A startupSofa in the Box, company led by businessman Rubens Stuque (CEO), launched its new brand, a Armchair in the Box– following the same patterns as the 'flagship' company that, since its launch in February, has already billed more than R$15.9 million.With the aim of revolutionizing and modernizing the furniture sector , The Armchair in the Box aims to sell 15 thousand units and generate R$ 30 million in 12 months
Our goal is to shape the market of the future and differentiate ourselves by providing a simple and intuitive online shopping experience, that meets the expectations of the modern consumer. Each armchair has been meticulously designed to fit any home environment, regardless of size. Furthermore, we are committed to accessibility, offering competitive prices without sacrificing quality. Our logistics are efficient and optimized, from production to a customer-focused sales model, ensuring a fast and reliable delivery,"comments Stuque
The executive adds that the Armchair in the Box seeks to remove traditional barriers to purchase and distribution and modernize a classic and nostalgic product to meet the needs of today's consumer
Proposal for the armchair
The Armchair in the Box aligns with the CEO's goal of revolutionizing the furniture market and emerged after the question: "how to bring the reclining armchair to the digital"?”. From there, the entrepreneur started to plan an updated and revamped version of a "nostalgic" product.
The armchairs follow the traditional reclining mold with the minimalist and versatile touch of the brand, fitting perfectly into every room of the house – complement for bedroom or living room – it is a great companion for home office or video game sessions
Different from the sofa, the armchair in the box does not come vacuum packed. It is a modular product that does not require the use of tools for its installation and disassembly. One similarity is that the product box is also easy to transport – fits perfectly in elevators and passes through narrow doors.
Factory and distribution center
In the initial months, the Poltrona na Caixa project will gain a space on the official Sofá na Caixa website.Meanwhile, the factory and distribution center will not be the same. Unlike the making of sofas, the armchairs continue with separate operations, using different factories for each production
The factory, that will also function as a distribution center, is located in Piracicaba, in the interior of São Paulo. In the future, the company will also have new distribution points. The inauguration of the subsidiary "Poltrona na Caixa" takes place at the beginning of August 2024 and follows the same strategy as the partner brand with deliveries throughout Brazil
