Sixpenny Redefines What Slipcovered Furniture Can Be
While the economy overall declined during the COVID, home furnishings sales increased. This is especially true of the direct selling brand Sixpenny, which at just three years old is well on its way to becoming a major player in the direct consumer furniture market. By the end of July 2020, the brand’s sales had increased by fourteen percent year-on-year.
However, the overall increase in consumer spending in this category isn’t the only reason the brand has seen this growth. Sixpenny’s slipcover sofas are incredibly durable, aesthetically pleasing, and popular with top design influencers and celebrities alike.
Panning during the pandemic
In the summer of 2020, the company was gently renamed and its range was optimized by concentrating on upholstery with protective covers. While the brand was already eco-friendly, they got even more eco-friendly by eliminating all synthetic materials in their products – and only offering 100 percent natural seat covers.
“As everyone spends more time indoors, demand has increased, which is supported by an increased focus on home ownership. This is creating an industry trend, ”said Casey Craighead, senior marketing manager. “COVID has forced abrupt changes in behavior. We seem to be moving into an era that goes beyond COVID and where people are investing more time, which can manifest itself in self-care or at home. “
While it is easy for people to live with a tough piece of furniture that they are lukewarm over, the feeling is less when it comes to a sofa. Life is challenging enough in the middle of a pandemic. Having a place to sit and relax or to be with family is of the utmost importance.
While Sixpenny didn’t invent the slipcover, the brand is redefining what slipcover furniture can be in a number of ways. While it is easy to design a couch or section that is aesthetically pleasing, the reality of most sofas is that they are difficult to clean.
Sixpenny offers protective covers made of different materials: cotton cloth, washed velvet, washed cotton linen, light linen and medium weight linen. While all of these fabrics are generally durable, the fact that they can be spot cleaned as well as removed for dry cleaning means the average person can look after their sofa for years without worrying about kids, pets, or the occasional wine issue .
Sixpenny’s aesthetic is also far more sophisticated than most upholstered sofas. The fabrics are predominantly available in neutral solids, from white and beige tones to sage green, indigo and washed-out coral tones. However, the velvet slipcovers are available in bolder gemstone tones, including a glowing amber.
Fabrics can be cleaned in the field, but dry cleaning is recommended for best results. Due to the natural quality of the fabrics, however, the protective covers can occasionally be washed in a gentle cycle in the machine and then air-dried. Customers also have the option of purchasing additional seat covers directly from the Sixpenny website. This is more economical and environmentally friendly than buying a completely new sofa.
Each pillow is generously filled with a luxurious blend of down and poly fibers. Sixpenny’s partner only uses non-living plugs and has to renew this certification every year after inspection. Vegan Polyfill pillows are also available for allergy sufferers who prefer an animal-free product for the same price. And while their sofas are known to be comfy, they have just the right amount of stuffing for a stuffed, but not “crowded,” look that can easily be dated.
The frames, which are made from an oven-dried solid wood, are also durable and long-lasting.
The power of Instagram
In addition to being a celebrity of Aaron Paul, Jenna Dewan and Margot Robbie, Sixpenny has had her greatest achievements with user-generated content and social media campaigns. Sixpenny’s conversion cycle lasts at least a month and includes around seven impressions to get a call to action. So the algorithm really worked in favor of the brand.
Sixpenny’s first major partnership was with Emily Henderson, who on her blog declared the Neva chair “the most comfortable chair ever”. The three-year-old Post still drives customers today.
They also recently teamed up with Aspyn Ovard, who featured the Neva section on their blog and Instagram. The Neva was the trademark and the brand’s best-selling product. With a slightly minimalist aesthetic and unique flat arms, it’s incredibly versatile. It has universal appeal in almost every room style, from modern to contemporary to traditional.
In addition to Henderson and Ovard, Carley Page Summers, Cotton Stem and House Seven Design have collaborated with the brand.
Expansion of your offer
Over the summer, Sixpenny launched new console and coffee tables made from oak and pine. On October 15, the brand will launch several new products, including upholstered, slip-on dining tables, dining tables, banquet seats and dining tables. These pieces are perfect for the holidays and are a great way to incorporate Sixpenny’s signature style throughout the home.