Online homewares and furniture retailer Dusk has partnered with Loxa, the embedded protection provider behind more than 40 UK furniture retailers, to offer furniture protection to its two million customers.
The cover went live on Dusk.com this month, and more than 1,000 customers chose to protect their furniture in the first week.
As more of Dusk's customers invest in bigger pieces across living, bedroom and dining categories, the question of what happens after the sale matters more than ever, says Loxa: "Furniture is expensive, personal, and designed to last, yet until now, the only protection most online shoppers were offered was the manufacturer's warranty.
"Dusk customers can now choose three or five years of cover for hazards beyond the structural warranty – the spilled glass of wine, the cat's claws in the sofa arm, or a structural fault after the manufacturer's warranty has ended. There is no excess on a valid claim, and Loxa handles everything after the sale, from insurance-related enquiries and the claim itself, through to repair or replacement.
"For the customer, it is a single click to add protection at the point of purchase. Behind that simplicity sat a genuine piece of work – fitting protection into a retail operation of Dusk's scale without slowing anything down. Loxa designed its integration around the way Dusk already runs its store and its systems, working alongside Dusk's ecommerce and technical teams so that nothing about the shopping experience changed except the choice on offer."
Max Cartwright-Wilson, CMO at Dusk.com, says: "Our customers are investing real money in their homes, and we want them to feel confident doing that with us. Protection was an obvious gap. What mattered was doing it properly, in a way that fits how we work and how our customers shop. Loxa understood that from the first conversation, and the take-up so far has confirmed it."
The early take-up at Dusk follows a pattern Loxa says it sees across its retail partners: "Offered fairly and at the right moment, protection is something customers actively want. For retailers, that is a new revenue line and a longer relationship with every customer. For manufacturers and brands, it means fewer disputes over damage that was never a fault, and products that stay in homes longer."
Jamie Hamer, co-Founder and CEO, Loxa, explains: "Great retail does not end at the sale. It is proven in the aftercare, in what happens when the sofa is stained, or a fault appears long after the warranty has ended. Dusk is one of the most impressive retailers in the country, and they treat aftercare as part of the brand, not an afterthought. This is where furniture retail is heading, with aftercare providing long-term loyalty and customer benefits, and we are proud to be enhancing Dusk's customer-first strategy with this launch."
