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Meet the Team: Rob Royer

E-commerce has changed the way we shop and has drastically altered the ways in which we interact with brands. In many ways, this change has been incredibly positive. With a few clicks, you can now purchase items from all over the world, from the comfort of your home—while streaming Netflix and sipping a cocktail. On the other hand, it has separated us from the people behind the brands we love: the designers, buyers, and strategists that work behind the scenes to make this whole e-commerce world a reality.

Here at Interior Define, we strive to be transparent about every step of our process. For us, no order is just a number. We care about each and every one of our customers and work to ensure that you receive a product that you love and will grow with for years to come. In this “Meet the Team” series, you will get a slight glimpse into the lives of the people behind the brand and how we got to where we are now. Up first, Interior Define’s Founder and Creative Director, Rob Royer.

Education: BS, University of Kansas. MS, Northwestern University.

Hometown: Santa Fe, New Mexico

How long have you been with Interior Define and what is your current role? I left my job in 2012 to spend 100% of my time working on Interior Define. We spent the first year developing our product assortment, selecting our production partners, and building our web & showroom experiences. I’m the head of brand and creative director.

Walk us through a typical day at ID Every day is different, which makes the experience a lot of fun. That said, most days involve interacting with our customers, working on our design collaborations (more to come on this soon!), developing our merchandising strategy, and finding new opportunities to get our brand in front of potential customers.

Tell us a little bit about your career, what steps did you take that have led you to your current role? I’ve worked in a variety of consumer marketing roles during my career. These experiences have included larger brands, but Interior Define is the fourth startup I’ve been a part of. I’ve had a long-time passion for design and furniture, and have never been more excited about my job.

What is your favorite thing about working in a start-up environment? Building a new and differentiated consumer experience in furniture is very exciting. We have a collaborative working environment, where new ideas are implemented in hours (rather than months or years). We also have the unique ability to incorporate consumer feedback directly into our most important decisions. Our products and messaging actively evolve based on daily conversations with our customers.

We don’t like playing favorites but if you have to choose, which ID piece would you choose for your home? I wish I could rotate all of our designs through our home! We’re releasing a new line of down-cushion sofas in the coming weeks, and one is currently en route to my home. That said, the Russell is probably my favorite piece.

Chicago has a booming restaurant scene, what is your favorite restaurant in the city? My wife and I are vegetarians, and one of our favorites spots is the Chicago Diner.

Summers in Chicago are beautiful! Do you have a favorite summer activity? We live in Lincoln Park, and take advantage of the lakefront whenever we have an opportunity. The J. Parker rooftop at Hotel Lincoln is our favorite spot to meet friends out during the summer.

What to Look For in a Sofa

A sofa is the centerpiece of your living room. It is where you will sit to watch movies, entertain guests, and play with pets and children. Consequently, it is a purchase that should be well thought out and researched.

While color and aesthetic are critical components of this decision making process, durability is equally important. Upholstery, suspension systems, frame, and cushions are all factors to take into account – these factors influence the durability of the piece and how it will wear over time.

One of my earliest memories involves spilling juice on my mother's white sofa. Yes, white sofas are beautiful, and I now have one myself, but at one point or another an accidental spill can happen to anyone. Pay attention to the stain resistance of the fabric you choose. Typically, fabrics high in polyester or other synthetics can be easier to clean. Finally, test it out yourself! Take a fabric swatch home, rough it up, spill something on it, treat the stain, and see how the fabric holds up.

Frame. This is the wood part that all that nice soft stuff is layered on top of – think of it as the foundation of your home. Make sure the sofa you buy has a kiln dried hardwood frame. Don’t be afraid to test it. Pick up one end of the sofa and verify that the frame doesn’t bend or flex and push on an arm and make sure it feels sturdy.

Suspension systems reflect style, comfort, and durability. Our sofas are generally made with sinuous construction. This type of suspension is made by stretching S-shaped steel wires across the frame. Sinuous construction allows the sofa to be closer to the ground, giving it a more modern look. These sofas will typically be a little more firm than those with hand-tied steel-coil systems, but also limit the possibility of sagging over time.

Speaking of the soft stuff, make sure the sofa has high-density foam wrapped all around the frame. Check the arms and other areas – make sure you can’t feel the frame or wood directly through the fabric. After all, a Saturday afternoon nap isn’t as comfortable if you’re lying on wood. Our sofas are made with dense polyurethane foam. This dense and heavy foam allows the cushions to keep their shape and comfort over time. Some sofas come with goose down customization options that give the seat and cushions a more plush feel due to the soft feathers.

Last but not least, feel free to ask questions! Even if it’s a simple second opinion on a fabric swatch, we have experts at Interior Define who are there to answer your questions and to ensure that you get the sofa that’s perfect for your home.

#interiordefine #interiors #design #itsinthedetails #whattolookfor

We love these Spark lights, made by our friends at Grey Furniture -- now displayed in our Wicker Park showroom! (at Interior Define)

Excited about the logo installation at our showroom today! Not quite finished, but walk-ins are welcome! 2027 W. North Ave. in Chicago #design #affordableluxury #itsinthedetails (at Interior Define)

#affordableluxury #design #itsinthedetails

Swatch Packet prepped for its new home. #customercomesfirst #hawaii #bound (at 2027 w North Ave)

#bound #customercomesfirst #hawaii

Welcome to Interior Define

It’s been an exciting journey, and we couldn’t be more excited to introduce Interior Define.

We’ve worked hard to create a novel approach to one of the few consumer categories that hasn’t changed much in the last 30 years. We were dissatisfied with the tradeoffs in retail furniture: either pay excessive markups for well-designed pieces that last – or knowingly sacrifice quality for affordability.

We spoke with friends, family, and potential customers who reinforced our instincts: a large swath of consumers is seeking a better alternative to the existing retail furniture options.

We’ve spent countless hours developing relationships with skilled factories, curating & designing pieces we’re passionate about, and creating a better customer experience. All has led to a product and brand we’re proud to share.

We would be thrilled if you consider Interior Define for your next sofa or accent chair. The New Year is a perfect opportunity to upgrade! Check back often for more exciting designs & categories to come.

Wishing you a bright New Year.

Team I/D

#interiordefine #design #launch