I added that I was looking for four to six pillows in a range of sizes but all in the same rough color palette, one that wasn’t heavy on patterns. So I started by sending over a message to the chat on the FLOOF site asking them to recommend "some throw pillows for a daybed in a range in the blue family." When I was asked for more details on the daybed, I explained that it would be basic plywood, with sheets/blankets in blue tie-dye. I’m usually fairly good at knowing what I want aesthetically-even if it takes me a while to get there-but I was interested to see what someone else would tell me. "The goal is to make the consumer feel like a designer," Sivas recently told Furniture Today. ![]() Or, you can shop their "pillowscape" sets. FLOOF also claims to simplify the issue with buying today-too many options-by offering a "concierge" service where a suggested selection of pillows are presented to you as a deck so you don’t have to guess which will look good together. But this time, they’ll be doing as is the rage and selling directly to consumers, a more contemporary approach for an older brand, and likely an attempt to reach a different kind of audience. Kap Home, which has sold pillows out of California via a number of brands you may be familiar with for two decades. It was started by Peter Sivas, a member of the family behind D.V. Some background: despite the limited information on their website, FLOOF isn’t a brand coming out of nowhere with a bunch of venture capital and not much else. A few quick emails and I was being set up to test the fully fluffed FLOOF experience. So when our Shop Editor passed along the information that there was a new company FLOOF (yes, you read that name right) that wanted to do what all startups want to do and "disrupt" the industry of throw pillows, my interest was piqued. ![]() The company I had bought the beloved throw pillows for my couch from years ago seemed to only sell to stores, and was also maybe out of business. At least, that’s where I was recently when I realized I would need several to fill out the back of a daybed I was having built to accommodate a full-sized mattress (did you know those are basically impossible to find too?). ![]() Throw pillows are something you don’t think about until you desperately need them, and then you find yourself in a spiral, swiping through pages and pages on a website you don’t even know how you ended up on.
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