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Rob Royer launched Interior Define online in 2014, offering direct-to-consumer, customizable sofas at a middle-market price point. Veteran insight and early investment capital from Bonobos founder (and Royer’s brother-in-law) Andy Dunn helped the Chicago-based company gain early momentum among consumers and designers. Today, Interior Define, which has since expanded its custom offerings to multiple product furnishing categories, is on track to triple its sales for the third year in a row. The growth has some industry players questioning: Can this model work at the higher end? This episode is sponsored by Fuigo.