{"id":32467,"date":"2018-11-13T14:52:44","date_gmt":"2018-11-13T19:52:44","guid":{"rendered":"https:\/\/digital.hbs.edu\/platform-rctom\/submission\/gantri-shines-a-light-on-3d-printing-for-home-decor\/"},"modified":"2018-11-13T14:52:44","modified_gmt":"2018-11-13T19:52:44","slug":"gantri-shines-a-light-on-3d-printing-for-home-decor","status":"publish","type":"hck-submission","link":"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/gantri-shines-a-light-on-3d-printing-for-home-decor\/","title":{"rendered":"Gantri Shines a Light on 3D Printing for Home D\u00e9cor"},"content":{"rendered":"

Additive manufacturing often draws attention in big, technical industries like automotive engineering. But what can it bring to small businesses and creative industries like home d\u00e9cor? Ian Yang saw such an opportunity when he founded Gantri, a new design company that utilizes 3D printing to make unique light fixtures.[1]<\/a> The company sources product designs from independent artists around the world, translates them into physical items via 3D printing, and sells them to customers online at a relatively low cost.[2]<\/a><\/p>\n

\"\"<\/a>
Gantri founder Ian Yang with some of the company’s 3D printers.<\/strong> Source: https:\/\/design-milk.com\/renegade-x-design-milk-spotlight-gantri\/dm_spotlight-gantri-ian\/<\/em><\/figcaption><\/figure>\n

3D printing is essential to Gantri\u2019s mission of bringing unique designs to customers via their online marketplace. First, it provides significant cost savings compared to traditional production processes, which would require high upfront costs and large minimum order quantities.[3]<\/a> As Yang explains, \u201cWe need to eliminate those costs if we want to make manufacturing accessible to individuals. 3D printing has minimal setup cost and is capable of producing products on-demand, so it\u2019s the process that\u2019s most suited to our goals.\u201d[4]<\/a> Using 3D printing therefore provides independent designers with a low-cost method to bring their ideas to life (especially when Gantri is footing the bill for the machines).[5]<\/a><\/p>\n

Additive manufacturing also fundamentally allows Gantri to source designs from around the world, despite centralizing production in San Francisco. Since 3D printing only requires a digital file from the designer, Gantri can engage designers from anywhere. Once the item is produced at Gantri\u2019s facility, it can be shipped to customers worldwide. Here again, 3D printing is the key to Gantri being able to connect a multitude of independent designers with customers.<\/p>\n

By centralizing production (and other administrative operations) this way and utilizing 3D printing, Gantri can also eliminate almost 2 years<\/em> from the production leadtime for lighting. Cutting the traditional 18-24 month leadtime down to 12-14 weeks results in significant labor cost savings that can benefit both designers and customers.[6]<\/a> In this sense, 3D printing makes production attainable for independent designers and helps make high quality design financially accessible to customers. These savings underscore how 3D printing is essential to Gantri\u2019s business model and ability to bring independent designs to market.<\/p>\n

\"\"<\/a>
Source: https:\/\/design-milk.com\/renegade-x-design-milk-spotlight-gantri\/dm_spotlight-gantri-light-tlseries\/<\/em><\/figcaption><\/figure>\n

Despite all of these wins, Gantri\u2019s business remains limited for now, in terms of both product offerings and scale. In the short-term, Gantri\u2019s leaders are focused on expanding their business to other product categories besides lighting. Over the next two years, they intend to introduce items like planters, dishes, containers, and bathroom accessories.[7]<\/a> This will help them expand their business while still leveraging the benefits that 3D printing provides for the production process.<\/p>\n

In the medium-term, Gantri is primarily focused on expanding their platform to more designers. At this point, the company invites only a select few designers to sell on their website. However, their goal is to expand to a broader network. Yang explains, \u201cWe attract designers who really want to build their design brands, [but] one day we want to support everybody.”[8]<\/a> Gantri\u2019s use of 3D printing will allow the business to collaborate with more designers easily, but the company\u2019s management will need to decide whether expanding their reach profitably outweighs the corresponding costs of additional equipment and labor at their production facility.<\/p>\n

Beyond the company\u2019s current plans, there are other future business challenges for Gantri\u2019s leaders to consider. For example, in the short-term, 3D printing is limited to a small set of materials like plastic.[9]<\/a> This may limit their ability to expand into more home d\u00e9cor categories. Dishes and bathroom containers may align with current available materials, but anything involving fabric will not.[10]<\/a> If Gantri wants to be a player in all areas of design and d\u00e9cor, they should invest in Research & Development for new 3D printing materials.[11]<\/a><\/p>\n

As Gantri continues to grow their business, their leaders will also need to consider how their 3D printing business model impacts their ability to scale production. For now, 3D printing provides smaller businesses with an opportunity to build specialized items at a lower cost than traditional manufacturing.[12]<\/a> Leaders will need to consider if it is financially viable to invest in more high cost 3D printers as the company grows. They could also consider outsourcing their 3D printing to a third-party. Over the next 10 years, Gantri may find that their core competency is connecting designers and consumers on their platform, rather than the actual 3D printing production process.<\/p>\n

In summation, Gantri exhibits how additive manufacturing can be used by a small business to provide value in a creative, design-driven business like home d\u00e9cor. As the company looks to the future, we are left with a few big questions. First, is 3D printing a short-term solution for driving innovation in this industry, or will it be a sustainable production method? Finally, how does Gantri\u2019s innovative use of 3D printing open themselves up to competition? Is their business model easily replicable? (798 words)<\/p>\n

 <\/p>\n

[1]<\/a> Amanda Sims, \u201cWe Can\u2019t Believe These 3D-Printed Lamps Are All Under $200,\u201d Architectural Digest, October 8, 2018, https:\/\/www.architecturaldigest.com\/story\/gantri-3d-printing-lamps-under-200<\/a>, accessed November 2018.<\/p>\n

[2]<\/a> \u201cGantri Table Lights is a Fascinating Retail Model Built for the Age of 3D Printing,\u201d August 29, 2018, Core 77, https:\/\/www.core77.com\/posts\/79464\/Gantri-Table-Lights-is-a-Fascinating-Retail-Model-Built-for-the-Age-of-3D-Printing<\/a>, accessed November 2018.<\/p>\n

[3]<\/a> Sarah Saunders, \u201cCreative Design Platform Gantri Offers Free Resources and 3D Printing, So Designers Can Quickly Bring Products to Market,\u201d July 3, 2017, https:\/\/3dprint.com\/179865\/design-platform-gantri-3d-printing\/<\/a>, accessed November 2018.<\/p>\n

[4]<\/a> Ibid<\/p>\n

[5]<\/a> “3D Printing 2016-2026: Technologies, Markets, Players : Current Usage, Future Applications and Market Forecasts.” PR Newswire, Aug 03, 2016. ProQuest, http:\/\/search.proquest.com.ezp-prod1.hul.harvard.edu\/docview\/1808427605?accountid=11311<\/a>.<\/p>\n

[6]<\/a> Clare Scott, \u201cGantri\u2019s Artistic Lamps Illuminate the Possibilities of 3D Printing,\u201d October 9, 2018, https:\/\/3dprint.com\/226868\/gantri-3d-printed-lamps\/<\/a>, accessed November 2018.<\/p>\n

[7]<\/a> Jaime Derringer, \u201cRenegade x Design Milk Spotlight: Gantri,\u201d November 16, 2017, https:\/\/design-milk.com\/renegade-x-design-milk-spotlight-gantri\/<\/a>, accessed November 2018.<\/p>\n

[8]<\/a> Amanda Sims, \u201cWe Can\u2019t Believe These 3D-Printed Lamps Are All Under $200,\u201d Architectural Digest, October 8, 2018, https:\/\/www.architecturaldigest.com\/story\/gantri-3d-printing-lamps-under-200<\/a>, accessed November 2018.<\/p>\n

[9]<\/a> Zander, Kai-Oliver,M.Eng, M.S., and Katharina Renken M.Eng. DECISION FACTORS IN ADDITIVE MANUFACTURING \u2013 AN ECONOMIC FRAMEWORK<\/em>, American Society for Engineering Management (ASEM), Huntsville, 2016. ProQuest<\/em>, http:\/\/search.proquest.com.ezp-prod1.hul.harvard.edu\/docview\/2010278545?accountid=11311<\/a>.<\/p>\n

[10]<\/a> Douglas, Caolinn. “Designers are Exploring the Vast Potential of 3D Printing.” FT.Com<\/em>, 2018. ProQuest<\/em>, http:\/\/search.proquest.com.ezp-prod1.hul.harvard.edu\/docview\/2122737241?accountid=11311<\/a>.<\/p>\n

[11]<\/a> \u201cWhat\u2019s Next for 3D PRINTING? The Disruptive Technology Continues to Grow Thanks to Lower Costs and Greater Accessibility.\u201d Machine Design<\/em>, vol. 90, no. 1, Jan. 2018, pp. 36\u201342. EBSCOhost<\/em>, ezp-prod1.hul.harvard.edu\/login?url=http:\/\/search.ebscohost.com\/login.aspx?direct=true&db=bth&AN=127436033&site=ehost-live&scope=site<\/u>.<\/p>\n

[12]<\/a> Zander, Kai-Oliver,M.Eng, M.S., and Katharina Renken M.Eng. DECISION FACTORS IN ADDITIVE MANUFACTURING \u2013 AN ECONOMIC FRAMEWORK<\/em>, American Society for Engineering Management (ASEM), Huntsville, 2016. ProQuest<\/em>, http:\/\/search.proquest.com.ezp-prod1.hul.harvard.edu\/docview\/2010278545?accountid=11311<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

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