Alex Back is the founder and CEO of Couch.com. Previously, he was the co-founder and COO of the popular furniture brand, Apt2B, which was acquired by a large US retail furniture chain in 2018. He worked to integrate Apt2B, one of the very first online furniture retailers on the Shopify platform, into the operations of the 100 year old larger business entity and was deeply immersed in the business operations of both online and brick and mortar retail for 4 years before leaving in 2023 to start Couch.com. Working in various parts of the furniture industry since 2004, he has 20 years experience in retail sales, e-commerce, marketing, operations, logistics and wholesale manufacturing and distribution. He has worked extensively with partners such as Costco, Bed Bath and Beyond and Amazon and his work has been highlighted in many publications such as Forbes, CNN and HGTV, among others. Alex is delighted to bring his experience and authority on couches and the furniture industry to this platform, along with many of his industry colleagues who are helping him keep the Couch.com audience informed and engaged on a daily basis.
Review
Ballard Designs: Ultimate Brand Review And Rating

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Key Takeaways
- Ballard Designs offers a wide range of stylish, customizable sofas with over 300 fabric options, allowing for a highly personalized touch.
- In-stock sofas typically ship within 3-7 business days, while custom orders may take several weeks or months due to made-to-order craftsmanship.
- Their 90-day return policy provides flexibility, but custom pieces are final sale, and return shipping fees are not covered.
- The brand’s sofas feature high-quality materials, including kiln-dried hardwood frames and premium down-blend cushions for durability and comfort.
- Delivery options include Threshold and In-Home Truck Delivery, with the latter providing unpacking and waste removal for an additional fee.
- Financing through the Ballard Designs Credit Card includes 12-month no-interest plans and exclusive rewards for frequent shoppers.
- Ballard Designs balances classic elegance with contemporary comfort, making it a go-to for homeowners seeking high-end design with customizable options.
- Online Shopping Experience
- Shipping & Lead Times
- Customer Focus
- Durability & Quality
- Brand Vibe Check

88%
Overall
PotatoMeter
Rating
Meet the PotatoMeter
The PotatoMeter is Couch.com’s exclusive rating system that grades retailers on the following 5 value propositions:
Shopping Experience
Ease of navigation, product info quality, and overall user interaction
Shipping & Lead Times
Lead times for custom and in-stock products, plus actual transit times
Customer Focus
Customer satisfaction through warranty, return policies, delivery, and financing
Durability & Quality
Craftsmanship, material quality, product cleanability, and manufacturing origin
Brand Vibe Check
Brand uniqueness, key differentiators, and sustainability efforts
Online Shopping Experience Rating: 87%
Shipping & Lead Times Rating: 88%
Customer Focus Rating: 86%
Durability & Quality Rating: 90%
Brand Vibe Check Rating: 90%
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