NEW AT I/D: Custom Beds and Our First NYC Guideshop Location

Get ready for bed. We’re excited to launch a brand new product category: beds. Your bedroom is a sanctuary, a room where your personal style is on display, yet where comfort must come first. We believe it deserves a better shopping experience.

The Gray bed

Since our launch in 2014, we’ve focused on what we see as the biggest area for improvement in the home furnishing space: the sofa, aka the centerpiece of your home. After two years of developing our manufacturing strength in upholstery and perfecting our unique customization offering, beds were a natural next step. Similar to your sofa, you spend a significant amount of time in your bed—roughly a third of your life, in fact.

This is our first new product category, so we took our time to really get it right. We started with three of our favorite sofa designs—Gray, Harper, and Oliver—and adapted them for the bedroom. We spent more than a year concepting, designing, prototyping, testing, and refining.

The Harper bed

There were many ah-ha moments, long hours, and late nights along the way. For instance, during the first round of prototype sampling, our product team  realized the Harper bed (which lacks legs in its sofa configurations) needed to be raised up on six-inch legs to highlight its proportions. Our team  also logged a lot of time testing out the comfiness factor of different mattress and bedding partners (all in a day’s work) before settling on Tuft & Needle and Parachute Home. The final product is something we’re truly proud of, something we’d sleep on…maybe now we can catch up on all that lost sleep.

The Oliver bed

You can see our beds on display at our Chicago Guideshop location (833 W. Armitage Ave.) as well as our recently opened New York location (68 Greene St.). That’s right, we’ve opened our second ever brick and mortar right in the heart of Soho. Why New York? Since our founding, it’s quickly become one of our biggest customer bases outside Chicago. Not only that, custom furniture just makes sense for New Yorkers, who are as unique as the spaces they live in.

Come visit us at either of our Guideshop locations or shop online at We’ll ship you up to five free fabric swatches to help you get started, and our design experts are on call to answer your questions along the way.


Founder + CEO, I/D

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