The global online home décor market nearly reached $100B in 2020 and is expected to topple $350B by 2027. The pandemic reoriented how we view our homes and lockdowns led countless individuals to focus their attention and finances on improving the aesthetic of their living situations. Yellowpop is a direct-to-consumer home décor startup that’s hoping that LED neon signs will be a part of this increased shift. The company offers both custom options, where consumers can design their signs, and also from its collection, which includes limited editions co-produced with leading artists, designers, and creators.
London TechWatch caught up with cofounder Jeremy Cortial to learn more about the inspiration that led to turning neon signs into art, the company’s strategic plans, recent funding round, and much, much more.
Who were your investors and how much did you raise?
Our investor is a VC fund specialized in DNVB brands called Eutopia, we raised $4M in a Series A round.
Tell us about your product or service.
We are a lifestyle brand dedicated to making your home more unique, inspiring and joyful. We have one core product at the moment which is LED neon signs.
What inspired the start of Yellowpop?
Our passion for art, fashion, and home decor was a big driver in creating Yellowpop. We always wanted to find a product that would allow us to express our creativity while also changing the way people consume products.
How is it different?
What makes our brand different is that we aren’t really selling a product. We are selling an emotion; something that will change your space. Yes, we sell LED neon signs for the moment but it could have been exactly the same with a different product.
What market you are targeting and how big is it?
For the moment we are only targeting the US, French, and UK markets but we have plans for global expansion in the future.
What’s your business model?
Our core model is direct-to-consumer from our site but we also have a select B2B business for the hospitality, event, and retail sectors.
How has COVID-19 impacted the business??
COVID-19 has impacted our B2B business but on the other hand, also boosted our B2C audience. Overall COVID-19 has definitely served our cause, in a way, as people spent so much time at home that they realized that having the minimum in terms of home decoration wasn’t enough anymore.
What was the funding process like?
We didn’t look to raise money in the first instance. We were introduced to Eutopia through a contact and the conversations were very organic and we naturally found a common interest and decided to partner. The process on its own is intense but it’s also a very good way to have a deep analysis of your own business.
What are the biggest challenges that you faced while raising capital?
We didn’t face any challenges really; the whole process went quite smoothly which is a testament to the brilliant team at Eutopia.
What factors about your business led your investors to write the check?
Unlike most of the businesses that raise money to become profitable or prove a concept, we have a very healthy and profitable business. We had the vision and the figures to make the investment worth it. I think it’s also a question of chemistry between us and the investor which is really important.
What are the milestones you plan to achieve in the next six months?
Build a dream team to achieve the very ambitious plan we have, as well as successfully launching our next big collaboration (in October) with two pop-ups in New York and Paris.
What advice can you offer companies in London that do not have a fresh injection of capital in the bank?
Cash is definitely not the solution to all the problems. Looking for the perfect product-market fit and finding people that love what you do (and are willing to pay for it) is the most important. The rest will come naturally.
Cash is definitely not the solution to all the problems. Looking for the perfect product-market fit and finding people that love what you do (and are willing to pay for it) is the most important. The rest will come naturally.
Where do you see the company going now over the near term?
Becoming a real lifestyle brand that inspires people and offers amazing products.
What’s your favourite outdoor activity in London?
I’m a massive football fan, so definitely a nice 8-aside football game.
