When Dane Hurtubise and his girlfriend moved to New York last year, they decided to do what many new apartment owners do: Shop online for furniture. In a strange twist, however, one of those purchases soon led Hurtubise and his longtime friend Geoffrey Abraham down a rabbit hole into the complicated world of online furniture shopping—and eventually spawned an idea for a new company.

The journey began with an Urban Outfitters coffee table. After ordering the item online and assembling it at home, Hurtubise realized it was missing a part and turned to Google in search of the piece. That led straight to a case of buyer’s remorse when he found that very same table for half the price at Home Depot.

The quandary led to conversations with Abraham, who was also curious about the reasons driving such a price discrepancy. The potential to dive deep into the experience and

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