Dubbed “the brand platform of the DTC era,” Pattern Brands focuses on acquiring and growing consumer brands in the $10-30 million annual revenue range.

The future of direct-to-consumer (DTC) sales in the furniture, lighting and decor industries is about to look a whole lot different. This week, we sat down with Pattern Brands co-founder and chief business officer, Suze Dowling who gave us an overview of how traditional retail and DTC channels are becoming increasingly symbiotic in the home furnishings sector. 

Dowling emphasizes the importance of an omnichannel approach and the integration of technologies like augmented reality (AR) and virtual reality (VR) in enhancing online shopping experiences. She discussed Pattern Brands’ acquisition strategy and how DTC brands can stand out in an increasingly crowded market.

DNN: How do you envision the relationship between traditional retail and DTC channels evolving in the home furnishings sector? 

SD: Honestly, I see the relationship between traditional retail and DTC channels becoming increasingly symbiotic. Traditional retail offers that tactile, immediate experience that is incredibly compelling to consumers, especially in the home furnishings sector. Some products simply don’t lend themselves well to being bought sight unseen—customers want to see, touch, or try these items before making a purchasing decision.

On the other hand, eCommerce and DTC provide the convenience, personalization, and direct communication with a brand that many consumers now expect.

I’m a huge believer in the power of a holistic omnichannel approach—maximizing your consumers’ connection and experience with your brand both digitally and physically. I believe we’ll continue to see brands lean into omnichannel commerce, meeting their customers wherever they are, whether it’s on their website, social media, physical retail stores, or pop-up events. Today’s landscape is blurring the lines between these channels as brands strive to create a seamless shopping experience, using DTC channels to build a loyal customer base and leveraging traditional retail for broader exposure and experiential touchpoints.

DNN: How do you think consumer expectations for home furnishings shopping experiences will change in the coming years? Are there particular challenges you see home furnishings facing compared to other consumer goods when it comes to online shopping?

 SD:It’s critical to think of every touchpoint of your brand as part of a holistic ecosystem, where each element complements and builds on the others. Consumers are increasingly expecting seamless, omnichannel shopping experiences that allow them to transition effortlessly between online and in-store. In the home furnishings space, this means offering virtual tools that help visualize how a piece will look in their space, alongside the ability to touch and feel materials in-store or through swatch sampling programs.

A unique challenge for home furnishings is translating the tactile experience—like the comfort of a chair, the texture of a fabric, or the grain of wood—into an online format. There’s something incredibly special about getting to touch and feel products in real life. For our brands, we always say, once our product is in your hands, you’ll never look back.

Unlike other consumer goods, the size and personalization involved in home furnishings make returns more complex and costly, which adds another layer of challenge in meeting consumer expectations, especially when it comes to offering ‘free returns’.’

DNN: How will the integration of technology, such as AR and VR, impact the way consumers shop for home furnishings online?

SD: AR and VR are game changers for home furnishings, helping to solve some of the challenges consumers face when making purchasing decisions online. These technologies allow consumers to see how a piece will fit into their space without leaving their home, offering a level of personalization that wasn’t possible before. This not only enhances the shopping experience but also reduces the uncertainty that often comes with purchasing larger (both physically and financially!) items online. 

As AR and VR become more sophisticated and accessible, I expect these tools will become standard in the online shopping experience, making it easier for consumers to feel confident in their purchases – brands like Apt2B and Target are already embracing this with their ‘see it in your space’ visualization tools. This shift will likely increase conversion rates for DTC brands and reduce return rates, which are significant challenges in the home furnishings sector.

DNN: With Pattern Brands’ focus on acquiring growing consumer brands, what characteristics do you look for in potential acquisitions? And any specific thoughts about brands within the home furnishings or home decor space?

SD: Our mission is to help people enjoy daily life at home. We believe that your home is an extension of who you are—it’s where you find comfort, control, and the freedom to be your most authentic self.

When evaluating potential acquisitions, we look for brands that have forged a strong, authentic connection with their audience, backed by a clear brand purpose and a proven track record of growth. We’re particularly drawn to brands that bring something unique to the market, whether through innovative design, sustainability, or a distinct value proposition.

We seek out brands that combine beauty with deep functionality—those that not only offer aesthetically appealing products but also demonstrate a keen understanding of their customers’ lifestyles and needs. For us, it’s about creating products that elevate daily life, bringing joy through both form and function.

Financial stability is also crucial. We focus on brands generating $10-30M in annual revenue, with gross margins above 50% and EBITDA exceeding 10%. A strong eCommerce presence is essential, along with the ability to deeply engage customers online. We value a loyal, organically grown customer base and robust DTC performance.

DNN: With Pattern Brands’ expertise in brand-building, what strategies do you believe will be crucial for DTC home furnishing brands to stand out in an increasingly crowded market? And how was that different from five years ago, or even one year ago?

SD: In any category, success boils down to three fundamentals—exceptional products, customer experience, and branding. When you combine these elements, you create a recipe for long-term success and a legacy brand. This means focusing on storytelling, building a community, and offering experiences that go beyond the transaction.

The key here is truly understanding your consumer—not just the high-level demographic details like location, age, or household income, but also their mindset, needs, and behaviors. The more you know your audience, the better you can create a meaningful community that keeps consumers coming back.

On owned channels, a story-led approach is crucial—provide value beyond products and promotions. Brands are competing for attention, and story-first marketing helps build emotional connections and foster a sense of community with consumers. Alongside having a world-class product, this approach keeps consumers engaged and turns them into natural ambassadors for your brand.

Integrated marketing is also essential. Consumers don’t distinguish between which team handles emails, customer service, or the website—it’s one brand to them, and the messaging should be aligned wherever possible. This not only ensures the best brand experience but also strengthens the impact of each piece of content when it complements, refers back to, or reinforces previous messaging.

That said, we’re not robots. Your brand voice needs to be flexible, adapting to the medium and the audience. Your brand is like a human—it should be multidimensional and filled with personality. Its voice should adjust, just as you would change how you speak to your mom, your best friend, or someone you met at a dinner party.

Over the past five years, the biggest evolution has been the tools in our toolkit, particularly AI and personalization. AI-driven technologies like machine learning and predictive analytics are helping DTC brands offer highly personalized experiences to their customers. This can range from personalized product recommendations to customized marketing messages. Today, this level of personalization is quickly becoming an expectation rather than a novelty.

DNN: How do you see sustainability and ethical considerations influencing the future of DTC sales in home furnishings?

SD: While not a new theme, ethical manufacturing, transparency in the supply chain, and value-driven consumerism remain at the forefront. Consumers are increasingly aware of the environmental and social impact of their purchases and are looking for brands that align with their values. This means DTC brands need to be transparent about their sourcing, manufacturing processes, and overall business practices.

I see this influencing everything from the materials used in products to the way brands handle end-of-life recycling or upcycling programs. Brands that embrace sustainability and ethical practices not just as a marketing tool but as a core part of their identity will likely see stronger customer loyalty and long-term success.

DNN: Can you share any insights on how Pattern Brands is addressing these concerns in its own operations and acquisitions?

SD: We take sustainability and ethical considerations very seriously. We’re committed to ensuring that the brands we acquire and operate align with these values. This means ethical manufacturing processes, fair labor practices in our supply chains, and prioritizing sustainable materials where possible.

We focus on using long-lasting, responsibly chosen materials for lower impact. We aim to source our materials responsibly to minimize our environmental impact, using post-consumer, post-industrial, recyclable, and long-lasting materials whenever possible. Ultimately, we believe in creating timeless products that are built to last, reducing the need for frequent replacements, and minimizing waste.

Additionally, we’re exploring ways to incorporate circular economy principles, such as product take-back programs and partnerships with organizations that focus on recycling and upcycling. We hope to launch these in the coming years. It’s about building brands that not only meet the needs of today’s consumers but also contribute positively to the world they live in.