Living Direct

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Living Direct, Inc.
Industry Retail
Founded 1999 as Richlund Ventures, Inc.
Founder Rick Lundbom
Headquarters 500 N. Capital of Texas Highway, Building 5, Austin, Texas 78746, Austin, Texas, United States
Key people
Rick Lundbom (CEO)
Danny Wilbanks (CFO)
Drew Leakey (COO)
Jason Roussos (CMO)
Number of employees

Living Direct is an online retail company, specializing in consumer appliances, indoor air quality products, and lawn and garden furniture. Headquartered in Austin, Texas, Living Direct encompasses a network of specialty eCommerce websites including,,,,, and The company also designs and manufactures two product brands, EdgeStar and KoldFront.


Living Direct, previously known as Richlund Ventures, was founded in 1999 by entrepreneur Rick Lundbom, who decided to implement his knowledge and previous experience to bring to the market hard-to-find appliances for modern, small-space living. The company started in his home with no outside investors and Lundbom as the sole employee.[1]

He began by launching Living Direct's first retail website, It was followed by in 2004 and in 2007. In 2008, was launched. Since then,,,,,, and have been added to the Living Direct network. Today, Living Direct is a multimillion-dollar eCommerce enterprise consistently ranked in the Internet Retailer Top 500 Guide of America’s largest e-retailers,[2] as well as a member of the Better Business Bureau.[3]

Entrepreneur Magazine selected Living Direct as a 2007 Hot 500 Fastest Growing Business.[1] In 2008, Living Direct was listed in's "5,000 Fastest Growing Private Companies in America," which determines ranking based on revenue growth.


  1. ^ a b "Entrepreneur Magazine's Hot 500 Fastest Growing Businesses". Entrepreneur Magazine. 2007. Retrieved 2007-01-01. 
  2. ^ "Internet Retailer Top 500 Guide of America's Largest E-retailers". 2009. Archived from the original on February 20, 2009. Retrieved 2009-05-28. 
  3. ^ "Better Business Bureau Listing". Better Business Bureau. 1999-11-05. 

5. 6. 7. 8. Lanham Act, 15 U.S.C.A. § 1125(a)

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