Our work

DTC Furniture Disruptors


Following Burrow’s initial launch in April 2017, the company wanted to maintain momentum in driving brand awareness and sales. With multiple competitive brands trying to gain market share, Burrow needed an expert in sales-focused DTC PR and selected Diffusion as its AOR.

Insight & Idea

Diffusion developed a strategic PR plan that brings to life the innovation of the Burrow approach at every stage of the product development journey, including how its furniture is shipped directly to customers.

At its heart was using earned editorial coverage to directly drive sales with a succession of product launches including Burrow’s Nomad leather sofa collection, and its new soft-furnishings and coffee table lines. Diffusion also handled all media work surrounding the opening of Burrow’s first bricks-and-mortar location.

Our brief also includes B2B and corporate PR support for the brand, with Diffusion using its extensive relationships with technology and business media to tell Burrow’s impressive funding and growth story and build the profile of its founders.

Impact & Action

Our partnership with Burrow has generated considerable targeted reach, with direct sales impact of more than 20%+ YoY. Burrow continues to be included in key lifestyle, design, and ecommerce roundups in top-tier outlets and was named one of Fast Company’s 2018 Most Innovative Companies and TIME’s Best Inventions 2018.

Diffusion has also supported Burrow through COVID-19, helping the brand tell its story on an immediate pivot back to e-commerce and the transition of its Soho store location, with features in The Wall Street Journal, Modern Retail and others.

The Metrics

Total media reach
YoY increase in sales generated
Positive media sentiment

”We needed a partner we could trust to not only pitch our product to press, but actually understand our mission as a company and our vision to deliver a seamless customer experience for furniture shoppers that simply did not exist before.”

Co-founder & CEO, Burrow

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