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How Edgar Blazona Disrupted The Furniture Industry with Benchmade Modern Ep. 96
Episode 9622nd November 2022 • Fascinating Entrepreneurs • Natasha Miller
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Edgar Blazona is a modernist American furniture designer and founder of wildly popular DTC sofa brand BenchMade Modern. A high school dropout, turned graffiti artist, turned serial entrepreneur, Edgar got his start in the furniture industry because of need: he was young and broke, and his first apartment didn’t have any furniture. Thus, he taught himself how to build some.

Along with starting several (!) of his own companies, including Modular Dwellings – a prefab backyard shelter company, Edgar also sharpened his skills in the corporate world at Pottery Barn and Restoration Hardware. As he saw customers accustomed to waiting three months (and more!) for sofas and sectionals that realistically take only a few weeks to make, he realized there must be a better way and founded BenchMade Modern in 2015 to disrupt this norm.

BenchMade Modern offers sofas and sectionals in 5” increments and custom configurations, depths, fabrics and more. Custom furniture arrives at your doorstep within weeks, not months.

Where to find Edgar Blazona

Website: benchmademodern.com

SPONSOR

This episode is sponsored by Entire Productions- Creating events (both in-person and virtual) that don't suck! and Entire Productions Marketing- carefully curated premium gifting and branded promo items. 

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Transcripts

Edgar Blazona:

The people that want to buy you are the people

Edgar Blazona:

that you're trying to disrupt.

Edgar Blazona:

I heard one time the CEO of that company said, I know we bought the

Edgar Blazona:

disruptor, but you sure are disruptive.

Natasha Miller:

Welcome to FASCINATING ENTREPRENEURS.

Natasha Miller:

How do people end up becoming an entrepreneur?

Natasha Miller:

How do they scale and grow their businesses?

Natasha Miller:

How do they plan for profit?

Natasha Miller:

Are they in it for life or are they building to exit?

Natasha Miller:

These in a myriad of other topics will be discussed to pull back the

Natasha Miller:

veil on the wizardry of successful and FASCINATING ENTREPRENEURS.

Natasha Miller:

My book, RELENTLESS is now available everywhere books can be bought online,

Natasha Miller:

including Amazon and BarnesAndNoble.com.

Natasha Miller:

Try your local indie bookstore too, and if they don't have it, they can order it.

Natasha Miller:

Just ask them.

Natasha Miller:

The reviews are streaming in and I'm so thankful for the positive feedback

Natasha Miller:

as well as hearing from people that my memoir has impacted them positively.

Natasha Miller:

It is not enough to be resilient.

Natasha Miller:

You have to be relentless.

Natasha Miller:

You can go to the relentless book.com for more information.

Natasha Miller:

Thank you so much.

Natasha Miller:

Edgar Blazon is a modernist American furniture designer and founder of

Natasha Miller:

the Direct to Consumer SOFA brand.

Natasha Miller:

BenchMade Modern Ed was a high school dropout, turned graffiti, artist turned

Natasha Miller:

serial entrepreneur, my kind of guy.

Natasha Miller:

We talk about how he created this brand, what they're focusing on now

Natasha Miller:

to grow the brand, and what is day to day involvement is as president.

Natasha Miller:

Now, let's get right into it.

Edgar Blazona:

When we started the company, there was like hardly

Edgar Blazona:

anyone doing custom right by the inch, by the five inch, whatever.

Edgar Blazona:

And so our whole goal was to make sofas that were custom

Edgar Blazona:

for the customer to the inch.

Edgar Blazona:

We later ended up moving to five inch.

Edgar Blazona:

And then make it in a hurry, right?

Edgar Blazona:

Like no more waiting around that whole thing.

Edgar Blazona:

Like, I've been to a thousand dinner parties.

Edgar Blazona:

"Oh, I got a sofa."

Edgar Blazona:

"Oh my God, it took so long to get."

Edgar Blazona:

Blah, blah, blah so that's kinda what I was trying to solve.

Natasha Miller:

And how long between ordering and delivery.

Natasha Miller:

Is it typically, what's the average

Edgar Blazona:

Typically is about two weeks for manufacturing.

Edgar Blazona:

Right?

Edgar Blazona:

Pretty quick.

Edgar Blazona:

And then another two weeks or so for shipping, depending on where it's going.

Natasha Miller:

Is it coming out of North Carolina where everything

Natasha Miller:

is made in the furniture industry?

Natasha Miller:

What's coming outta LA and Dallas?

Edgar Blazona:

Interesting.

Edgar Blazona:

Be different facilities.

Edgar Blazona:

Yeah.

Edgar Blazona:

Yeah.

Edgar Blazona:

And did you source and build those companies, or are they already

Edgar Blazona:

operating for other furniture design?

Edgar Blazona:

Well, originally I had to build my own factory.

Edgar Blazona:

I did it in LA.

Edgar Blazona:

It was kind of close to the Bay Area, and it's kind of the upholstery hub Mecca

Edgar Blazona:

of the West coast and then later on we were acquired by a big giant company.

Edgar Blazona:

One of the companies I was trying to disrupt when I started in the first

Edgar Blazona:

place and their facility is in Dallas.

Natasha Miller:

Okay, interesting.

Natasha Miller:

I just haven't heard of furniture coming out of Dallas.

Natasha Miller:

I have for LA also furniture, even though I love it, is not my core business.

Natasha Miller:

So-

Edgar Blazona:

Yeah, you must think, I mean, North Carolina is pretty much

Edgar Blazona:

the hub of sofas, but people have kind of moved their factories all over

Edgar Blazona:

really to find labor and all that.

Edgar Blazona:

So it's really about getting labor and finding people who can

Edgar Blazona:

actually help make the product.

Natasha Miller:

The next question I have for you is just throwing

Natasha Miller:

it way back to when you were quite a bit younger, I would imagine.

Natasha Miller:

And what kept you from graduating from high school?

Edgar Blazona:

Oh my gosh, that's such a loaded question.

Edgar Blazona:

I made some furniture.

Edgar Blazona:

I gave it to a store on Friday.

Edgar Blazona:

Monday I had $400.

Edgar Blazona:

It was so much money.

Edgar Blazona:

It felt like it was like the biggest payday I'd ever had.

Edgar Blazona:

I mean, it took me forever to make this furniture.

Edgar Blazona:

I had to like learn how to weld and all that.

Edgar Blazona:

It was a long process and I totally did it wrong.

Edgar Blazona:

I had the wrong machines, the wrong equipment, but I

Edgar Blazona:

made some great things and.

Edgar Blazona:

It felt like so much money and I just had, like, I was living on my own, I

Edgar Blazona:

was going to high school, living on my own, trying to like survive, and I

Edgar Blazona:

just thought that, well, this is what I'm gonna do, and I've literally been

Edgar Blazona:

doing it ever since I left high school.

Natasha Miller:

I'm assuming based on where you went after highschool.

Natasha Miller:

And where you are now that at some point you got a GED and maybe went

Natasha Miller:

to a college, is that correct?

Edgar Blazona:

I did get a GED mainly just to, I got the California proficiency,

Edgar Blazona:

which was a little bit harder than ged, and I really just did that to

Edgar Blazona:

prove to my parents that I was fine.

Edgar Blazona:

I could get outta school, but no, I didn't go to.

Edgar Blazona:

I had so many friends that went to college, they got some degree in

Edgar Blazona:

something, and then they're totally doing something totally different,

Edgar Blazona:

stuck with a lot of debt and all that.

Edgar Blazona:

And I basically just started a business and I started growing this

Edgar Blazona:

business and I pivoted along the way multiple times, but really I

Edgar Blazona:

continued just, just making furniture.

Edgar Blazona:

And then one day I decided, It was gonna be a long road.

Edgar Blazona:

Like I was never gonna get that lake house that I dreamt of,

Edgar Blazona:

like pushing wood through a saw.

Edgar Blazona:

And so I closed it down.

Edgar Blazona:

And I made the portfolio, I hinted it off to Pottery Barn and that

Edgar Blazona:

really was my college in all honesty.

Edgar Blazona:

Like they basically like taught me mass and big and all that.

Edgar Blazona:

And so I-

Natasha Miller:

Yeah.

Natasha Miller:

I did wonder how you got a position and went up the ranks at Pottery

Natasha Miller:

Barn and Restoration Hardware.

Natasha Miller:

I assume that industry to work in manufacturing or on the floor, a college

Natasha Miller:

degree is not at all on the required list, but in executive ranks, it probably is.

Natasha Miller:

So talk to me about how you moved up through Pottery Barn and Restoration

Natasha Miller:

Hardware without that background.

Edgar Blazona:

Yeah.

Edgar Blazona:

I started as a technical designer.

Edgar Blazona:

It was like the only way to get my foot in the door.

Edgar Blazona:

Okay.

Edgar Blazona:

I'm a technical designer and I would like draw furniture and all the CADs basically.

Edgar Blazona:

But then I started thinking like, how could I get to the factories?

Edgar Blazona:

So I started pointing things out that were bad or wrong and I can

Edgar Blazona:

solve it and I might have been like kind of pointing things out a little

Edgar Blazona:

bit too much so that I could then go to the factories and solve it.

Edgar Blazona:

Cause in reality, all I wanted to do was get to these factories

Edgar Blazona:

and do what I could do.

Edgar Blazona:

And so I kind of became this designer slash the guy that could translate

Edgar Blazona:

the design on paper into the actual product, and I kind of became the hero.

Edgar Blazona:

And so I weaved my way through and had a lot of respect and everyone was like, "Oh

Edgar Blazona:

my God, why does he always get to do it?"

Edgar Blazona:

But I did, and I was pretty smart for being so young and naive.

Edgar Blazona:

And then later on Restoration Hardware and yeah, I had a big time job there.

Edgar Blazona:

But you gotta remember, I've been in the furniture industry for 30 plus years.

Edgar Blazona:

So in reality, while I'm not the oldest guy in the room, I'm the most.

Edgar Blazona:

And so that's really helped me kind of maneuver that knowledge

Edgar Blazona:

of actually knowing furniture.

Edgar Blazona:

Not that many people do.

Edgar Blazona:

There's a lot of designers, but not that many people actually know it.

Natasha Miller:

And did you think in the back of your mind, at both of

Natasha Miller:

those organizations that you are, of course making a living and contributing

Natasha Miller:

to them, but really doing research.

Natasha Miller:

For-

Edgar Blazona:

Yes.

Natasha Miller:

What would become, Yes.

Natasha Miller:

Okay.

Natasha Miller:

So-

Edgar Blazona:

100%.

Edgar Blazona:

It was always my goal, not for-

Natasha Miller:

You were like a mole, but for yourself

Edgar Blazona:

to the back.

Edgar Blazona:

Yeah.

Edgar Blazona:

I mean, I was helping them, but I definitely was like, "Oh, if

Edgar Blazona:

I wanted to learn about this, I would point something out there."

Edgar Blazona:

And "Oh, I can go fix it and that sort of thing."

Natasha Miller:

So they paid you to go learn what you needed to

Natasha Miller:

know to create your own company?

Edgar Blazona:

My own business.

Natasha Miller:

Love it.

Natasha Miller:

Absolutely.

Natasha Miller:

Yes.

Natasha Miller:

Okay.

Natasha Miller:

So going back a little bit, but not as far as high school, tell me about

Natasha Miller:

Modular Dwellings and what made you decide to sell that company?

Edgar Blazona:

I didn't actually sell.

Edgar Blazona:

I wish I sold that company.

Edgar Blazona:

I had a non-compete with Pottery Barn.

Edgar Blazona:

I was spending a lot of time on the planes, like a ton back and forth

Edgar Blazona:

to China and I started drawing these buildings and I wanted to

Edgar Blazona:

bring modern architecture to people.

Edgar Blazona:

And I've always been a build it first, draw later kind of person.

Edgar Blazona:

I couldn't afford to make a modular home so I could afford

Edgar Blazona:

to make these basically sheds.

Edgar Blazona:

And I started setting these sheds up in various locations and I would

Edgar Blazona:

like, a let people walk in kind of this like gorilla architecture.

Edgar Blazona:

Like modern place on the corner.

Edgar Blazona:

Come stop by, have a cocktail, and feel what modernism feels like.

Edgar Blazona:

As you walk through the door, not just my modern kitchen in my Victorian.

Edgar Blazona:

So I started like really playing with that and suddenly I became the shed guy.

Edgar Blazona:

I was the modern shed guy, and there'd be these articles, New York Times, this

Edgar Blazona:

architect is building this house and that architect and that house, and then

Edgar Blazona:

Edgar Blazona the shed guy at the bottom.

Edgar Blazona:

So it was a fun.

Natasha Miller:

How long ago was that?

Edgar Blazona:

Gosh, that would've been in the 90 96, 97, somewhere around there 98.

Edgar Blazona:

Yeah, it was fun.

Edgar Blazona:

The-

Natasha Miller:

That reminds me, I would've loved to have, and maybe I could

Natasha Miller:

still do this, but on an airplane, my desire would be, I have two brothers, a

Natasha Miller:

27 year old daughter and my dad, and I was like, "Okay, I'm gonna buy a piece

Natasha Miller:

of land and like benicia and then I'm gonna have like, yeah, a modular small,

Natasha Miller:

like dwelling for each person so we don't have to actually live together."

Natasha Miller:

Then like, a patio that we could do yoga and present concerts at, and then

Natasha Miller:

one dwelling for a recording studio."

Natasha Miller:

That's my dream at some point.

Natasha Miller:

So those drawings exist somewhere, someone licensed them, correct?

Edgar Blazona:

Yeah.

Edgar Blazona:

I did this at the very end.

Edgar Blazona:

I basically licensed the drawings to Readymade magazine and I was like, Okay,

Edgar Blazona:

I'm gonna build the simplest building.

Edgar Blazona:

You can build it yourself.

Edgar Blazona:

I'm out, but you can go.

Edgar Blazona:

And it was kind of like my give back.

Edgar Blazona:

We sold 'em for $35.

Edgar Blazona:

They're actually on the internet now.

Edgar Blazona:

You can get 'em for free.

Edgar Blazona:

Readymade went out of business and these drawings have shown up again.

Edgar Blazona:

It's interesting because these buildings are showing up all over the country.

Edgar Blazona:

Every now and then I'll get an email, Hey, I made this

Edgar Blazona:

building just wanted to show you.

Edgar Blazona:

It's so cool.

Edgar Blazona:

I wonder if that will really be my legacy at some point.

Natasha Miller:

Right?

Edgar Blazona:

I, gosh, I hope not.

Edgar Blazona:

I am the-

Natasha Miller:

With the ADUs.

Natasha Miller:

Yeah, With the ADUs being available in the Bay Area especially.

Natasha Miller:

Right.

Natasha Miller:

They're popping up everywhere in tiny Homes is like the, you were

Natasha Miller:

way ahead of your time, basically.

Edgar Blazona:

I was way ahead of that.

Natasha Miller:

Yeah.

Edgar Blazona:

Yeah.

Natasha Miller:

You were way.

Edgar Blazona:

I was.

Edgar Blazona:

It's really, really difficult.

Edgar Blazona:

It's a difficult business model.

Edgar Blazona:

Like for instance, your land.

Edgar Blazona:

You and everybody else wants that exact thing, and then you realize that to

Edgar Blazona:

have each of those buildings separate, it's like 15 to 20 grand per building.

Edgar Blazona:

But if you built two of those together on the same thing, you'd

Edgar Blazona:

probably spend 20 grand for two.

Edgar Blazona:

Right.

Edgar Blazona:

So you're getting this economy a scale when you build a house, right?

Edgar Blazona:

And people don't realize this small little, tight little thing

Edgar Blazona:

is like really expensive to do.

Edgar Blazona:

You're not getting any free square footage kinda thing.

Natasha Miller:

Have you ever thought that you should write a book that you should

Natasha Miller:

write the story of your life to help other people learn from your experience?

Natasha Miller:

Please go to MemoirSherpa.com and learn how I can help you write, figure out your

Natasha Miller:

publishing path and market your story, your memoir, to a best seller status.

Natasha Miller:

Okay.

Natasha Miller:

So what is your day to day involvement today in BenchMade Modern?

Edgar Blazona:

Well, my day to day involvement today-

Natasha Miller:

I mean, you're the president, but what does that mean?

Edgar Blazona:

What does that mean?

Edgar Blazona:

It means that, that's a very loaded question.

Edgar Blazona:

It means that I spend a lot of time in meetings.

Edgar Blazona:

I do a little bit of designing.

Edgar Blazona:

I fix problems, a lot of marketing calls.

Edgar Blazona:

It's funny because as a, I always tell young and coming up furniture designers.

Edgar Blazona:

We don't actually design furniture.

Edgar Blazona:

We design furniture for like one second.

Edgar Blazona:

And then we spend the rest of our time trying to sell that

Edgar Blazona:

furniture, trying to make it happen.

Edgar Blazona:

And so there's a lot of marketing and a lot of things that go into

Edgar Blazona:

following you around the internet and making sure you wanna buy a

Edgar Blazona:

very expensive, beautiful sofa.

Natasha Miller:

Is it very expensive?

Natasha Miller:

What is the price point and where does it fall into your competitors?

Edgar Blazona:

I'm at the top.

Edgar Blazona:

I crown myself the sofa king.

Edgar Blazona:

I actually make the best sofa online.

Edgar Blazona:

And I'm not just saying that like I really stand by that I, in

Edgar Blazona:

fact, if you go to my Twitter and-

Natasha Miller:

You would know, right?

Edgar Blazona:

Yeah.

Edgar Blazona:

Because I take them apart, right?

Edgar Blazona:

I look inside, I call it what's under the hood, and so on my Twitter feeded,

Edgar Blazona:

the very top, it says, "Okay, sofa guys, let's battle old school style.

Edgar Blazona:

You send your best stuff and I'll send my best stuff to a writer and whoever

Edgar Blazona:

wins gets crowned the sofa king."

Edgar Blazona:

And I know those guys follow me, but no one has replied.

Edgar Blazona:

No one will take the place.

Edgar Blazona:

Yeah.

Natasha Miller:

Wow.

Edgar Blazona:

I make a really good product and I like the materials.

Edgar Blazona:

I like what's inside.

Edgar Blazona:

Most people don't know what's inside their sofa and that's where it fails.

Edgar Blazona:

And so my motto has always been, why not just spend a little bit more on materials

Edgar Blazona:

and not get a sofa back in return?

Edgar Blazona:

Cuz it failed.

Natasha Miller:

Right?

Natasha Miller:

I mean, sofas, it is something that we buy.

Natasha Miller:

I mean, you can say with such a positive frame of mind, this is completely

Natasha Miller:

polyester filled, or this is down filled, or whatever, and I'm gonna believe it.

Natasha Miller:

I'm gonna sit on it.

Natasha Miller:

I'm gonna think yes or no.

Natasha Miller:

But really, we don't understand what any of the stuff means and what the

Natasha Miller:

quality is and how long it will last.

Natasha Miller:

So when you say you have the best sofa, does that mean they're

Natasha Miller:

the most comfortable, they're going to last the longest?

Natasha Miller:

They are a design that will last forever?

Natasha Miller:

What are your pointers.

Edgar Blazona:

I don't, I mean, look, there's $20,000 sofas.

Edgar Blazona:

My sofas are about $4,000, $3,000 to $4,000 to $5,000,

Edgar Blazona:

somewhere in there, right?

Edgar Blazona:

So they're not cheap.

Edgar Blazona:

There are beautiful.

Edgar Blazona:

I'm talking about made with any sort of scale, that sort of thing.

Edgar Blazona:

Right.

Edgar Blazona:

So I'm kinda at the top of the online guy.

Edgar Blazona:

I-

Edgar Blazona:

Going back to your question, like I said, we put the best stuff

Edgar Blazona:

inside and that's so important because that's what makes it last.

Edgar Blazona:

So your question is how long will it last?

Edgar Blazona:

Basically, the sofa will last forever.

Edgar Blazona:

Foam on the other hand.

Edgar Blazona:

Does over time, break down, right.

Edgar Blazona:

Even the best foam.

Edgar Blazona:

But if I put the best foam in it, it takes the longest time to basically break

Edgar Blazona:

down and crumble into sand kinda thing.

Edgar Blazona:

So normally the fabric will fail or you'll just get so sick of it that

Edgar Blazona:

we won't even get to that point.

Edgar Blazona:

Seven to 10 years is pretty good for us sofa these days.

Natasha Miller:

Okay, so back to what you do today.

Natasha Miller:

Today, it looks like you have a team of about nine 10 employees.

Natasha Miller:

Is that correct?

Natasha Miller:

Yeah.

Natasha Miller:

Yeah.

Natasha Miller:

So I'm going to make the assumption that at where you're at with your

Natasha Miller:

business, you're really working in the business day to day and not really.

Natasha Miller:

Stepping back as a visionary and the strategist quite yet, and maybe

Natasha Miller:

that's something you don't want to do.

Edgar Blazona:

Oh, I don't know about that.

Edgar Blazona:

I mean, that's part of my bright part of my job is to be the visionary.

Edgar Blazona:

I have a great team that can handle most everything.

Edgar Blazona:

They don't really get me involved unless I need to be involved.

Edgar Blazona:

I sometimes sit on meetings, sit in on meetings, just like

Edgar Blazona:

I feel like I'm obligated to.

Edgar Blazona:

I feel like that's part of the job, but that vision that like scouting around

Edgar Blazona:

trying to figure out what the next trend is, trying to understand things.

Edgar Blazona:

That is really good part of my day for sure.

Natasha Miller:

How are, how is the skinny fat sofa going?

Natasha Miller:

That made me laugh out loud.

Edgar Blazona:

That sofa was voted best online sofa, two years in a row by wire

Edgar Blazona:

cutter, and that's a big deal for us.

Edgar Blazona:

That's the New York Times wire.

Edgar Blazona:

That's kind of like the thing, and then they ended up changing the levels,

Edgar Blazona:

the qualification, right, Because basically we would win every time.

Edgar Blazona:

So the skinny fat sofa is our best sofa.

Edgar Blazona:

It's our best selling sofa.

Edgar Blazona:

I would say.

Edgar Blazona:

It's a comfortable sofa.

Edgar Blazona:

It's cozy, yet it still has design.

Edgar Blazona:

It's kind of the in between of being not your big heavy couch, but still

Edgar Blazona:

cozy and comfortable, but still like a-

Natasha Miller:

It's not gonna bite you when you sit in and tried to lean back.

Edgar Blazona:

Exactly.

Natasha Miller:

I'm always looking for that.

Natasha Miller:

I do want that in between of incredible comfort and support, but a sleek line.

Natasha Miller:

But when you sit back that you're not like jammed by the frame.

Edgar Blazona:

Yeah.

Edgar Blazona:

That's hard to find.

Edgar Blazona:

I always tell people if it looks cozy, it's cozy.

Edgar Blazona:

If it doesn't look cozy, it's not gonna be cozy.

Edgar Blazona:

Those like real clean line, tight back sofas, they're not cozy.

Natasha Miller:

Yeah.

Natasha Miller:

I mean, you can sit.

Natasha Miller:

If you sit up straight and maybe have a bolster pillow behind

Natasha Miller:

you, but don't think about it.

Edgar Blazona:

Calls it a conversational sofa.

Edgar Blazona:

Yeah, right.

Natasha Miller:

Okay.

Natasha Miller:

So what are you focusing on at BenchMade Modern for growth in the next year?

Natasha Miller:

If you had to think of the one or two things you're doubling down on to grow?

Edgar Blazona:

We are trying to spread our wings in the marketing area.

Edgar Blazona:

Right.

Edgar Blazona:

We're trying move into different methods of marketing, a little more

Edgar Blazona:

video, a little bit more, maybe some teeny commercial kind of thing.

Edgar Blazona:

I think that's probably our growth, although we're adding more collections,

Edgar Blazona:

the growth of the brand, right, versus the growth of the company.

Edgar Blazona:

We have to continue innovating, continue adding more designs and things.

Edgar Blazona:

Kind of testing the waters with things and find the things that are

Edgar Blazona:

working and still are on point, on trend without being overly trendy.

Natasha Miller:

What do you think about the commercial spots that a lot of

Natasha Miller:

brands are doing that are just, they're scripted, they're long, they're funny.

Natasha Miller:

They have a long tail follow.

Natasha Miller:

It's really prevalent right now, and I don't know how long it'll last.

Natasha Miller:

When you think about your advertising and marketing, do you go there in your mind?

Edgar Blazona:

Yeah, that all seems so cheesy to me.

Edgar Blazona:

I'm like, I'm so,

Natasha Miller:

They're cheesy, clever.

Natasha Miller:

It's kinda like your skinny fat sofa.

Natasha Miller:

They're cheesy, clever, and you may be too late for that wave.

Edgar Blazona:

Probably.

Edgar Blazona:

And our customer is, we're on the higher end, right?

Edgar Blazona:

So when we kind of dumb it down into that arena, then it kind of cheapens the brand.

Edgar Blazona:

We're all about rebellious luxury.

Edgar Blazona:

So our whole thing is a little bit more.

Edgar Blazona:

Not cheesy, right?

Edgar Blazona:

Not gimmicky.

Edgar Blazona:

And a little bit more like what up modernism?

Edgar Blazona:

Our voice, our tone is a little bit different.

Edgar Blazona:

We walk a real fine line because we're still selling these sofas to 70 year

Edgar Blazona:

old families and then also 25 year olds.

Edgar Blazona:

And so we really have to straddle that.

Edgar Blazona:

And a lot of times for these older people, they're buying a big ticket

Edgar Blazona:

item for the first time in their life.

Edgar Blazona:

They're trying out this internet thing, that kind of thing.

Edgar Blazona:

And so we walk a really fine line and I try at all costs not to be cheesy.

Natasha Miller:

And do you have a showroom?

Edgar Blazona:

I don't.

Natasha Miller:

So it's by the sofa.

Natasha Miller:

Try it out.

Natasha Miller:

If you hate it, then what?

Edgar Blazona:

We'll take it back.

Edgar Blazona:

You stand by in it two weeks, I think the, gosh, I don't know the exact terms.

Edgar Blazona:

I think it's two weeks right now.

Edgar Blazona:

You're good to go.

Edgar Blazona:

We'll give you all your money back and then it kind of falls off.

Edgar Blazona:

I think it's like 10% after that or so like that.

Edgar Blazona:

You have a hundred days to love it or not, and we'll take it back.

Edgar Blazona:

We very rarely get a return for that.

Natasha Miller:

That's great.

Natasha Miller:

The last thing I wanna ask you about, and I asked so many founders, this, especially

Natasha Miller:

founders that have had businesses before.

Natasha Miller:

Are you building this company with an exit in mind of any sort?

Edgar Blazona:

Well, yes.

Edgar Blazona:

I mean the, going back, I already sold the company, right?

Edgar Blazona:

So we built this from the very beginning.

Edgar Blazona:

Venture money, kind of, you're on that track, right?

Edgar Blazona:

And so that was the goal.

Edgar Blazona:

And it's an interesting goal because the people that want to buy you are the

Edgar Blazona:

people that you're trying to disrupt.

Edgar Blazona:

So that's a weird thing.

Edgar Blazona:

I heard one time the, the CEO of that company said, "God, you're,

Edgar Blazona:

I know we bought the disruptor, but you sure are disruptive."

Natasha Miller:

Are you gonna get removed here soon?

Natasha Miller:

Is that's.

Edgar Blazona:

I might just get, probably . Yeah, I mean that.

Natasha Miller:

That's the goal.

Edgar Blazona:

That's the goal.

Edgar Blazona:

That's the goal for them.

Edgar Blazona:

That's the goal for me.

Edgar Blazona:

And then I'll head off and build another one.

Natasha Miller:

Another furniture design company.

Natasha Miller:

Another prefab, a clothing line,

Edgar Blazona:

Furniture, probably furniture.

Edgar Blazona:

I'm in deep and this is my life.

Edgar Blazona:

I'm a furniture guy.

Natasha Miller:

For more information, go to the show notes where

Natasha Miller:

you're listening to this podcast.

Natasha Miller:

Wanna know more about me, go to my website OfficialNatashaMiller.com.

Natasha Miller:

Thank you so much for listening.

Natasha Miller:

I hope you loved the show.

Natasha Miller:

If you did, please subscribe.

Natasha Miller:

Also, if you haven't done so yet, please leave a review where you're

Natasha Miller:

listening to this podcast now.

Natasha Miller:

I'm Natasha Miller and you've been listening to FASCINATING ENTREPRENEURS.

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