Online home furnishings retailer Dot & Bo is expanding into workplace design products and services with Dot & Bo Business, a program it launched in early March.

Selling to businesses marks a change for Dot & Bo, which launched in 2013 as a web-only retailer that sells indoor and outdoor home furnishings. Its e-commerce site features complementary editorial content centered on such themes as “Dream House,” which takes shoppers inside elaborate houses, and “Museum Pass,” which features travel-oriented articles.

“Furniture is a massive, $230 billion market,” CEO and co-founder Anthony Soohoo says.

But while he designed Dot & Bo to appeal to consumers, the site also attracted business executives, many of whom first came to DotandBo.com for the inspiration it offers through its coordinated collections of products and editorial content. “They really need to understand how all the pieces fit together,” Soohoo says. “Dot & Bo is a little like window shopping in the offline world in an online medium.”

Since the company’s 2013 launch, thousands of suppliers have registered on the site to connect with millions of consumers and business buyers, he says. In 2015, Soohoo noticed that business customers were growing quickly and represented about 10% of the business. That inspired Dot & Bo to launch a business-to-business section of its site at DotAndBo.com/Business.

“A lot of our B2B customers started as consumer shoppers and then used our service to decorate their business,” Soohoo says. But he realized they needed more help in buying furnishings for offices and other facilities. “We wanted to make sure we addressed businesses’ more specific, special needs, so we developed a different channel and different approach to help them.”

Businesses that set up accounts in Dot & Bo Business are eligible for product discounts, and are paired with a personal account manager who assists with product selections, customer orders, price quotes and delivery logistics. The company has worked with a few hundred businesses, ranging in size from 10 employees to organizations with more than 20,000 workers. Examples include Princeton University, logistics services provider Shyp Inc. and the Sperry footwear and apparel company.

“We approached Dot & Bo seeking support on a project to modernize and evolve part of our office into a more collaborative and functional space,” says Magnus Wedhammer, senior vice president of product at Sperry. “From initial design inspiration to execution, we received tailored advice and support at every step of the process.”

Dot & Bo also offers design services for professional interior designers and architects and for businesses planning to do their own interior design work.

Dot & Bo is backed by venture capital firms Trinity Ventures and Oak Investment Partners. It didn’t immediately respond to a request for information about the amount of capital it has raised.

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