Launched in 2013, Article is an online furniture retailer that prides itself on its direct-to-consumer model. This model entails cutting out all middle men, such as wholesale and retail salespeople, in order to focus on developing a direct relationship with manufacturers around the world. The result is the production and delivery of modern furniture pieces to consumers, all presented at a lesser price than that of traditional retailers without sacrificing the quality of design and materials (a value claimed to be up to 30% better than its competitors). Article’s goal as a company is to reinvent the furniture industry through advancements in efficiency.