CHICAGO--(BUSINESS WIRE)--Digitally native furniture brand Interior Define (ID) today announces the appointment of Antonio Nieves as CEO. Most recently, Antonio held the role of CEO at women’s apparel retailer, ModCloth. Prior to ModCloth, Antonio was the COO and CFO of the rapidly expanding menswear fashion retailer Bonobos, sitting on the executive team during its successful sale to Walmart. Antonio succeeds founder Rob Royer, who is stepping into the role of ID’s chairman of the board.
“We've experienced tremendous growth over the past few years and I'm excited to partner with Antonio to steward our next evolution,” said Rob Royer. “Antonio's perspective from high-growth, customer-centered brands (Bonobos and Modcloth) couldn't align more perfectly with the vision for the industry-altering brand we set out to build.”
Antonio joins ID as it continues to reconceptualize the furniture-shopping experience with unique made-to-order production and a digital-first approach to crafting exceptional, customizable furniture at attainable prices. ID has grown significantly since its inception in 2014, tripling in business every year for three years in a row; expanding into brick-and-mortar retail; growing the team to 65 employees; and securing over $27 million in venture capital funding.
“I’ve always been a fan of furniture and design and have been a longtime fan of what Rob has created,” said Antonio. “When thinking about my next step, I looked for a great customer experience, a differentiated product, a business in which I had a strong value proposition and one that was at a phase in its growth cycle where I could have a significant impact.”
To ensure the brand capitalizes on this period of significant growth, Antonio will refocus on ID’s hero product, the sofa, and will further build out the assortment with complementary categories. Quality, an elevated customer experience and affordability will remain front and center.
“Overall, people continue to move away from owning goods and owning items and toward investing in experiences,” said Antonio. “That said, consumers are still willing to invest in interiors because they experience so much in their homes. Think about the rise of self-care and platforms like Netflix and Hulu. People are spending so much more time at home, on their sofas, and we want them to do it with Interior Define.”
While Antonio’s primary focus is with expanding the merchandise assortment, he’s also doubling down on offline retail. ID remains committed to its brick-and-mortar Guideshops, now open in markets like Chicago, Austin, New York, San Francisco, Los Angeles and Boston, in an effort to bring the brand to life in physical environments and to offer shoppers the opportunity to touch, feel and experience such a highly-considered item in-person.
Supplemental strategies include investment in ID’s recently-launched augmented reality smartphone app that lets users see exactly how pieces will fit into any space with 3D renderings sized to scale as well as the expansion of collaborative experiences with design partners like Maxwell Ryan of Apartment Therapy, The Everygirl, Chris Loves Julia, and Monica + Andy to infuse excitement into the brand through a new creative lens. Antonio recognizes these partnerships as an opportunity to invigorate ID’s team by letting them work with people who bring new perspectives while leveraging the influence of these collaborators to tell the brand story and introduce ID to new customers.
For more information on Interior Define, please visit www.interiordefine.com or follow along on social media at @interiordefine.
ABOUT INTERIOR DEFINE
ID is a pioneering digitally-native and vertically-integrated furniture brand, offering the most compelling and in-depth custom furniture experience in the middle of the market. ID’s unique, made-to-order production approach enables customization across configuration, size, cushion fill, leg style, and fabric and leather upholstery. ID's Design Specialists assist customers whether they're shopping online or off, and every order comes with free white glove delivery and a 100-day return policy. Recognizing the power of a customizable shopping experience, Business Insider named ID one of “25 Brands Revolutionizing Retail” and Forbes recently described it as “on the forefront of the showroom trend.”