In a market dominated by conventional furniture brands, the Gipuzkoan company LUFE has launched an innovative proposal that challenges consumer expectations. Under the slogan “The ugly furniture store”, this brand has captured attention with a unique offer: furniture made from wood that exhibits natural imperfections, such as grain or knots, at totally symbolic prices.
LUFE has built its business model around direct-to-consumer sales, eliminating intermediaries and reducing costs. This strategy has allowed it to launch groundbreaking campaigns such as “The ugly furniture store” or “DELIBERATELY UGLY by LUFE”, the campaign that can be seen on October 2, 3 and 4 in an ephemeral store that will be in Sandoval Street, 3.
Deliberately ugly furniture
The company’s latest addition is the “DELIBERATELY FAIR by LUFE” collection, which consists of 30 pieces including beds, dressers, chest of drawers, dressers, sideboards, coffee tables and bookcases, among others.
In this line, the furniture has been intentionally designed with woods that have distinctive characteristics, such as marked veins and prominent knots, which in other stores would be considered defects. The price of the thirty products in this promotion is thirteen cents.
For the past nine months, LUFE has painstakingly inspected every plank of wood that enters its factory, selecting those pieces with characteristics that other brands would discard. With this philosophy, the company has turned what might be considered “ugly” into a statement of uniqueness and authenticity.
Products from the “DELIBERATELY UGLY” line will be available both in a pop-up store on Sandoval Street in Madrid and in its online store, between October 2 and 4.
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