Woven

discovery 

What They Needed

Established in Iran in the early ‘70s, the family-owned, Los Angeles based rug company Woven was looking to reimagine the rug buying experience through the direct to consumer (DTC) business model. Known for cutting out the “middle-man” to provide better quality for lower prices, the DTC model has produced some category shifting leaders like Casper and Warby Parker; however, it’s quickly becoming an oversaturated model. Woven came to us with their idea, recognizing that they needed to further explore the category, audience, and competitors in order to narrow their focus. 

What We Did

The rug industry is expansive, and the DTC model is known for being very formulaic, with DTC companies often appearing to have the same strategy and aesthetic. During our comprehensive discovery process, we laid out the strengths, challenges, and opportunities in both the industry and the business model.

The Outcome

We were able to establish a solid foundation for the next steps in the process: quantitative research. Our research lead to questions designed to acquire insights from the audience that will help develop the brand platform.