In a world driven by technology, the natural evolution is for it to reinvent the e-commerce space. That's exactly what Hutch does. Using 3D technology, Hutch lets users realize their dream homes by allowing them to virtually decorate their homes before driving to purchase. I sat down with Beatrice Fischel-Bock, Co-Founder of the brand that is making interior designers out of anyone. 

LM: Let's start by giving me a snapshot of you and the company.

BFB: We launched Hutch (formerly known as ZOOM Interiors and Homee) in 2012 during my final year at George Washington University after coming to the realization that interior design was an untapped resource in the technology sector. Last July, we closed a Series A funding round for $10 million from real estate platform Zillow, raising a total of $17+ million in funding to date.

LM: Tell me about your origin story. Why did you start this company?

BFB: It was junior year of college and my original co-founders and I went abroad for six months. Our friends were moving into their first apartments and asking us for help finding furniture. We realized that there was a real need to help people buying furniture who are not willing or able to work with a professional interior designer.

LM: What was your favorite part about starting Hutch?

BFB: I don't think I have one favorite part about starting Hutch as it's been such an incredible journey; however, my favorite part of the job is definitely the team! There is nothing better than a day when we figure something out or finish a big sprint. We're all in it together and have different strengths we can contribute to the overall vision.

LM: Tell us about your design/aesthetic and branding.

BFB: I would say my own design style is California contemporary and I think you can see this style throughout the aesthetic and branding of Hutch. I love to mix and match something more laid back with something more classic.

LM: Talk to us a little bit about why you think Hutch has been so successful.

BFB: There are a variety of services on the market right now that are focused on e-design and matching you with your own professional interior designer, which works very well for some people. The reason I believe Hutch has been so successful and what excites me most about continuing to develop the tool is that we are a technology-first company, offering a product that allows anyone to essentially become their own designer. A lot of people, especially in the millennial generation, know what they like but have difficulty visualizing how everything will look together and figuring out scale and sizing within their space. Hutch is a tool that allows anyone to put together their own space in the same manner as they would with their clothing to style their own outfit. Furniture and decor for your home can be very intimidating and Hutch helps solve this problem by offering a solution that was needed within the furniture, decor and e-commerce space.

LM: What brands are you obsessed with right now?

BFB: Glossier, Lola and Parachute!  They are all women-founded and run, and they all put out incredible products with the most perfect branding and details.

LM: What is your take on the future of Hutch? What's next?

BFB: We're always evolving. Big things coming in 2018. Our technology is getting better and better, with more capabilities. We are also announcing some exciting partnerships. Stay tuned!

Published on: Sep 11, 2018
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