Modway: From Office Chair Refurbishments to a Whole-Home Brand

Modway furniture has become synonymous with designer furniture trends such as Japandi style, “quiet luxury,” and the mid-century modern aesthetic. It has designed and sold indoor furniture pieces such as sofas and sectionals, as well as outdoor furniture such as lounge chairs made from materials like rattan and Sunbrella fabric. These products have become known for their affordability, despite having an eye for the same design aesthetic used by high-end furniture brands like Anthropologie. Some of the company’s most popular furniture has made appearances in publications including GQ, The New York Times’ Wirecutter, and Elle Decor.

Despite the brand’s prevalence as a whole-home brand with a presence at online retailers, the story of Modway’s humble beginnings belies its current status as a nationwide brand. As a bootstrapped startup operating out of a garage in Brooklyn, New York, the company that would become Modway first appeared on the furniture scene in 2005. A significant amount of founder Tuvya Greisman’s early work consisted of refurbishing office chairs, foreshadowing some of the company’s current product lines, which feature chairs that use materials such as performance velvet to combine the aesthetic of sofas with the functionality of office chairs.

Greisman grew the company by driving to Manhattan with furniture orders in his truck and personally delivering them to customers, setting the standards for the company’s customer-centric ethos. During those early years, he cited “start small, move fast, and stay humble” as the company’s guiding motto. This simple, practical strategy for growth paid dividends as Greisman acquired new customers through word-of-mouth and cultivating the existing relationships he had with returning customers.

“Our goal was to make Modway a leading American furniture brand—one that combines bold, modern design with fast, accessible delivery,” Greisman said. “We wanted to cement Modway’s role in shaping the way Americans furnish their homes: with stylish, trend-forward pieces that don’t compromise on quality or affordability”

Although the brand started small with office chairs, its design and manufacturing processes naturally evolved after it established its headquarters in East Windsor, New Jersey. Modway’s team has traveled internationally to find the best furniture materials, partnering with factories in Asia, Europe, and North America to procure materials that are both stylish and durable, including oak wood, rattan, aluminum, and vinyl. Modway is also making efforts to develop new fabrics in-house, adding a personal touch to its existing operations.

As the e-commerce industry grew, so did Modway’s business strategy. By establishing partnerships with major retailers and allowing customers to purchase furniture products without visiting a physical showroom, Modway continued expanding its reach. Today, Modway has retail partnerships with online brands such as Amazon and Wayfair, as well as traditional retailers such as Walmart and Bed Bath & Beyond.

In addition to its e-commerce activities, Modway has showrooms in Las Vegas and at the High Point Market in North Carolina, along with warehouse outlets in New Jersey and California. It has also established a program for trade professionals such as architects, hospitality industry specialists, and interior designers. This program is designed to provide Modway products at wholesale pricing, catering to the needs of professionals who need furniture to fill the living spaces they work with.

Modway’s success story from being a small business in Brooklyn to becoming a popular brand in the furniture industry is also a reflection of changing customer desires and needs for furniture. Through offering affordable prices, designing contemporary furniture pieces, and having a large online presence, the company has been able to place itself at the junction of fashion and functionality. From redesigning office chairs to manufacturing home furniture sets, the company has been able to evolve with time, adapting to the needs of its consumers.

Related articles from FINE Magazine:

• Choosing the Right Office Chair for Comfort, Support, and Daily Use
• Interior Design: What is the Best Side Table That Pairs Well with a Single Reclining Chair?
• Top Office Furniture Trends to Watch This Year