Lick Home, a direct-to-consumer home decor brand launched in the UK during the coronavirus lockdown, has raised a £3 million round led by Felix Capital, a London-based VC that has previously invested in digital lifestyle platforms such as Farfetch, Peloton, goop and Deliveroo.

Picking up on a trend of DIY home decorating projects over the last few months, the e-commerce startup hopes to modernise the ‘dusty’ interior design market and give shoppers an easy online experience. The site gives consumers a direct purchasing option to get paints, wallpaper and other supplies. In a press release, the company says one of its most popular brand features is as one-to-one video consultation service.

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,” explains Antoine Nussenbaum, co-founder at Felix Capital. “The same way we take care of our physical or mental health — making home our happy place has now become a key wellness focus.”

As for what’s next, Lick Home’s co-founder Lucas London commented: “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.”

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