Fernish re-branding focuses on convenience to customers

LOS ANGELES – Fernish, a subscription furniture e-commerce company, has unveiled new branding including an updated logo, slogan and imagery. The company said it wanted to showcase itself as a lifestyle brand that offers convenience to its customers.

“When you visit our new homepage, you’ll be greeted with just two words: home and made. Two simple words for sure, but they represent the difference between simply living in a space, and turning that space into one that you genuinely love,” said Michael Barlow and Lucas Dickey, co-founders of Fernish, in a recent blog post.

The co-founders said the new Fernish logo builds on that theme of convenience, along with the ideas of flexibility and progress.

“The standalone state evokes a sense of home in the geometric shapes of a floorplan. However, once in motion, the new brand mark shows the different states of home and the rooms that can make up your space, which drive back to the fact that a true home will cause meaningful motion in your life,” said co-founders Barlow and Dickey. “It offers you the freedom to grow, it will evolve to meet your needs, and it will give you permission to express who you are.”

The company raised $30 million in funding a year ago with support from ET Ventures, which led the funding round with participation from Techstars Investments, Amazon’s CEO of worldwide consumer, Jeff Wilke, and Scott Cook, the founder of Intuit.

The company’s subscriber base chooses inventory furniture items from select retailers and in-house brands. Subscribers sign up for a plan entailing a monthly fee and can swap-out, buy-out or return furniture to Fernish once their subscription period ends.

The service also includes:

  • free delivery and assembly of all furniture.
  • free pickup of items at the end of the rental.
  • free swaps for any items within the first three days of delivery.
  • the ability to make smaller monthly payments on more costly furniture.
  • the company’s promise that customers will never pay more than retail price for the item.

The Fernish service is currently available in Los Angeles and Seattle with plans to expand to other major metro areas in the U.S. later this year.