One year of SUPERBA
A lot can happen in a year. To celebrate reaching the one year anniversary of SUPERBA’s virtual doors being opened in the UK, we wanted to take a moment to reflect on the journey so far.
For those of you new to SUPERBA, this is a chance for you to understand how it all started. For the curious space makers who’ve been along with us for the ride, taking a chance on an unknown brand that suddenly emerged in your feed with a new wave of freshness for the home at seemingly unbelievable prices – we toast to you, your home and everything you made it be.
Now, let’s begin – are you sitting comfortably?
A JOURNEY HOME
When we launched SUPERBA in April 2024, with a mission to do things differently in the furniture industry, we had no idea how it would be received. Thanks to decades of operating our generational family sofa making business, our relationships gave us access to all the links in the chain between us, the makers, and you, our customers. With so many furniture companies white-labelling generic designs, side-stepping with third party manufacturing, and other clunky pieces of the logistics puzzle, we knew there was a better model for the furniture industry.
Our USP? Radically transparent pricing that outlines the margin we make on each sofa, operating smartly and without high overheads to ensure customers get the best price every day. Hand-in-hand with the latest European designs, elevating living with modern vision and timeless interior style.
From the very beginning we made the bold decision to never push marketing schemes such as seasonal sales, flash sales, or limited-time only deals that force you into making purchases. We wanted good design, and good craftsmanship, to stand for itself.
Powered by our vision, with our core values as the foundation, we built a new model from the ground up that prioritises service, quality and design over branding and third-party providers.
SUPERBA landed in April of 2024. We launched with our first photoshoot, featuring a selection of key sofas we’d designed that epitomised our offering; sophisticated design, craftsmanship, and uncompromising comfort. This first transparency priced sofa collection was a hit – so much so, that we quickly expanded our offering into a more made-to-order system, with more options of covers and colours.
During this time, Oli quickly emerged as our bestselling sofa. By mid-September 2024, we’d already sold 240 units of Oli. We started receiving phone calls from customers, which, in essence, went pretty much like this…
Customer: “Is SUPERBA real? How are your prices so amazing?
Us: “Yes”, we said. “We are real.”
With the reception we received, we knew we had built something special. Customers obsessed over our refreshing approach to design and service. “Why wasn’t buying furniture ever this simple?”, they’d ask.
A VISION FOR THE MODERN HOME
Our next challenge was to express our character, our personality, and our vision for the modern home. Buying furniture from a new online brand requires a getting-to-know-you period to ensure that we, SUPERBA, are real. But with a business model built on low overheads and transparent margins, we never wanted to compromise the great prices for customers with costly branding and campaigns.
So we decided to do something different.
Instead of hosting regular costly shoots that only expose our customers to high production costs, we decided to go beyond ‘real’. With access to incredible creative minds whose vision we admire, we were able to pioneer digital design branding of our products. By creating entirely new worlds and backdrops, our customers could see so much clearer how their home, and life, could be, as they got to know who and what SUPERBA is.
This involved building rooms where our sofas would exist. Everything in this creative would convey the vision we had, that we wanted to share with modern home makers. This is how sublime the home can be. Can you see it? Can you see it now?
Never ones to stay still, we naturally began to imagine the kind of furniture that would surround these pieces.
Enter our Living Room collection, the name we gave to brand new furniture categories to emerge from our in-house studio in February 2025; side tables, dining chairs, dining tables, and mirrors. Within less than a year of launching, here we were, already fully headed towards ‘lifestyle’.
With new designs in the works, alongside new sofa designs incoming, we decided to pivot to a monthly drop release. Dropping new furniture designs in a cadence meant we were never bogging our customers inbox or feed with meaningless sales messaging. Whenever we reached out, it had to be with something to actually talk about; a sensical and honest approach, anchored in good design.
Throughout our entire journey to date, we’ve also listened and learned, refining our vision as we constantly push forward. Our customer sits at the core of our entire existence. Everything we do is for them, their home, and how they want to live their lives.
So, what’s next for SUPERBA and the ever-evolving journey home?
Constant development and evolution of products. Uncompromising service and quality. Further pushing the boundaries of comfort and design, and the definition of this is in our modern lives – freeing creative aspirations to open up new possibilities in the spaces we all move through.
Stay tuned.
