Serena & Lily

Serena and Lily is a California-based home furnishings company founded in 2003, specializing in coastal-inspired furniture, decor, and textiles. The brand is known for its laid-back, beachy aesthetic featuring light colors, natural materials, and classic patterns. Serena and Lily's product offerings include furniture for living rooms, bedrooms, and outdoor spaces, as well as bedding, lighting, rugs, wallpaper, and decorative accessories. The company's signature style incorporates elements such as rattan, jute, linen, and coastal-inspired prints and textures. Serena and Lily's products are designed to create a relaxed, elegant atmosphere reminiscent of upscale beach houses or Hamptons-style homes. While the brand is positioned as a luxury offering with higher price points, it has gained popularity among consumers seeking a refined coastal look for their homes. Serena and Lily operates an ecommerce website and has retail locations known as Design Shops, where customers can view products in person and receive design assistance.

Key customers and partnerships

Serena and Lily caters to a clientele interested in high-end coastal and traditional home decor. The brand has attracted a following among millennials, particularly those embracing the "coastal grandma" and "grandmillennial" aesthetic trends. Serena and Lily has expanded its retail presence by opening outlet stores in California, South Carolina, and Florida, providing customers with opportunities to purchase discounted merchandise. The company has also collaborated with artists and designers to create exclusive product collections, enhancing its appeal to design-conscious consumers.