An Early Shopify Partner
Furniture Direct Online is a fast-growing, family-run furniture retailer based in Wakefield, with a range spanning statement sofas and recliners to everyday bedroom essentials. When the business went live with Loxa in July 2024, it became one of the earliest Shopify furniture retailers to embed product protection directly into the buying journey. Two years on, Furniture Direct Online stands as one of Loxa's longest-standing and most active partnerships, and proof of what embedded protection can deliver to a business and its customers when a retailer consistently commits to it.
Live in 48 Hours, First Policy Within the Hour
Furniture Direct Online launched embedded protection as an add-on across its Shopify store, presented to customers as an opt-in on the product page. The cover protects against accidental stains, accidental damage and structural defects, the everyday risks that matter most to furniture buyers. The integration went live in 48 hours through Loxa's Shopify App, and the first policy was created within an hour of going live. Early adoption was immediate, with a 19% attach rate in the opening months.
Shortly after launch, the in-store and telesales teams were set up on Loxa's portal, so customers buying by phone or in the showroom could protect their purchase in the same way. The business also onboarded its sister brand, Sleep Kings, extending protection across the group.
More Than Doubled, and Still Scaling
What started as an early initiative in 2024 has become an everyday part of how Furniture Direct Online sells. In its first ten months, by May 2025, the business had generated more than 700 policies. Just over a year later, that figure has more than doubled, passing 1,700 policies. Adoption has compounded through every peak retail moment, reaching its busiest month in November 2025 with more than 160 policies within the span of a month.
For the business, that is a revenue stream that grows alongside sales and needs no capital to run. For customers, it is the reassurance of knowing a considered purchase is protected from day one. The pattern is consistent: when protection is offered clearly at the point of decision, customers opt in, with no hard selling required.
Protection Without the Friction
This year, Furniture Direct Online adopted Loxa's optimised Shopify UX, rebuilt with one priority: making protection more frictionless for the customer. Protection now sits naturally on the product page, styled in Furniture Direct Online's own branding, and presented at the moment of decision so opting in takes a single tap. The experience is seamless for the shopper and designed so more customers protect their purchase, without a hint of pressure.
The move reflects a partnership built on trust: a retailer that cares deeply about its customers' shopping experience, working with a partner committed to getting the detail right. Loxa continues to manage policy creation, documentation and claims end to end, keeping the retailer's team focused on selling furniture.
The Best Seat in the House
The World Cup season is made for recliners, and Furniture Direct Online is meeting the moment with its premium recliner range. These are the pieces customers will live in for the next few weeks, through every edge-of-the-seat moment, and that is exactly where accidents happen. A drink gets knocked over the instant the ball hits the net. Fans jump in and out of their seats with every chance. Every recliner comes with the option to protect it, because looking after the customer past the point of sale matters more than the sale itself. So whatever happens, Furniture Direct Online makes sure they get back to the game.
What This Means for Shopify Furniture Retailers
For Shopify furniture retailers, embedded protection has moved from a nice-to-have to part of how the best stores operate. Furniture sits at the high-consideration end of online retail, where customers care about protecting what they buy and returns are costly to absorb. Protection presented cleanly on the product page turns that concern into confidence at the point of decision, opens a revenue stream that needs no capital, and gives customers a reason to come back. Furniture Direct Online shows what that looks like over two years: launched early, grown steadily, and stronger with every improvement to the experience.
