Renovation Brands

Renovation Brands is a vertically integrated, multi-brand, digitally native e-commerce platform serving the home improvement products space. Founded in 2002 in Florence, Alabama by Rick Morse, the company has grown from its origins as Net Direct Merchants into a leading group of specialty brands that empower homeowners, designers, and trade professionals to bring their renovation visions to life. The company operates a diverse family of brands including Electric Fireplaces Direct, Mantels Direct, American Tin Ceilings, RTA Cabinet Store, DecorPlanet, Reggio Registers, Baseboarders, Kitchen Design Pros, Trueform Concrete, Blendhouse, and JM Lifestyles. Together, these brands offer everything from fireplace mantels and electric fireplaces to kitchen cabinets, decorative concrete surfaces, tin ceilings, and register covers. The company serves both residential and commercial customers across the United States, maintaining offices in Alabama, Colorado, Florida, Massachusetts, and other locations. With a vision to be the leading digitally native multi-brand specialty e-commerce retailer and wholesaler in home improvement, Renovation Brands combines digital expertise with deep industry knowledge. The company was established through a partnership between Rick Morse (founder of Mantels Direct and Electric Fireplaces Direct) and Digital Fuel Capital, which invested in 2013 to help develop the digital platform. Marc Sieger joined as CEO in 2017, bringing extensive experience in digital direct-to-consumer businesses. The company continues to expand through strategic acquisitions, having added Trueform Concrete, Blendhouse, and JM Lifestyles in recent years.