Lush Decor Company Profile
Background
Company Overview
Lush Decor, established in 2008 by Jenny Jing Zhu, is a prominent home fashions brand headquartered in East Brunswick, New Jersey. The company specializes in designing and delivering unique home essentials that blend style, comfort, and sustainability. With a mission to inspire individuals to create personalized and beautiful living spaces, Lush Decor has become a significant player in the home textiles industry.
Mission and Vision
Lush Decor's mission is encapsulated in its motto, "Life. Inspired." The company believes that an inspiring home leads to an inspired life, aiming to craft products that spark creativity and joy in every household.
Key Strategic Focus
Core Objectives and Specialization
Lush Decor focuses on creating original designs that cater to diverse lifestyles and preferences. The in-house design team develops exclusive products, ensuring a blend of style, trends, sustainability, and craftsmanship. The company's product range includes bedding, window treatments, shower curtains, decorative pillows, throws, and table linens.
Technological Integration
Embracing technological advancements, Lush Decor has integrated Artificial Intelligence (AI) across its operations. This includes the establishment of the Lush Decor AI Academy, training team members to harness AI within their roles. AI is utilized for data-driven decision-making, enhancing efficiency, predicting customer needs, optimizing strategies, and delivering personalized customer experiences.
Market Expansion
In February 2025, Lush Decor expanded into the Indian market, showcasing its products at Bharat Tex 2025 in New Delhi. This strategic move aims to tap into India's rich textile heritage and growing demand for contemporary home décor.
Financials and Funding
Revenue and Growth
As of recent estimates, Lush Decor generates approximately $8.9 million in annual revenues. The company employs around 51 people at its headquarters location.
Funding History
Specific details regarding Lush Decor's funding history, including total funds raised and notable investors, are not publicly disclosed.
Pipeline Development
Product Expansion
In March 2025, Lush Decor acquired Trans Ocean, a long-standing area rug developer, adding floor décor to its existing portfolio. This acquisition signifies the company's commitment to diversifying its product offerings and enhancing its market presence.
Technological Platform and Innovation
Proprietary Technologies
Lush Decor has integrated AI into its operations, utilizing data-driven insights to predict customer needs, optimize inventory management, and enhance customer interactions. The Lush Decor AI Academy trains employees to effectively implement AI technologies within their respective roles.
Sustainability Initiatives
The company is committed to sustainability, with products certified by STANDARD 100 by OEKO-TEX® and the Global Organic Textile Standard (GOTS). Additionally, Lush Decor incorporates recycled cotton into several products, reducing environmental impact.
Leadership Team
Key Executives
- Paola Peretti: Appointed as CEO in January 2024, Paola brings extensive experience from her tenure at LVMH. She leads the company's strategic initiatives, focusing on innovation and global expansion.
- Jenny Jing Zhu: Founder and Chairwoman of the Board, Jenny transitioned from her role as CEO to focus on empowering entrepreneurs within the AAPI community through initiatives like the JJZ Collective and the USPAACC’s Women Initiative Strategic Empowerment (WISE).
Leadership Changes
In January 2024, Paola Peretti succeeded Jenny Jing Zhu as CEO, with Jenny assuming the role of Chairwoman of the Board. This transition marks a new chapter in Lush Decor's leadership, emphasizing innovation and global outreach.
Competitor Profile
Market Insights and Dynamics
The home textiles industry is characterized by a diverse range of products catering to various consumer preferences. The market is competitive, with companies striving to offer unique designs, quality materials, and sustainable options to attract customers.
Competitor Analysis
Lush Decor faces competition from several brands in the home textiles sector, including:
- Block Shop Textiles: Specializes in hand block printed textiles using natural dyes, with a focus on traditional craftsmanship.
- Royal Furnish: Offers bohemian-style home décor accessories, emphasizing vibrant colors and patterns.
- Gypsyville: Provides a range of home décor items with a rustic and eclectic aesthetic.
- Maisonette: Focuses on children's home décor and furnishings, offering curated collections from various brands.
- Garnet Hill: Offers a wide range of home textiles, including bedding and rugs, with an emphasis on quality materials.
These competitors vary in their focus areas, from traditional craftsmanship to niche markets like children's décor, contributing to a dynamic competitive landscape.
Strategic Collaborations and Partnerships
Lush Decor's acquisition of Trans Ocean in March 2025 exemplifies its strategic approach to expanding product offerings and market reach. This partnership enhances the company's portfolio by incorporating a diverse range of area rugs, catering to a broader customer base.
Operational Insights
Market Position
Lush Decor positions itself as a brand that blends style, comfort, and sustainability, appealing to consumers seeking unique and eco-friendly home décor solutions.
