Seeking the ultimate relaxation spot for your home—7th Avenue or Rove Lab? Uncover the secrets behind these couch giants and find your ideal match!
Alex Back | Couch CEO & Founder
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Ready to explore the world of high-end couches with 7th Avenue and Rove Lab going head-to-head? Find out which brand offers the perfect blend of style, quality, and sustainability. Let's uncover the secrets behind these luxurious loungers.
Side By Side
Features
7th Avenue
Rove Lab
Made to Order Lead Times
N/A
N/A
Free Shipping Option
White Glove Delivery Option
$0-$100
Return Option
Warranty Included
Financing Option
ShopPay / Klarna / Affirm
Shop Pay, Klarna
Assembly Required
Large Fabric Selection
Free Swatches Available
Manufacturing Origin
USA
Import
Avg. 3-Seat Couch Price
$$$
$$-$$$
For style, durability, sustainability, and overall value, comparing 7th Avenue and Rove Lab reveals notable differences. 7th Avenue prioritizes modern design and sustainability while Rove Lab excels in adaptability and convenience. With 7th Avenue in the premium category and Rove Lab in the mid-range, these brands target different buyer preferences, offering unique benefits and features.
BRAND #1: 7th Avenue
Founded in 2022 by Billy Shaw and Josh Stinson, 7th Avenue is a relatively new player in the furniture industry, aiming to revolutionize the concept of "functional luxury." They focus solely on their modular sofa, prioritizing quality craftsmanship and sustainable practices. Their commitment to eco-consciousness is reflected in their use of OEKO-TEX certified fabrics and FSC-certified wood, as well as their emphasis on products designed to last a decade or more. Despite being a young company, 7th Avenue has quickly gained recognition for its innovative approach to furniture design and its dedication to sustainability.
7th Avenue | Brand Summary
How does 7th Avenue rate overall? We scored the brand at 95% on the PotatoMeter for durability, comfort, and sustainability.
As a furniture connoisseur, I’ve seen my fair share of sofas, and 7th Avenue has consistently caught my eye. Their sofas are not just pieces of furniture. They’re a statement. The quality of their products is evident in the craftsmanship. Each sofa is designed with attention to detail and built to last, reflecting the brand’s commitment to excellence. 7th Avenue’s customer-centric approach is another aspect that sets them apart. They understand that a sofa is more than just a seat - it’s an integral part of your home. The brand vibe is modern, chic, and inviting, much like their sofas. It’s clear that 7th Avenue isn’t just selling sofas. They’re selling a lifestyle.
Warranty doesn't cover wear and tear on cushions and fabrics
Requires assembly (white-glove service available for a fee)
Limited customization options
Limited availability outside Southern California
7th Avenue offers a unique approach to sofa shopping with their focus on a single, customizable modular design. Their commitment to sustainability and high-quality materials is evident in their product and manufacturing practices. While they offer a generous warranty and free returns within 10 days, the shipping costs and limited fabric options might be a drawback.
The modular design, though innovative, also means the sofa requires assembly, although white-glove service is available. Some customers have reported issues with fabric pilling over time. If you value sustainable practices, modern aesthetics, and a sofa that can adapt to your changing needs, 7th Avenue is worth considering, despite the limited options and potential assembly challenges.
Rove Lab is the experimental, modular-focused sister brand of Rove Concepts. Launched to challenge traditional furniture models, Rove Lab has created a system rooted in SmartFoam engineering, sustainability, and streamlined delivery. With no tools required and vacuum-sealed packaging, their designs are built to ship fast, fit tight spaces, and adapt to evolving homes. Their commitment to innovation, minimalism, and conscious production places them squarely in the conversation with the best new direct-to-consumer furniture brands.
Rove Lab | Brand Summary
Rove Lab is flipping the script on how we think about comfort, modularity, and convenience. From their all-foam builds (no frames!) to a design system that allows you to add or take away pieces to adapt to your living situation, Rove Lab sofas offer a more tech-forward spin on traditional lounging—streamlined, flexible, and thoughtfully engineered.
I’ve tested a lot of modular sofas, but this one feels like it came from a different playbook—one where setup is painless, materials are sustainable, and the vibe is straight-up smart. This Rove Lab furniture review is one you’ll want to read all the way through.
Ships in compact boxes and inflates in seconds with no tools
Free shipping with quick delivery timeline
Clear and well-organized product information
Cons
No white-glove delivery option available for those that are physically unable
Covers are not removable for machine washing
Partial returns not allowed for modular sets
No made-to-order customization options
Sofas sit lower, which may not suit all users
Rove Lab’s M1 modular sofas don’t try to do it all, but they do a lot right. With spill-resistant fabric, SmartFoam support, and setup that’s fast and frustration-free, these pieces are clearly designed for real-life comfort and modern homes.
There are a few things to consider before you buy. You won’t get white-glove delivery, which could be a drawback if you need help with setup. The covers aren’t removable, so if you rely on machine washing, that might be limiting. And while modular layouts are flexible, customization options stop at colors and configurations.
Even so, the upsides are easy to spot. The SmartFoam core feels structured yet comfortable. The build is light but solid. And the ability to rearrange or expand over time makes this a great pick for evolving spaces. Add fast, free shipping and low-waste packaging, and you’ve got a system that works.
Rove Lab may not be the right match for everyone, but for people who want style, speed, and sustainability in one neat package, the M1 collection delivers.
With its focus on sustainability and modern aesthetics, 7th Avenue offers a compelling choice for those valuing style and eco-consciousness. The brand's commitment to high-quality materials and craftsmanship shows its dedication to providing a premium experience. Therefore, based on the evaluations, 7th Avenue emerges as the favorable winner.
Alex Back
Couch CEO & Founder
Alex Back is the founder and CEO of Couch. Previously, he was the co-founder and COO of the popular furniture brand, Apt2B, which was acquired by a large US retail furniture chain in 2018. He worked to integrate Apt2B, one of the very first online furniture retailers on the Shopify platform, into the operations of the 100 year old larger business entity and was deeply immersed in the business operations of both online and brick and mortar retail for 4 years before leaving in 2023 to start Couch. Working in various parts of the furniture industry since 2004, he has 20 years experience in retail sales, e-commerce, marketing, operations, logistics and wholesale manufacturing and distribution. He has worked extensively with partners such as Costco, Bed Bath and Beyond and Amazon and his work has been highlighted in many publications such as Forbes, CNN, and HGTV, among others. Alex is delighted to bring his experience and authority on couches and the furniture industry to this platform, along with many of his industry colleagues who are helping him keep the Couch.co audience informed and engaged on a daily basis.
