Character, A New Home-Improvement Brand, Rethinks The Traditional Hardware Store Experience

At this point, you can find nearly anything with a design-centric, DTC, millennial spin. Window air conditioners? Check. Underwear? You got it. Mattresses? Obviously. Yet through all the bright, colorful launches, there’s been one glaringly absent category — home improvement. Sure, some brands have touched upon the space with products like paint and cabinet hardware. But few, if any, have tackled home improvement as a whole, taking on a holistic approach to making DIY renovation easier and cooler. Until now, that is. Because on March 28, new label Character launched as a reimagined hardware store designed to offer everything necessary