---
title: "The DTC Shift: How Furniture Brands Are Thriving Post-Pandemic"
description: Explore how COVID-19 accelerated the Direct-to-Consumer (DTC) shift in the furniture industry. Learn 5 strategies to bypass middlemen, control your data, and boost margins.
image: https://blog.cylindo.com/hubfs/47_the_road_to_dtc_blogpost_-_hero_image_1.jpg
---
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# The DTC Shift: How Furniture Brands Are Thriving Post-Pandemic
[Biljana Vidojevic](https://blog.cylindo.com/author/biljana-vidojevic) Updated: September 23, 2026
> TL;DR: COVID-19 accelerated the shift to online furniture shopping, exposing retailers without digital infrastructure and rewarding digital-native brands. The direct-to-consumer (DTC) model builds resilience by giving brands control of the whole customer journey, from design and pricing to data ownership, which means better margins and stronger loyalty. Making it work depends on the right tech stack, including a visual commerce platform and web-native AR, to replace the in-store experience online.
COVID-19 had dramatic effects on consumer behavior and shopping patterns across every category. Furniture was no exception.
The industry saw a major shift to online shopping. The new "stay at home" way of life forced consumers to shop online. Tech-savvy furniture retailers were better prepared for this scenario, as they were already using online features as one of their sales channels.
Unfortunately, many furniture businesses that had been delaying digital transformation efforts were caught flat-footed, without the ability to deliver a positive digital experience.
At the same time, furniture brands were scrambling to solve supply chain issues and to find new retail partners. Many started considering the direct-to-consumer (DTC) business model.
## The Impact of COVID-19 on the Furniture Industry
The early months of the pandemic were game-changing for the furniture industry. Even though the coronavirus outbreak had a significant impact on retail sales because stores were closed, it was also a catalyst for change.
The new situation debunked the myth that you can't sell every product online. According to [Statista](https://www.statista.com/statistics/1112589/covid-19-impact-home-decor-e-commerce-site-traffic-global/), websites selling home decor and furniture products online generated 1.7 billion visits in March 2020, up from 1.56 billion global visits in January 2020.
Data from ACI Worldwide shows that in March 2020, online transaction volumes increased by [97% for home products and furnishings](https://www.essentialretail.com/news/growth-ecommerce-sales-march/) compared to March 2019.
Furniture retailers responded by adopting strategies for a behavioral change on a global level. According to a survey conducted by [Furniture Today](https://www.furnituretoday.com/research-and-analysis/e-commerce-delivery-in-retailers-arsenal-against-covid-19/), 69% of responding furniture retailers planned to focus more on e-commerce in response to COVID-19.
Traditional retailers that had focused on in-store sales, neglecting the importance of online sales, rushed to create an engaging online presence and e-commerce website.
Other retailers that had an online store before the outbreak embraced [different tactics that can help them step up their e-commerce furniture game](https://blog.cylindo.com/7-tactics-furniture-ecommerce-during-challenging-times) and set a foundation for future growth.
## What is the Direct-To-Consumer Business Model?
The DTC business model refers to selling products directly to consumers, bypassing distributors, traditional retail stores, and other middleman channels.
What makes this self-reliant concept so special is that the company handles every step of the process, from design and production to sales and delivery.
The DTC model is nothing new. It has been around for well over a decade. Companies like Warby Parker, Everlane, and Casper were among the first to test the waters, relying on web-only retail, direct distribution, distinctive visual identity, and social media marketing.
Fast forward to today, and competition in the DTC segment is fierce. Companies have realized they must evolve to stay relevant, so instead of web-only, DTC brands are embracing pop-up stores, partnering with retailers, and opening flagship stores.
Three major factors paved the way for widespread adoption of the DTC model:
1. **Technology:** Reaching consumers directly is easier and cheaper than ever before, thanks to technology.
2. **The rise of digital-native brands:** The success of digital-native brands such as Interior Define, Burrow, Article, and Joybird has shown that the [DTC business model has great potential in the furniture industry](https://blog.cylindo.com/10-dtc-brands-disrupting-the-furniture-industry).
3. **The shift in consumer expectations:** Consumers have high expectations from brands. According to [Salesforce](https://c1.sfdcstatic.com/content/dam/web/en_us/www/assets/pdf/salesforce-state-of-the-connected-customer-report-2019.pdf):
- 73% of consumers expect to be able to buy directly from a brand as well as from a retailer;
- 76% of consumers expect the same level of engagement when buying from a brand as when buying from a retailer;
- Nearly half of consumers buy at least one product directly from a brand on a regular basis, and 44% expect to buy more products directly from brands in the future.
In its [Direct-to-Consumer Brands 2020 report](https://www.emarketer.com/content/direct-to-consumer-brands-2020), eMarketer forecast that DTC sales would account for $17.75 billion of total e-commerce sales in 2020, a 24.3% increase from the previous year. It also estimated 87.3 million DTC e-commerce buyers in 2020, up 10.3% from the prior year.
## How Do Furniture Brands Win with the DTC Model?
For DTC furniture businesses, the COVID-19 outbreak was the first major resiliency test. In March 2020, when the World Health Organization declared a global pandemic, there were many predictions that DTC businesses wouldn't make it to the other side.
While that may have been true for DTC brands betting on pay-for-play growth, forward-thinking DTC brands that put customer experience at the core of their businesses turned the situation in their favor.
The Canadian DTC furniture brand Article shared that its [sales went up 200% in April 2020](https://www.forbes.com/sites/kaleighmoore/2020/06/01/with-sales-of-home-furnishings-on-the-rise-retailers-like-article-see-200-growth/#7bdc061f1c37) compared to the same period the year before, giving it the highest revenue month to date.
Around a thousand miles south of Article, the Utah-based mattress DTC brand [Purple Innovation](https://www.furnituretoday.com/bedding-manufacturers/purple-says-direct-to-consumer-orders-up-125-in-may/) revealed that its May direct-to-consumer orders increased 125% to approximately $71 million compared with the same month the year before.
Because digitally native DTC brands have online sales at the core of their business model, most of them coped well with the shift in consumer behavior.
One of the fastest-growing DTC furniture brands, Sofacompany, set the foundations for a successful business well before COVID-19. Having an [engaging online presence and good processes in place](https://www.cylindo.com/customer-case-studies/sofacompany/) made it resilient to the impact of the outbreak.
## Why Should Furniture Brands Test the DTC Concept?
The DTC model marries high-quality product design with direct-to-consumer convenience. Customers today have much higher expectations from furniture companies.
> "All of the sudden, people don't want to wait six to 12 weeks for their furniture, they don't want to hire movers, and they expect something more from their consumer experience than just the relief of finally getting it set up inside their homes."
>
> Ben Parsa, CEO, Inside Weather, speaking to [Curbed](https://www.curbed.com/2018/12/21/18150589/direct-to-consumer-home-products)
If we look at the benefits of DTC companies, it's easy to see why many furniture brands are considering this strategy.
### Strong brand image
While there are significant advantages to selling through a retailer network, there are also some things you have to compensate for. The brand is one of them. Even though you're not selling white-label products to your retailers, not controlling the communication with customers takes away part of your brand image.
DTC brands communicate directly with customers, so they can tell their brand story exactly as they envision it. On top of that, they also get customer feedback in real time.
### Data ownership
Even if we put aside cheesy phrases like "data is the new oil," we can't deny that data can be the most powerful weapon a brand has. With today's advanced analytics tools, making decisions based on a "gut feeling" can cost you business continuity.
Unlike brands selling through retailers, DTC companies own their CRM, sales, and customer support data. Being able to analyze customer behavior, purchasing trends, and customer feedback helps you make better decisions across the board, from product development to marketing, sales, and customer support.
When personalization is everything, having insights about who your customers are and what they want helps you personalize your approach and get more conversions.
### End-to-end customer experience
No matter how creative your digital merchandising ideas are, you can't control the user experience your retailers create for their clients. DTC brands, on the other hand, have full control over the customer experience from beginning to end.
A superior, smooth user experience is one of the main pillars of successful DTC furniture brands. Equipped with a product configurator, 360-degree views, product recommendations, user-generated content, and customer reviews, they have a product page that converts.
The freedom that the DTC model gives furniture brands goes a long way.
### Improved pricing control
When you don't sell directly to end customers, you don't control the final price. Not only is profit margin at stake, but also how you want to position your products.
The DTC model gives you a wider perspective of your overall costs and lets you optimize to the point where you can decide on the price for different product lines. Whether you want to focus on affordable products or include high-end products with higher prices, with DTC you have full control over your pricing strategy.
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## 5 Strategies to Successfully Move to DTC
Now that you're aware of the benefits of going DTC, it's time to look at some of the strategies and key aspects to consider further down the road.
### 1. Understand your customers' needs
First things first. Going DTC means there is no intermediary between you and your customers. You are in charge of getting to know them, understanding their needs, and addressing their concerns.
Before moving to the next step, you need to decide on the following aspects:
- Define your target audience
- Understand their needs
- Analyze your competitors
- Create clear brand positioning
### 2. Create a product offering that resonates with your customers
The best thing about the DTC model is that you get to know what customers want and focus on what you do best. Most successful DTC companies have a niche they know well, and they offer extra value to their customers. Whether it's a sofa, mattress, or outdoor furniture, starting with something you're really good at, then slowly expanding your offering as you gain customers' trust, is the best way to grow your DTC furniture business.
### 3. Choose the right tech stack
All successful DTC furniture brands are tech-savvy, and they use technology to create engaging shopping experiences. Building an efficient tech stack requires careful thinking.
Technologies to adopt if you want to test the DTC model include a strong e-commerce platform, product visualization, CRM and marketing software, order fulfillment, a data analytics stack, and personalization engines.
One company that relies on technology to grow its business is Sofacompany. Using a [visual commerce platform](https://www.cylindo.com/) and [web-native augmented reality](https://www.cylindo.com/platform/products/augmented-reality/) has helped the brand boost engagement on its website, increase conversions, and reduce visualization costs compared with product photography. 19% of Sofacompany's product page visitors activate AR without being prompted.
DTC brands are digitally native, so using technology as a competitive advantage is expected. Customers compare you to the best digital experiences they've ever had, constantly raising the bar. Technology can help you [future-proof your business](https://blog.cylindo.com/5-key-advantages-3d-visualization-vs-product-photography) and make you more resilient to disruption.
### 4. Avoid channel conflict
One of the biggest concerns furniture brands have when deciding whether to move into DTC is channel conflict.
Should you be worried about this? Full disclosure: selling the same products as your retailers at different prices may cause price wars, and even lose you the trust of your customers, your retailers, or both.
There are two ways to avoid channel conflict:
- **Exclusive offering:** Create a dedicated offering that you sell exclusively on your e-commerce site.
- **A new DTC brand:** Many furniture brands avoid channel conflict by creating a separate DTC brand. This way, you can check the pulse of the market without jeopardizing the relationship with your retailer network.
### 5. Focus on creating an unparalleled customer experience
If you are considering the DTC business model, bear in mind that the only way to succeed is to create an outstanding customer experience. If you think you can jump into a sea of sharks and play by their rules, you stand no chance.
If there is one thing DTC brands do best, it's using creativity to exceed expectations. So instead of following what retailers do, create your own rules and raise the bar in customer experience.
## Wrap up
Over the past few years, brands have increasingly embraced the direct-to-consumer business model alongside traditional retail. Thanks to technology, the rise of digital-native brands, and the shift in consumer expectations, we're seeing [successful DTC furniture brands with standout online shopping experiences](https://blog.cylindo.com/10-dtc-brands-disrupting-the-furniture-industry).
Platform Demo
### See how 3D visualization supports your move to DTC
Book a demo to see how Cylindo's visual commerce platform, configurator, and web-native AR recreate the showroom experience online.
[Book a Demo](https://www.cylindo.com/book-meeting/?utm_source=organic&utm_medium=blog&utm_campaign=dtc-furniture&utm_content=inline-demo-cta)
### Frequently Asked Questions
#### What is the direct-to-consumer (DTC) model in furniture?
The DTC model means a furniture brand sells directly to consumers, bypassing distributors, traditional retail stores, and other middleman channels. The brand handles every step, from design and production to sales and delivery.
#### What are the benefits of DTC for furniture brands?
DTC gives furniture brands control over their brand image, ownership of customer data, end-to-end control of the customer experience, and control over pricing and margins. Together these support better margins and stronger customer loyalty.
#### How can furniture brands avoid channel conflict when moving to DTC?
There are two common approaches: create an exclusive product offering sold only on your own e-commerce site, or launch a separate DTC brand so you can test the market without jeopardizing your relationship with retail partners.
#### What technology do DTC furniture brands need?
A strong e-commerce platform, product visualization, CRM and marketing software, order fulfillment, a data analytics stack, and personalization engines. A visual commerce platform with 3D visualization and web-native AR helps replace the in-store experience online.
## Biljana Vidojevic
Content creator. The person behind the Cylindo blog. Excited about the future of technology and retail.
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