Bloomberg Businessweek (North America)
From a small Fedex box, a stylish chair—one you can build in three minutes
What if heirloom furniture came in a box smaller than a flatscreen TV?
The Fedex box on the doormat is a welcome hit of dopamine, but its limits are strict: Length plus girth (a line measured around the center) can’t add up to more than 165 inches, which rules out most home furnishings. A startup called Campaign took this as its central challenge: Could it cram a full four-cushion sofa in just two such slender boxes? Curiously, the entrepreneur who took this on wasn’t a furniture designer. Brad Sewell is a skinny, 29-year-old left-brain-type auto engineer from Ohio.
Sewell started Campaign in June 2014 with a crew of engineers with backgrounds in everything from kayaks to consumer gadgets. They quickly settled on California-milled steel as the best material by weight and price, instead of the fiberboard used in typical “knockdown furniture.” The skeleton of the couch is fastened with a clever wingnut with folding flanges that give the assembler extra torque when hand-tightening. Then they employed their moms as product testers.
The first three pieces—a chair, a love seat, and the sofa—will be available online in June at $495, $745, and $1,000, respectively. A Youtube video reveals how, with no tools and a little elbow grease, a customer can whip together the flop-friendly midcentury modern couch. Bloomberg Businessweek
staffers tried the single-seater. <BW>