INNOVATORS

INNOVATORS

Celebrity-backed Social Studies brings everything you need for a party to your doorstep.

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BEN SWANGER

gwyneth paltrow. reese witherspoon. bumble’s whitney wolf herd. they’re all early investors in Social Studies, which moved its headquarters from New York to Dallas this past June. Anchored in the Design District, the company aims to become the DoorDash of luxury parties. For groups sized between four and 40, it provides hosts with everything they need for an event, ranging from dinner plates and napkins to candles and runners— delivered to their doorsteps.

Co-founded in 2019 by Jessica Latham, CEO, and Amy Griffin, also managing partner at VC firm G9 Ventures, the company reported more than $1.2 million in revenue for 2021. This year will be Social Studies’ first in the black, Latham says, with projected revenue of $3 million. “Startup culture is all about raise, raise, raise, and never really getting to profitability,” Latham says. “But for us, we’re out to build a real, profitable business.”

The entrepreneur cut her teeth in Hollywood as the director of special events for Vanity Fair. She began building Social Studies after realizing there’s no reason someone needs to own large quantities of thematic tabletop pieces forever. “I threw a lot of baby showers and engagement parties for my friends and bought a bunch of stuffI didn’t need,” Latham says. “I thought, ‘Why is there not a company that sells party kits with everything you need, but not only sells—why isn’t there a company that can rent this stuff ut?’” Social Studies’ first round of funding earned the company $3 million; its seed round will close this year between $4 million and $5 million. Latham will continue to expand Social Studies’ offerings within the kitchen, pantry, and home verticals while growing its retail line and experimenting with same-day delivery service in North Texas. She is also escalating the company’s media arm through a partnership with James Corden’s Fulwell 73 Productions to explore entertainment possibilities, ranging from a YouTube TV series to longer shows on Netflix and Amazon. “The sky’s the limit for us,” Latham says. “As long as we continue to bring PARTY TIME on great partners as we have Social Studies’ kits range in been, $5 million to $7 million occasion from date nights and in 2023 is in play. We’re feelpicnics to small ing very good about our proweddings and birthdays. jections for this company.”