Wondering where to find the perfect couch blend of style and comfort? Join us in exploring the battle between What A Room and Rove Lab!
Alex Back | Couch CEO & Founder
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Ever found yourself torn between two powerhouse furniture brands for that perfect blend of style and comfort? Today, we're diving headfirst into the ultimate face-off between What A Room and Rove Lab, unrivaled purveyors of exquisite lounging. Buckle up for a wild ride through the realm of cozy couches!
Side By Side
Features
What A Room
Rove Lab
Made to Order Lead Times
4-5 weeks
N/A
Free Shipping Option
White Glove Delivery Option
$99+
Return Option
Warranty Included
Financing Option
Affirm, Shop Pay
Shop Pay, Klarna
Assembly Required
Varies
Large Fabric Selection
Free Swatches Available
Manufacturing Origin
USA
Import
Avg. 3-Seat Couch Price
$$$
$$-$$$
In the quest for the perfect couch, What A Room boasts customizable designs and eco-friendly fabrics prioritizing durability and personalization. On the other hand, Rove Lab stands out with modular flexibility and sustainability features, appealing to those desiring modern adaptability. What A Room's emphasis on craftsmanship and customization meets a strong competitor in Rove Lab's innovative design and sustainability credentials. While What A Room offers tailored charm and durability, Rove Lab's focus on modular sustainability and modern flair presents a compelling alternative for style-conscious buyers.
BRAND #1: What A Room
What A Room was founded with the goal of offering fully customizable sofas and sectionals, made in the USA with high-quality materials. By owning their own factory in Los Angeles, they are able to offer quicker production times (4-5 weeks) while ensuring a personalized customer experience. Their key milestone includes providing over 250 fabric choices, with a focus on pet-friendly and eco-conscious options. Known for their craftsmanship, durability, and commitment to customer satisfaction, What A Room has carved out a niche as a go-to brand for buyers seeking custom, high-end furniture with a fast turnaround.
What A Room | Brand Summary
When it comes to custom sofas made in the USA, few brands match the level of quality, customer service, and design flexibility that What A Room offers. But do What A Room reviews reflect this same level of excellence, or is it just good marketing?
As a direct-to-consumer furniture brand, What A Room manufactures its own sofas, offering full customization with high-end materials—all without sky-high retail markups. That’s a rare find in today’s sofa market. With handcrafted frames, premium foam cushions, and free design consultations, What A Room gives buyers full control over their couch.
Let’s see if they live up to the hype in What A Room reviews or if there are better alternatives.
Personalized customer service with design consultations
Cons
15% return processing fee for returns
No free shipping option, delivery fees can be high
What A Room offers a customizable sofa experience, perfect for buyers seeking a unique, made-to-order product. Their quick 4-5 week production time is faster than many competitors, and they provide over 250 fabric choices, including pet-friendly options. Owning their manufacturing facility in the USA allows them to maintain high-quality standards while meeting customization needs.
However, their return policy has a 20% restocking fee, which can be a drawback for some customers. Delivery fees are also an added expense, and there have been occasional complaints about delays in receiving custom orders.
On the plus side, What A Room excels with personalized customer service and free design consultations to ensure you’re getting exactly what you want. Their use of eco-friendly, chemical-free fabrics and durable high-resilience foam cushions makes them a great choice for families, and their made-in-the-USA production is a strong selling point for those seeking quality craftsmanship.
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.
In the clash of couch supremacy, Rove Lab steals the spotlight with its modern, sustainable designs and innovative modular approach. Offering style, sustainability, and flexibility in a neat package, Rove Lab emerges as the clear winner in this battle of comfort kings.
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.
