Fy!

Originally established as Project J Ltd. in 2014, Fy! was co-founded by Jonathan Thomson and Tom Beverley. The founders leveraged their previous experiences at high-growth startups to shape the company. Beverley, who also serves as CEO, gained marketing experience at Fab.com and onefinestay, while Thomson's background includes roles at Fab.com and Zipcar. Their collective expertise in e-commerce and mobile commerce provided a solid foundation for the venture.

Fy! operates as an online marketplace specializing in art, home decor, and living products. The business model functions as a platform connecting independent artists and designer brands with a global customer base. For artists, Fy! manages the printing, framing, shipping, and customer service, allowing creators to focus on producing new artwork. This print-on-demand service provides artists a passive income stream, as they earn a commission each time a product featuring their design is sold. The company serves both individual consumers looking to personalize their living spaces and professional clients, such as interior designers and businesses, through its Fy! Pro program which offers trade discounts.

The company's product catalog is extensive, featuring wall art like prints and canvases, as well as a broader range of home goods including furniture, cushions, lighting, and kitchenware. A significant milestone for the company was the acquisition of Trouva in April 2024, a move that effectively doubled the size of its business. Fy! has secured $27.9 million in total funding from various venture capital firms and investors, including Hoxton Ventures, 500 Global, and Forward Partners, to fuel its expansion.

Keywords: online marketplace, home decor, wall art, print-on-demand, e-commerce, artist platform, furniture, interior design, designer brands, home goods, art marketplace, consumer goods, direct-to-consumer, home and living, creative economy, art prints, curated marketplace, independent artists, dropshipping, home accessories