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How to take a furniture brand to the US – The Falkk Furniture Case

How to start a D2C furniture Brand in the US

How to start a D2C furniture Brand in the US

Falkk Furniture has been selling furniture in the United States since 2020 and, currently, the company is already consolidated in the country’s market. Edson Finger Júnior and Ellen Thays Finger, brand partners, tell more about the experience of selling furniture D2C in the United States.

How the idea of taking the furniture brand to the US came about

Falkk came out as an arm of a traditional B2B Brazilian furniture brand, Indústria de Móveis Finger in 2012 and continued to operate only in Brazil until 2020, when the opportunity to sell furniture direct-to-consumer in a new market, came up. “We were challenged to take the brand to the United States, the idea came from the company’s board of directors. So, Thays and I started to bring this project to life”, says Edson Finger Júnior, a partner at Falkk.

With the decision made, the next step was to develop the business plan and understand the process to make the American company viable. “It was something very interesting because in a matter of 30 days we had a meeting with Globalfy and in 60 days we had the company ready and the container was on board. So it was very quick.”

The first challenges and the beginning of the journey to start a D2C brand in the US

Falkk’s US operation started in late 2020, in the first year of the COVID-19 pandemic, at which time many digital businesses were boosted due to the need to shop online. “The pandemic, in fact, greatly accelerated our growth, both for Falkk here in Brazil and for Falkk in the United States. So, I usually say that we saw the opportunity in the midst of difficulty”, explains Ellen Thays Finger, partner at Falkk.

Regarding the process of opening the company, Ellen Thays says that she did not experience any difficulty: “It was not difficult, especially because we are used to the bureaucracy here in Brazil, where simple things drag on for months”.

However, in early 2021, the first challenges of serving a new market began to show up, when it was necessary, in addition to adjusting internal processes, to understand the preferences of the American consumer. It’s important to mention the majority of experience in Brazil (primary Falkk market) is bussines-to-business, more than sell in the American market they needed to understand a new way to do business: how to sell furniture D2C by marketplaces.

“The hardest part was when we started sales and started receiving some negative reviews, because our packaging was not prepared for the US logistics.” At that moment, it was necessary to readapt the packaging for the American operation, “an issue that we managed to get around with some adjustments”, he adds.

The beginning of selling furniture D2C in the United States

Falkk Furniture chose to be on two marketplaces, which are Amazon and Wayfair. “We entered and started to gain relevance in these two platforms”, says Ellen Thays.

Click here to know the best marketplace in the US.

In the beginning, it was necessary to deal with situations of stockouts: “I believe that these situations harmed us a little, because we needed a few days to make the replacement, counting the days of production, which is made in Brazil, plus the transport until it arrives in the United States. When that happened, we felt it difficult to regain relevance within the marketplaces”.

Edson says that 2021 was a challenging year, but with many positive results, “we were adjusting internal issues, such as packaging, photo of products in marketplaces, manuals… But we got around these difficulties and could see great results”.

Tips for those just starting out  

For Edson and Ellen Thays, the important thing for entrepreneurs who are starting out – or still thinking about going international – is to take the first step. “If you wait for the perfect business plan to get off the ground, you never will, so the message is: face it. Don’t stop at the first hurdle.”

For them, the issues to be improved appear in practice and can be adjusted during the operation. “What we have learned is that it is possible to make adjustments during the process, you improve and see what needs to be improved. The positive results are showing up.”

“We lay love on the product, on Falkk Furniture. We grew within the company and with the company. Having this opportunity is fantastic!”.

You can also start selling furniture D2C. Schedule a free chat with one of our experts still today!

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How to take a furniture brand to the US – The Falkk Furniture Case

How to start a D2C furniture Brand in the US

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