The strategy centers on the Kova modular line, which allows buyers to select their preferred level of cushion support—soft, medium, or firm. If the choice misses the mark, the company dispatches a technician to perform a free cushion exchange in the customer’s home within 60 days of delivery. This flexibility is supported by parent company Exemplis, a manufacturer with three decades of experience supplying office and institutional furniture using a workforce of over 2,000 craftspeople.

CEO Paul DeVries claims the model eliminates the long-standing industry trade-off between off-the-shelf speed and custom-made quality. Beyond production, the brand is enforcing a new pricing structure designed to curb the cycle of perpetual markdowns. By capping discounts at 25 percent during limited events, the company aims to maintain transparent pricing. This direct-to-consumer approach covers the entire manufacturing lifecycle, from frame construction and upholstery to final quality inspection before shipping.