Shopping for your home should be fun, but existing online and offline retailers struggle to deliver. 

Shops, limited by space, offer narrow selections, and traditional marketplaces end up with overwhelming, impersonal shopping experiences driven by search. 

Consequently, online penetration in this $750B market is low - at just 14%. And that’s the opportunity.

Traditional eCommerce was created for desktop and for search. But shopping for the home is different, for two reasons:

1. It’s browse based - shoppers often don’t know what they want until they see it

2. Home and living is a hugely fragmented and unbranded market, which makes it hard to find inspiration. This makes it perfect for a marketplace.

Fy! is building the best way to style your space - a visual, discovery-driven shopping experience that curates the world of home and living around you. And they use data, machine learning and inspirational content to curate this assortment at scale, For You!

Fy! is the first and only home and living shopping experience that learns your style and gets smarter as you go. Join Fy!, and help them become the world’s number one home and living marketplace.

Since launching Fy! In June 2017, the Company has:

• Shipped over 1.75M products, delivering sales of $30M in 2021, with gross margins of 65%

• Acquired 825K shoppers in over 50 countries, providing an experience they love - with an average Trustpilot rating of 4.7/5

• Built a marketplace of over 250,000 products from over 3,500 brands, meaning they now offer more rugs than IKEA, more furniture than Target and more art than Crate and Barrel

• Launched in the US in 2019, and grew revenues to over $10M in 2021

• Built a proprietary mobile shopping experience that uses data and machine learning to give shoppers a real-time, personalised and curated shopping experience

As a consumer marketplace, Fy!'s revenues come directly from shoppers in the US, Europe, the UK and Australia.

Fy! works with a broad mix of suppliers who fall into one of two categories: those who produce 1st party, exclusive products on-demand, and those who dropship their products directly to customers. 

Commission levels vary, but the blended gross margin is 65%. 

Crucially, the Company doesn't purchase or hold any inventory in either fulfilment model, and they are not involved in warehousing or logistics. Fy! owns the relationship with the shopper and provide end to end, high-quality customer service.

Being a marketplace means Fy! can build a massive assortment of products and product categories quickly, with zero working capital requirements. 

This allows them to offer shoppers an ever-larger, unique assortment of products.

They utilise real-time data and machine learning to ensure that the shopping experience feels curated, relevant and never overwhelming. 

The next phase of their growth plan has 4 key pillars:

1. Invest in their proprietary tech & IP to deliver an increasingly personalized shopping experience on the app and website.

2. Rapidly scale the number of products and suppliers on their marketplace, giving shoppers more choice, and more reasons to buy.

3. Invest in both paid and organic acquisition marketing 

4. Go global and launch Fy! in more countries

• 30% of sales in 2021 were in the US where the opportunity is massive

• 9% came from Europe, despite a website and app that is 100% English - it’s time to localize and we’ll be starting with the French and German markets

In addition to the carried interest Republic Deal Room Advisor LLC is entitled to for the syndicated investments it organizes, certain principals of Republic Deal Room Advisor LLC may have a personal interests in these investments, as disclosed below. When making an investment decision please review any applicable disclosures as they represent pre-existing financial interests held by those principals of Republic Deal Room Advisor LLC.

We do not represent that the information contained herein is accurate or complete, and it should not be relied upon as such. Opinions expressed herein are subject to change without notice. Certain information contained herein (including any forward-looking statements and economic and market information) has been obtained from and/or prepared by the Company or other third-party sources and in certain cases has not been updated through the date hereof. While such sources are believed to be reliable, Republic Deal Room Advisor LLC does not assume any responsibility for the accuracy or completeness of such information. Republic Deal Room Advisor LLC does not undertake any obligation to update the information contained herein as of any future date.