From Where, the platform that transforms short-term rentals into shoppable experiences, has expanded beyond host storefronts to include professional interior designers, creating a comprehensive ecosystem where design expertise meets commercial opportunity in the hospitality space.
The Designer Storefront Innovation
Co-founder Nisha Franklin explains the expansion: “We’re really excited about the interior designer storefronts. Up until this point, we’ve been focused on hosts and boutique hotels and building those storefronts. Now professional designers can also feature their work on storefronts.”
The platform allows users to view designer projects, see products in the context of a room, and purchase items directly from curated spaces. This approach distinguishes From Where from traditional e-commerce by showcasing products within professionally designed, functional environments rather than isolated product shots.
Strategic Business Integration for STR Hosts
The designer collaboration addresses a critical business need in short-term rentals where design quality directly impacts booking performance. Franklin emphasizes that design extends beyond aesthetics: “Good design can set a listing or property apart from others. It’s not just how things look. It’s an entire strategy that needs to be thought through.”
For STR hosts, partnering with professional designers through the platform provides access to years of expertise focused on functionality for guests, not just visual appeal. The collaboration helps hosts create memorable experiences that drive higher bookings, better reviews, and repeat customers.
Revenue Generation Through Design Influence
The designer membership program creates multiple revenue streams for interior design professionals. Enhanced profiles allow designers to showcase multiple projects as shoppable experiences while earning commissions on product sales from their featured designs.
Franklin notes the dual benefit: “It’s a marketing tool that helps designers get discovered, grow their influence beyond their immediate client base, and create a new stream of income through commissions.”
This model addresses the growing importance of designer influence in purchasing decisions while providing sustainable monetization beyond traditional client relationships.
Curated Shopping Experience
The platform differentiates itself by offering products within real, lived-in spaces rather than sterile showroom settings. Users can shop entire rooms designed by professionals, understanding how individual pieces work together in functional environments.
“Maybe I was inspired by a piece of furniture, but then I’m on an interior designer’s storefront, and I can actually see the space where that is, and how they have styled it with different items,” Franklin explains. “You can shop the space and see what’s in there, what elements inspire you.”
From Where Interior Designer Badge
Recognizing the powerful influence interior designers have in shaping spaces and experiences, From Where has developed a carefully crafted methodology to highlight top talent in key metropolitan areas.
The From Where Best Interior Designer Award is presented to designers who meet a high standard of creativity, quality, and client satisfaction, and are featured on an exclusive, vetted list of leading professionals.
Market Positioning and User Experience
The company addresses the overwhelming nature of many e-commerce platforms by creating intuitive browsing options, and continues to refine and improve upon them to make the experience even more seamless. Users can shop by designer, product type, room type, or browse storefronts for inspiration, accommodating both targeted shopping and exploratory browsing behaviors.
Franklin and co-founder David developed the concept from personal experience: “We were frequently asking ourselves, ‘where do you think this is from?’ And we figured we can’t be the only people that are asking this question.”
Industry Integration and Accessibility
The platform simplifies participation for all parties. Hosts and designers can join through a free sign-up process on fromwhere.com, with From Where handling the technical aspects of creating storefronts rather than requiring participants to photograph and catalog their own inventory.
This approach removes barriers to entry while maintaining quality standards across the platform’s curated experiences.
From Where’s expansion into designer storefronts represents the convergence of interior design expertise, hospitality experience optimization, and e-commerce functionality, creating new revenue opportunities across the short-term rental ecosystem.
The above interview was featured on KeyCrew.co, an innovative media intelligence network, reaching decision-makers at every level of the industry.
