The Ivory Company

The Ivory Company, LLC was established in October 2012 as a multi-channel home décor brand. The company was founded by e-commerce veteran Shelley Nandkeolyar, who also served as its CEO and CMO. His background includes launching and scaling e-commerce and multi-channel businesses for major brands like Levi's, Williams-Sonoma Inc., and The Home Depot. In February 2013, the company secured $525,000 in an angel funding round from various investors, including Hartmann Holdings, to finance its initial operations.

The business focused on a niche market by curating and selling a specialized assortment of home merchandise primarily in shades of white and ivory. Its product line encompassed a wide range of items, including bed and bath linens, furniture, tableware, and decorative accessories such as frames and vases. The company targeted US households with annual incomes exceeding $75,000-$100,000 that demonstrated a preference for classic furnishings. The core business strategy was to provide a luxury experience for price-conscious consumers, occupying a market space between high-end retailers and value-oriented brands.

The Ivory Company operated through an omni-channel model, which included an e-commerce website launched in late 2012, direct mail catalogs, and plans for physical retail stores. The first 24-page catalog was mailed in March 2013, and a concept showroom was scheduled to open in Atlanta in April 2013. Initial monthly revenues were reported to be around $30,000. Despite its initial funding and market entry, the company is now listed as deadpooled and no longer active.

Keywords: home decor, e-commerce, omni-channel retail, Shelley Nandkeolyar, home furnishings, classic design, white and ivory decor, luxury for less, direct mail catalog, Atlanta startup, online home goods, home accessories, tableware, bed and bath linens, decorative items, angel funding, Hartmann Holdings