Article Furniture

In 2011, four friends with backgrounds in technology and business sat in a small Vancouver office brainstorming an idea that would later disrupt the traditional furniture industry. One had recently gone through the grueling process of furnishing his apartment—visiting multiple stores, navigating overwhelming options, waiting weeks for delivery, and paying hefty price tags. The inefficiencies in the furniture market were glaring, and these friends realized there was a better way. Drawing on their tech-savvy experience and a desire to eliminate unnecessary layers between manufacturer and consumer, they founded article furniture a company that would change how people buy furniture. In 2013, the company launched its first piece of furniture—a mid-century modern sofa—and what followed was a remarkable rise to one of North America’s fastest-growing furniture brands. Today, Article’s streamlined, direct-to-consumer (DTC) model has redefined the online shopping experience, providing stylish, high-quality furniture at affordable prices.

The Birth of Article: Challenging Traditional Furniture Retail

Founded in 2013 by Aamir Baig, Fraser Hall, Sam Prochazka, and Andy Prochazka, Article emerged as a response to the outdated and cumbersome furniture retail. Traditionally, the furniture industry was plagued with a convoluted supply chain that inflated prices and slowed delivery times. article furniture manufacturers often relied on a network of wholesalers, importers, and retailers, each of which took a cut from the final sale. This meant that when a customer bought a sofa or table, the price had significantly increased from its original production cost.

The founders of Article saw an opportunity to simplify this process by cutting out the intermediaries. Their direct-to-consumer model would eliminate the need for showrooms and third-party retailers, allowing them to sell furniture at lower prices and offer faster shipping times. The Article was built on the belief that customers should be able to buy high-quality, modern furniture from the comfort of their homes and have it delivered efficiently—all without the hefty price tag traditionally associated with designer furniture.

By focusing on e-commerce, Article also capitalized on the growing trend of online shopping. While traditional brick-and-mortar furniture retailers like Pottery Barn, Crate & Barrel, and West Elm continued to rely on showrooms, Article positioned itself as a digital-first company, allowing customers to browse and purchase their products entirely online.

Article’s Business Model: Direct-to-Consumer Success

Article’s direct-to-consumer business model has been instrumental in its success. The company operates on a simple formula: design and manufacture stylish, high-quality furniture and sell it to customers online. By cutting out intermediaries and avoiding the costs associated with physical retail spaces, Article can offer products at significantly lower prices than traditional furniture retailers.

This model has allowed the Article to proliferate. 2018, the company reported $200 million in revenue, a 45% increase from the previous year. By 2020, Article was ranked as one of the fastest-growing e-commerce companies in North America by Inc. magazine, and its revenue had climbed to nearly $300 million annually. Despite fierce competition in online furniture, Article continues to thrive, driven by its commitment to affordable pricing and exceptional customer service.

A key component of Article’s success is its vertical integration. The company controls nearly every aspect of its supply chain, from designing and manufacturing the furniture to managing logistics and delivery. This approach allows Article to maintain quality control and keep costs low, ensuring that customers receive high-quality products without paying the premium associated with traditional furniture brands. By owning the entire process, from factory to doorstep, Article has promised to offer “remarkable modern furniture, delivered to your door with efficiency and ease.”

The Furniture: Design and Quality at Competitive Prices

One of the Article’s key selling points is its emphasis on modern, stylish design. The brand’s aesthetic draws heavily from mid-century modern influences, featuring clean lines, simple forms, and a focus on functionality. Their collections also blend Scandinavian, industrial, and bohemian styles, allowing customers to find pieces that fit various interior design preferences.

What truly sets Article apart is its commitment to quality at affordable prices. Customers can purchase a high-quality leather sofa from Article for around $1,800, whereas a comparable product from a traditional article furniture retailer might cost upwards of $3,000. This pricing structure directly results from Article’s ability to bypass traditional retail markups and focus on delivering value directly to the customer.

Another factor contributing to the Article’s appeal is the durability and craftsmanship of its products. The company works closely with manufacturers worldwide, including Vietnam, China, and Indonesia factories, to produce furniture made from high-quality materials such as full-aniline leather, kiln-dried hardwood, and solid metals. Article prides itself on its rigorous quality control process, ensuring that each piece meets the company’s high standards before it’s shipped to customers.

The Article’s most famous pieces include the Sven sofa. This mid-century-inspired couch has become an internet sensation thanks to its sleek design and relatively low price compared to similar high-end products. The Sven sofa is often featured in design blogs, Instagram posts, and YouTube reviews, solidifying its status as a signature product for the company. According to the company, the Sven sofa alone has sold tens of thousands of units since its launch, contributing significantly to Article’s success.

Customer Experience: From Online Shopping to Quick Delivery

The Article has also set itself apart from competitors by focusing on delivering an exceptional customer experience. One of furniture shoppers’ most significant pain points is the long wait time between purchasing and receiving their items, especially for large pieces like sofas and dining tables. Traditional furniture retailers often have delivery times ranging from 6 to 12 weeks, but Article has streamlined its logistics to reduce these wait times significantly.

By maintaining inventory in strategically located warehouses across North America, Article can offer delivery times as short as two weeks for most of its products. The company’s distribution network spans the United States and Canada, allowing it to ship items directly from its warehouses to customers’ homes with minimal delays. In some cases, Article even offers delivery for certain high-demand items within days.

In addition to fast shipping, Article provides various delivery options, including white-glove service, where delivery teams assemble the furniture and place it in the customer’s desired location. This emphasis on convenience and customer satisfaction has earned Article high marks in customer reviews and contributed to its strong reputation in the furniture industry. The company boasts an average customer rating of 4.5 stars across various online review platforms, with many customers praising the combination of product quality, affordability, and excellent service.

E-commerce Success and the Rise of Online Furniture Shopping

The Article’s success is part of a broader shift in how consumers buy furniture. The global online furniture market, valued at $79.2 billion in 2020, is expected to grow at a compound annual growth rate (CAGR) of 9.7% from 2021 to 2028, according to a report by Grand View Research. The Article has positioned itself as a leader in this space, capitalizing on the growing demand for furniture that can be bought online and delivered quickly.

While e-commerce giant Wayfair leads the pack in market share, with over $14 billion in annual sales, Article has carved out a niche by offering a more curated selection of high-quality, modern furniture at accessible prices. Unlike Wayfair, which offers a vast catalog of products, Article focuses on a more streamlined, designer-driven approach, ensuring that each piece reflects the company’s commitment to style and craftsmanship.

The Article has benefited from its emphasis on building a solid brand identity in the competitive online furniture market. The company’s minimalist design, consistent branding, and focus on storytelling have helped it stand out from a crowded field of e-commerce furniture retailers. Article’s marketing strategy includes a strong presence on social media, collaborations with influencers, and partnerships with design blogs, which have helped raise the company’s profile and attract a loyal customer base.

Challenges and the Future of Article

Despite its success, Article faces challenges in a rapidly changing retail environment. The rise of competitors, ranging from well-established brands like IKEA to newer DTC startups like Burrow and Floyd, means that Article must continue to innovate to maintain its competitive edge. Supply chain disruptions, rising material costs, and shipping delays caused by the COVID-19 pandemic have also impacted the furniture industry, forcing Article to adapt its logistics and sourcing strategies.

To continue its growth, Article has plans to expand its product line beyond its core offerings of sofas, chairs, and tables. The company has already begun introducing new categories, including outdoor furniture, lighting, and home décor, to become a one-stop shop for all home furnishings. Additionally, the Article aims to increase its presence in the U.S. market, where most of its sales currently occur, by opening new distribution centers and improving its delivery infrastructure.

Conclusion: A New Era of Furniture Shopping

The Article has transformed how people buy furniture over a decade, offering a streamlined, affordable, and stylish alternative to traditional furniture retail. By embracing a direct-to-consumer model and focusing on customer experience, the company has become one of the fastest-growing furniture brands in North America, generating nearly $300 million in annual revenue and delivering hundreds of thousands of pieces of furniture to satisfied customers.

With its commitment to quality, design, and affordability, Article is well-positioned to continue leading the charge in the online furniture revolution, proving that you don’t need to sacrifice style or break the bank to furnish your home.