Floyd

Floyd operates as a direct-to-consumer furniture company, positioning itself in the market by offering durable and adaptable home furnishings. The company was founded in Detroit in 2013 by Kyle Hoff and Alex O'Dell. Hoff, with a background in architecture, was motivated by his frustration with disposable furniture that wouldn't survive a move. O'Dell's experience from extensive travel and a background in public policy complemented this vision, leading to their collaboration after meeting at a Detroit business incubator.

The company's journey began with a single product, the Floyd Leg, a steel leg that could be clamped onto any flat surface to create a table. This initial concept was launched via a Kickstarter campaign in 2014 with a goal of $18,000, but it far surpassed expectations, raising $256,000. This early success validated their mission to combat the trend of disposable furniture. The company's name itself is a tribute to Hoff's father, grandfather, and great-grandfather, all steelworkers named Floyd, connecting the brand to a heritage of manufacturing.

Floyd's business model is primarily direct-to-consumer, selling its products through its e-commerce website. This approach allows them to offer pieces at a price point generally above Ikea but below retailers like Crate & Barrel. The product line has expanded from the original leg to include a full range of home furniture such as modular bed frames, sofas, shelving, and desks, all designed with longevity and ease of assembly in mind. A key feature of their products is modularity; for instance, the bed frame can be expanded from a full to a queen size, and sectional sofas can be reconfigured. This adaptability is a core principle, aiming to provide furniture that can evolve with a customer's changing living situations. In January 2025, Floyd was acquired by Rize Home, a bedding manufacturer, in a strategic move to leverage Rize's operational and logistical strengths, allowing the founders to focus on product development and brand storytelling.

Keywords: modular furniture, direct-to-consumer furniture, sustainable furniture, adaptable home furnishings, Kyle Hoff, Alex O'Dell, Kickstarter furniture, Detroit startup, long-lasting furniture, easy assembly furniture, flat-pack delivery, modular bed frame, sectional sofa, modern living, furniture for keeping, e-commerce home goods, American-made furniture, interior design, home decor, furniture systems