In a category long dominated by beige sectionals and forgettable branding, TOV Furniture is doing something refreshingly different: making furniture feel like fashion.
Brand Origins and Philosophy
Founded in 2013 by husband-and-wife duo Chaya and Bruce Krinsky, the brand has built a loyal following with trend-forward pieces designed to stand out — not just in your living room, but on your feed. Think TikTok apartment reveals that rack up millions of views overnight, where the furniture is very much part of the moment.
TOV Furniture is all about bold, personality-packed pieces that instantly elevate your space. From sculptural sofas to playful prints, every design is made to stand out, not blend in. It’s trend-forward, social media–ready furniture that still feels livable and accessible. If your current setup is giving basic, this is your upgrade.
Bruce explained about the ideal TOV shopper that they quickly realised early on that legacy furniture brands didn’t understand the coming-of-age consumer. Further, both founders described their customer as digitally savvy, not wanting to spend a weekend in showrooms, and comfortable buying online. TOV’s entire strategy has always been to build a brand first, not just a product.
Instead of playing it safe, the brand leans into bold, feminine silhouettes and statement-making designs, from rounded sofas to fringe detailing and playful prints. 'There’s a very clear TOV look — soft fabrics, rounded shapes, and feminine details,' the team says. 'When someone sees a sofa and immediately knows it’s TOV, that’s when we know we’ve done our job.'
And yes, the pieces are intentionally made to photograph well. Because in 2026, if your couch doesn’t go viral, does it even exist? A specific known piece for the team is their 'bubble' sectional, which continues to be a massive best-seller.
Furniture Rental Model
With viral social media down and their latest showcase at High Point Market, the TOV team is moving on to their next big thing that is sure to disrupt the furniture space: a furniture rental model designed specifically for Gen-Z and Millennial renters.
Launching in partnership with StreetEasy, the service lets customers rent fully furnished setups — think bed, sofa, coffee table, and more — for a fraction of the cost. 'We bring it in, set it up, and when your lease is up, we take it away,' the founders explained. Translation: no more dragging a couch down four flights of stairs while trying to move in New York City.
The idea was sparked by their own daughter’s move to New York City, where they saw firsthand how frustrating and expensive it is to furnish short-term living spaces. 'Our research shows the average young consumer moves 12 times before settling down,' they noted. So instead of buying cheap, disposable furniture that ends up on the curb, renters can now treat furniture more like a flexible service.
As part of its push into rentals, TOV Furniture is also bringing the concept offline with a new Brooklyn showroom designed to give shoppers a real-life look at its fully furnished setups. Instead of imagining how pieces might work together, visitors can walk through styled spaces that mirror the kind of small, short-term apartments many renters are navigating.
Sustainability and Affordability
Beyond convenience, the rental model also taps into a growing demand for sustainability. By reusing pieces across multiple customers and eventually donating them at the end of their lifecycle, the brand is aiming to reduce the amount of furniture that ends up in landfills. It’s a philosophy that extends into production, too. 'One sofa can repurpose around 600 plastic bottles,' they said of their recycled fabric initiatives.
One reason the brand has seen continued success is their incredible price points. Despite its high-end look, TOV has made affordability a core part of its mission. 'Our goal has always been to make fashion furniture accessible,' the founders say. That’s no small feat, especially as the company expands U.S. manufacturing through its North Carolina facility — a move that comes with higher costs, labour challenges, and, according to the team, it's been 'the hardest six months' of their careers!
Brand Identity and Future
At its core, TOV isn’t just selling furniture — it’s trying to build something the furniture industry has historically lacked: an actual brand identity. 'We use direct-to-consumer to build the brand, and retail to sell the product — they strengthen each other!' the team explained. And in a world where consumers are just as likely to discover a sofa on TikTok as they are in a showroom, that approach might be exactly what the industry needs.
The bottom line? In an industry that’s long played it safe, TOV Furniture is proving that standing out might be the only way forward.
TOV Top Picks
- Kendall 90" Performance Velvet Sofa — This curved velvet sofa brings a soft, sculptural silhouette that instantly elevates any living space. Plush upholstery and fibre-wrapped cushioning offer a comfortable yet structured feel that holds its shape over time. Designed to be both statement-making and livable, it’s the kind of piece that anchors a room without overpowering it.
- Shag Me Performance Vegan Leather Swivel Accent Chair — This statement swivel chair brings texture and movement with its sleek vegan leather and playful fringe detailing. Designed to stand out, it adds a bold, fashion-forward touch while still feeling comfortable and livable. The 360-degree swivel base makes it as functional as it is eye-catching, perfect for creating a standout moment in any room.
- Maiori Striped Papier Mache Table Lamp — This striped table lamp brings a bold, sculptural moment with its textured papier-mâché base and playful pattern. The domed shade and rounded silhouette soften the look, making it feel both statement-making and approachable. Handmade with a lightweight yet durable construction, it’s the kind of piece that adds instant personality without overwhelming a space.
- Circe 92.5" Performance Textured Velvet Sofa — This textured velvet sofa blends a subtle micro-herringbone finish with a softly sloped silhouette for a look that feels both modern and elevated. Designed to be equal parts statement and comfort, its deep seat and structured cushioning make it ideal for everyday lounging.
