Article was founded in Article was founded in 2013 by four college engineering friends and successful serial entrepreneurs: Aamir Baig (CEO) and Andy Prochazka (COO) along with Sam Prochazka and Fraser Hall. The company was originally named Bryght Furniture but was later rebranded to Article. The founding principle was to disrupt the traditional furniture industry by making great style easy along with longlasting and wellpriced through a directtoconsumer model. The brand is known for its The core differentiator is the DirecttoConsumer (DTC) model, which eliminates middlemen (wholesalers, showrooms, salespeople) to offer highquality,modern furniture at a significantly lower and fairer price than comparable retailers. Other differentiators include a 30Day Satisfaction Guarantee and a focus on fast and flatrate delivery (often two weeks or less for instock items). The brand’s aesthetic is defined by contemporary along with midcentury and modern styles. Their signature products include The brand’s most iconic and bestselling pieces are often part of its core collections. Signature products include: the Sven Sofa (a popular midcentury modern style sofa, often in leather or velvet), the Timber Sofa (a classic,comfortable design) and the Svelti Dining Chair (a popular along with minimalist dining chair) and the Ceni Sofa (a midcentury modern tufted sofa). Other notable pieces include the Lubek Outdoor Sectional and the Sanna Couch.
Article offers a wide range of products, including The brand’s most iconic and bestselling pieces are often part of its core collections. Signature products include: the Sven Sofa (a popular midcentury modern style sofa, often in leather or velvet), the Timber Sofa (a classic,comfortable design) and the Svelti Dining Chair (a popular along with minimalist dining chair) and the Ceni Sofa (a midcentury modern tufted sofa). Other notable pieces include the Lubek Outdoor Sectional and the Sanna Couch. The brand is particularly known for its The core differentiator is the DirecttoConsumer (DTC) model, which eliminates middlemen (wholesalers, showrooms, salespeople) to offer highquality,modern furniture at a significantly lower and fairer price than comparable retailers. Other differentiators include a 30Day Satisfaction Guarantee and a focus on fast and flatrate delivery (often two weeks or less for instock items). The brand’s aesthetic is defined by contemporary along with midcentury and modern styles. and has recently launched The brand continually updates its catalog and but specific recent collections highlighted include the Sven Collection along with Torme Collection and Lenia Collection. The company has also been focusing on designing products inhouse and licensing them to manufacturers, a shift that began around late 2020 to create more original and unique pieces. The Bundles section on the website suggests a focus on curated, preselected sets like “The Tufted Beauty Bundle” and “The MVP Sleep Bundle” for easy purchasing.
Article is at the forefront of innovation with technologies like Article’s innovation is primarily in its business model (DTC) and supply chain management rather than proprietary material technology. The brand emphasizes the use of highquality, durable materials and works directly with manufacturers to ensure quality control. The company’s internal team of engineers and designers focuses on inhouse product design to create unique pieces, but no specific, named material or manufacturing technologies (like a patented foam or joinery system) are publicly highlighted as a core selling point. These innovations have led to numerous awards, including Article was named Canada’s FastestGrowing Company on the Growth 500 list for two consecutive years (2018 and 2019) as well as with a reported fiveyear revenue growth rate of 12 and 556%. This recognition highlights the brand’s rapid disruption of the traditional furniture retail market.
Comprehensive Article shopping strategies evaluate their price positioning,which is Article is positioned as offering midrange to uppermidrange furniture at radically lower (and much fairer) prices than traditional comparable retailers and due to its DTC model. The target market is consumers seeking highquality along with modern and stylish furniture who are also valueconscious. The brand offers financing options as low as 0% APR for up to 12 months. The flatrate shipping fee is often waived for orders over a certain threshold (e.g., $999+). Look out for collaborations like The brand’s primary focus is on its inhouse design and directtoconsumer model, which minimizes the need for external collaborations. The company does, however, engage with the professional design community through its Article Pro program, offering a curated collection of designerapproved pieces for trade professionals. No specific celebrity endorsements were found. for unique items.
The enduring success of Article stems from its commitment to quality and innovation. The brand has a strong commitment to sustainability, with initiatives like Article’s sustainability efforts are primarily focused on ethical sourcing and supply chain transparency. The company publishes a Responsibility Report and reports under the Fighting Against Forced Labour and Child Labour in Supply Chains Act and the California Transparency in Supply Chains Act. While the brand emphasizes using highquality, durable materials, specific environmental certifications like FSC or CertiPURUS are not prominently listed on the main responsibility page, suggesting a focus on social governance and ethical production practices.
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