Lovesac faces backlash after response to comedian's viral couch assembly joke
Furniture brand Lovesac is under fire online after its CEO and social media team responded to a comedian's viral video about assembling a 24-box modular couch. Critics say the company's follow-up posts missed the mark and turned a relatable joke into a public relations problem.
Furniture brand Lovesac is facing widespread online criticism after its response to a comedian's viral joke about assembling one of its modular couches turned a lighthearted moment into a public relations misstep. The backlash began last week when Dallas-based creator and comedian Deric Cahill posted a video about the delivery and assembly of his new Lovesac sactional, a sectional couch sold in modular pieces.
In the video, posted August 18, Cahill joked that the unassembled couch, which arrived in a total of 24 boxes, amounted to what he called corporate terrorism. He also highlighted the time-consuming process of stuffing inserts into covers, which took him roughly five hours to complete. Some of his followers had suggested he wear gloves during assembly, a detail he playfully referenced in the video as a VIP move.
The post resonated widely, with many viewers sharing their own experiences in the comments. One TikTok user wrote that the couch cost 8,000 dollars and that assembling it nearly led to a divorce. Another commenter, identifying as a FedEx loader, said these deliveries always ruined their day.
The following day, Lovesac CEO Shawn Nelson reached out to Cahill directly, according to screenshots the comedian shared. Nelson asked to hop on a call and chat about how the two could take the conversation further. Nelson also posted his own video on his personal social media page, jokingly responding to Cahill's content and saying the comedian was entitled to compensation, including a new pair of size small floral-print gardening gloves.
That response did not land well with many viewers. One user wrote that Lovesac should consider firing its social media team, calling the reaction a missed opportunity. The situation escalated further on Thursday, when Lovesac posted a video of an employee stuffing a section of the modular couch into a cover, accompanied by text about not getting the ick from a grown man needing tiny gloves to assemble a couch, along with the caption the feminine urge to provide the masculine energy.
The post drew sharp reactions from users and even other companies. Wendy's, known for its active social media presence, commented that if Lovesac assembled its Wayfair couch, it would help with the company's social media, calling it a fair trade. Another user remarked that the hardest thing to assemble was not the couch but a competent PR response. Lovesac's post amassed more than 442,000 views on TikTok.
Cahill responded with a follow-up video explaining the timeline, the backlash aimed at Lovesac, and the company's attempt to rectify the situation. He declined to comment further on what was discussed during his call with the company. Nelson then made another post, this time on Lovesac's official account, addressing the backlash directly. He claimed to personally understand the setup process, saying it is no joke, while also stating that the company's previous videos were meant to have a little bit of fun. That video also failed to resonate with customers, drawing reactions similar to those of the earlier posts.
Cahill told Inc. that his original video was simply made to draw attention to the absurdity of the couch's assembly. He said that as a comedian, he provides his authentic perspective of everyday challenges people go through, and in this case, it was a couch assembly. He added that he never expected the situation to go this far and clarified that it was not a PR move on his part.
Karen Freberg, a professor of strategic communication at the University of Louisville, told Inc. that the episode illustrates how quickly a brand moment can shift online. She said the backlash is understandable, noting that audiences today are incredibly savvy and can tell when a brand is naturally participating in a conversation versus trying to manufacture a viral moment. Freberg distinguished between Cahill's post and the company's follow-up, saying the original content worked because Cahill's experience was relatable, funny, and authentic. Once the response became more orchestrated, she said, it changed the dynamic and caused issues on all sides.
Freberg, who is also founder of the marketing agency Bird's Nest, said Lovesac's instinct to engage with the viral moment was not the problem. The execution and handling of the escalation online fell short. Rather than overcorrecting or creating additional content to explain the joke, she advised brands to listen to what people are saying, show self-awareness, acknowledge that a joke may not have landed as intended, and move forward. The smartest brands, she said, know when to join the conversation, when to add value, and when to leave the moment alone. Lovesac did not respond to Inc.'s request for comment at the time of publication.
