Montreal furniture brand Cozey is hitting the road this week with a playful new campaign designed to ease the stress of the city’s famously chaotic Moving Day. From June 26 to July 5, 2025, Montrealers may spot a curious sight weaving through neighbourhood streets: a branded Cozey vehicle with a dusty old sofa strapped to its roof.
Timed to coincide with Quebec’s July 1 Moving Day—a uniquely Montreal tradition where thousands of residents relocate on the same day—the campaign aims to draw attention to a better, more practical way to move furniture. With modular sofas designed for fast delivery, easy assembly, and apartment-friendly dimensions, Cozey is delivering both humour and a helpful reminder to the city’s movers.
Free Pizza and a Chance to Win a Cozey Sofa
The Cozey Car will visit several of the city’s busiest neighbourhoods, including the Plateau, Rosemont, Villeray, Verdun, Hochelaga, and Griffintown. The campaign hits its high point on July 1, when Cozey will distribute free pizza and cold drinks to weary movers working through the holiday.
In addition to the giveaway, residents can participate in a social media contest. Those who spot the Cozey Car and post a photo or video to Instagram, tagging @cozey and using the hashtag #choisiscozey, will be entered for a chance to win a new Cozey sofa delivered to their door.
The whimsical campaign captures the spirit of Moving Day, known for its traffic jams, packed stairwells, and worn-out furniture. Cozey is using the moment to highlight its core mission: providing furniture that is easy to move, easy to live with, and well-suited to urban life.
A Canadian Brand Rooted in Simplicity and Flexibility
Founded in Montreal in 2020 by Frédéric Aubé, Cozey has quickly gained national recognition as a disruptor in the Canadian furniture industry. Born during the early months of the COVID-19 pandemic, the company was created in response to consumer frustration with traditional furniture shopping—especially the challenges of moving bulky pieces into apartments and navigating long delivery wait times.
Cozey’s sofas are fully modular, allowing users to customize, expand, or reconfigure their setup as needs change. Each unit ships in compact, courier-sized boxes and can be assembled tool-free within minutes. The approach resonates strongly with young professionals and apartment dwellers looking for versatility without sacrificing comfort or aesthetics.
Direct-to-Consumer Approach with National Reach
Unlike traditional furniture retailers, Cozey operates primarily through a direct-to-consumer model. This strategy allows the company to keep prices competitive and maintain control over the entire customer experience. Cozey offers fast, free shipping across Canada and provides a risk-free trial period, which has contributed to a loyal and growing customer base.
Positive word-of-mouth and strong online reviews have helped fuel Cozey’s expansion, with customers often highlighting the brand’s durability, ease of assembly, and pet-friendly materials. The option to buy individual modules over time has also been praised by those seeking a long-term, adaptable investment in home furnishings.
Retail Expansion and Community Impact
What began as a purely online venture has now expanded into brick-and-mortar showrooms and pop-up locations in major Canadian cities, including Toronto, Montreal, Vancouver and Ottawa. These physical spaces offer customers the chance to see and test Cozey’s products firsthand, enhancing the overall buying experience. The company has a permanent storefront in Toronto with plans for permanent Vancouver and Calgary showrooms as well.
The company also takes a thoughtful approach to sustainability and social responsibility. Returned sofas in good condition are refurbished and resold at discounted prices, while others are donated to shelters and charities. Cozey has also supported LGBTQIA+ initiatives and community-focused campaigns as part of its broader mission.
Celebrating Moving Day with Purpose and Humour
Montreal’s Moving Day is often a source of stress for residents, but Cozey’s 2025 campaign injects humour and generosity into the experience. By drawing attention to the physical and logistical challenges of relocating bulky furniture, the company makes a compelling case for its modular solutions—and does so in a way that entertains and engages.
Through a combination of real-world visibility, digital engagement, and thoughtful giveaways, Cozey reinforces its position not just as a furniture brand, but as a Montreal-based company that understands—and shares—the lived experiences of its community.
Whether spotted cruising past in Griffintown or handing out pizza on a Hochelaga corner, the Cozey Car offers a reminder that there’s a smarter, simpler way to furnish a home in the city. And for one lucky Montrealer, it could mean a free upgrade to a modular setup that’s built to move, grow, and adapt—no stairwell strain required.
