Meet&Co
Chita, a direct-to-consumer home furnishings enterprise, was established in 2018 under the name Chita Living with the mission of democratizing luxury by providing elegantly designed, durable furnishings at accessible price points. By 2021, the company had served over 10,000 customers, and its social media following grew to 50,000 by early 2024.
At the onset of 2025, the firm embarked on a strategic rebranding initiative to underscore its commitment to producing furniture that enhances contemporary lifestyles while emphasizing sustainable manufacturing processes. Leadership asserts that the streamlined identity as Chita positions the company as a conscientious alternative within an industry often characterized by fast fashion and excessive consumption.
“At Chita, we are dedicated to crafting furnishings that harmonize sophistication, comfort, and ecological stewardship,” stated Stefano Sette, the brand’s spokesperson, in an interview with Furniture Today. “By exclusively utilizing FSC-certified timber, our products exhibit aesthetic excellence while aligning with principles of environmental stewardship. Each design prioritizes waste reduction and enduring quality to minimize ecological impact.”
Though sustainability now defines its renewed ethos, Chita has progressively integrated eco-conscious practices for years. In 2023, its Tracee recliner achieved UL Greenguard Gold Certification, verifying minimal chemical emissions to improve indoor air quality.
“This achievement exemplifies our unwavering commitment to sustainability and customer well-being, solidifying Chita as a brand synonymous with integrity in both craftsmanship and ethics,” Sette remarked.
Among its innovative offerings is the Ohana modular motion sofa, which debuted in 2024 and has established significant traction among North American clientele. The design seamlessly integrates ergonomic comfort, adaptable configurations, and modern design aesthetics.
Looking ahead, Sette revealed ambitious initiatives for 2025, including an expanded product portfolio and intensified focus on market penetration within the United States, supported by its operational headquarters in High Point, North Carolina.
“Chita will allocate resources toward initiatives that amplify its distinctive value proposition, including heightened visibility in editorial platforms, strategic partnerships with industry authorities, and proactive engagement in community-centric events,” Sette explained. “Throughout 2025, consumers will encounter Chita not only through its product offerings but also through the dedicated team driving its vision.”
