One of the UK's Leading Homeware Retailers
DUSK is one of the UK's leading online homeware and furniture retailers, built on a promise of luxury for less. Founded in 2016 and headquartered in Leeds, DUSK serves two million customers across furniture, beds and mattresses, dining, lighting, bedding and homeware, with repeat customers making up half of all orders.
Care that Should Not Stop at the Sale
DUSK customers invest real money in their homes. Sofas, beds and dining sets are expensive, personal and designed to last, yet the only protection online shoppers were offered was the manufacturer's warranty. As more customers bought bigger pieces, DUSK wanted the confidence of that purchase to carry well beyond the moment of sale, without adding a single manual process for its team.
Protection Built into the DUSK Journey
DUSK partnered with Loxa to embed furniture protection directly into its shopping journey, through Loxa's native Shopify app. Customers choose three or five years of cover for accidental damage, stains and structural faults after the manufacturer's warranty ends, with no excess on a valid claim. The integration was designed around the way DUSK already runs its store and its systems, with the UI and UX tailored to feel like DUSK. Loxa handles everything after the sale, from insurance enquiries and claims through to repair or replacement, so DUSK's team stays focused on its customers.
Experience Loxa on DUSK.com
Customers said Yes from Day One
More than 1,000 customers added protection in the first week. Within four weeks, 3,500 policies were in place, protecting over £1m worth of furniture. The pattern is telling: the more customers invest, the more they protect. On purchases over £500, the attach rate reached 15%, achieved before any optimisation, and 55% of customers chose the 5-year plan. When protection is offered clearly, at the right moment, from a brand they trust, customers see the value immediately.
Where DUSK Goes Next
DUSK and Loxa are now testing new placements across the shopping journey together, giving customers more moments to add cover, and exploring how Loxa can enhance DUSK's first-year warranty. It is a partnership built on the same belief: great retail does not end at the sale, and DUSK is leading the way on aftercare in furniture retail.
What This Means for Furniture Retailers
DUSK shows what happens when a leading retailer treats protection as part of the customer experience rather than an add-on. A new revenue line with no operational lift, and customers who get more years from the furniture they love. If your customers are investing in high-value products, they are ready to protect them. Book a call with Loxa and find out what aftercare could do for your business.
