Looking for the perfect spot to unwind? Wondering if Rove Lab or Modloft has your ideal couch companion? Let's unravel the comfort mystery!
Alex Back | Couch CEO & Founder
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Imagine sinking into the perfect couch after a long day. Today, we examine the offerings from both Rove Lab and Modloft, unraveling which brand delivers the ideal blend of style and comfort to your living room.
Side By Side
Features
Rove Lab
Modloft
Made to Order Lead Times
N/A
N/A
Free Shipping Option
White Glove Delivery Option
$99+
Return Option
Warranty Included
Financing Option
Shop Pay, Klarna
Affirm
Assembly Required
Large Fabric Selection
Free Swatches Available
Manufacturing Origin
Import
USA + Import
Avg. 3-Seat Couch Price
$$-$$$
$$$-$$$$
Rove Lab and Modloft present intriguing choices for sofa seekers. Rove Lab, falling in the mid-range category, stands out with its modular design and sustainable focus, ideal for those craving adaptability and eco-conscious choices. Meanwhile, Modloft, positioned as a premium brand, boasts sleek designs, high-quality full-grain leather, and a touch of luxury with white-glove delivery, catering to style-conscious buyers seeking sophistication in their furniture.
BRAND #1: Rove Lab
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.
Founded in 2005, Modloft has carved a niche for itself in the modern furniture market with its sleek and sophisticated designs. They pride themselves on offering "great design at reasonable prices," bridging the gap between low-cost and high-end options. Their unique approach to manufacturing, often sourcing materials and producing furniture in the same country, adds an interesting dimension to their brand story. While their commitment to accessibility is commendable, their overall brand presentation could benefit from greater transparency and a more customer-centric approach.
Modloft | Brand Summary
Modloft has a bit more style than substance. Their website will make you desperately want their couches, but digging a little deeper into their lead times, quality, and customer service might make you think again. The couches they do have are technically good, but the rest of the experience makes it difficult to recommend them over other options.
Use of high-quality full-grain leather on some models
White glove delivery included with every order
Financing options available through Affirm
Free fabric swatches offered
ADA compliant website
Cons
Inaccurately advertised lead times (customer complaints)
Expensive for the level of quality and customer service
Limited transparency regarding materials and construction details
Potentially expensive return shipping and restocking fees
Limited delivery area (not nationwide)
Modloft, with its undeniably chic and modern aesthetic, offers sofas that will undoubtedly elevate the style of your living space. Their use of high-quality full-grain leather on select models is a noteworthy feature, and the included white-glove delivery service adds a touch of luxury to the buying experience. However, the allure fades a bit when you consider their less-than-transparent practices regarding lead times and materials, as well as their limited delivery range and potentially expensive return process.
While their designs are undeniably eye-catching, the quality and customer service might not live up to the premium price tag. If you prioritize style above all else and are willing to gamble on the accuracy of lead times, Modloft could be a good fit. However, if you're seeking a more transparent and customer-centric experience with comparable quality at a potentially lower price, you might want to explore other options.
In the quest for the ultimate sofa, Modloft takes the crown for providing premium comfort and style. With chic designs, high-quality materials like full-grain leather, and luxury features such as white-glove delivery, Modloft stands out as the ideal choice for those seeking sophistication and elegance in their lounging experience.
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.
