The Citizenry

The Citizenry operates as a direct-to-consumer home decor brand, establishing a marketplace for ethically crafted, artisan-made goods. The company was brought to life in 2014 by Carly Nance and Rachel Bentley, who conceived the idea during their time at Columbia Business School. Their shared background in the creative and business worlds—Nance with experience in advertising at Wieden+Kennedy and Bentley in finance at Merrill Lynch—fueled their vision for a brand that could blend storytelling with commerce. They identified a gap in the market for home goods that were not only beautifully designed but also produced with transparency and fairness to the artisans.

The business model is centered on building direct partnerships with artisan communities across the globe, from Mexico to Mali. By eliminating intermediaries, The Citizenry aims to provide a greater share of the revenue, reported to be two times the fair-trade standard, directly to the craftspeople. This approach also allows for a more transparent supply chain for consumers. The company's product catalog features a wide array of home goods, including bedding, rugs, furniture, and decor items, each carrying a distinct cultural narrative and handcrafted quality. These items are produced in limited batches, a strategy that underscores their exclusivity and artisanal origin.

The target market consists of socially-conscious consumers who value design, quality, and the stories behind the products they purchase. The Citizenry reaches its customers primarily through its e-commerce platform, which serves as both a retail channel and a storytelling medium, showcasing the artisans and their craft. In 2022, The Citizenry was acquired by Havenly, an online interior design service. This strategic move places The Citizenry within the broader Havenly Brands portfolio, alongside other home-focused companies like Interior Define, potentially expanding its market reach and integrating its product offerings into Havenly's design services.

Keywords: home decor, artisan goods, e-commerce, ethical sourcing, direct-to-consumer, handcrafted furniture, sustainable home, global craft, social enterprise, home furnishings