MADE is the leading digitally native lifestyle brand in home. MADE’s e-commerce platform provides an inspiring and seamless customer experience, while its asset light vertically integrated model allows for scalability.
MADE was founded in 2010 and launched its first website in the United Kingdom that year. After launch in the United Kingdom, MADE has gradually expanded its product offering, starting with upholstery, then furniture and more recently homewares and lifestyle categories. In parallel to its product offering expansion, MADE commenced its international expansion by launching its French website in January 2013, followed by websites for a number of other European markets from 2013 to 2018, with Spain being the latest market that it entered in 2018.
MADE’s business model is centered around a flexible asset-light supply chain, vertically integrated across all functions and processes, covering the entire product lifecycle from product development and sourcing (including concept design, development, production and ordering) through to global shipping, warehousing and home delivery.
MADE believes it provides its customers with high-quality, responsibly made, affordable products, underpinned by exclusive designs, that enable customers to curate their life at home. MADE’s fresh and ever-changing range, with nine new collections launched on average every week and around 40% of its range renewed each year, consists of over 6,000 curated furniture and homeware products. To create its product range, MADE partners with over 150 established and up-and-coming designers, artists and collaborators.
Sustainability is embedded into MADE’s operations with growing visibility and transparency given to its customers. MADE designs products with their longevity in mind and is committed to its sustainability initiatives.
The customer proposition has enabled MADE to develop a large, active and loyal customer base, with approximately 1.1 million active customers in 2020 and approximately 1.2 million active customers in the last 12 months to the end of the first quarter of 2021. Of total customer orders in the three months ended 31 March 2021, approximately 48% of gross sales were generated from customers in Continental Europe and 52% from the United Kingdom. For the same period, repeat orders in the United Kingdom (as MADE’s most mature market) constituted approximately 50% of MADE’s total UK customer orders. MADE is the most popular home and living brand for UK millennials, the most reviewed home brand on UK Trustpilot, has an “Excellent” Trustpilot rating in the United Kingdom and core Continental European markets and has more than 3.1 million followers across its social media accounts.