customer base.
Country Road is a Melbourne-founded lifestyle brand established in 1974, spanning fashion, accessories, and home. Owned by South Africa's Woolworths Holdings, it operates a mature DTC e-commerce channel powered by loyalty data, personalised email, and Meta advertising across fashion and home categories. Also searched as Country.
Cultiver is an Australian-founded home goods brand selling linen bedding, bath textiles, and homeware through a direct-to-consumer e-commerce site. It positions itself in the premium natural-fiber and minimalist home category. Cultiver advertises across Meta placements to drive online sales of its linen products.
English Home is an Istanbul-founded home textiles brand with 600+ stores across 25+ countries, known for elegant European-inspired bedding, bath, and kitchen collections at accessible prices, sold both DTC and through retail. Also searched as English.
Ernesta is a premium configure-and-ship custom rug brand co-founded by Peloton co-founders Graham Stanton and Yony Feng, launched in September 2023 after raising a $25M Series A pre-launch. The brand lets shoppers select size, shape, and material with direct shipping, disrupting the fragmented rug market with a Peloton-style DTC premium positioning and tech-enabled fulfillment.
Fiskars is a Finnish consumer goods company founded in 1649, making it one of the oldest companies in the world. The brand is globally recognised for its orange-handled scissors, now a design icon, and also sells garden tools, kitchen tools, and outdoor products through DTC e-commerce and mass retail worldwide.
Frama is a Copenhagen multidisciplinary brand founded in 2011 by Niels Strøyer Christophersen, spanning furniture, lifestyle objects, self-care, and fragrances under a unified natural materials aesthetic. The brand is notable for successfully bridging design and beauty categories under a single refined Nordic brand identity.
Framebridge is a Washington, DC-based DTC custom framing brand founded in 2014 by Susan Tynan. The brand offers museum-quality custom frames at 50–70% below traditional retail via an online upload or mail-in process, now complemented by 38+ retail locations. Raised over $82M in funding.
Freedom Furniture is an Australian furniture and homewares retailer founded in 1981, now operating under Greenlit Brands. With over 50 stores nationally and a growing DTC e-commerce presence, it sells contemporary furniture, bedding, and decor. The brand has invested in digital transformation to compete with online-native rivals like Temple & Webster. Also searched as Freedom.
Gubi is a Copenhagen design house with roots to 1967, transformed under Jacob Gubi Olsen's leadership from 2001 into a global luxury brand. Known for strategic re-editions of archival masters including Pierre Paulin and Greta M. Grossman alongside contemporary commissions, Gubi has built a premium global presence with offices in Copenhagen, New York, London, Dubai, and Shanghai.
Home24 is Berlin-based Europe's leading pure-play online furniture and home décor retailer, founded in 2009 by Rocket Internet. Operating in 8 countries with 250,000+ SKUs, it competes on selection and convenience with no physical stores, relying entirely on performance digital marketing and retargeting to drive sales.
IKEA is a Swedish multinational furniture and home goods retailer, founded in 1943 by Ingvar Kamprad, known for ready-to-assemble furniture, home accessories, and a large-format retail store model. It operates stores and ecommerce globally and is one of the world's best-known home furnishing brands, advertising across Meta placements.
Iittala is a Finnish glass and tableware brand founded in 1881, now owned by the Fiskars Group. Known for the Alvar Aalto vase (1936), Taika tableware, and Kastehelmi glassware, Iittala represents Finnish design excellence and sells through DTC stores and e-commerce globally.
Industry West was founded in Jacksonville, Florida in 2011 by Anne and Jordan England, who began sourcing furniture on Alibaba and selling on eBay after struggling to find affordable mid-century furniture. The brand built a 70% commercial customer base (restaurants, hotels) before the 2020 pandemic flipped the mix to 70% residential DTC. The trade program and commercial-grade quality story remain central to its premium positioning. Also searched as Industry.
Inside Weather is a Rancho Cordova, California-based DTC furniture brand founded in 2018, offering made-to-order upholstered furniture with extensive customization options. Backed by Homebrew, AlphaEdison, and Founder Collective, the brand's configure-to-ship model eliminates inventory waste. A 365-day return policy, free swatch program, and California manufacturing are the brand's primary marketing pillars. Also searched as Inside.
The commercial arm of the Jordan River Foundation (established 1995 by HM Queen Noor), Jordan River Designs operates a showroom in Amman and DTC online store selling handmade Jordanian artisan goods including embroidery, textiles and home décor. The brand has collaborated with IKEA on several globally distributed collections produced by over 110 women artisans. Also searched as Jordan.
Joybird was founded in 2014 in Los Angeles by Alex Del Toro and co-founders, offering customizable mid-century modern upholstered furniture in bold colorways manufactured in Tijuana, Mexico. With $55M in annual revenue, the brand was acquired by La-Z-Boy in 2018 — La-Z-Boy's move to reach millennial buyers via DTC. Joybird operates independently with showrooms alongside its DTC channel.
Joyoung is a Jinan-based kitchen appliance brand founded in 1994 by Wang Xuning, credited with creating China's soy milk maker category. Listed on Shenzhen Stock Exchange, Joyoung has evolved into a smart kitchen ecosystem brand covering blenders, food processors, and connected appliances, sold through Tmall and JD DTC. Also searched as Joyoung.
Karaca was founded in Istanbul in 1973 and has grown to become Turkey's most recognized kitchenware brand with 28,000+ SKUs spanning cookware, tableware, glassware, and small appliances, sold through physical stores, karaca.com DTC, and international retail.
Le Klint is a Danish lighting brand founded in Odense in 1943 by Tage Klint, based on a hand-folded lampshade design originally created by his father, architect Peder Vilhelm Jensen-Klint, around 1900. The Klint Foundation continues producing hand-folded shades in Odense, and the brand holds a Royal Danish Court Appointment awarded in 2003.
Léon & George was founded in San Francisco in 2016 by Nicolas Bartoli and Ron Radu, named after their cat (Léon) and pet bird (George). Starting from a Noe Valley backyard greenhouse, the Y Combinator-backed brand became a nationally shipping premium indoor plant brand known for statement trees, designer planters, and lifetime plant doctor support from horticulturists and master gardeners. Also searched as Leon.
Level Frames is an e-commerce brand selling picture frames and wall display solutions designed for easy, level-guaranteed hanging, marketed direct-to-consumer online. It positions itself within the home decor and custom framing category. Level Frames advertises across Meta placements to drive online sales.
Lorena Canals is a Spanish home textiles brand known for handmade, washable cotton rugs and decor for children's and family spaces, sold through international retail partners and its own e-commerce site. It positions itself in the design-forward, sustainable segment of the rug and home decor market. Lorena Canals advertises across Meta placements to support global e-commerce sales.
Lulu and Georgia is a US home decor and furniture ecommerce brand selling rugs, furniture, lighting, and accessories through a design-forward online catalog. It targets style-conscious home decorators, competing in the direct-to-consumer premium home furnishings category.
Madame Coco was founded in Istanbul in 2011 by İlhan Tanacı, inspired by the Grasse region of France, and has grown to 400+ stores in 20 countries, offering home textiles, decoration, kitchen, and personal care products with a Parisian lifestyle aesthetic. Also searched as Madame.
Maison Louis Marie is a New York-based luxury fragrance and candle brand founded in 2013 by Marie du Petit Thouars and Matthew Berkson. Drawing on 18th-century French botanical heritage, the brand creates clean perfume oils, candles, and body care sold DTC and through premium retailers like Anthropologie. Also searched as Maison.
Minted is a San Francisco-based DTC marketplace founded in 2007 that sources designs through open competitions where the community votes on winners. Products span holiday cards, wedding stationery, art prints, and home decor — all featuring independent artist designs with personalization options.
Mudo was founded in Istanbul in 1964 and pioneered the concept retail model in Turkey, blending contemporary fashion, home goods, and lifestyle products under a minimalist design identity across 124 stores and mudo.com.tr.
NOME is a Guangzhou home lifestyle brand founded in 2017 by Chen Hao, offering minimalist Scandinavian-aesthetic furniture and decor at accessible prices. Backed by Sequoia Capital, NOME expanded rapidly in China before facing financial difficulties; it positions between MUJI and IKEA for millennial and Gen Z home decorators. Also searched as Nome.
Normann Copenhagen is a Copenhagen design brand founded in 1999 by Jan Andersen and Poul Madsen. Best known for the iconic Norm 69 folded lampshade launched in 2002, the brand has expanded to cover furniture, lighting, and home accessories defined by clean lines and a playful Nordic aesthetic. Also searched as Normann.
Norr11 is a Nordic design brand founded in 2012 with roots in Copenhagen, Denmark and Iceland, producing premium furniture and lighting. The brand works with a curated stable of Nordic designers to create considered Scandinavian design pieces sold through DTC e-commerce, design trade channels, and premium international retailers.
Nuura is a Copenhagen lighting brand founded in 2017 by designer Sofie Refer, Nadia Lassen, and Peter Østerberg. The brand creates versatile nature-inspired lighting collections for both private and public spaces, rooted in Danish design traditions and inspired by Nordic nature.
Otherland is a New York-based art-forward candle brand founded in 2017 by Abigail Cook Stone, who left art acquisition at Ralph Lauren to merge her two passions. Each Otherland collection launches as a gallery-style drop with collectible packaging. The brand was acquired by Curio Brands in 2023.
Otto is a German ecommerce and mail-order retailer, one of the country's largest online marketplaces, selling fashion, furniture, electronics, and general merchandise from both its own brands and third-party sellers. It advertises across Meta placements to reach shoppers in Germany and Europe.
Outer is a Los Angeles-based DTC outdoor furniture brand founded in 2018, known for its innovative Neighborhood Showroom model where existing customers host prospective buyers in their own backyards. The brand sells modular sofas, dining sets, and fire pits in weather-resistant materials including teak, aluminum, and wicker.
P.F. Candle Co. is a Los Angeles-based soy candle brand founded by Kristen Pumphrey and Thomas Neuberger in 2008. Starting on Etsy, the brand grew into a DTC and wholesale powerhouse known for its amber apothecary aesthetic and cult scents like Teakwood & Tobacco. Also searched as P.F. Candle.
Paşabahçe was established in 1935 as a state-supported glass manufacturer on the Bosphorus, and has grown under Şişecam Group to become one of the world's largest glassware brands, producing 300+ product lines distributed in 80+ countries via DTC and wholesale.
Ratia is a Helsinki-based design and lifestyle brand founded by Ristomatti Ratia, carrying forward the design legacy of his mother Armi Ratia who founded Marimekko. The brand creates bold printed textiles, homeware, and fashion items that blend Finnish design heritage with contemporary DTC retail.
Rugs USA is an online retailer specializing in a wide assortment of area rugs across styles, sizes, and price points, sold direct-to-consumer through its e-commerce platform. The brand positions itself as an accessible, high-volume option in the online rug retail category. Rugs USA advertises across Meta placements to drive online sales.
Sheet Society is a Melbourne DTC bedding brand founded by Hayley and Andy Worley in 2017. The brand built strong Instagram aesthetics and introduced a sample swatch kit trial programme to reduce the online purchase friction inherent in buying bedding without touching the fabric. Also searched as Sheet.
Simply Framed is an online custom picture framing service that lets customers order made-to-order frames for art and photos through a direct-to-consumer website, with framing produced and shipped from US facilities. It positions itself as a convenient alternative to in-store custom framing shops. Simply Framed advertises across Meta placements to drive online orders.
Society6 is a Los Angeles-based print-on-demand marketplace founded in 2009, hosting over 500,000 independent artists whose designs are printed on wall art, tapestries, furniture, bedding, and 80+ other products. Artists set their own markup and earn royalties on every sale.
Soho Home is the DTC home goods brand of Soho House Group, launched in 2017. It sells the same furnishings, bedding, tableware, and decor found in Soho House clubs directly to consumers — making the members-club aesthetic accessible without a membership, across DTC and retail channels. Also searched as Soho.
Spoonflower is a Durham, NC-based print-on-demand marketplace founded in 2008, hosting over 1 million independent designer patterns across custom fabric by the yard, wallpaper, and home decor. The platform serves sewers, quilters, and interior designers with no-minimum orders and water-based inks.
Stelton is a Copenhagen design brand founded in 1960 by Niels Stellan Høm and Carton Madelaire. Best known for the iconic Cylinda-Line tableware designed by Arne Jacobsen in 1967, Stelton continues to produce functional design objects combining Danish heritage with contemporary quality.
Sundays is a Vancouver-based modular furniture brand founded in 2019 by a team of furniture industry veterans. The brand makes sofas and sectionals using outdoor-grade performance fabrics with removable, washable slipcovers — the LiveLife fabric line is stain-resistant, moisture-repellent, and designed for households with kids and pets. The modular Get Together collection can be configured for both indoor and covered outdoor spaces. Also searched as Sundays.
The Sill was founded in New York in 2012 by Eliza Blank with $20,000 raised on Kickstarter — the first DTC houseplant brand. The company delivers potted plants in branded planters with care guides and operates retail studios alongside its DTC website and subscription service. Backed by Brand Foundry Ventures and Raine Ventures, The Sill pioneered the category that Bloomscape, Leon & George, and Lively Root now compete in. Also searched as The.
Thuma is a direct-to-consumer furniture brand known for minimalist wood bed frames and bedroom furniture. It focuses on simple, Japanese-inspired design with easy tool-free or low-tool assembly, sold primarily online. The brand emphasizes quality materials and a calm, pared-back aesthetic.
Tom Dixon is the DTC lifestyle and design brand of British designer Tom Dixon, founded in 2002. Known for distinctive industrial-luxe furniture and lighting, the brand expanded into fragrance and homeware and sells DTC via tomdixon.net alongside trade channels and flagship retail stores. Also searched as Tom.
Wayfair is a US-based online retailer, founded in 2002, selling furniture, home decor, and household goods through a large ecommerce marketplace of owned and third-party brands. It is one of the largest online home goods retailers in the United States, advertising across Meta placements.
West Elm is a home furnishings and decor retailer owned by Williams-Sonoma, Inc., selling furniture, textiles, and decor through its retail stores and e-commerce site, with an emphasis on modern design and sustainably sourced materials. It targets style-conscious consumers furnishing modern homes. West Elm advertises across Meta placements as part of its retail marketing.
Westwing is a Munich-based aspirational home decor and furniture brand founded in 2011 by Delia Fischer. Originally a members-only shopping club, the brand evolved into a full DTC platform with its own product lines. Publicly listed on the Frankfurt Stock Exchange, Westwing operates across 11 European markets.
Westwing is a Munich-founded premium home decor shopping club launched in 2011 by Delia Fischer, entering Spain in 2012. Operating on a flash-sale model with six new curated sales launching daily, the brand targets aspirational homeowners with editorial styling and a members-only feel that commands loyalty and repeat purchase. Also searched as Westwing.
Founded in Cape Town in 2006 by Andrew Smith and Shane Dryden, Yuppiechef became South Africa's most loved online kitchen retailer, known for exceptional customer service and gourmet product curation. Woolworths Holdings acquired the business in 2021.
Zinus is a home goods and furniture brand best known for its compressed, boxed mattresses and bed frames sold primarily online. The company built its business around direct-to-consumer, easy-to-ship furniture, expanding into other bedroom and living room products. It sells through its own site as well as major e-commerce marketplaces like Amazon.
Home decor ads sell a picture of a finished room. Use lifestyle photography or video that shows the product in a space the viewer wants to live in, then bring in practical details like materials, dimensions and delivery. Carousels let people see one piece from several angles or in several colors. Article sells modern furniture priced below traditional retail. Burrow stresses modular sofas that ship in boxes and go together without tools, which speaks directly to renters. Joybird highlights customizable mid-century modern upholstery. Outer brings modular design to weatherproof outdoor furniture. Society6 and Minted lean on independent artists, while Framebridge simplifies custom framing for gifts and home displays. Address the main objection head on. For furniture, that is how it arrives, how long it takes and what happens if it is wrong. Fabric swatches, return policies and customer photos reassure. Seasonal moments such as moving season, holidays and outdoor season give natural timing for campaigns.
Furniture is a high-consideration purchase, so ads often act as a bridge from inspiration to confidence. The sample brands do this with customization, modular design, artist curation or convenience services. When researching their ads, look for the hook that opens each one. Is it a problem, like a sofa that will not fit up the stairs, or a style idea, like a mid-century living room? Check the proof: reviews, customer photos, materials, delivery details or return terms. Look at the offer structure, including sample swatches, free shipping language, seasonal sales and gift angles for art and framing. Compare formats across brands as well. Furniture brands often rely on room scenes and unboxing video, while art and framing brands lean on product close-ups and gift moments. The patterns show which messages are standard and which are open.
Article, Burrow, Joybird, Outer, Society6, Minted and Framebridge appear in this group, covering furniture, outdoor pieces, art, stationery and custom framing. Check how messaging shifts across platforms and seasons to understand the full strategy. Comparing several of these brands side by side in AdLibrary shows which messages repeat and which angles are still open.
They use room-scene imagery, video and carousels, and address delivery, assembly and returns directly. Customization, modular design and price positioning appear often. Look at the format, hook and offer together, since the combination matters more than any single element. Ads that stay active for a long time are worth studying first, because advertisers tend to stop ads that do not work.
Burrow's approach is instructive: messaging around boxed delivery, tool-free assembly and modular pieces speaks to renters and first-home buyers who need furniture that is easy to move. Treat what you find as a starting point for your own tests rather than a template to copy.
Search these brands in AdLibrary and compare creative by format and date. Look for long-running ads and repeated hooks. Check how messaging shifts across platforms and seasons to understand the full strategy. Comparing several of these brands side by side in AdLibrary shows which messages repeat and which angles are still open.
Search and save ads from every brand above across Facebook, Instagram, TikTok and more.
See all ads on AdLibrary →