Those who are enterprising Transformer Table have something new, and they want their Facebook and Kickstarter fans to expand. After four successful Kickstarter events, including the most funded event in the history of Kickstarter in Canada, Montreal entrepreneurs are launching a new multifunctional furniture concept that can be a chair, sofa, modular, bed, recliner or full set of furniture. -Elastic cushions for children.
Just like the solid wood 6-in-1 Transformer dining table can scale from 18 inches to 10 feet, and has sold more than 20,000 units through Facebook ads almost alone, Transformer Couch can adapt to any space you have. The modular seat solutions are delivered one by one, with a vacuum-sealed inner box, 10 inches high and 32 x 32 inches wide. Buy two, four, six or a dozen, depending on how big you want your configuration and how many layouts you have (L-shaped, U-shaped, T-shaped, Q-shaped…). Each part is between 500 and 600 US dollars, each module takes about 10 minutes to assemble, and there are ten colors to choose from.
I like the Transformer brand story. Five years ago, six friends from Canada and Eastern Europe founded this company with little business, manufacturing, furniture, e-commerce or marketing background. However, the T team became a “what if?” Furniture pipe dream became a company claiming that this year’s revenue is expected to reach 100 million U.S. dollars.
As attention shifted to the launch of the Transformer Couch Kickstarter (funding will continue until June 16, 2021, and has exceeded its $35,000 target by nearly $1 million), I called the brand’s chief technology officer and marketing And Media Director Artem Kuzmichev to learn more about a seemingly never-ending company with expansion plans.
Artem Kuzmitchev: Ha. We are transforming into a bigger brand. Next month, we will officially become the home of Transformers. As a brand, we are no longer just tables, we are more than sofas. We are a transformable furniture brand.
Artem Kuzmichev: Almost everyone hates their sofas. If you have one partition, these partitions will be separated. On most sofas, when you lie down, your arms will fall off the side. If it gets dirty, it cannot be cleaned. You cannot change the fabric because it is sewn on it. Most sofas are too heavy to move. They are too large to be easily configured. We want to change this. We start with a sofa, which can be installed piece by piece in a box small enough to fit into a Honda Civic.
Artem Kuzmichev: We said, let’s make it as simple as possible, but with a lot of functions and things that can be adjusted. Each piece is a square and is equipped with legs, armrests, backrest, pillow, backrest and cushion. You can separate them. You can order six and have six individual seats. Or put three pieces upstairs as sofas and three pieces downstairs as two-seater sofas and comfortable chairs. You can replace the covers and clean them when they become dirty. If needed, you can order new colors and change colors every year. The idea is to make the sofa as versatile as possible, you can keep it forever and never go out of style.
Artem Kuzmichev: Community is everything. Facebook, Kickstarter-these platforms help us to promote without traditional advertising. So, we got attention. But this time we do need to make some changes. An important lesson is to be better prepared. We were overwhelmed by orders and the delivery speed was slower than we expected. People’s patience may be exhausted. But we have been working hard, and finally we caught up. This time, we have to go out early. We have invested our own capital in production, and we are already producing sofas. We will not wait until the event is over to start making products. The product is already in manufacturing, so we know that we will be ready before the November delivery date.
Artem Kuzmitchev: Of course. This is a different game when you build heavy wood products. We can pop these faster. We learned to fairly estimate what we can do, but you still have to adapt to change. We produce sofas in Vietnam, but the Canadian government recently imposed a 300% tariff on products from Vietnam and China. So, we now start production in Canada. You learn as you walk, but you never stop.
Artem Kuzmichev: Four-unit and six-unit configurations are the most popular. The four-section module on Kickstarter is priced at US$1,780, and the six-section module is priced at US$3,200. But even two people will feel like a sofa. We already have hundreds of testers, and people say over and over again that whether you sit in one seat or eight seats, they are very durable and comfortable.
Artem Kuzmichev: We will launch two products later this year. A transformable terrace for our outdoor sofas, as well as 100% weatherproof outdoor tables and benches. there are more. We have been thinking about it. We always come up with ideas. We have been transforming.
I am a writer in Los Angeles, signed @Forbes, New York Times, GQ, Food and Wine, O Magazine, Town and Country, etc. See www.davidhochman.com.
Post time: Nov-04-2021
