Our first goal is to simply get the word out for Sactionals. There is truly a better way to couch! With less than 2% awareness in the most prolific consumer market on earth, we have so far to go. It will take many years.

Our first goal is to simply get the word out for Sactionals. There is truly a better way to couch! With less than 2% awareness in the most prolific consumer market on earth, we have so far to go. It will take many years.

The proof of concept we aspire to for the Designed For Life philosophy is not an academic one. We expect to prove its validity through dominance in the open market. We believe there is not a household in the US that wouldn’t benefit by having Sactionals in it—if only they knew it existed and knew all of the ways they might benefit.

It will take us years to penetrate the US market as deeply as this product deserves. In the meantime, we do not stop inventing. Not only are there many additions, upgrades, and extensions to the Sactionals “platform” yet to be revealed over the, but there are entirely new product platforms being cooked up that will also adhere to this same Designed For Life philosophy. We have now begun to think of things in decades—not years—and no, I’m not going to reveal what is coming next…but it is really cool.

Super-duper, top-secret, product development laboratory. (this image has been officially declassified by Lovesac Inc.)

While we feel good about the impact we can have on the world through our commitment to Designed for Life, we are more excited about what could happen to consumerism, capital redeployment, and sustainability if somehow this philosophy were adopted in mass by consumers everywhere and by consumer product companies everywhere. While we will “preach” these concepts that we believe in, we think the best way to convince other entrepreneurs, business leaders, designers, and investors to adopt this way of doing things is to become so radically successful, from a commercial, capitalistic and competitive standpoint, that savvy, or even greedy businesspeople will have no choice but to emulate what we are doing as a strategy to win.

We welcome copy cats. Nothing would please us more!

While we do hope that doing business in this way can resonate with people everywhere and will lead to outsized success for us—we intentionally open-source the DFL philosophy, in hopes that someday businesses everywhere will see the value in adopting it—even if it driven by their capitalistic desire to compete. That has always been, and we believe will continue to be the most powerful driving force in business, which is why objective number one for us is to win big by doing it ourselves and proving its value and resonance with consumers.

Shawn

About Shawn

Founder & CEO of Lovesac, a Designed for Life furniture company. I have a goal of building products that are truly sustainable. Would you believe, I won a $1 million investment on Fox’s “Rebel Billionaire” show in 2005 and became President of Virgin Worldwide with Richard Branson’s companies for a time. Since then, I'm growing Lovesac to a 65+ store chain, recognized in Furniture Today as America’s fastest growing furniture retailer. I'm becoming known for my invention of Sactionals® Lovesac’s industry-disruptive sofa invention. Check out my vlog on YouTube! Get Off The Couch, with Shawn Nelson of Lovesac

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