About Us.

Our Mission.

As a manufacturer and marketer, our mission is to offer high quality products delivered through exceptional service. We focus on being the expert in the category and pride ourselves in providing outstanding product education, sales, design and service support.

Our Vision.

To be the leading digitally native multi brand specialty e-commerce retailer and wholesaler in the Home Improvement products space. We serve both residential and commercial customers with curated, exclusive and proprietary branded products. We will continue to grow our capabilities and offerings through both organic and acquisitive growth.

  1. 2002

    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.