Canadian furniture brand Cozey opens first US pop-up in NYC

Cozey, a Canadian brand known for its modular and easy-to-assemble furniture, has quickly made a name for itself in a rapidly evolving furniture market. Founded amid the COVID-19 pandemic, Cozey has grown 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 opened its first US pop-up in New York City. The 12,000-square-foot, two-story pop-up in SoHo is a milestone that underscores Cozey’s growing presence in the competitive furniture industry, a journey that began modestly in Montreal. “Cozey was founded in the middle of COVID in June 2020,” shared CEO and founder Frédéric Aubé. “I initially came up with the idea in 2019. It was exclusively Canada, but the focus was really on Montreal and Toronto. I had no expansion plans for stores or the US.”

The idea behind Cozey was simple but compelling: to provide an uncomplicated, simple furniture solution focused on comfort and customer satisfaction. Cozey started with modular sofas that were easy to assemble at home, filling a gap in the Canadian furniture market. The brand’s success in its early years was based primarily on word of mouth and a focus on a seamless customer experience. Since then, Cozey has expanded its product line to include outdoor furniture, and now, with the new pop-up in NYC, it’s clear that the brand is ready to conquer the US market.

The NYC Pop-Up: Bringing Cozey to Life

The decision to open in New York was primarily due to customer demand. “Our main market [in the US] is New York City,” Aubé explained. “And more and more, just like in Toronto in the past, people are asking, ‘Is there a place to try it?'”

The physical store offers shoppers a personalized experience, with an emphasis 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 get the experience you want, whether it’s getting information, making a purchase or getting to know the brand,” Aubé said.

Cozey’s philosophy focuses on creating a memorable customer experience, both online and in-store. The employees at the pop-up are not dependent on commissions, so the focus remains on serving customers and not on promoting sales. Aubé explains: “We really want you to enjoy your time in store, discover us and learn more about what we do. I think that’s what’s different from other furniture stores.”

The decision to prioritize customer experience over instant sales is consistent with Cozey’s broader approach to building trust and connections with its growing customer base. By providing 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 crucial step in Cozey’s broader expansion strategy. After launching in the US in June 2023, Cozey experienced rapid growth that exceeded expectations. “We have been in Canada for four years, but with the US we have skipped years in terms of our rapid growth,” the CEO shared. The brand’s approach to physical retail has not been to saturate cities with stores, but rather to be methodical with its openings and focus on cities with solid demand. “We see business as something that adds fuel to the fire of a city that is already burning and because we want us to be there rather than ignite a spark,” Aubé added.

Similar to its Canadian growth, Cozey’s expansion into the U.S. is driven by organic customer demand and a strategic focus on meeting those customers where they are. “It’s truly customer-centric and meets customers where they are,” the CEO explained. “When we post that we’re opening in New York, people in Chicago say, ‘Oh, when are you coming here?'”

Cozey’s move into the U.S. follows in the footsteps of other successful Canadian brands that have made similar changes. 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.

When it comes to competition, there are many similarities between Cozey and US-based Lovesac, also known for its modular sofas. However, Cozey has already managed to tap into American consumers, posting growth in its U.S. market that was twice as high as its Canadian one. The brand’s expansion plans 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 need to focus on doing it right and not too fast,” with plans to explore additional pop-ups and ongoing business, Cozey is poised to continue its methodical expansion, ensuring each move is strategic and based on customer demand.