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IF + D - Austin, Texas United States
Every store should have a mantra. A short, concise thought that speaks to the store’s essence.
“We hate kittens.”
At IF+D, that mantra takes on a comically sadistic tone. To get oﬀended is to misunderstand Kristen Boling, as she walks you past authentic Enron legal pads and sushi erasers, explaining that “to hate kittens is to be a badass.”
IF+D, a furniture, ﬂooring and design store in Austin’s burgeoning 2nd Street warehouse district, was hatched three years ago on a piece of large-square graph paper by Kristen’s 5 1/2 year old daughter. “She drew up the original ﬂoor plan. It was all her vision too, although we‘ve yet to oﬀer free guinea pigs and mermaid costumes”, says Kristin.
We’ve yet to oﬀer free guinea pigs and mermaid costumes.
It’s exactly that sense of genuine irreverence that allows IF+D to tread the ﬁne lines between design and comfort; exclusivity and accessibility. Place these same one-of-a-kind furniture pieces in diﬀerent hands and the result might not be so inviting. Might not be so warm.
Which makes it seem inevitable that Kristen would ﬁnd her way to a Mac.
“At ﬁrst I was given a PC for free, but the whole system didn’t work well at all. I ﬁnally went crazy and went to the Apple Store. I bought my beautiful iMac, Checkout and AccountEdge that day and I love them. I love looking at them. Even the design of the Checkout box made me giddy with delight.”
While Kristen is utterly distinct in so many ways, in some respects, she’s the typical, overloaded entrepreneur.
“I never knew how much energy would be required in owning a business. It’s the details that I wasn’t prepared for”, notes Kristin.
At 90 hours and counting, Kristen was looking for software to shave hours oﬀ her work week, not add to the unwieldy pile.
“The fact that I can integrate Checkout and AccountEdge and have everything covered makes me happy. This is exactly what I need.”
Just like that sushi eraser.