A startup Sofa in a Box, a company led by businessman Rubens Stuque (CEO), launched its new brand, Armchair at Caixa – following the same model as the company's 'flagship' which, since its launch in February, has already generated over R$15.9 million.With the goal of revolutionizing and modernizing the furniture sector, Poltrona na Caixa aims to sell 15,000 units and generate R$30 million in revenue within 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 chair has been meticulously designed to fit into any home environment, regardless of size. In addition, we are committed to affordability, offering competitive prices without sacrificing quality. Our logistics are efficient and streamlined, from production to a customer-centric sales model, ensuring fast and reliable delivery,” comments Stuque.
The executive adds that Poltrona na Caixa seeks to remove traditional purchasing and distribution barriers and modernize a classic and nostalgic product to meet the needs of today's consumer.
Armchair proposal
The Armchair at Caixa aligns with the CEO's goal of revolutionizing the furniture market and arose from the question: "how to bring the recliner chair into the digital age?". From then on, the entrepreneur began to plan an updated and revamped version of a "nostalgic" product.
The armchairs follow the traditional reclining style with the brand's minimalist and versatile touch, fitting perfectly into every room in the house – a complement to the bedroom or living room – and a great companion for the home office or for video game games.
Unlike the sofa, the armchair in the box does not come vacuum-packed. It is a assembleable product that does not require the use of tools for its installation and disassembly. A similarity is that the product box is also easy to transport – it fits perfectly in elevators and passes through narrow doors.
Factory and distribution center
In the initial months, the Poltrona na Caixa project will have a space on the official Sofá na Caixa website.However, the factory and distribution center will not be the same. Unlike the manufacturing of sofas, armchairs continue with separate operations, using different factories for each production.
The factory, which will also serve 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.
