Home Smart 100 2012 Interior Secrets (SMART 100)

Interior Secrets (SMART 100)


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The following SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity. More about the SMART 100.

Interior Secrets (VIC)

This innovation initially came to life when…

One average 24-year-old man from the western suburbs of Melbourne was moving to a new home and given the challenge of refurnishing his parents’ entire home with a small budget of $5,000. At the time he was living at home with his parents and was sick and tired of coming home to uncoordinated colours and uncoordinated pieces of furniture. He took this opportunity from his parents and was determined to have designer pieces of furniture at an affordable price but found nothing. Interior Secrets was born.


The purpose of this innovation is to…

Give the average joe an opportunity to experience designer, quality living at an affordable price.

It does this by…

Providing an online platform for people to view and purchase designer-quality pieces at an affordable price.


This innovation improves on what came before because…

It provides the lowest prices in designer living.

Its various benefits to the customer/end-user include…

Allowing them to own designer-quality furniture at an affordable price and experience designer living.


In the past, this problem was solved by…

Physical stores or online stores selling designer furniture made with cheaper materials, or pieces that looked great but didn’t have the durability, hence why they were cheaper. So that it still looked great, people still achieved the expression they were looking for but the quality and durability weren’t there.

Its predecessors/competitors include…

Shopping at alternative online furniture stores, who also have a similar mission.


It is made for…

Your average joe, average family, average couple that works a 9am-5pm job, earns 45k-65k income, has big dreams, big visions, big aspirations and looking to improve on their lifestyle.


It is available for sale through…

Ecommerce platform and eBay.

Our marketing strategy is to…

Have experts in the field of interior design recommend the latest trends and designs for consumers, then create a community of people that love interior design to share their ideas,what  they’ve accomplished with refurnishing/moving, and their buying experiences to constantly enhance the experience of other buyers.



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