Our Story.

At Renovation Brands, we see every space as a canvas for possibility. Our portfolio of specialty brands is built to inspire homeowners, designers, and professionals to imagine more and achieve more. From kitchens that become the heart of a home, to commercial spaces that leave lasting impressions, we deliver the tools, products, and expertise to make bold visions real. Every brand in our family carries the same promise: to blend design, function, and innovation in ways that transform everyday spaces into something extraordinary.

Our Mission.

To enable inspired spaces—
by empowering homeowners, designers, and trade professionals to realize their vision

  1. 2012

    Company Founded

    Company originally established as Net Direct Merchants with initial site selling custom, made-to-order fireplace mantels. Founded by Rick Morse in Florence, AL

  2. 2013

    Digital Fuel Capital Invests

    Digital Fuel Investment in Net Direct Merchants and begins developing the digital platform

  3. 2015

    Renovation Brands Rebrand

    Net Direct Merchants is Rebranded into Renovation Brands highlighting the company’s niche focus on Renovation Products

  4. 2017

    Marc Sieger Appointed as CEO

    Marc Sieger named CEO. Marc is a seasoned executive operator with a strong track record of growth with a set of relevant organizations.

  5. 2019

    New Markets

    Renovation Brands continues to expand its presence into the multi-billion dollar Kitchen & Bath market.

  6. 2020

    Accelerated Growth

    With a current online penetration of ~10% in the Company’s core addressable market, Renovation Brands has the capability to leverage their leading infrastructure to rapidly double the business.

  7. 2021

    Expanding Boundaries

    Trueform Concrete, designers and makers of decorative concrete and build-to-spec pieces, comes on board reaching markets never before approached by Renovation Brands. Blendhouse, provider of specialty concrete blends, joins in tandem.

  8. 2022

    Scaling Up

    JM Lifestyles, a market leader in decorative concrete and wood-like concrete surfaces, joins the family adding capacity, scale, and product design capability to Renovation Brands' decorative concrete business.

  9. 2024

    Diversifying Product

    Launched Cast & Bevel, GreenGuard certified decorative vinyl ceiling panels crafted in Sonoma County, California.

  10. 2024

    TAM Expansion

    Renovation Brands acquires Vent Covers Unlimited and Madelyn Carter enabling expansion in the vent cover and cabinet hardware markets