For anyone who follows the work of the local creative and design firm, brightly
, on Facebook, you might have noticed a series of posts in your news feed announcing the launch of a new “side project” called Tyg Décor
shortly before Thanksgiving.
Rapid Growth was able to contact Larry Faragalli, the CEO at brightly, to get the lowdown of this new project, which he described as a partnership between brightly, TR Data Strategy, and one of their clients in the fabric and decor industry.
For the purposes of this interview, questions are being answered by Larry Faragalli, CEO at brightly
, and Matt Anderson, Partner at TR Data Strategy
RGM. What's the new side project that brightly is working on?
Larry: Tyg Décor is a home decor business founded on the idea that accessories can be the star of your home. You don’t need to buy new furniture or repaint a room to change the feel; even something as simple as a well-made pillow can be transformative to a space. We’ve got decadent fabrics, vibrant colors, and a multitude of patterns that are ahead of the average fabric market fashion. We think there’s value in being able to constantly refresh a space with the seasons and so we’re launching the first subscription service for pillows, like Stitch Fix or Birchbox. Subscribe and each quarter and you will be delighted with seasonally fashionable pillows to dress up a room.
RGM: Who else is involved in with this project?
Larry: I learned about the Tyg Décor conceptually while traveling in Palm Springs with Matt Anderson of TR Data Strategy, a data strategy firm we work with both closely and frequently. One of their clients in Connecticut has significant exclusive access to premium fabrics from around the world, and TR Data Strategy believed there was a prime opportunity to create a direct-to-consumer brand in the home decor space. We both agreed that data driven decisions and strong user experience would be the backbone of delivering the brand online and decided to formalize the arrangement. Through joint investment, both financially and through service contributions, we worked to create a new joint venture business.
RGM: How long have you been working on it?
Matt: We’ve been working on Tyg Décor on and off for most of this year. Funding the business took longer than expected. Then we made half a dozen trips to source fabric, make hundreds of prototypes, dial in the manufacturing and fulfillment processes, and install the technology that makes it all work. And now we’re live, just in time for the holiday shopping season.
RGM: What attracted brightly to this project?
Larry: One of brightly’s core missions is investment in product businesses, whether they’re technology based or not. We’ve invested in a few businesses thus far across several categories that are less consumer facing, and we wanted to dip our toe in the water of the consumer space. We’ve had great experiences working with the folks at TR Data Strategy, and generally love unique businesses that provide some kind of delight or value in a fairly accessible way. I think there’s a lot of possibilities in the category.
RGM: When it comes to the pillows, where does the actual work get done? (sourcing, sewing, fabric design and shipping)
Matt: Tyg Décor is a distributed company. Our partner in Connecticut spent the better part of five years scouring the globe finding overlooked sources of super premium fabrics, which we now source domestically. Design takes place here and in Connecticut. We cut and sew in a terrific factory just over the border and ship five days a week from Eagle Pass, Texas. And we manage the business right here in Grand Rapids.
RGM: What are your plans for marketing Tyg Décor?
Matt: Home décor is highly visual, engaging, and fun, which makes it a great fit for social sharing. You can find us on Facebook
, and Pinterest
. We’ve been working on partnerships with high profile home design blogs that we look forward to announcing next year. And through the end of the year, we’re giving our friends and family (and their friends and family) the chance to earn free product and other prizes for spreading the word. We’re extending that offer to Rapid Growth readers. You can get started at http://friends.tygdecor.com
Larry: Outside of the methods Matt mentioned, we’ll be doing a fair share of traditional advertising over time as well. We believe the market is hungry today for a company like Tyg Décor, and we intend to do all the marketing necessary to build a national and international brand
RGM: How big of an opportunity is Tyg Décor? Do you envision adding products beyond pillows?
Matt: Decorative pillows alone is a billion dollar industry in the U.S., but our vision is bigger than pillows. Be on the lookout for other innovative products we plan on launching next year.
RGM: Tell us about the name: Tyg Décor. Any special significance?
Larry/Matt:We were looking for a name that was fresh, short, memorable, and most importantly, not already taken. When we learned that “Tyg” is Swedish for “fabric”, which is the heart and differentiator of all of our products. It seemed a fitting choice.
Writer: John Rumery, Innovation and Jobs News Editor