About the Company

Blindster focuses on providing customizable and easy-to-install window treatments for homes. Founded in 2010 by Kyle Cox, the company prioritizes simplifying the often-intimidating process of measuring, ordering, and installing custom blinds. Its products include a "No Tools" installation line, which removes the need for professional assistance or tools, promoting a hassle-free experience. Blindster also stands out with its Fit-or-Free Guarantee, reflecting its commitment to customer satisfaction.

The company has steadily grown into one of the largest eCommerce retailers of custom window treatments in the U.S., leveraging its strong customer service ethos and advanced technology. Based in Houston, Texas, Blindster employs a team of professionals trained extensively in both technical product knowledge and customer care to support its mission.

Blindster experienced a significant boom during the COVID-19 pandemic, capitalizing on the surge in home improvement and eCommerce activity. This success has positioned the company as a leader in its niche, with plans to expand further into custom eCommerce solutions for other retailers.

Idea Behind Company

Kyle Cox's inspiration for Blindster stemmed from his own frustrations when ordering custom blinds for his home in the late 1990s. While working at Black & Decker, Kyle encountered the inefficiencies of the early custom blinds industry, where middlemen dominated and the purchasing process lacked customer autonomy. He envisioned an eCommerce solution offering direct access to custom products with improved usability.

After selling his first window treatment business in 2005, Cox returned to the industry with a refined approach. He focused on customer-centric innovations such as a satisfaction guarantee, a rarity in the custom product space. His goal was to make custom blinds more accessible, combining convenience, affordability, and excellent service.

Cox’s decision to focus on simplicity and innovation—while emulating successful customer-focused business models like Zappos—helped Blindster carve out a unique space in the market. These principles have remained at the core of the company’s philosophy.

Creating the Company

Cox re-entered the blinds industry in 2010, drawing on lessons learned from his previous venture. He began by developing a business plan that emphasized customer satisfaction and differentiating from competitors. His initial investment of $50,000 covered website development, product curation, and operational costs. He faced early challenges, including high advertising costs and setbacks in web development, but managed to persevere.

The launch included a simple website featuring advanced filtering options and curated products. Blindster relied heavily on pay-per-click advertising to drive initial traffic and sales, investing nearly $500,000 in the first year. Over time, improvements to website speed, content, and vendor API integrations enhanced customer experience and operational efficiency.

Cox also introduced the "No Tools" product line, which underwent extensive prototyping and testing to ensure durability and ease of use. This innovation played a key role in attracting DIY customers and bolstering Blindster’s reputation for customer-centric design.

Launching the Business

Blindster officially launched in December 2010. Kyle Cox overcame significant hurdles, including last-minute developer issues and tight financial constraints, to bring the business online. His initial marketing efforts focused on Google AdWords and other digital platforms, with advertising costs consuming a substantial portion of revenue during the early years.

The company emphasized building trust through exceptional customer service and guarantees, including the Fit-or-Free program. This unique approach encouraged hesitant customers to try custom blinds online, helping Blindster gain traction despite fierce competition. Blindster's small team, which included family members from Cox’s previous business, worked tirelessly to support the company’s rapid growth.

By 2015, Blindster diversified its marketing efforts, incorporating radio campaigns to build brand recognition. These campaigns proved transformative, helping the company reduce reliance on digital ads and achieve sustained profitability.

Earnings

Blindster has grown steadily, with monthly revenues reaching $3 million. In 2020, the company achieved record sales of $39 million, driven by increased demand for DIY home improvement during the pandemic. Despite initial financial challenges, Blindster has become cash-flow positive, with advertising costs now accounting for a manageable portion of revenue.

Blindster’s success is bolstered by its focus on repeat business and customer retention, which are atypical for niche products like blinds. The company’s commitment to innovation and customer satisfaction has positioned it as a leader in the custom blinds industry. Future plans include expanding its offerings to build custom eCommerce platforms for major retailers, further leveraging its expertise in this specialized market.