A to-the-trade approach to DTC sofas: How Benchmade Modern breaks the rules
After 17 years with Holly Hunt, Dan Campbell departed to become president of direct-to-consumer brand Benchmade Modern. Here, he explains the company's unique approach.
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Show Notes
Like many direct-to-consumer companies, Benchmade Modern takes out ads on Instagram and sells its sofas online. But unlike most of its competitors, the company is based out of a US manufacturing group—Artisant Lane, the owner of Lee Industries and American Leather. President Dan Campbell is also an unlikely DTC leader—he’s not a silicon valley entrepreneur, but a 17-year veteran of Holly Hunt.
On this episode of the podcast, Campbell speaks with host Dennis Scully about how the lessons he learned from the trade apply to the direct-to-consumer world, why gray sofas are over, and why customers care more about design than lead times.
This episode is sponsored by Ernesta and Hickory Chair