Rhode Island: It's All in Our Backyard

Greycork: Product, pricing, promotion, and now, distribution

January 28, 2016 by cgrosch

from Forbes 30 under 30 2016:

“Furniture design quartet Greycork offers an alternative to IKEA, producing simple, elegant furniture that can be assembled in minutes with no tools.”


Greycork, an entrepreneurial furniture studio based in Providence, has recently been getting a lot of media attention – it has been touted as  the “better alternative to Ikea.”  Founded by John Humphrey, who has a manufacturing background, Greycork is sold only online: “We don’t expect to require a heavy, brick-and-mortar retail presence,” Humphrey says. “This means we can afford to make a modest margin and still grow a sustainable business.”

Humphrey has been joined by Alec Babal, Myung Chul “Bruce” Kim, and Jonah Willcox-Healey – all of whom studied industrial design at RISD.

Following the company’s innovative and well-received Indiegogo campaign last year,  Greycork is now shipping their products: a sofa, chaise, bookshelf, coffee table and side table – providing an opportunity for a full living room of furniture to be delivered in boxes. Attention has been paid to every design detail and dimension along the way with the ultimate goal of packing each piece in a thin, flat box that is shipped for free via UPS. Enclosed is a beautifully printed schematic with simple precise assembly instructions.

At their Hartford Avenue warehouse, they work with representatives from UPS to get the first bookshelves and coffee tables out the door. Watch the slide show:

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