Cozey, the direct-to-consumer Canadian furniture brand known for its “sofa-in-a-box” concept, officially opened its Ottawa pop-up on June 12, marking its first physical presence in the National Capital Region. The brand’s founder and CEO, Frédéric Aubé, confirmed the 4,000-square-foot location will remain open until January 2026 — making it Cozey’s longest-running pop-up to date.
“This is a big market for us,” said Aubé in an interview with Retail Insider. “Ottawa is actually in our top five performing regions in Canada, even though we haven’t invested heavily in local marketing until now.”
Located at 137 Rideau Street, the pop-up spans two floors and showcases Cozey’s full lineup of modular sofas, washable rugs, and accessories in an interactive showroom format. Aubé noted the company specifically targeted a high-visibility streetfront presence rather than locating the store inside a shopping centre.
“We’ve always leaned toward street-level spaces,” he explained. “It’s about controlling the entire customer experience. Rideau Street gave us the right mix of visibility, foot traffic, and space to test a new two-level retail concept.”
The Ottawa store closely mirrors Cozey’s permanent flagship on Queen Street West in Toronto and serves as a market trial that could lead to a permanent store depending on performance.
“If it goes well, we’re definitely considering a permanent store here,” Aubé said. “That’s the whole point of the pop-up — to fully evaluate the market over several months.”
Cautious but Ambitious Growth
Cozey, founded in Montreal during the pandemic in 2020, has quickly emerged as a major player in the North American furniture landscape. Starting online with a focus on modular sofas that can be delivered in courier-sized boxes and assembled without tools, the brand quickly gained traction by offering modern convenience, quality materials, and a customer-centric ethos.
“We started with a simple idea: let’s make great furniture that people can easily assemble themselves,” said Aubé. “Even people with zero experience — like me — should be able to do it.”
Cozey’s rise has been steady and deliberate. After launching online, the brand opened its first pop-up at Toronto’s Stacked Market, followed by temporary showrooms in Vancouver, Montreal, and New York City. Its first permanent store debuted in Toronto in 2024. Now, Cozey is pursuing long-term growth with a measured rollout of permanent stores.
“We want to be cautious,” said Aubé. “I’ve seen too many DTC brands try to scale retail too fast and lose control. We’re building the infrastructure and team to do this the right way.”
In-Store Experience Fuels Online Growth
Despite its online roots, Cozey has found that physical showrooms significantly enhance digital performance. In markets where pop-ups or permanent stores have launched, online sales tend to rise — a retail trend commonly referred to as the “halo effect.”
“We’ve seen strong omni-channel benefits from physical stores,” Aubé said. “When customers interact with the brand in-person, they’re more likely to convert online. Toronto is our biggest region by far now, and I’m sure our Queen Street flagship plays a major role in that.”
That tactile in-person experience is central to Cozey’s value proposition. While customers often discover the brand through digital channels, seeing and trying out the furniture in-store remains a key step before purchase.
“Our products are designed to be touched and experienced,” he said. “People want to feel the comfort, understand how the modules work, and visualize them in their space. It’s not something you get from a screen.”
Modular, Canadian, and Customer-Focused
Cozey’s core product lineup includes modular sofas, chaise lounges, storage solutions, and washable rugs. Everything is designed with a tool-free assembly model, making the products especially appealing for urban dwellers or those who frequently move.
“We’re trying to remove all the friction that comes with traditional furniture buying,” said Aubé. “No tools, no waiting weeks for delivery, no difficult returns.”
“There’s a lot of pride in being a Canadian brand,” Aubé said. “We’ve got 150 people working for Cozey in Canada, and our goal is to grow that even more. When I see companies like Canada Goose or Lululemon succeed globally, I want Cozey to be part of that Canadian retail story.”
A Long-Term Vision
As Cozey tests the waters in Ottawa, Aubé emphasizes the company’s focus on sustainability — both in product and strategy.
“This is a marathon, not a sprint,” he said. “We’re not rushing into dozens of stores overnight. We’re learning, improving, and building something durable. That’s what will set us apart.”
The Rideau Street pop-up is now open to the public, offering visitors an opportunity to interact with the Cozey brand in-person — and perhaps get a first look at the company’s next phase of national growth.
More from Retail Insider:
- Furniture Brand Cozey Opens Vancouver Pop-Up as it Expands Physical Retail [Interview]
- Montreal-Based Furniture Brand ‘Cozey’ Launches First Permanent Showroom on Queen Street West [Interview/Photos]
- Montreal Startup ‘Cozey’ Disrupting the Furniture Industry with Expansion that Includes 1st Toronto Store [Interview]
