Greycork Seeks to Transform the Industry: Launches Affordable, Flat-Pack Furniture for Design-Conscious Urban Living

June 6, 2016  by in Business Strategy, Industry   

Emerging from Indiegogo’s largest-ever Furniture Campaign and a significant number of pre-orders to date in 2016, Greycork has made several key hires—including the former Director of Retail at Lilly Pulitzer—and has unveiled a new website for real-time orders, which will be shipped within 1-5 days from the Company’s Providence, RI warehouse. While Greycork’s primary sales channel is through its website, users can also can request a Home Try-Out kit—a highly practical, analog, and engaging way to envision Greycork in the home before purchasing. Local customers can also visit the Company’s showroom in Providence, RI.

The furniture industry is ripe for creative disruption,” said John Frankel, Partner at ff Venture Capital. “Greycork is doing this through simple assembly and disassembly of beautifully designed, high-value pieces; all at a reasonable price. They remove middlemen, retail markup, delay, and the generally unpleasant experience inherent in the traditional furniture shopping process. Greycork appeals to a millennial consumer base that has higher expectations, and as they operate a leaner business model they can deliver a superior product and experience at lower prices.”

“The furniture business is one of the last remaining legacy consumer markets that has yet to evolve to meet the needs of today’s consumers, especially millennials which are now the largest base of furniture consumers in the U.S.,” said John Humphrey, Founder and CEO of Greycork. “At Greycork, we believe we’ve solved that problem by designing affordable, sophisticated, and durable furniture that consumers can try before they buy, order online, and assemble or disassemble at a moment’s notice.”

Named one of Forbes’ 2016, 30 Under 30 in Art & Style, the team at Greycork brings centuries-old industry knowledge and top design credentials; Humphrey’s family has been in the New England lumber business since the 1880s, while the Company’s design team trained at the Rhode Island School of Design (RISD). Created with the urban millennial in mind, Greycork offers affordable furniture for consumers seeking durable, high-quality furniture that can be quickly assembled and disassembled—without tools and in under five minutes—for ease of moving.

Greycork’s Felix collection, named after the materials’ Baltic origin and the Lynx cat known to inhabit the region, ranges from an entire living room set priced at $1,750—including sofa, chaise, coffee table, side table and bookshelf—to single pieces of furniture and tables starting at $200. Each piece is designed and manufactured in the U.S. and arrives in a flat-pack box. Customers receive free, 1-5 day shipping on all furniture products via UPS and free 30-day returns.

Greycork offers essential and durable furniture for the home, with a line of U.S.-manufactured, flat-pack furniture that can be assembled and disassembled in less than ten minutes, without tools. According to Greycork, materials used such as Baltic Birch Plywood, Solid Ash Hardwood, and Powder Coated Steel, ensure that Greycork pieces will last 10 to 15 years and will hold its integrity if moving homes often.