How E-Commerce Changed the Knockoff Furniture Game
Direct-to-consumer revolutionized the furniture market. What’s at stake when fakes are easier to find than ever?
If you type the words "togo sofa" into Google, chances are slim that your first result will be a link to an original Michel Ducaroy design sold by Ligne Roset. Instead, you may be directed to Wayfair, which sells a look-alike "Suede Armless Beanbag Chair" for around $700, about $3,000 less than the original’s price tag; an e-tailer hawking a "Ducaroy Portside 2 Seater Sofa" for around $1,900; or even an article from a reputable news outlet with the headline "The 11 Best Togo Sofa Replicas and Alternatives." Do the same for the iconic Emeco Navy chair, a Herman Miller Eames lounger, or dozens of other classic designs and you’ll be greeted with similar results.
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