Plum

Plum, operating under the brand Plum Living, is a digital-first direct-to-consumer (D2C) company specializing in the home renovation and interior design market, with a specific focus on kitchen and wardrobe customization. Founded in 2020 by Amandine and Marion, two sisters with a shared passion for interior decoration, the company emerged from their personal experience and frustration with the limited and often expensive options for personalizing IKEA furniture. This direct experience forms the foundation of the company's mission: to democratize high-end interior design by offering customizable and colorful solutions for standard furniture carcasses, primarily from IKEA.

The business model is centered on e-commerce, directly targeting homeowners and design enthusiasts looking to upgrade their living spaces without undertaking a complete and costly overhaul. Plum's core product offering consists of fronts, doors, and panels designed to fit IKEA's popular METOD kitchen and PAX wardrobe systems. These products come in a wide array of colors and finishes, allowing customers a high degree of personalization. The company also supplies complementary accessories such as handles, taps, and paint, enabling a fully coordinated design aesthetic. By leveraging a well-established furniture framework like IKEA's, Plum effectively reduces costs and complexity for the consumer, focusing its value proposition on design, quality, and customization. Revenue is generated through the direct sale of these products via its online platform.

Since its inception, Plum has demonstrated significant traction, raising €5 million in a seed round to fuel its expansion and product development. The company has expanded its operations beyond France, now serving several European countries including Belgium, Germany, Italy, and the United Kingdom, indicating a scalable business model and strong product-market fit. Plum's strategy involves building a strong community around its brand, leveraging social media and a dedicated online magazine to share inspiration, customer projects, and design advice. This content-driven marketing approach engages customers and positions Plum as an authority in accessible interior design.

Keywords: interior design, D2C, e-commerce, home renovation, kitchen customization, furniture hacking, IKEA customization, wardrobe systems, home decor, architectural finishes