US-Based DTC Furniture Brand ‘Burrow’ Expands into Canada [Interview]

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US-based Burrow, a direct-to-consumer furniture brand, is expanding into the Canadian market and have a warehouse in the Greater Toronto Area to facilitate shipping to its Canadian consumers. 

Kabeer Chopra

“The idea for Burrow was inspired by our frustrations with the furniture industry – and more specifically, problems that both myself and my co-founder Stephen Kuhl experienced when buying furniture. We knew there had to be a better way to shop for, ship, live with, and move furniture. Oftentimes, people wait months for furniture to ship and hours for the delivery truck, only to spend even more time with a toolbox and complicated assembly instructions. Burrow was founded to solve all these problems. 

“Burrow is an American furniture brand that values function and form in equal measure. We recognize that furniture is an investment so we’ve set out to create high-quality products that will last, from one home move to another,” said co-founder and CTO, Kabeer Chopra. “Growing up in Montreal, I’ve gained an appreciation for sensibility. And that’s why we started Burrow in 2017: to offer timeless designs that make life easier. Our products are constructed using durable, stain-resistant materials, they’re easy to set up, and built upon modular systems that flex as you move homes or grow.

“When we launched our first modular sofa in the U.S. in 2017, our goal was to alleviate all the typical pain points around the furniture-buying experience. We set out to create a product that was intuitive, simple to assemble and disassemble, functional, and customizable. During our design process, we consulted customer research to understand exactly how to engineer a sofa that was comfortable, convenient, and could grow with peoples’ needs overtime – especially as they evolve from their first apartment in the city to a family house in the suburbs. We’ve continued to apply this same philosophy into each subsequent sofa design – and still survey thousands of customers to inspire all the other products and categories we offer around the home.”

Image: Burrow

He said everything the company does is driven by customer feedback, from finding ways to make the delivery and assembly process easier to determining what products it should develop and launch next. 

“This customer-centric approach has allowed us to keep functionality at the center, while also creating products that are design-forward and complimentary to a variety of personal aesthetics. Burrow products are delivered fast in easy-to-move boxes, designed to assemble quickly with no additional tools, and built to last – giving you more time to enjoy everything your furniture has to offer,” explained Chopra.

“Having grown up in Montreal, I’ve seen first-hand how Burrow’s core values align closely with Canada’s appreciation for functionality and sensibility. In our conversations with Canadian friends, family and potential customers, we found that many of them expressed similar pain points as their American counterparts, from delayed delivery and difficult assembly to a lack of product options and customizability. We’ve been perfecting our process in the U.S. since our first sofa launched in 2017 and are ready to bring this simplified furniture-buying experience to consumers all across North America.”

Chopra said the company has been planning this expansion over several years to ensure that Canadians would enjoy the same fast and free shipping and easy delivery that it offers in the U.S. Starting this month, Canadian customers will be able to purchase products directly from All products will ship directly from its warehouse in the greater Toronto area.

Image: Burrow

Products include modular sofas, easy-to-assemble wall shelves, coffee tables, credenzas, and more. 

Stephen Kuhl

“Since launching in the U.S. in 2017, our decisions have been motivated by customer feedback. In conversations with Canadian friends and family, we learned there were similar frustrations around the traditional furniture-buying process – from a lack of product selection to delayed delivery,” said Stephen Kuhl, co-founder and CEO of Burrow. “We’ve been thoughtfully planning this expansion to make sure we could offer Canadian home and condo dwellers alike the complete Burrow experience. As we expand our assortment in the years to come, we’re focused on simplifying the modern furniture shopping experience and bringing it to an even broader demographic.”

Burrow has been named one of the 10 most innovative retail brands in the world by Fast Company, and one of the 50 best inventions of the year by TIME. Headquartered in New York City, it has stores in New York City, Boston, Atlanta and Los Angeles.

Article Author

Mario Toneguzzi
Mario Toneguzzi
Mario Toneguzzi, based in Calgary, has more than 40 years experience as a daily newspaper writer, columnist, and editor. He worked for 35 years at the Calgary Herald covering sports, crime, politics, health, faith, city and breaking news, and business. He is the Senior News Editor with Retail Insider in addition to working as a freelance writer and consultant in communications and media relations/training. Mario was named as a RETHINK Retail Top Retail Expert in 2024.

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