THE SOFA WARS
THESE COMPANIES WANT TO DISRUPT YOUR LIVING ROOM.
As millennials start nesting, a slew of startups are reimagining how to sell a couch in the digital age. “Our biggest challenge was getting people to buy expensive products without seeing them in person,” says Aamir Baig, cofounder and CEO of direct-to-consumer furniture forerunner Article, which launched five years ago and is on track to make $200 million in revenue this year. A look at the new entrants: