If you've been hearing about Sabai everywhere lately, there's a good reason! This eco-friendly furniture brand is rapidly becoming one of the hottest names in the industry. From their stylish Brooklyn showroom to their commitment to sustainability, Sabai Furniture is proving that it’s possible to create beautiful, affordable furniture that makes a real impact.
My folks live in Brooklyn so, on a recent visit, I sat down with Phantila Phataraprasit, Sabai's co-founder, to look into her eyes and uncover the secrets behind their phenomenal growth.
Sabai’s Origin Story
Phantila Phataraprasit (the H's are silent, by the way, get it right, people!), the visionary co-founder of Sabai, moved from Thailand to the United States as a child. Growing up, her mother ran several eco-lodges, cementing an early interest in nature and sustainability for Phantila. But her journey into the (sustainable) furniture industry was far less simple!
While living in New York City and studying at Columbia University, she found herself on a completely different career path. Why? She went through a formative experience: Shopping for furniture. The challenges of finding the right pieces for her own space led her to a realization.
"I was trying to buy furniture, and it was a hard process" Phantila explains. She was concerned that nothing satisfied the three things that were important to her, "You want to buy furniture that looks good, is affordable, and then you also care about the environment – it felt impossible!"
And she's right! It's kinda way too hard. Especially in New York, fuhgeddaboudit! She saw a gap in the market for well-designed, sustainable furniture that was also affordable—something that felt almost impossible to find.
She and her co-founder, Caitlin Ellen, did a deep dive into the industry and used their Ivy League brain power to fuel them to solve some of the biggest problems in the couch industry:
- How do you buy a couch that's actually going to be great?
- Where do you find a couch made in a way that won't hurt the earth?
They contacted factories in the US that could produce, created their super sleek website, and pressed play on a new brand being born into a crowded landscape full of well-funded startups and industry juggernauts.
Today, Sabai has bloomed into one of the most talked-about names in e-commerce furniture and Phantila has become a key player in redefining how people think about sustainability in their homes. She's very smart and very chill (see video for proof).
Sabai’s Secrets to Success
What makes Sabai one of the most exciting brands in sustainable furniture today? It’s not just about their sleek designs or eco-friendly materials—there's more to their recipe for success.
1. Direct-to-Consumer Approach
Sabai’s DTC (direct-to-consumer, meaning straight from their factory to you!) model allows them to offer high-quality products at a lower cost by cutting out the middleman. This helps the brand maintain competitive pricing while still delivering well-crafted, sustainable pieces.
2. Community Engagement
Collaborations with brands like MINNA (experts in sustainable homewares) have helped Sabai connect with a welcoming community of people who care about sustainability. By engaging in partnerships and fostering a sense of togetherness, Sabai has built a loyal following of customers who share their values.
3. Versatility & Adaptability
Sabai creates furniture that evolves with you. With products like slipcover couches, adaptable coffee tables, and easy-to-clean materials, Sabai’s pieces are designed to fit into the changing lives of their young customer base.
4. Affordability Meets Sustainability
Unlike many eco-friendly brands with a shocking price tag, Sabai breaks barriers to ensure that their furniture remains accessible without sacrificing quality or environmental responsibility. It's refreshing to see a brand do pursue eco-friendly accessibility in a world with so much mass production.
5. Focus on Practical Design
Sabai knows that sustainability means nothing if the product isn’t practical for everyday life. Their sofas are cleanable and designed to be family-friendly and suitable for real-world use. From new puppies to arts and crafts gone wrong, you know you have a product you can rely on.
The Problem with Greenwashing
It's a frustrating but unfortunately true fact: A lot of furniture companies make glitzy, bold claims about their environmental impact, using language fit for a poetry book, but few actually follow through.
Sabai cuts through the noise.
For Phantila, greenwashing (where companies claim environmental friendliness for marketing points with no follow-through) in the furniture industry has been one of the biggest frustrations.
"There’s just such a difference between being retroactive—saying you're going to plant a tree or buy carbon offsets for every shipment—versus thinking about how to not contribute from the onset. And that just requires a lot more work," says Phantila.
This mindset has defined Sabai’s entire business model. The brand is committed to sustainability not just as a marketing term, but as a core principle that guides every decision—from the materials they use to the way they manufacture and distribute their products.
Sabai's Eco-Friendly Materials
Sabai's commitment to carefully chosen, eco-friendly materials ensures that their furniture remains sustainable while maintaining both quality and aesthetic appeal.
"We’re trying to push the envelope in terms of materials innovation within furniture." Phantila explains.
True to their anti-greenwash mission, Sabai is careful about the materials they use. Their website highlights recycled velvet, hemp fabric, reclaimed wood, and rubberized coconut fiber—all carefully chosen to minimize environmental impact.
Sabai’s dedication to these materials reflects their commitment to sustainability and innovation, making their furniture a standout choice for conscious consumers who don’t want to deal with couch chemicals.
Cleanability & Adaptability of Sabai Products
Choosing clean materials is important, but another key part of making furniture sustainable is in extending its life and use in your home. Sofas that last need to be durable, cleanable, and timeless.
"Our products are very cleanable. We avoid using traditional stain-resistant treatments because they often contain harmful chemicals. Instead, we use materials like recycled velvet, which is inherently stain-resistant and very easy to clean," Phantila explains.
Additionally, most Sabai sofas and sectionals have slipcovers available. Not only does this allow customers to more easily wash them, but it gives them the ability to adapt their furniture as their lives evolve. Plus, it offers a convenient, cost effective way of changing up the look of your space without the cost or waste of having to buy a new sofa!
Sabai's focus on cleanability and adaptability ensures that their products are not only sustainable but also practical for everyday use, especially for families.
Rethinking Furniture Longevity with Sabai Revive
Sabai Revive is the brand's furniture repair and buy-back program. It's a super cool idea that's all about creating a circular loop for their products, saving unwanted sofas from going to landfill by finding them new homes. Instead of throwing away old furniture, Sabai gives you options to repair, resell, or update it so it stays useful. This helps reduce waste and supports a more sustainable lifestyle.
There are a few options for customers looking to revive their Sabai couches:
- Expansion Packs: If you're upsizing your space and subsequently need a larger sofa, Sabai offers expansion packs for your existing piece to turn it into the sectional or large sofa of your dreams. No need to shell out for an entirely new one!
- Repair Options: Whether your puppy chewed your sofa leg or your toddler used the cushions for a canvas, Sabai offers replacement and repair options to keep your sofa together.
- Resale: If you have no use for your sofa anymore, rather than toss it, Sabai will take it back and give you up to 25% of the resale price if it sells. No trips to the Dump!
- Slipcovers: By offering slipcovers, Sabai gives you the option to change up the upholstery of your sofa, ensuring that it can stay up to date with your decor and any damage can simply be swapped out!
With Sabai Revive, the brand is setting a new standard for furniture longevity, making sustainability more than just a buzzword.
Why Sabai’s Showroom Stands Out
Sabai’s showroom in Williamsburg, Brooklyn, is not so much a display space as an experience. It's cozy and inviting, filled with custom furniture and fabric samples on the walls. Everything invites you to sit and touch, giving you a hands-on, thoughtful introduction to their products.
The space is designed to help you visualize how Sabai furniture would look in your home. “We wanted to create an inviting space, and I think we’ve succeeded. It feels warm, just like our brand,” says Phantila.
The showroom provides a personal, authentic experience, giving customers a physical manifestation of Sabai's brand values. Even as someone who's toured more showrooms than I care to count, I was surprised. I highly recommend visiting if you are in the market, in Brooklyn, or just want to see if I tell the truth in these articles!
Final Thoughts & Sabai's Vision for Sustainable Living
Sabai’s rise to success is no accident.
In a world of businesses whose priorities are their bottom line at the expense of the environment, Sabai bucks tradition. They consider the entire journey of furniture production, from factory to material to post-purchase. Their approachable, accessible products have set them apart as one of the fastest-growing names in furniture.
Whether you're interested in eco-friendly living or are looking for a sofa to last you a lifetime, Sabai is a brand you need to know about.
Ready to experience Sabai for yourself? Visit their new showroom in Williamsburg, Brooklyn, or check out Couch.com for our Sabai review and more insights into sustainable living.
