digital disruptors | Aug 21, 2018 |
Online bed-frame brand Floyd expands into seating

Following a two-year development period, Floyd, the online bed frame brand, is branching out into the seating category. Launched earlier this week, the Detroit-based startup’s sofa will be available in four colorways. The flat-pack sofa is available as a two-seater, three-seater, or as a three-seater with chaise, with an upholstered or birch wood frame. The sofa will also be available for same-day delivery in certain markets.

Floyd launches its first-ever sofa this week; courtesy Floyd
Floyd launches its first-ever sofa this week; courtesy Floyd

“We’ve created our business model to solve for the most important needs of every room,” shares Kyle Hoff, co-founder and CEO of Floyd. “We’ve rethought products for the bedroom and kitchen with the Floyd Bed, Table and Side Table, and we’re excited to solve for the most important product of the home: a sofa that is beautiful, comfortable and can move and grow with people over time.”

Detail of Floyd's new sofa; courtesy Floyd
Detail of Floyd’s new sofa; courtesy Floyd

As part of their process, the team interacted with their customers via surveys—“to understand how they use their sofa, and what they were looking for in a new one— their initial survey received thousands of responses in the first day, and these data points were then used to inform the final design.” The end result: a frame made of powder-coated steel and wood, and fabric color options including light blue, dark blue, mustard and light gray. Prices range from $1,200 to $1,600. The brand also recently launched the Floyd Desk and a round version of the Floyd Table.

The sofa will begin shipping in September, in tandem with Floyd’s first monthlong pop-up, coming to New York. It ran a pop-up earlier this summer in Los Angeles, where it teamed up with brands like Parachute to introduce its product in person to local consumers for the first time.

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