Alex Strang is a senior insight editor at Canvas8 who used to be in a punk band that was signed, shaped, and spat out. He enjoys using his experience of being the product to help brands understand how to sell theirs. After studying philosophy and critical theory, he found his feet in the market research world and has been over-analysing consumer behaviour ever since, including his own. He can usually be found playing board games, watching 

, or trying too hard to make his daughter laugh.


Christiane Lemieux is the co-founder and CEO of The Inside, a digital decorating platform that launched in 2018. Before this, Lemieux was the CEO of home furnishings brand DwellStudio, which she founded in 2000 and sold to Wayfair in 2013. She then joined Wayfair as executive creative director, where she served until 2016.

Gen Y (born 1982-1996)

North America

United States

Home and Relationships

Clothing, footwear, and accessories

Home and garden

Apparel and department stores

‘The Inside adds sofas to its custom furniture lineup’, TechCrunch

Interview with Christiane Lemieux conducted by the author

’The furniture industry’s equivalent of fast fashion is here’, Fast Company

’Frequently Asked Questions’, The Inside

’US Furniture Market 2019’, CoreSight Research

’Millennials are causing apartment rental demand to soar’, USA Today

‘How Millennials are changing the housing market’, Inc.

’How Much Does the Average Person Spend on Furniture?’, Medium | Colonial Van Lines

’How do Americans buy big-ticket items for the home?’, Canvas8

’Why Millennials matter to the furniture industry’, Furniture Network

’Online Household Furniture Sales Industry in the US - Market Research Report’, Ibis World

’Online furniture sales to reach $294 billion by 2022’, Woodworking Network

‘Bling it on: What makes a millennial spend more?’, Deloitte

’Get Ready to Obsess Over The Inside's Just-Announced Scalamandré Collaboration’, House Beautiful

’Every Single Thing From The Christene Barberich x The Inside Collaboration’, Refinery29

’Home Décor 101: How Americans Make Their Houses Their Homes’, CivicScience

’These new sofas are the colorful, cool antidote to every boring couch you've seen online - they start at $1,599 and max out at $2,995 for a sectional’, Business Insider

’For Customer Experience, Consumers Prefer People to Bots’, eMarketer

The Inside is helping Americans to fashion a home that isn’t a carbon copy of everyone else’s. Enabling people to customize everything from headboards to sofas to ottomans in a range of fabrics and patterns, items are digitally modeled and delivered right to people’s doors in a matter of weeks.

Archetypes

Magician

Creator

The Inside: Fast, customizable furniture for Pinners

Feather: subscription furniture for Gen Rent

Floyd: durable, moveable furniture for Gen Rent

How does color influence people's shopping decisions

How are Americans coping with choice fatigue?