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(From left) Spruce Up CTO Mike Deieken, CEO Mia Lewin, Madrona Venture Labs CEO Mike Fridgen, and Madrona Venture Labs CTO Jay Bartot. (Madrona Photo)

Spruce Up is using machine learning to make personalized interior design less of a luxury and more accessible.

The Seattle startup doesn’t have a product yet but is launching today with $1.5 million in funding from Madrona, Two Sigma Ventures, Female Founders Fund, Maveron, and Peterson Ventures. Spruce Up is a spin out of Madrona Venture Labs, the venture capital firm’s in-house startup studio.

Spruce Up’s co-founders are technology and interior design veterans. Mia Lewin is a former eBay executive who founded several design studios before joining Madrona Venture Labs as CEO-in-residence. Her co-founder Mike Dierken previously held leadership roles at Amazon and McKinsey & Co.

Lewin and Dierken envision a service in which customers fill out a style quiz before they are connected with designers.

“We gather rich data at [the] customer level about their home, style, budget and needs and match products to each customer profile,” Lewin said in an email. “Our style prediction algorithms recommend the best products that fit the customer profile and the designers hand-pick the best items that fit the customer’s needs.”

Spruce Up’s revenue will come from its e-commerce arm, which will sell furniture and decor items directly to customers. The three-person team expects to grow to 10 by the end of 2018. Spruce Up will bring on interior designers as employees and contractors to help customers find items.

There are a handful of companies providing online interior design services but Lewin says they require “more commitment from consumers both in time and money.” She believes Spruce Up can reduce both by leveraging machine learning technology.

Previous companies to spin out of Madrona Venture Labs include MightyAI; MessageYes; Essential; Domicile; and Rep the Squad.

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