In mid-2014, StuntDouble detected a new and rapidly growing trend in the American marketplace — Consumers interested in higher quality home goods than traditional brick & mortar furniture stores can handle. We saw a glaring void of when it came to targeting this audience with a focused and succinct voice. StuntDouble was tasked with developing a true direct-to-consumer set out to develop custom Made-in-the-USA furniture brand focused on the adage that your home is indeed your castle. Born of that brand directive, we developed of Iron & Oak. StuntDouble was instrumental in the development in all aspects of consumer contact, including the creation & merchandising of the retail environments, lifestyle branding, and furniture design direction.

When it comes to the modern American consumer and issues like personal style, American Made goods, and costumer service, the marketplace was severely lacking. Everything is geared towards the China-to-Showroom pipeline — furniture designed to fit in shipping containers, not living rooms, a-few-size-fits-all options, and construction techniques hindered by every cost cutting trick in the book. Americans are tired of enduring the shortcomings of this pipeline, have outgrown their IKEA starter sofas, don’t want to pay Restoration Hardware prices for Chinese made furniture, and are disappointed in the limited options from the other big box furniture stores. Now with of Iron & Oak, whether they’re looking for anything ranging from custom leather chesterfields to mid-century sectionals, the consumer is given the ability to create furniture to fit their style & space and not the other way around.