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
Burke Decor: Ultimate Brand Review And Rating

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Key Takeaways
- Burke Decor offers design-forward sofas with a focus on aesthetics and modern style, making them ideal for those who want statement furniture.
- Shipping lead times vary widely from a few weeks to several months, depending on the sofa’s availability and customization options.
- Returns are allowed within 30 days, but customers are responsible for return shipping costs and a 5% restocking fee, with some items marked as final sale.
- Most sofas feature kiln-dried hardwood frames and high-density foam or down cushions, though transparency on joinery and suspension details could be improved.
- Free threshold delivery is available, with an option to upgrade to White Glove service for $150, including in-home placement and packaging removal.
- Financing is available through Affirm, allowing customers to split payments over time for easier budgeting on high-ticket furniture.
- Sustainability efforts are not prominently detailed, though some sofas use eco-friendly materials—more transparency would benefit eco-conscious buyers.
- Online Shopping Experience
- Shipping & Lead Times
- Customer Focus
- Durability & Quality
- Brand Vibe Check

84%
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: 86%
Customer Focus Rating: 84%
Durability & Quality Rating: 84%
Brand Vibe Check Rating: 82%
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