What's in this set
Home decor is a small filter inside AngelMatch's pitch deck database right now: 2 decks, one from 2017 and one from 2018, one undisclosed round and one Series A. That is too few companies to spot an industry-wide pattern, but both decks are worth reading closely because they represent two different ways to build a company under the home decor label, and the gap between them is the lesson.
Barn and Willow raised an undisclosed round in 2017. The company sells custom window coverings direct to consumer, and its deck is the one to study if you are building a physical product brand that manufactures, ships, and installs something inside someone's home.
Hometalk raised a Series A of $15M in 2018. It is not a product company at all but a community platform where people share home projects, which makes its deck the better reference if your home decor startup is really a content or community business wearing a home decor label.
What investors look for in a home decor pitch deck
Barn and Willow's deck reflects what investors weigh for a physical home decor product: gross margin after shipping and returns. Custom window coverings are expensive to ship and cannot be resold once they are cut to a customer's measurements, so a home decor deck built around a physical SKU needs to lead with unit economics and return rates, not just top-line revenue growth.
Hometalk's Series A came from a community model, not a manufacturing story, and that tells you investors funding home decor platforms weigh engagement and repeat visits the way they would for a media or social product, not the way they would for a DTC brand. If your home decor startup is a platform rather than a physical product, the traction slide needs to show community metrics, not a sales chart.
Two decks and $16M+ raised is a small sample, but Hometalk's Series A shows real capital does move into this space once the model fits an investor's thesis. AngelMatch's investor database has 125,000+ angel investors and VCs you can filter by market and stage, which is a faster way to build a target list than searching one investor at a time. Start with the list of investors who back consumer and home goods startups.
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