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Technorati Meet Decorati

Technorati Meet Decorati

Mydeco was co-founded by Brent Hoberman and Martha Lane Fox, the same duo behind Lastminute.com, a popular European travel site that went public in 2000 and was bought five years later by Travelocity for $1.1 billion. After that sale, Hoberman splurged on a four-story home in central London. But though his wife is an interior designer, Hoberman says it was hard to find the right furniture, to understand what he was getting for his money, and to visualize how products in stores would look at home. That made him realize the interior design sector was ripe for disruption, prompting him to create mydeco.