How we choose what to sell.
Most online catalogs are assembled by whoever pays to be in them. Ours is assembled by a buying team working from a list of things a product has to get right. This is that list — so you know what a product being here actually means, and so you can hold us to it.
651
products in the catalog
65
brands in the live catalog
9
categories covered
0
paid placements, ever
where the goods come from
Two kinds of brand, one seller.
Foraven house brands
We set the specification, choose the manufacturing partner, set the price, and carry the warranty ourselves.
Foraven is not a marketplace. Nobody can list a product here, pay for placement, or sell alongside us. That’s the structural reason counterfeits and seller roulette can’t happen — there is one seller, and it’s us.
what a product has to get right
Six things we check before anything goes live.
It has to do its job properly
Does the lamp arm hold position, does the pan hold heat evenly, does the frame carry weight. If the thing a product exists to do is the thing it does worst, we don't stock it — however good it looks in photos.
The description has to match the product
Supplier copy is written to rank in search, not to inform. We rewrite every title against the actual specification, cut the keyword padding, and record materials, dimensions and box contents as fields you can filter on.
It ships in a sensible time
We favour stock held in regional warehouses over long-haul direct shipping, because a good product that takes a month to arrive is a bad purchase. Whatever the answer is, the delivery estimate on the page is the real one.
The brand has a track record
For brands we stock rather than make, we look at how long they've traded, their fulfilment and defect record, and how they handle problems. A brand that goes quiet when something breaks is one you'd have to deal with.
The price has to be defensible
We check what the same product, or the honest equivalent, sells for elsewhere. If we can't explain why our price is what it is, we're paying for branding rather than goods — so we pass.
It has to earn its shelf space
We don't stock five near-identical versions of one thing to pad the catalog. If a product doesn't beat what we already carry on quality, price, or a genuinely different use case, it doesn't go in.
what we turn down
The rejections matter more than the criteria.
Any shop can publish standards. What decides whether a catalog is worth browsing is what never made it in. We don’t stock:
- Anything we can't identify the manufacturer of
- Photos that are stock renders rather than the actual item
- Electricals or children's goods with unclear certification
- Viral products built to demo well in a video and disappoint in a kitchen
- Items so cheap the return shipping costs more than the goods
- Anything a supplier will only sell us if we agree to push it
for brands
Make something we should stock?
We add new brands every month and we’ll look at any category. The bar is the same for all of it: the quality has to hold up, and it has to do a job people actually need doing.
Nothing to sign up for and no forms to fill in. Tell us what you make and we’ll take a look.
Tell us what you makeDesign prototype — this address isn’t monitored.
where we are today
What we’re still building
In progressWe assess products on specification, brand track record, fulfilment performance and price — not yet on a physical sample of every single item. As categories mature we’re moving to hands-on checks before listing, starting where it matters most. We’d rather say that than imply a level of testing we haven’t reached.
When something does slip through, the fastest way it gets fixed is you telling us. Returns are free for 30 days, no reason required, and products that generate returns get pulled rather than quietly left up.
Design prototype — policies here describe the intended product.