Meet&CoMONTREAL — Frédéric Aubé, CEO and founder of Montreal-based direct-to-consumer furniture brand Cozey, expressed initial optimism that the United States would delay imposing a 25% tariff on Canadian goods, underscoring the broader advantages of open international trade for global businesses. Despite the tariff’s implementation, Cozey’s U.S. operations remain unaffected, as products sold stateside are shipped directly from its overseas suppliers, circumventing cross-border logistics.
Specializing in modular sofas, sectionals, and sofa beds, Cozey sources upholstered goods from Thailand—a country not yet subject to recent U.S. tariff measures under the Trump administration. However, Aubé noted that shifting trade policies leave no nation immune to potential future tariffs, prompting the company to continuously assess alternative sourcing strategies.
“Our priority is delivering optimal value to customers, which requires flexibility in our supply chain,” Aubé stated. He emphasized that domestic production in Canada or the U.S. is currently unfeasible due to insufficient upholstery manufacturing infrastructure and labor shortages, compounded by restrictive immigration policies in both nations.
While an industrywide pivot to low-tariff regions could strain Thai suppliers, Aubé suggested such a shift might also bolster Thailand’s manufacturing sector through increased demand and investment. The country already ranks among the top ten furniture exporters to the U.S.
Regarding consumer behavior, Aubé acknowledged that economic stability remains pivotal: “If employment rates hold steady, purchasing trends will likely follow.” Cozey has observed no immediate impact on sales but remains cautious amid evolving trade dynamics.
Undeterred by broader market uncertainties, the company continues its rapid U.S. expansion. Currently operating a Toronto showroom and having hosted a New York pop-up in 2023, Cozey is actively evaluating additional retail locations, with a focus on strategic U.S. markets.
“Our commitment to the U.S. market remains unwavering,” Aubé affirmed. “Growth continues to accelerate, and we are methodically exploring opportunities to enhance our physical presence.”
