Two Design Veterans Are Behind the Next Big Direct-to-Consumer Furniture Brand

published Sep 8, 2018
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(Image credit: Sixpenny)

Kevin Lehrer and Jon Allen know a thing or two about quality furniture. As interior design veterans, the duo has schemed up furniture for a bevy of brands like Bed, Bath and Beyond and JC Penney. But at Sixpenny, their new furniture company, Lehrer and Allen are calling the shots.

“There’s an ability to do more with less,” Allen tells Apartment Therapy. “We asked ourselves, ‘If we had the opportunity to rewrite the script and create the perfect furniture company, what would it look like?'”

The answer? Quality furniture that deftly marries style and comfort.

“Our [customers have] kids and pets, and are hosting parties,” Lehrer adds. “All of our products are built to be lived in. They’re not purchased to be an heirloom piece that are placed in a room, and never to be used.”

Sixpenny’s handcrafted furniture is available in a number of styles, from mid-century cool to offbeat farmhouse, so there’s something for everyone. The duo adds they select materials from a range of mills around the world, such as leather from Italy.

And thanks to its direct-to-consumer business model, Sixpenny is able to cut out the middleman and keep costs down. Sofas start at $1,499, sectionals at $2,799, and sofa chairs at $699.

(Image credit: Sixpenny)

Of course, direct-to-consumer furniture is not exactly groundbreaking. Plenty of brands offer great furniture at affordable, transparent prices. Where Sixpenny differs, however, is its emphasis on design.

“We’re coming to this as furniture industry veterans who are trying to utilize technology to bring a better product and better service model to customers who we think will love our designs,” says Allen.

Another point of distinction is the founders’ close relationship with its clientele. In addition to paying close attention to customer feedback, Sixpenny hosts a series of traveling RoadSHOPs. The company’s take on a mom and pop pop-up gives customers the chance to meet the founders and, of course, check out the pieces. Sixpenny has hosted RoadSHOPs in Los Angeles, New York, and Denver, with more locations to come in the next few years.

“We look at the RoadSHOPs as a way to connect with consumers on a more experiential level,” Allen explains.

Sixpenny officially launched in February 2017, and the hard work has already paid off. Sixpenny shares it’s had three times quarter over quarter growth this year, plus skyrocketing customer engagement over the past six months.

Business is indeed booming, but for the duo, there’s more to success than numbers.

“We understand it’s more than buying a product, but joining our community,” Allen says.