Global Heat trends over the past 90 days of "beanbag" , source:Google Trends
In 2022, two university students in Canada found themselves burned out from assignments while sitting in a coffee shop. They happened to glance at a dog sleeping peacefully in its bed, and a thought hit them: why are we living worse than dogs?
That night, they invented the Human Dog Bed—a plush, cocoon-like sanctuary designed to be placed on the floor, offering comfort and relaxation for people.
source: Plufl
Once the product launched, it became an instant success, raking in a million dollars.
At the same time, Olivia Magic Go sold over $200,000 in just 7 days on TikTok with her "lazy sofa," while DTC brand Cozyhub gained traction on social media with their "cozy hub bag."
Relaxation-inspired home furnishings are becoming a secret formula for wealth in the global market.
The Trend Behind the Product: From Production to Life
Is a chair really just for sitting?
For many, it feels more like a tool for productivity than comfort. Office chairs, for example, are designed to keep you upright and in motion, symbolizing the grind of modern work life. Some people, however, are questioning this setup, aiming to bring comfort back into furniture design.
In the mid-20th century, the Hippie movement advocated for a free-spirited and laid-back lifestyle, rejecting traditional societal norms. Artists and young creatives gathered in open spaces, lounging on makeshift beanbags. They sought liberation not only from societal constraints but also from the rigid designs of everyday furniture.
In response, the beanbag chair was born—a soft, flexible seat with no fixed structure. It became a symbol of freedom, allowing people to sit, lay, or lounge however they pleased.
The designer of the first beanbag chair: Piero Gatti, Cesare Paolini , Franco Teodoro.
Today, products like the Human Dog Bed, lazy sofas, and the cozy hub bag are modern iterations of that ethos. They offer people a break from the stress of daily life, providing not only physical comfort but also an emotional escape from work-related pressures and the isolating nature of urban living.
Cozy Consumerism: A Global Trend
How do we track a lifestyle trend and its corresponding consumer products?
By identifying key terms like sofa, beanbag, and comforter, we can trace the rise of "comfort consumerism" on platforms like Google Trends. Global consumers are increasingly seeking products that offer a sense of relaxation, and brands that cater to this demand are thriving.
Take DTC brand Cozy Hub, for example. Their flagship product, the "cozy hub bag," accounts for 40% of their sales, thanks to its unbeatable comfort and versatility. Cozy Hub markets differently depending on the region: in North America, the focus is on comfort and versatility, while in Europe, the brand highlights its use of sustainable materials, appealing to eco-conscious consumers.
source:GoodsFox
Brands like Cozy Hub encourage their users to share home experiences, particularly on platforms like Instagram and TikTok. This user-generated content (UGC) has become a core part of their marketing strategy.
The Opportunity for Global Brands
Historically, the biggest challenge for home goods brands has been marketing. High-ticket items like furniture often have longer decision cycles, making it difficult to sell through e-commerce alone. Many brands previously relied on third-party platforms or white-label manufacturing, which limited their ability to connect directly with consumers.
However, the landscape is changing. With the growth of services like independent website hosting, overseas warehousing, and influencer marketing, it’s now easier than ever for brands to go global. Brands no longer face these challenges alone and can leverage a variety of support services to reduce operating costs and enhance their reach.
Cross-category marketing is also emerging as a powerful tool. Home goods, with their broad appeal, are becoming a staple in influencer marketing. Whether it's food, fashion, or beauty influencers, home products offer a natural extension of lifestyle categories, allowing influencers to introduce home items to new audiences.
Now is the ideal time for brands to tap into the growing demand for comfort and relaxation. As we enter the colder months, consumers are seeking cozy home furnishings for Halloween, Thanksgiving, and Christmas, driving seasonal sales to new heights.
From trial runs to long-term growth, many brands are already capitalizing on high-ticket, high-profit items. For example, the pet product brand Vekka has found success overseas with their cozy pet blankets and cat trees, while the robotic vacuum company Roborock has surpassed its domestic sales in European markets.
Innovation and agility are the sails that will carry brands to success in this era of comfort consumerism.
For more insights into the latest global marketing trends, check out our [🔥2024 H1 DTC Brands Global Marketing Report]. It covers in-depth data and analysis to help your brand stay ahead in the competitive landscape.
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