This home paint startup is a millennial haven — it offers a smaller selection of highly curated colors and bundles supplies for easy shopping

Business Insider | 9/27/2019 | Connie Chen
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Backdrop is a new startup that wants to make it less of a chore to paint your home.

It sells paint ($59) in a small selection of colors, samples ($2) that ship for free, and supplies, plus it has an online calculator that helps you determine how much of everything you'll need.

Shopping - Experience - Products - Design-studio - Hardware

The shopping experience and products feel more reminiscent of a design-studio than a hardware store — an exciting change that reframes the chore of wall painting as a creative and transformative endeavor.

When I was a kid, I loved walking through the paint section at the hardware store, hoarding and ruffling through thick bundles of paint chips. It's just like picking out colors for my paint-by-numbers coloring book!

Enthusiasm - Today - Color - Feel - Style

If only that same enthusiasm still applied today, when choosing the right color will determine the feel and style of your home (no pressure) and the labor of painting entire walls is a tad more intensive and expletive-ridden than plopping down in front of a coloring book.

Husband-and-wife duo Caleb and Natalie Ebel are the cofounders of Backdrop, a new direct-to-consumer paint brand that's reimagining the home paint shopping and user experience. Having painted every home and apartment they've ever lived in, they wanted to create the brand they wish they could have used then.

Caleb - Warby - Parker - Natalie - CMO

Caleb was formerly at Warby Parker, while Natalie was the CMO of nonprofit Pencils of Promise. Unlike the founder of competing online paint startup Clare, they're not interior designers, but they're able to leverage their personal perspectives as consumers to create more exciting solutions for the paint industry.

Backdrop sells three types of paint: Standard Finish (low-sheen, semi-matte), Semi-Gloss Finish, and Primer. The Standard wall paint is available in a curated collection of 50 colors, which have names like 36 Hours in Marrakesh (warm, earthy pink)...
(Excerpt) Read more at: Business Insider
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