VIDA & Co.

VIDA & Co. operates as a global e-commerce platform that connects artists and designers with consumers through an on-demand manufacturing model for apparel, accessories, and home décor. The company was founded in 2014 by Umaimah Mendhro, who serves as the CEO. Mendhro's background, which includes growing up in Pakistan and Saudi Arabia with limited access to formal education before attending Cornell University and Harvard Business School, heavily influenced the company's mission. Her prior experience in product management and strategy at Microsoft and West informed her approach to using technology to bridge the gap between global artists and consumers.

The business functions as a marketplace that enables artists from over 150 countries to upload their 2D artwork, which is then translated into designs for tangible products. VIDA manages the production and business aspects, allowing creatives to focus on their art. The company's business model is centered on mass customization and on-demand production, meaning items are only manufactured after a customer places an order. This approach minimizes waste compared to traditional retail models. Revenue is generated from the sale of these custom-made products, which have included collaborations with partners like the Museum of Modern Art, Steve Madden, and the Frank Lloyd Wright Foundation. During the pandemic, the company notably shifted to producing personal protective equipment, becoming a top seller of masks in 2020.

A core component of VIDA's identity is its social impact mission. For every product made, the company provides literacy and education programs for its factory workers. The company has received backing from investors like Google Ventures and Y Combinator. In 2018, Cimpress, the parent company of Vistaprint, acquired a majority stake in VIDA for $29 million, although the firm continues to operate autonomously under Mendhro's leadership. More recently, the 'Studio by VIDA' artist platform has transitioned to Artist Shops, powered by Threadless, to provide artists a larger customer base. In February 2024, VIDA partnered with MI Technologies, a US-based PPE manufacturer, to form a new company under the Sante Group, with a continued focus on masks and related products.

Keywords: on-demand manufacturing, e-commerce platform, artist collaboration, social enterprise, custom apparel, home decor, responsible fashion, mass customization, direct-to-consumer, art-inspired products, creator economy, ethical production, Umaimah Mendhro, Y Combinator, Google Ventures, print-on-demand, social impact commerce, global design platform, sustainable fashion, Cimpress, artist marketplace, textile design, accessories, socially conscious business