Poltrona na Caixa, a new company from businessman Rubens Stuque, arrives to revolutionize and modernize the traditional furniture market

The startup Sofá na Caixa, a company led by entrepreneur Rubens Stuque (CEO), launched its new brand, Poltrona na Caixa – following the same model as its flagship company, which, since its launch in February, has already grossed over R$15.9 million. Aiming to revolutionize and modernize the furniture sector, Poltrona na Caixa expects to sell 15,000 units and generate R$30 million in revenue within 12 months. 

“Our goal is to shape the market of the future and differentiate ourselves by providing a simple and intuitive online shopping experience that meets the expectations of the modern consumer. Each armchair has been meticulously designed to fit into any home environment, regardless of size. Furthermore, we are committed to accessibility, offering competitive prices without sacrificing quality. Our logistics are efficient and optimized, from production to a customer-focused sales model, ensuring fast and reliable delivery,” comments Stuque.

The executive adds that Poltrona na Caixa seeks to remove traditional barriers to purchase and distribution and modernize a classic, nostalgic product to meet the needs of today's consumer.

Armchair proposal

The Armchair in a Box embodies the CEO's purpose of revolutionizing the furniture market and emerged from the question: "how to bring the reclining armchair into the digital world?". From there, the entrepreneur began planning an updated and revamped version of a "nostalgic" product. 

The armchairs follow the traditional reclining design with the brand's minimalist and versatile touch, fitting perfectly into any room in the house – a complement to the bedroom or living room – and a great companion for the home office or for video game sessions.

Unlike the sofa, the armchair in the box does not come vacuum-packed. It is a self-assembling product that does not require tools for assembly or disassembly. A similarity is that the product box is also easy to transport – it fits perfectly in elevators and through narrow doorways. 

Factory and distribution center

In the initial months, the Armchair in a Box project will have a space on the official Sofa in a Box website. However, the factory and distribution center will not be the same. Unlike the sofas, the armchairs will have separate operations, using distinct factories for each production.

The factory, which will also function as a distribution center, is located in Piracicaba, in the interior of São Paulo. In the future, the company will also have new distribution points. The inauguration of the subsidiary "Poltrona na Caixa" will take place at the beginning of August 2024 and follows the same strategy as the partner brand with deliveries throughout Brazil.