Cozey, a Canadian brand known for its modular and easy-to-assemble furniture, has quickly risen to prominence in a rapidly evolving furniture market. Founded amid the COVID-19 pandemic, Cozey has gone from a digital-first brand to opening its first permanent store in Toronto earlier this year. And now, in a significant move that signals the brand’s expansion plans, Cozey has officially launched its first US pop-up in New York City. The 12,000 square-foot two-storey pop-up in SoHo is a milestone that highlights Cozey’s growing presence in the competitive furniture industry, a journey that started modestly in Montreal. “Cozey was founded in the middle of COVID in June 2020,” shared the CEO and founder, Frédéric Aubé. “I had the idea in 2019 at first. It was strictly Canada, but it was really focused on Montreal and Toronto. I didn’t have those expansion plans for stores or the US.”
The idea behind Cozey was simple but compelling: providing a no-fuss, easy furniture solution focused on convenience and customer satisfaction. Starting with modular sofas that could be easily assembled at home, Cozey filled a gap in the Canadian furniture market. The brand’s success in its first few years was primarily driven by word-of-mouth and a focus on seamless customer experience. Cozey has since expanded its product line to include outdoor furniture, and now, with the new pop-up in NYC, it’s clear the brand is ready to take on the US market.
The NYC Pop-Up: Bringing Cozey to Life
The decision to open in New York was primarily driven by customer demand. “Our main market [in the US] is New York City,” Aubé explained. “And more and more, just like Toronto in the past, people are asking, ‘Is there a place to try it?'”
The physical store offers a personalized experience for shoppers, focusing less on hard-selling and more on creating a comfortable, inviting space where potential customers can interact with the furniture and the brand itself. “It’s a personalized experience where you’ll get the experience that you want out of it, whether it’s to get information, whether it’s to buy or discover the brand,” said Aubé.
Cozey’s philosophy is centered on creating a memorable customer experience, both online and in-store. The associates at the pop-up are not driven by commission, ensuring that the focus remains on assisting customers rather than pushing sales. Aubé explains, “We really want you to enjoy your time at the store, discover us, and learn more about what we’re doing. I think that’s what’s different from other furniture stores.”
The decision to prioritize the customer experience over immediate sales aligns with Cozey’s broader approach to building trust and connection with its growing customer base. By offering a physical space where people can come and test the comfort of the furniture, Cozey ensures that the brand remains accessible and approachable.
Cozey’s Expansion and Growth
The New York City pop-up is a retail experiment and a critical step in Cozey’s broader expansion strategy. After launching in the US in June 2023, Cozey has experienced rapid growth, surpassing expectations. “We’ve been in Canada for four years, but with the US, we’ve skipped years in terms of how fast we’ve grown,” the CEO shared. The brand’s approach to physical retail hasn’t been about blanketing cities with stores but instead being methodical in its openings, focusing on cities with solid demand. “We see stores as adding fuel to the fire of a city that’s already burning and wanting us to be there rather than creating a spark,” Aubé added.
Much like its Canadian growth, Cozey’s expansion into the US is driven by organic customer demand and a strategic focus on meeting those customers where they are. “It’s really customer-driven and meeting the customers where they are,” the CEO explained. “When we post we’re opening up in New York, we’ve got people in Chicago asking, ‘Oh, when are you coming here?'”
Cozey’s move into the US follows in the footsteps of other successful Canadian brands that have made similar transitions. Mejuri, the jewelry brand known for its transparency and digital-first model, and Kotn, a sustainable clothing company, have also made strides south of the border.
In terms of competition, there are a lot of similarities between Cozey and US-native Lovesac, also known for its modular sofas. However, Cozey has already succeeded by tapping into American consumers, seeing double the growth in its US market versus Canadian. The brand’s plans for expansion are ambitious, but the brand is taking a measured approach to ensure long-term success. “Our long-term goal is to be the leading furniture company,” the CEO shared, “but I think right now we’ve got to focus on doing it right, not doing it too quickly.” With plans to explore additional pop-ups and permanent stores, Cozey is set to continue its methodical expansion, ensuring each move is strategic and grounded in customer demand.
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