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Article: The Quiet Giant of DTC Furniture
How a $420M revenue brand dominates via SEO and direct traffic
While competitors burn cash on flashy ads, Article has quietly built a $420M furniture empire by mastering the art of search intent and brand loyalty. They aren't selling furniture; they are solving the 'West Elm but affordable' dilemma for millions.
"Article doesn't compete on price; they compete on intent. They are the destination when you know what you want."
The SEO Moat Strategy
Article's traffic profile is a masterclass in brand dominance. With 54% direct traffic and 39% organic search, they have achieved what most DTC brands dream of: customer recall. The fact that users type 'article' (164k volume) before searching for specific items like 'article dining table' proves they have transcended being a retailer to becoming a category brand.
The 'West Elm' Gap
Their keyword strategy reveals a brilliant positioning hack. They rank for 'West Elm' (415k volume)—a competitor with 10x the brand equity. By capturing traffic searching for high-end design but finding it too expensive, Article positions itself as the accessible alternative without sacrificing the aesthetic. They aren't stealing customers; they are capturing the overflow.
The operational complexity here is often underestimated. With 1,046 employees and a VP of Logistics Network, Article isn't just a dropshipper. They manage a sophisticated supply chain that allows them to offer contemporary design at mid-market prices. This isn't a simple Shopify store; it's a vertically integrated logistics machine.
- Tech Stack Sophistication: They use Vite for speed and Contentful for CMS, ensuring a fast, headless commerce experience that scales.
- Trust Signals: A 3.5/5 rating on Trustpilot with 921 reviews indicates a solid but scrutinized customer experience—typical for high-ticket furniture.
- Leadership Depth: The C-suite includes a Chief People & Culture Officer, signaling a shift from startup scrappiness to enterprise stability.
The Verdict: A Playbook for Efficiency
Article proves that in a crowded market, owning the search bar is more valuable than owning the billboard.
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https://cdn-cms-assets.article.com/GKDoYHz1ZyltXKe33V8JU-3531008697c5ad898f2aaefe9a820ab1
Meta Tags
Contemporary, Mid Century & Modern Furniture | Article
Browse Article's stylish catalog of contemporary, mid century & modern furniture from world renowned designers at accessible prices. Shop now!
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Reviews (20)
3rd ARTICLE PURCHASE AND RECOMMEND THE BRAND!
Just opened my third piece of furniture from Article and have been very happy with each one. This purchase was a VERY solid wood table which was hefty to bring inside but simple to assemble and lovely to dine on. It also arrived two weeks faster than scheduled, just before Thanksgiving.
Surprised at negative reviews
I am completely surprised by all the negative reviews. I have ordered multiple items from Article, from barstools to beds. All have been of extremely high quality for the price. All of my wood items beds, coffee tables and side tables have been made of beautiful, high quality wood and solidly constructed. The delivery service has been great and they have gone above and beyond in their service. The customer service has been prompt and yielded a satisfactory remedy to a slightly damaged bed frame.
Quality Concerns
I ordered the amoeba table. The design is beautiful and I'm happy with it overall. However, my first order came with deep scratches on the table, clearly damaged while manufacturing. Customer support was very pleasant and I sent it back for another one without fuss. This table also has some small damages as well. I've kept the table but I would like order from Article in the future as they clearly have quality issues which is disturbing considering their prices.
Shipping takes FOREVER
I love the actual furniture but I HATE how long it takes to get ahold of someone, how long it takes to get your furniture, and there’s never ANY updates for the first like month. It’s been 3.5 week since our order and we still have 0 updates. For how much you pay you’d think they could figure out how to ship things a little faster or at the very least show updates. This will be the last thing we get because of that reason. Nobody wants to wait months for furniture.
Attractive Swivel Chair Frame, Disappointing Comfort
Attractive Frame, Disappointing Comfort My overall experience with the purchase of three Alta Swivel Chairs was disappointing, starting with the delivery and culminating in the product itself. The bar stools were delivered and left directly on my lawn in the rain, on wet grass and dirt, instead of being placed on the walkway or driveway. On top of that initial frustration, I was ultimately disappointed with the product's critical lack of comfort, especially after seeing the recommendation from the NYTimes and great reviews on the Article website. The oak wood frame and construction are good. The wood is attractive and solid, and all the pieces are screwed together with acceptably flush joints (some slight gaps), giving the stool a durable feel. However, the seating is surprisingly uncomfortable. I'm genuinely surprised by the reviews claiming how comfortable it is. The cushion feels like sitting on a piece of semi-hard foam—it offers no comfort like a memory foam. Additionally, the low back provides no support because it’s positioned away from the back, unless you lean completely back. I also noticed the back fabric was slightly creased instead of being perfectly flush. While the design looks good, the uncomfortable seating makes these stools unusable for me, and I will probably be returning them to look for a more comfortable option.
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About article.com
Browse Article's stylish catalog of contemporary, mid century & modern furniture from world renowned designers at accessible prices. Shop now!
Company Overview
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Technology Stack
article.com uses 16 technologies across their website including Font Awesome, HSTS, Sentry, and more.
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Sentry
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Contentful
Cloud & Hosting
Amazon Web Services, AWS CloudFront
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CookieYes
Traffic & Audience
article.com receives approximately 4.2M monthly visitors and ranks #12,027 globally. The website has a bounce rate of 30% with visitors viewing an average of 4.3 pages per visit. Users spend an average of 3:11 on the site.
The majority of article.com's traffic comes from undefined, undefined, .
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This page provides publicly available information about article.com. Data is collected from various public sources and may not always be up to date. For the most accurate information, please visit article.com directly at https://article.com.