Redecorating Your Home Doesn’t Have to be Horrifying with Hutch

When you’re ready to redecorate your home, it can take months of scouring ecommerce sites and online garage sales before you can find the right combination of furniture. And while Pinterest is helpful, it can’t do everything. Fortunately, one company can.

Today, Hutch, an interior design and ecommerce app that helps you transform your space into the look you love in less than a month, has launched. Decorators, rejoice!

“Buying furniture doesn’t have to be horrifying,” said Beatrice Fischer-Bock, CEO of Hutch. “We can have some fun with what’s around with what’s around us. You kinda get to play dress-up with your space.”Hutch screen shot of final idea with products feature in app


Users begin by snapping a photo of the space in need of redecorating. Then choose a variety of themes curated by their designers with the latest trends, everything from Boho Chic to Urban Industrial. Hutch will then virtually redesign your room at no cost and give you a vision of your actual space before purchasing or rearranging any furniture within 24 hours. Hutch also allows the user to purchase the products featured in the redesign directly on the app. And voila! Your room is done!

“We’re developing a proprietary photo technology that recognizes the structure of the user’s space and places products in it,” said Benjamin Broca, CTO of Hutch. “It’s similar to what Snapchat filters do to your face, but for furniture shopping.”

Founded by Fischel-Bock, Broca, Lizzie Grover, CCO Hutch, Madeline Fraser, CMO Hutch and Ethan Gromet CDO Hutch, the company is an improvement on Homee. In trying to keep the app free, Fischel-Bock, Grover and Fraser met at George Washington University where they studied interior design. After appearing on “Shark Tank” with their business Zoom Interiors, the three met Sean Rad, cofounder and chairman of Tinder, who introduced them to Broca and Gromet.

This app is designed to make purchasing easy for clients. The application is free and available for IOS or Android. They will make revenue by selling products on the app at retail prices while purchasing them at wholesale prices. The company has raised $7.14 million in Seed and Series A rounds of funding, led by Founders Fund, Foundation Capital, FF Angel LLC, Rad, and Scooter Braun, founder at SB Projects.

“We started all this off of the fact that we looked around our generation we are millennials and our friends were always asking for design help. We are moving more than in the past. We are no longer moving to the ‘burbs, getting married early, working up that corporate ladder, having our resume, and staying all in one place. We are saying okay I’m going to go to grad school, go to do that startup, that job. We are going to live with roommates before we get married or live alone before we get married. So, every time you are entering you are going to need new furniture,” said Fischel-Bock.

While running a business can be difficult, the members of Hutch always keep one thing in mind: fail fast, fix, fast, and learn fast. Just remember to keep trying no matter what. You never know what might come of it.

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Chelsea is a journalism student at Arizona State University. She enjoys introducing people to new things, topics and ideas. She has written for Downtown Devil, azcentral and EmpowHER. She is currently the social media chair for her student chapter of National Association of Black Journalists. When she isn’t writing articles or doing homework, she is probably in the kitchen trying a new recipe.
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