Greycork Furniture is appealingly simple and clean in it's design, and reminiscent of Everlane, the direct to consumer clothing line that does a perfect white T-shirt, and has a similar stylistic feel.

Looking to create a simply designed sofa (and other living room pieces) that was well priced and easy to assemble, the guys at Greycork, a new direct-to-consumer startup out of Providence, Rhode Island, have set out to affect change in the furniture marketplace. The striking difference between their concept and those of the market they seek to disrupt, like Ikea, and anywhere else a sofa is less than $800, is that the sofa assembly takes minutes and there are no tools required, the design is considered, and there are quality materials used. Yes, I said no tools, no annoying Allen Wrench. Oh yeah, and it arrives in a low profile, flat packed box. Once the pieces are taken out of the box, putting them together seems fairly stress-free, and the cushions -- the back is feather fill, the seat is foam -- fill out.  They timed and videotaped the assembly, and it takes less than four minutes. The frame is ash wood and for now, the upholstery  option is grey fabric.

Taking aim at the millennial market, with their nomadic ways and cool style sense, Greycork's design and price is right at $450. With sleek Japanese - meets - mid century modern design, quality materials, and easy assembly as their main company pillars, this young team includes RISD graduates and a founder with a family background in manufacturing, and together, they are out to solve the direct to consumer furniture equation.  As one of the best funded furniture launches to date on crowd funding platform Indiegogo, they have raised over $123,000 in 23 days, which means the buzz is real. Those that contribute to their campaign receive 33% off the sofa's retail price and have access to buy other living room pieces that include a chaise, side table, coffee table, bookcase and other accessories, all in the same minimalist aesthetic. How can they beat out other companies on price, and offer free shipping? The consumer-direct model allows for better pricing that is passed onto the end user,  since the brand handles all of the design, production and packing in house. But this market and way of doing business is just getting started. Keep an eye on Campaign, another no fuss clean minimalist design, direct to consumer furniture company started by former Apple engineer and Harvard dropout, Brad Sewell.  It may not be everyone's design style, but those just starting out in their first apartment in Bushwick will be happy to know they have new furniture options that are both good looking, easy to put together, ethically produced and big on design. 

Team Greycork: Jonah Willcox-Healey, Bruce Kim, John Humphrey and Alec Babala