Cataluv Launches Inspiring Home Decor App

June 24, 2015

9:00 pm

Philly based Cataluv is making it easy to find and buy amazing home decor products from independent retailers. Their mobile app allows you to browse tons of lifestyle images which are updated daily, save products to a wishlist, save design shots to an inspiration board, and even purchase products through their seamless mobile checkout.



Founder Allison Berliner, has been working tirelessly on Cataluv for the last several months and the app officially launched last week. I had the chance to ask Allison some questions about the inspiration behind Cataluv and her experiences as an entrepreneur and starting up in Philadelphia.

What was the inspiration for Cataluv?

Cataluv is a play on the words ‘catalog’ and ‘love’. We got inspired when we realized that the only junk mail we ever kept were the beautiful home decor catalogs from West Elm, Crate and Barrel, etc. We thought, catalogs are just like the analog version of Instagram, with product tags instead of user tags, and that’s how it all began.

What is one thing you wish you’d known prior to starting up?

Entrepreneurs are really good at putting a positive spin on things – otherwise, we wouldn’t be able to get back up from the mistakes, rejections, and just plain old bad news. But the flip side of this is that it’s possible to be overly optimistic. I wish I had been harder on my metrics from the outset, which would have saved us time and money.

What is your favorite tech or startup trend at the moment?

I’m most excited about mobile commerce. Last year more than 50% of all ecommerce traffic came from mobile. Figuring out mobile commerce will be huge, and it’s happening. I am particularly excited to see how things evolve in mobile payments.

What are your thoughts on the Philly startup ecosystem? 

Philly has been such a supportive startup ecosystem. I would definitely recommend it to anyone looking to start a business. There are fantastic schools providing access to great talent. There are resources available through incubators like Dreamit Ventures. And the city itself is affordable and easy to navigate. The only con is the limited availability of outside capital – but I’m hopeful that that is changing pretty quickly.

Image Credit: Foxtail + Moss


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Kristin is an aspiring entrepreneur who is enthusiastically navigating her way through the DC startup space. She has an unending passion for learning and is never satisfied with the status quo. During the day she is an ops, biz dev, and marketing maven for Fission Strategy

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