Opinion / David Hodari
Ready for disassembly
“Yesterday’s news was as heart-breaking as it gets for a founder,” began Made.com’s Ning Li in a LinkedIn post. The original copy includes a broken-heart emoji, which I’ve removed (you’re welcome). This is in reference to the British online furniture brand finding itself on the brink of collapse, having suspended sales and abandoned attempts to find a rescue buyer.
What’s remarkable about the company’s implosion is the speed at which the direct-to-consumer retailer has gone from being a stock-market darling to having to look to “preserve value” for its shareholders and creditors. In just over a year since launching its initial public offering at a valuation of £775m (€899m), the company is no longer taking any orders. From a personal point of view, I’m disappointed; I’m very fond of the velvet and mahogany Made.com armchair that sits in my living room. What went wrong?
One reason why Made.com ended up here is seemingly universal for anyone who delivers goods manufactured largely in Asia. Shipping costs have leaped in the past few years for the same Ukraine-war-and-pandemic-supply-chain issue that will by now be obvious to anyone with access to a newspaper. See also: waning demand for expensive items such as furniture during economically rocky times.
The other factors are perhaps more in Made.com’s control. Take your pick: the company assumed that customers’ pent-up cash and focus on making their homes more cosy during lockdowns would continue uninterrupted; Made.com pitched itself as “digitally native” at a time when customers are rediscovering the pleasure of bricks-and-mortar trade; and then there’s the business strategy. The retailer spent too much money scaling supply in an effort to expand and cut the long lead times that customers (me included) had experienced.
The world is changing: it’s much harder than it used to be to serve customers straight from a warehouse, particularly when shipping large items. If it goes to the wall, Made.com will be remembered most for making charming furniture at accessible prices. In its strategic thinking, however, Made.com will be viewed as a company that left its undelivered velvet armchairs outside and hoped that it wouldn’t rain.
David Hodari is Monocle’s business editor.