Edloe Finch Brands // Pitch Deck

family of brands
pitch deck 2020

Launched in August 2017, Edloe Finch
Brands has been growing rapidly.
+200%
GROWTH
YEAR–OVER–YEAR
12M
IN SALES
(2020E)
With no signs of slowing down.

Edloe Finch is a portfolio
of digitally-native, direct-toconsumer
furniture brands.
We create high-quality,
designer home furniture
at a fair price.
With products designed
specifically for e-commerce
and customer convenience,
we are positioned to become
the top brand in several
home categories.

4 Problems
Consumers Face
WHILE SHOPPING FOR FURNITURE

Problem 1 Problem 2
Problem 3
Problem 4
Selection
Delivery
Space
Value
• Too many options
• Decision fatigue
• No clear product
distinctions
• Long lead times
• Long transit times
• Limited tracking
options
• Space restrictions
• Difficult to maneuver
• Limited options that
accommodate space
• Stylish furniture is
typically overpriced
• Affordable options
are often low quality

Our
Solutions

Solution 1 Solution 2
Solution 3
Solution 4
Selection
Delivery
Space
Value
• Intentionally
small, thoughtful
collections
• Clear product
distinctions
• Easy buying
experience
• Short lead times
• Proprietary packaging
and assembly
• Delivered in just 3
business days*
*Shipped with FedEx/UPS
• Arrives in apartmentfriendly,
spaceconscious
boxes
• Easy to maneuver
• Various options that
accommodate space
• Comfortable
• Functional
• Stylish
• High-quality at
an accessible price
point

Our
Milestones

AUGUST 2017
SEPTEMBER 2018
MAY 2019
MARCH 2020
Q2 2021
Edloe Finch launches as
an e-commerce wholesale
furniture distributor with
20 SKUs — begins selling
through Wayfair, Houzz
and smaller e-tailers.
Edloe Finch expands
manufacturing to India
and Indonesia.
Edloe Finch launches
retail and begins selling
directly to consumers
from edloefinch.com
Albany Park rebrands
and releases final 2
models, ‘Park’ & ‘Kova’.
Edloe Finch will launch
D2C outdoor furniture
brand.
NOVEMBER 2017
Edloe Finch doubles SKUs
and becomes wholesale
vendor for Amazon.com.
AUGUST 2019
Edloe Finch launches
D2C upholstery brand
Albany Park with 1
model, ‘The Albany’.
NOVEMBER 2020
Edloe Finch will launch
D2C chic bedroom brand
’Saint Albany’.

Market

$44.4B
ONLINE FURNITURE SALES (2019)
IN THE UNITED STATES
—
+11%
ANNUALLY

Business
Model

*
Outdoor Brand
(Living & Dining Room) (Sofas) (Bedroom / Launching Nov 2020)
(Outdoor Furniture Launching 2021)
Edloe Finch sells living room, dining room
and bedroom furniture through three brands.
*Average Order Value $1,500

Brands

Living & Dining Room

Sofas

Bedroom

Distribution

1
Online Wholesale
Dropship Vendor for Wayfair, Amazon,
Overstock, et al.
2
Online Retail
EdloeFinch.com, AlbanyPark.com,
SaintAlbany.com.
3
Future Brick & Mortar
(After significant scaling online)
STEP 1: Partnerships and placement
in brick and mortar retail stores.
STEP 2: Branded showrooms in major
metros to reinforce brand and provide
a tactile brand experience.

Competitors

Market Position
Weaknesses
Our Advantage
• Market leader
• Sells Living, Dining,
Bedroom, and Outdoor
• Digitally Native
• One dimensional brand
• Sofas not designed for
urban dwellers
• Edloe Finch has a more
diverse style offering
• Sofas ship faster and
designed for urban
dwellers
• Better pricing
• Modular couches & sofas
• Targeting city dwellers in
New York type metros
• Digitally Native
• Single model offer limits
market
• Overpriced
• Poor quality, uncomfortable
seating
• Albany Park’s 3-model
offer satisfies all shoppers
• Superior quality and
lower prices
• More stylish designs
• Modular couches and
foam beanbag chairs
• Multiple mall showrooms
• Outdated product design
• Higher cost of operation
given brick and mortar
strategy
• Overpriced product
• Albany Park’s Kova is more
affordable, more stylish,
and more comfortable
than Lovesac’s signature
‘Sactional’
• Digitally Native
• Offers sofa, loveseat,
armchair, and ottoman
• Digitally Native
• Single model offer limits
market
• Products are overpriced
• Albany Park’s 3-model
offer satisfies all shoppers
• Albany Park offers better
pricing

Customer
Testimonials

Fun pop of color! So
soft and well made.
Now considering adding
the ottoman... :)
NICOLE S.

Super comfy and I love
that you can remove
the cushions. Can’t wait
for my first nap on it.
CYNTHIA D.

LOVE MY KOVA! It is perfect for my tiny
3rd floor apartment! It’s hard not to take
a nap on it daily!
I researched a TON of couches prior
to Albany Park but nothing could match
the price for the quality. Was a little
nervous not being able to test in person
but turned out BETTER than what I
was expecting. I wish I had found this
couch sooner!
COLLEEN M.

This couch is just perfect. It’s super
deep and cloud-like cushions are
beyond comfortable, ideal couch
for naps! Also, my dogs LOVE it.
The fabric is beautiful, looks great
in our space!
ANNA M.

We are so happy with our
couch! It came quickly,
it was easy to put together,
the gold legs are perfect,
and it is just so beautiful!
Also their customer service
is amazing!
ERIN R.

When pandemic projects go
next level. If you have the
narrowest entry on earth and
dreams of a huge, cozy sofa,
@albanyparkhome is a gift
from the Heavens.
@HGDTHATSME

Just got my @albanyparkhome
sofa and it was super easy to
put together. Love the color
and of course I [couldn’t] help
but throw some pillows on
right away!!! I have big plans
for the space behind this wall
and I can’t wait!!!
@OLIVE_AND_OAK_DESIGN

After 5 days of camping it was
nice to come home to some
new couches
just finished
putting them together, now
I need to figure out room
placement
that might have
to wait until tomorrow because
this girl is TIRED.
@PLANTI_DEPRESSANT

Financials

Revenue
Profit
Historical Financials
$12M
2017 2018 2019 2020E
Revenue $354,289 $1,373,691 $3,660,048 $12,114,675
Cost of Sales $(232,399) $(898,330) $(2,457,583) $(8,134,544)
$8M
Gross Profit $121,889 $475,361 $1,202,465 $3,980,132
Advertising & Promotion $(7,260) $(22,456) $(205,190) $(679,175)
Other Operating Expenses $(51,117) $(154,075) $(871,619) $(1,159,458)
Other Income & Expenses – $(312) $(24,775) $(82,003)
$4M
Net Income $70,772 $320,974 $306,072 $2,059,495
Gross Profit Margin 34% 35% 33% 33%
$0
2017 2018 2019 2020E
Net Profit Margin 20% 23% 8% 17%
Return on Equity 19% 47% 31%
Return on Assets 19% 51% 21%

Revenue Breakdown
Financial Projections
2021 2022 2023
$166,638,685
• Revenue from EdloeFinch.com
• Revenue from Wholesale
• Revenue from AlbanyPark.com
• Revenue from Outdoor Brand
CAGR
38%
Revenue $37,260,184 $97,442,820 $166,638,685
Cost of Sales $(24,591,721) $(64,312,261) $(109,981,532)
Gross Profit $12,668,463 $33,130,559 $56,657,153
$97,442,820
Operating Expenses $(3,566,058) $(9,325,954) $(15,948,478)
Operating Profit $9,102,405 $23,804,605 $40,708,675
$37,260,184
Net Income $6,421,683 $16,793,984 $28,719,689
Gross Profit Margin 34% 34% 34%
2021 2022 2023
Net Profit Margin 17% 17% 17%
• Revenue from Saint Albany

Investing

The funds raised will be used primarily to:
Solidify Albany Park’s position as
$5M
RAISE FOR INNOVATION
industry leader in RTA sofas
Expand Product Development
Develop Saint Albany Bedroom Brand
and Outdoor Brand
Marketing to Grow the Customer Base
through ads and content creation

Our Team

Darryl Sharpton
Co-Founder & CEO
Darryl is the co-founder and
CEO of Edloe Finch Brands,
a digitally-native portfolio of
brands that offers high-quality,
designer furniture at a fair price.
Darryl leads product
development and marketing
strategy. His award-winning
designs have redefined the way
that people buy furniture for
their home.
Darryl holds a Bachelors Degree
in Finance from the University
of Miami. In 2008, he began
selling furniture online from
his college apartment while
pursuing his degree.
Jessica Sharpton
Co-Founder & COO
Jessica was tired of furniture
companies that were overpromising
and under-delivering.
With a passion for solving
problems and perfecting
design, she leads the operations
and logistics -- ensuring every
customer receives a product
that they love.
Jessica has a degree in
Economics from Rice university
and is a former oil and gas
consultant. Jessica worked at
PWC and Halliburton, before
starting a home building
business and later teaming up
with Darryl to launch Edloe
Finch in 2017.