DTC

DTC kitchen cabinet-maker Boxi thinks inside the box and moves into brick and mortar

The startup is partnering with furniture and lighting company, Rejuvenation.
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Boxi

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Another DTC company is thinking inside the box: Boxi, a kitchen-cabinet startup owned by Semihandmade, is moving into stores for the first time.

  • It’s partnering with Rejuvenation, the furniture and lighting company owned by Williams-Sonoma, and will be featured in four of its locations, including Los Angeles and Houston.

Search bar: Since Boxi was founded in March 2021, it’s been completely online—letting customers choose from eight designs (or send in their own) and order pre-assembled cabinets to their homes.

“The biggest surprise is the number of people who will spend a lot of money—almost sight unseen—on the strength of a four-inch-by-six-inch door sample,” Boxi founder John McDonald told Retail Brew. “People first started buying mattresses in a box, and then they’re buying $3,000 sofas, and then buying houses online. And so kitchens, although a smaller purchase, they’re right in there.”

  • The average Boxi kitchen runs $8,000–$20,000, while the average order value is $10,000, according to the company.
  • The startup notched $4 million in sales in 2021, per McDonald, with plans to double that this year.

Looking ahead…The partnership with Rejuvenation is a “stepping stone” to Boxi’s retail-expansion strategy, McDonald noted. While the startup isn’t planning to open its own stores right now, it’s eyeing mobile showrooms to reach more shoppers. (Boxi is currently available in 13 US states, primarily on the West Coast.)

Expanding its product line to include paintable bath vanities and backdrop paints is also on deck—but with purpose.

“We’re going to do an In-and-Out Burger approach,” McDonald said, noting the chain’s “great” hamburgers, but if consumers want a chicken sandwich, “go somewhere else.”

  • “With us, it’s eight door choices. We’re not going to confuse you and overwhelm you with 45 different shades of white,” he continued. “We’re not…trying to be everything to everyone. That’s the thing that I think is most scalable.”—JS
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