Thanks to the power of email, Cincy Inno was able to "sit down" with Michael Blair, the founder and CEO of SLIM Furniture. It's a Cincinnati-based startup that's seen considerable traction, so much so that it's caught The Wall Street Journal's eye. We wanted to get the scoop as to what makes SLIM Furniture so successful, too.
Before we get started, SLIM Furniture sounds off about what makes it unique: "SLIM Furniture was envisioned by Founder Mike Blair while he moved big, bulky furniture working his way through design school. He saw an opportunity and he worked to create an entirely new furniture concept. SLIM Furniture is modern, modular, portable and durable and can adapt to any environment. SLIM Furniture can function in permanent or temporary indoor or outdoor environments. SLIM Furniture is comfortable and made of the highest quality materials including Sunbrella fabric covered cushions."
Editor's Note: Responses were edited for length, clarity and Inno style.
Cincy Inno: What inspired the creation of SLIM? When did you get started? Blair: I started thinking about a modular knock-dow seating system with storage while moving furniture in college. I had moved thousands of pieces, so I was quite familiar with the logistical issues that consumers don’t consider when they purchase furniture. I decided a seating system that could be taken apart and reassembled at a destination would bypass most of the logistical and human power issues with moving. The industrial designer in me wanted to address as many issues as possible, so I made it tool-free with machine washable covers and storage. I mainly developed the core concept as a way to pass the time while schlepping as a mover.
The company was formed at the end of 2012 with our first consumer ready product arriving the end of 2014.
Cincy Inno: What need do you feel SLIM is serving? What sets your company apart? Blair: Providing tool-free seating that can make the most difficult move easy is our greatest attribute. The two other needs we serve are storage and ease of cleaning. We have had groups of customers debate which function is the most valuable. Those three core attributes along with high quality of materials at a reasonable price point set us apart from competitors.
We have recently shifted our once consumer facing company to a business-to-business model, directing our sales towards hospitality (i.e., hotels, entertainment venues, etc.) and retailers. SLIM Furniture’s flexibility and durability is ideal for hospitality settings that are working with spaces that require constant change — from weddings to networking events and corporate meetings. Consumers will still be able to buy SLIM products through retailers regionally and nationally.
Cincy Inno: Michael, Woody – how did your partnership begin? What has your entrepreneurial journey been like? Blair: We started working together at the end of 2014. When the first container of consumer ready products arrived, we had to get our e-commerce up and running. Woody had been working for another start-up that our investors were working on. As we got further into the process, Woody took on more roles at SLIM and became the cornerstone of our online presence.
In being part of a start-up, we have both played any and all roles necessary to get the job done. Bringing an unconventional variation of a widely used product to market will always present its unique challenges. The journey has not been easy and has had its share of disappointments, but every time we give the pitch about any of our products, we are reminded of why we have been grinding on it.
Cincy Inno: How do you think Cincy — if at all — has influenced/contributed to your success? Blair: The Greater Cincinnati community has contributed to over 30 percent of our sales to date, so it has played a major role in our success. We have always felt welcomed and appreciated to be a business operating in the region.
Cincy Inno: Tell me about the funding process of SLIM. Did you raise funds, bootstrap? Blair: I come from a very entrepreneurial family, so the idea of starting a new business, creating new jobs and bringing something new to the marketplace was always encouraged. I worked on a business plan, made a working prototype and patented the assembly utility. When it came time to bring SLIM to market, I was very fortunate to have family investors willing to back the business.
Cincy Inno: What has audience/critical reception been like? Blair: Reception has always been enthusiastic. Everyone has loved the storage, modularity and ease of cleaning. Through our new B2B sales direction, we have received positive responses from retailers across the country who are beginning to carry our furniture. We are introducing a variety of new hospitality product options at industry trade shows now with an enthusiastic response.
Cincy Inno: What is on the docket for SLIM, looking ahead? Blair: We are in the process of designing new lines of furniture and introducing additional products into the portfolio. Our initial offerings will expand from just seating, to dining and lounging using a broader range of materials from stainless to natural fiber.
Since our company has shifted our focus towards B2B efforts, we have seen a nearly sevenfold increase in sales. Moving our sales efforts towards hospitality settings and retailers has provided a strategic opportunity to expand our product offerings.
