How The Pursuit of an Affordable, Sustainable Sofa Launched a New Online Brand

Original article posted at Business of Home by Haley Chouinard.

Two college friends launched a direct-to-consumer sofa company with a twist: It’s completely sustainable. It’s a familiar story in the direct-to-consumer home space: Founders who went shopping—whether for furniture, dinnerware or bedding—and just couldn’t find what they were looking for. But Phantila Phataraprasit and Caitlin Ellen weren’t seeking any old sofa after graduating from Columbia University in 2016. As the friends both tried to furnish their first apartments, they were discouraged by the lack of affordable, sustainable options. “Everything we could find that was made in ethical, eco-friendly ways was high-end and unattainable,” says Ellen. “It didn’t seem like anyone was trying to bring those ideas to a younger consumer.” The two founded Sabai (a Thai word meaning cozy or comfortable) to create the products they wanted to see—sustainable pieces at an approachable price point. In their debut collection, which launched last summer, the sofa is just over $1,000; the sectional is just under $1,400.