New technology comes to the real estate market

Digitalization is redefining consumption patterns and creating major challenges for traditional retail. In this context, Sofá na Caixa appears as an alternative with the motto “The future is now and it is in a box.” The brand adopts a customer-centric approach and a strong online presence.

With the concept of “clicked, bought” Divan na Caixa offers a simple experience through digital tools, removing traditional barriers to purchasing furniture. CEO Rubens Stuque plays a fundamental role in transforming consumer behavior and the furniture industry and guides the company with vision and leadership.

About practicality

The products sold include three-seater sofas, corner sofas and sleeper sofas, all of which are vacuum-sealed and do not require assembly. A pioneer in technology and product development, the company employs approximately 150 people, operates three factories and has become the second-largest buyer of foam in the country.

New to the market, Sofá na Caixa stands out in its field of sofa sales. In just three months of operation, the company has already generated more than R$15.9 million in profits and is expected to reach R$90 million by the end of the year.

Rubens StuqueThe CEO of Sofá na Caixa underlines that the connection with the existing consumer market is a differentiator. “This audience is highly connected to the internet and is influenced by the appeal of social networks. We are living in the age of the Creative Economy, where global furniture retailing is driven by the sector that first produces and then looks for buyers. But digital retail meets the desires it creates, and this is the secret of Sofá na Caixa’s success.”

Thinking “outside the box”

Stuque, an engineer by training and only 29 years old, started his business by founding the outdoor furniture company Eco Flame Garden four years ago. With this successful experience, he learned in practice how digital furniture retailing works and identified an untapped niche.

“I realized that innovations spread rapidly and gain momentum. “I realized that creating subcategories is an effective way to start new trends and is something that is little explored in the furniture industry,” comments Stuque.

In searches on Google Trends, Stuque found that there were more searches for “sofa” than “bed,” but the latter drove more digital conversions. “I realized that sofas would be the ideal product and looked for solutions to develop a lighter and more compact version, as weight and bulk make shipping more expensive, and this cost is passed on to the end consumer.”

Stuque hired technicians and together they developed the exclusive Grow GrowTech® technology, an innovative foam designed for high contraction and expansion. This technology has enabled the creation of modular sofas that come compressed in a box and expand when opened, making them ready for use.

Focus on the digital consumer

In order to meet the demand of a market that wants to obtain furniture in a practical way, the project was designed with delivery through marketplaces in mind. It also makes moving furniture easier.