With #tovfurniture having over 25.7 million views on TikTok, including a collaboration with Alix Earle, as well as a strong following on Instagram, it’s fair to say that Tov is the furniture brand taking over the media social. It is easy to understand why. Each piece is beautifully and carefully crafted, yet fashionable. Yet many pieces have a timeless quality. Although most of this mid-priced line ships quickly, the quality is higher than what consumers see with typical “fast furniture.”
Tov doesn’t take himself too seriously either. From bright colors to boxes stamped with its motto “Don’t be boring”, this decade-established, female-founded brand also takes a lot of inspiration from social media and creates what consumers want, when they want it.
It’s also almost entirely female. With over 200 employees worldwide, 80% of Tov’s employees are women. It is therefore not surprising that there was a growth rate of 20-40% per year and more than 1,500 different products at any given time.
I recently spoke with co-founder and chief designer Chaya Krinsky about her unique business model, trends for 2023, and how social media is shaping the brand.
Amanda Lawrence: What is the difference between fast furniture And fast furniture?
Chaya Krinsky: I think the main difference between fast furniture and fast furniture is that fast furniture has a reputation for being quick to get but also quick to drop.
I think of Tov under the fast furniture umbrella because we have a very fast supply chain and production system that allows us to bring new pieces to customers in a very fast turnaround time. While we pay attention to popular trends and like to talk about current consumer interest, we hope they enjoy our pieces for years to come, rather than quickly tire of them and replace them.
Lauren: How quickly do pieces go from being an idea to being available on the site?
Krinsky: We do our best to have parts in our warehouse, ready to ship, within six months of design. For reference, some of our competitors take 2 years or more to get their furniture ready for sale. So we’re really proud of our speed capabilities.
Lauren: How are your designs influenced by TikTok?
Krinsky: I’m heavily influenced by TikTok, I love how comprehensive it is and how you’re constantly pushed by new content from new creators, it’s not just the people you follow like Instagram. I think the video format is very engaging and allows creators to tell a story rather than just sharing images.
Social media, in general, can be a great playground for anyone to interact and be heard, which I appreciate. It’s not just the ultra-rich or Hollywood celebrities, it can be anyone and anyone around you at all times.
Lauren: How does Instagram influence Tov?
Krinsky: Instagram will continue to be influential for me, even with the rise of TikTok. I love how intentional it is. People put a lot of effort into the images they share, knowing that they will stay on their profile forever. It brings the print magazines back to life to some degree, I constantly look at the posts I’ve saved and see what stuck with me.
I would say Instagram overall is less theatrical, which can be refreshing if that’s the creative vibe I’m in. I can be influenced by anything when it comes to design and Instagram has literally anything and everything.
Lauren: What is the difference between a trend and a micro trend?
Krinsky: I see micro-trends as more of a niche movement in society. They can be interesting because not everyone has bought into them as a bigger trend. Some people may be obsessed with a micro-trend and think it fits their personality perfectly, and on the other end, some consumers may hate it and not understand it at all. I see that trends are more global and tell less of a specific story.
Lauren: What are the biggest interior design trends right now?
Krinsky: I’ve seen a huge push for art deco styles and homages to decades gone by. For example, the bold floral fabrics that were popular in the 60s and 70s are hugely popular and will continue to be. We’ve seen loop come back in a major way and I think it will remain popular this spring as well.
Bright colors and geometric patterns [are also big trends]. Even in styling you see a lot more accessories being used, minimalism is less and less popular.
There is also a very big trend at the moment with very dramatic accents that are both cozy and soft. Oversized, oversized, curly velor pillows, beanbags, or just some of the things I see a lot make the house cozy and fun.
Lauren: What are the most important current microtrends?
Krinsky: Splines are important, whether on accent furniture or lighting.
I also think the millennial grandma and coastal grandma will continue to be microtrends. I love the nostalgia of these two microtrends, they really have a nice poetic feel to a room and one done right just looks so crazy.
Barbiecore was a fun microtrend a few weeks ago that I think could reappear closer to the launch of the real Barbie movie.
Biophilic design has also become a microtrend. Some want to introduce as much natural greenery and plants as possible into their homes and others are content to dip their toes into using more natural materials, such as bamboo.
Lauren: How does Tov balance producing on-trend pieces designed to be affordable and cool, but not disposable?
Krinsky: I think a lot of that comes down to the intention we put into the pieces we produce and the Tov brand in general. We pride ourselves on the quality of our parts, first and foremost, we hold ourselves to an even higher standard than even our most loyal customers. Although Tov is a relatively new brand, we intend to design our pieces in such a way that pieces across seasons (and years) can be easily mixed and matched. Our aim is that customers can easily add to their Tov coin collection over the years as they need new and different coins, which is why we aim to design our coins to be versatile across many stages of the lives of our customers.
Lauren: How does it feel to be a woman in the industry of the future right now?
Krinsky: I feel like it’s a lot of responsibility. The furniture industry, like so many others, is male-dominated, which is very interesting given the demographics of interior designers and home decor clients that are heavily female.
The conversation has been edited and condensed for clarity.