On Oct. 23, the Leslie eLab hosted Phantila Phataraprasit (Law ’20) for the Female Founders Lunch series. As the founder of Sabai Design, one of the fastest-growing sustainable furniture brands, Phataraprasit shared how she transformed a single made-to-order sofa line into a thriving company that redefines how luxury, comfort, affordability and sustainability can coexist.
A Model That Funded Itself
When Sabai launched in July 2019, it began with a single made-to-order product line — meaning no couch was produced until a customer made a purchase online. The model eliminated excess inventory, reduced waste and allowed people to choose from a wide range of materials and colors. It also enabled Sabai to fund marketing, design and expansion without relying on outside investors.
“Ninety percent of the cost comes in up front from the customer,” said Phataraprasit. “It’s 100% been one of the most impactful things in terms of being able to grow without raising that much money.”
Building a Sustainable System
Two years later, once customers had their furniture at home, Sabai introduced repair and resale programs, completing a circular ecosystem that encourages people to extend the life of their furniture rather than replace it.
“We’re setting it up so that you can buy additional slipcovers, order repair components, and even resell with us — creating an incentive to stay in the ecosystem,” Phataraprasit explained.
Weathering the Post-Pandemic Downturn
Timing played a crucial role in Sabai’s growth. The company launched just before the COVID-19 pandemic, which unexpectedly boosted the home goods industry — taking Sabai from $50,000 in sales in 2019 to more than $1 million in 2020.
But the surge was short-lived. As Phataraprasit noted, the pandemic didn’t create new demand — it pulled future demand forward. “Everyone who would’ve bought a sofa in 2022 had already bought one in 2020,” she said.
By 2024, Sabai shifted focus from aggressive growth to operational efficiency. “We had to make the call — stop trying to grow and refocus. We looked at our supply chain, our costs, our marketing efficiency,” said Phataraprasit.
The team cut expenses, renegotiated contracts and overhauled its marketing strategy — moving away from Google and Meta ads toward a more diversified approach that included PR, direct mail, Pinterest, TikTok and connected TV. The result was a healthier, more resilient ecosystem that no longer depended on a single channel.
Redefining Expertise
Phataraprasit built the entire company without a formal background in furniture manufacturing — a traditionally male-dominated industry — but saw this as an advantage rather than a setback.
“You can bring a refreshing perspective to an industry when you aren’t in it,” she said. “And that was part of what we ultimately brought — a willingness to try things that aren’t normally tried in the industry.”
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