Home Decor Brand, Lick Home Launches During Lockdown, And Raises £3MIL

A selection of lick products

Lick Home, a new home decor brand that launched during the lock-down, has just announced that they’ve raised £3 million from Felix Capital and Tetra Pak Heir. The brand aims to replace the ‘out-dated’ offline DIY store experience.

UK-based Lick Home was co-founded in March 2020 by Lucas London and his former-colleague Sam Bradley.

They are determined to make it easier to decorate than ever before, with premium, eco-friendly products that have been carefully curated by a team of interior experts, delivered straight to your door.

Their product selection contains durable and eco-friendly paints, with true-to-colour stick-on samples – artisan wallpaper and high quality decorating tools, to name a few. One of Lick Home’s most popular brand features is it’s one-to-one video consultation service.

Because of the pandemic, people have been spending more time at home than normal. With so much free time, staring at the same 4 walls, it’s understandable that people would turn to DIY to for a change of scenery, when the outdoors hasn’t been much of an option.

The UK home decor market is growing at a faster rate than other home retail markets, as people look for more affordable ways to be uplifted by colour and pattern in their own space, using their walls as an outlet for self-expression. The global paint and wallpaper market is worth $93bn, 50% of which is dominated by 5 global paint brands.

The recent UK stamp duty change, aimed at revitalising the property market, has resulted in greater potential spend on home improvements and renovations. 

As our shopping habits have been forced entirely online for the majority of 2020, Lick Home is looking to capitalise on the evolving behaviours of consumers, who are fed up of clunky offline experiences and instead are searching for a trustworthy brand, offering a refined, convenient and personal experience.

Despite launching only a few months ago, we have ambitious plans that will continue to have an impact on the industry. The fantastic feedback from customers around our innovative products and modern brand positioning tells us that we’re already changing at-home DIY for the better. The support from the great team at Felix Capital will allow us to accelerate our growth, expand our product portfolio and reach new markets, helping us to achieve our goal of completely revolutionising the category. These developments present not only an exciting time for Lick Home, but the category in general.

Lick Home’s co-founder, Lucas London

Felix Capital is a digital-lifestyle focused venture capital firm, which have previously backed leading global digital lifestyle platforms such as Farfetch, Peloton, goop and Deliveroo. 

The home decor universe is a massive lifestyle category where we have been observing significant changes in behaviours, all accelerated by the current Covid situation. Customers are putting much more attention and focus into where they live, and see this process as a way to express their creativity. In addition, globally, we have all had to spend a significant amount more time working and living in our homes in 2020. As such, we are placing much higher expectations when it comes to the experience, keen to reduce all the pain points unsolved by traditional retailers. The same way we take care of our physical or mental health —  making Home our happy place has now become a key wellness focus. With Lick Home, Lucas and Sam have a unique opportunity to build an exciting brand in home decor, much more relevant to today’s consumer behaviour. We are excited to have won the team’s trust and to come on board this journey.

Antoine Nussenbaum, co-founder at Felix Capital

The investment will support the brand’s plans to clean up the dusty interior market, provide a user-friendly experience for the modern consumer and accelerate the launch of new products to support Lick Home’s expansion into Europe.  

You can find out more about Lick Home here.