OMHU Sells Its Own 'Tedy' Dupe of Teddy Sofa to Mock Copy Culture
The Danish furniture company OMHU has introduced a limited-edition version of its Teddy sofa bed, incorrectly labeled as 'Tedy,' priced at $799.99 on Temu, Etsy, and Dupe.com, significantly lower than the original price of $1,995. This satirical initiative addresses the growing concern over imitation products, which OMHU believes pose a more significant challenge than traditional competitors. Research conducted after 2022 indicated that these dupes are now the main adversaries in the market. The Tedy, featuring a chrome-plated steel frame and made of 90% polyester, is modular and available in 'dupe-orange.' Launched on 5 September, the initial 50 units sold out within 10 minutes. CEO Simon Salomonsson and creative director Christine Smith aim to highlight the implications of inexpensive alternatives, reflecting a wider industry dilemma, including Emeco's lawsuit against Zara Home.
Key facts
- OMHU released a limited-edition 'Tedy' sofa, a dupe of its own Teddy sofa bed.
- The Tedy is sold on websites like Temu, Etsy, and Dupe.com for $799.99, compared to the Teddy's $1,995.
- The Tedy is made with the same materials and construction as the Teddy but in 'dupe-orange'.
- 50 units were released on 5 September and sold out within 10 minutes.
- The project is based on market research showing dupes were the brand's biggest competitors.
- OMHU creative director Christine Smith and CEO Simon Salomonsson commented on the campaign.
- The sofa is a two-seater, upholstered in 90% polyester with a chrome-plated steel frame, and is modular.
- The campaign aims to raise awareness about dupe culture and its expansion from fashion to furniture.
- Emeco recently sued Zara Home for allegedly copying a Norman Foster chair.
- Digby partnered with Heller in 2023 on an NFT-based authenticity tool.
Entities
Artists
- Christine Smith
- Simon Salomonsson
- Norman Foster
Institutions
- OMHU
- Dezeen
- Temu
- Etsy
- Dupe.com
- Emeco
- Zara Home
- Digby
- Heller
Locations
- Denmark
Sources
- Dezeen —