In 2011, Manhattan-based Quirky turned a college student’s idea for an adjustable power strip into a successful retail story. Since then, the company, which has deemed itself somewhat of a digital destination for inventions, has helped commercialize nearly 400 products. Quirky has initiated a corporate partnership program and is gearing its focus towards Internet connected products such as light switches and air conditioners that can be controlled by smartphones or a Wi-Fi network at home. 

Quirky has reportedly raised $185 million, including $30 million from a partnership with General Electric. The company effectively serves as a “social network, an online retailer and an industrial designer, manufacturer and marketer,” according to The New York Times.

Quirky reaches a population of one million registered users and has developed everything from unique wine openers to a pet drinking fountain. The company has also started making a push towards facilitating the development of Internet connected products being used in smart homes.

NYT reports that founder and chief exec Ben Kaufman believes the company’s ultimate goal “is to create an engine that accelerates the process of identifying and developing new ideas for all kinds of products.”

In addition to its partnership with GE, Quirky has secured investments from other big name companies through its newly implemented corporate partnership program. These companies, while anonymous, reportedly specialize in the manufacturing of toys, audio equipment and kitchenware.

These corporate partnerships are “intended to allow Quirky to focus on its design talents while it benefits from the marketing and manufacturing muscle of the large enterprises,” NYT explains. The strategy however, may trigger some challenges for Quirky, whose company culture is defined by a disregard for the norm.