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.
Review
Simpli Home: Ultimate Brand Review And Rating

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Key Takeaways
- Simpli Home offers high-quality sofas with mid-century modern designs and materials like genuine leather and woven fabric, combining style and comfort.
- Free shipping is available within the 48 contiguous U.S. states, with quick dispatch (2-3 business days) and delivery times between 10-12 business days.
- 30-day returns are allowed with restocking fees for large items, and home pickup service is available for returns, enhancing customer convenience.
- 1-year limited warranty covers manufacturing defects but excludes issues from misuse, ensuring some protection on your purchase.
- Financing via Affirm allows flexible monthly payments with no credit impact, making premium furniture more accessible.
- Assembly is required for most items, with detailed instructions provided to guide customers through the process.
- Commitment to sustainability includes planting one tree for every piece sold and eco-friendly practices, making it a good choice for environmentally-conscious consumers.
- Online Shopping Experience
- Shipping & Lead Times
- Customer Focus
- Durability & Quality
- Brand Vibe Check

94%
Overall
PotatoMeter
Rating
Meet the PotatoMeter
The PotatoMeter is Couch.com’s exclusive rating system that grades retailers on the following 5 value propositions:
Shopping Experience
Ease of navigation, product info quality, and overall user interaction
Shipping & Lead Times
Lead times for custom and in-stock products, plus actual transit times
Customer Focus
Customer satisfaction through warranty, return policies, delivery, and financing
Durability & Quality
Craftsmanship, material quality, product cleanability, and manufacturing origin
Brand Vibe Check
Brand uniqueness, key differentiators, and sustainability efforts
Online Shopping Experience Rating: 93%
Shipping & Lead Times Rating: 92%
Customer Focus Rating: 95%
Durability & Quality Rating: 94%
Brand Vibe Check Rating: 96%
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