A tech-enabled robotics manufacturer running a network of microfactories that produce OEM furniture, custom architectural millwork, and bespoke furniture — locally, at scale.
- Designers & brands depend on overseas OEM production
- 6–12 month lead times · 30%+ damage rates
- No transparency, no quality control, no recourse
- Developers carry the cost & schedule risk of every delay
- A massive market with no modern infrastructure
A window is opening
Reshoring is being forced
The tariff environment is making overseas production economically untenable — demand for domestic capacity is moving now, not eventually.
Buyers expect visibility
Developers, GCs and designers now demand transparency, speed, and Procore-native vendors. Opaque, slow supply chains are no longer acceptable.
No modern incumbent
No player has integrated software, robotics, and distributed manufacturing into one category-defining platform. The lane is empty.
Tariffs are accelerating reshoring into this exact category — and no incumbent pairs technology with manufacturing. SOM illustrative — build bottoms-up
We turn furniture & millwork production into software-orchestrated infrastructure — a network of robotic microfactories that builds any order, anywhere, on schedule.
You send the design. The network builds it — local, tracked, on time.
Every factory runs two engines
The Utilization Engine
- High-volume, repeatable runs for furniture brands
- Robotics near full capacity — fixed costs absorbed
- Predictable throughput underwrites the network
The Margin Engine
- Custom millwork & one-off furniture, design-led
- Lower volume, materially higher margin per job
- Reconfigurable cells flex to each project
The OS load-balances both line types across the network in real time — OEM volume keeps utilization high while custom work drives margin up.
One footprint.
Ten times the output.
A fully-equipped robotic facility — built to replicate across the network.
One network. Two fulfillment flows.
The OS routes every order through the same factory network — decomposed for custom projects, or run at volume for OEM brands.
Every department, by production line
High-volume repeatable runs
Optimized for throughput & consistency
- 01Order & spec ingestionbrand SKUs, BOM, tolerances
- 02Automated nesting & cutpanel/beam saw, 5-axis CNC
- 03Edge-banding & drillingcontinuous line
- 04Robotic finishingspray, UV cure
- 05Sub-assembly & hardware
- 06QC, pack & palletizebrand-compliant
Project-based, spec-driven
Paneling, casework, feature elements
- 01Shop drawings & engineeringfield dims, submittals
- 02Material take-off & sourcingveneer, solid surface, metal
- 03CNC + robotic machining6/8-axis cells
- 04Veneer, lamination & press
- 05Hand finishing & detailing
- 06Dry-fit, QC & site logisticsProcore-linked
Bespoke, design-led pieces
One-off & short-run
- 01Design intake & prototypingdesigner collaboration
- 02Frame & structure fabrication
- 03Robotic shaping & joinery
- 04Upholstery & soft components
- 05Premium finishing
- 06White-glove QC & crating
Estimation & AI takeoffs · Procurement · Material warehouse · Metrology/QC lab · Maintenance · Logistics & dispatch — one backbone serving all three lines, orchestrated by Atelier OS.
6- & 8-axis robotics do the heavy work
The operating system for distributed manufacturing
Procurement management
Factory routing & load balancing
Real-time production tracking
Client portal & Procore integration
AI-powered takeoffs & estimation
Quality assurance workflows
A sequenced wedge — not four bets at once
Developers + Construction
CFO-level pain with a budget: transparency, cost visibility, schedule certainty, quality. We interface seamlessly with their projects and Procore as a trusted vendor — and get the project open faster.
Designers
Designers specify the work and bring projects to life. We become their production resource — every spec we win pulls volume into the network.
OEM Furniture Sellers
Once factories exist and utilization is proven, dedicated OEM lines supply furniture brands at volume — the engine that keeps every facility full.
How we take cost out of OEM
No ocean freight or duties
Domestic production removes container freight, tariffs, and FX exposure from landed cost.
30%+ less damage & rework
Short domestic transit and QC at source eliminates the breakage tax baked into overseas supply.
Capital freed from inventory
Weeks not months of lead time means smaller safety stock and less working capital tied up.
Robotics-driven unit cost
Automation absorbs labor; AI nesting cuts material waste — a structurally lower cost per unit.
Lower MOQs, faster reorders
Flexible lines mean brands order closer to demand instead of over-committing per overseas run.
One accountable vendor
A single transparent partner replaces a brittle multi-broker chain — less overhead, real recourse.
A $1,000 retail piece, landed
Illustrative cost build for one casegood unit a premium brand (code name "RH") sells at $1,000. Today's overseas path vs. Atelier domestic. Honest: we add cost in places (labor, freight inland) and remove more elsewhere.
| Cost component | Today — overseas OEM | With Atelier (US) | Δ |
|---|---|---|---|
| Factory ex-works (materials + labor) | $210 | $245 | +$35 |
| Ocean freight + inland to port | $48 | $0 | −$48 |
| Tariffs / duties (furniture) | $55 | $0 | −$55 |
| Domestic inland freight (to brand DC) | $22 | $34 | +$12 |
| Damage, returns & rework reserve | $70 | $18 | −$52 |
| Inventory carry (long lead, safety stock) | $46 | $14 | −$32 |
| Broker / sourcing-agent margin | $38 | $0 | −$38 |
| QC, compliance & vendor management | $24 | $15 | −$9 |
| Total landed cost to "RH" | $513 | $331 | −$182 |
Delivered work,
growing pipeline.
- 5 projects delivered across Australia, New York & Miami
- $25M+ in active new bids in the pipeline
- Proven across international & domestic delivery
- Advisors: David Rockwell (Rockwell Group), Brian Vickery
Three revenue streams
Volume manufacturing contracts
Recurring, high-utilization runs for furniture brands on dedicated lines.
Millwork & bespoke furniture
Project-based, design-led work on variable lines.
Software & network layer
Estimation, routing, tracking & Procore-native client portal.
Cost curve at scale
Illustrative — replace with your figuresPhase 1 proves the model before we pour concrete
We don't need to build a robotic factory to start. Phase 1 is asset-light: the same OS orchestrates a network of vetted third-party factories — the entire business runs on standardization.
Phase 1 — Network (now)
Atelier OS + a curated network of third-party factories. Asset-light, revenue from day one, low capital risk.
- Standardized specs, tolerances & QC protocols every partner must meet
- Standardized intake, takeoffs, routing & client portal — identical experience regardless of which factory builds
- We capture the customer relationship & the data
Phase 2 — Owned microfactory
Proceeds & proven demand fund the first robotic facility. Standardization makes it a drop-in upgrade, not a restart.
- Same OS, same specs, same customers — now with owned robotic capacity
- Margin expands as production comes in-house
- Network partners absorb overflow & provide redundancy
Because every job is specified, priced, routed and QC'd the same way, any factory in the network is interchangeable — that's what lets us scale on partners now and swap in owned robotic capacity later without changing a thing for the customer.
Defensible by structure, not features
Factory #1 — site shortlist
- Proximity to live demand (NYC / NE corridor)
- Skilled woodworking & CNC labor pool
- Industrial real estate cost & power
- Logistics — highway, port & air access
- Speed to permit & build out
Lehigh Valley, PA
NE-corridor logistics hub, strong industrial labor, low cost, <2 hrs to NYC demand.
Northern New Jersey
Closest to NYC project density & ports; higher cost, fastest to client sites.
High Point / Hickory, NC
Historic US furniture cluster — deepest skilled-labor pool, lowest operating cost.
South Florida (Miami)
Existing project + LatAm/AUS gateway — strong candidate for facility #2.
Operators who have built this before
Julien Albertini
Founding team member at Bilt Rewards ($11B) — helped launch & build the brand. Founder of Asthetíque Group, an award-winning multinational design firm.
Alina Mehrle
Leads brand, marketing & demand. Background spanning global procurement and brand-building across international markets.
JP Morales
Business development and factory-partnership expansion.
Jon Bijari
Oversees all construction operations, site management, and project delivery across the factory network.
CTO / Head of Platform
Technical leader to scale the AI-powered operating system that connects and manages the factory network.
Head of Innovation / Robotics
Robotics and automation leader to design and deploy the microfactory production systems.
Head of Production
Senior manufacturing/operations leader to own the first microfactory build & production system.
David Rockwell
Rockwell Group — global design authority.
- First owned microfactory built & operational
- Dedicated OEM line + variable custom line live
- Atelier OS GA — client portal + Procore integration
- First OEM brand contract signed; pipeline converted
- Unit economics proven at scale → Series A / factory #2