About Us

*** SPECIAL NOTE *** Simplicity Sofas is in the process of merging with Dimarmel, Inc. Dimarmel is owned by Sergio Diaz who has worked with Simplicity Sofas since 2007 and has been in charge of Simplicity Sofas' manufacturing since December 2014. Sergio personally made every piece of Simplicity Sofas furniture during our first three years in business (2007 - 2010.)

In 2010 we outgrew our original manufacturing subcontractor's factory  and moved to a new manufacturing subcontractor where our furniture was made for the next 5 years (2010 - 2014). Sergio did not make the move with us. Instead he began his own firm, Dimarmel, making custom and contract furniture for local manufacturers and consumers.
We got back together with Sergio in December 2014 when our 2nd manufacturing subcontractor could no longer make our products and Simplicity Sofas moved into its own High Point factory.
A critical part of this move was that Sergio put together a manufacturing team for us. They worked full time in our building under Sergio's supervision as Dimarmel employees. Sergio had an office in our building and worked there 7 days/wk. He set up the entire manufacturing operation, providing production equipment and tools. He also made the cutting and sewing patterns for our furniture and designed new products for us.
In addition to the production operation in our building Sergio also owns the frame company that builds all of our solid oak frames. That facility is located in a building owned by Sergio about 30 miles away.
As of June 13, Simplicity Sofas/Dimarmel manufacturing and offices have been moved to 414 Grayson St. High Point, NC 27260. There will not be a Simplicity Sofas showroom at this location.
Customers who would like to see and sit on Simplicity Sofas furniture will be able to try it out at the High Point Furniture Finds Showroom located at 1300 N. Main St. in High Point. The phone number for the showroom is 336-886-4663



Simplicity Sofas is unlike any other furniture company you have ever heard of.

6 years after opening our first factory in High Point, NC I received a phone call from a man who is supposed to know "everything" about the residentil furniture industry -- the editor-in-chief of Furniture Today, the industry’s leading trade publication. National headquarters for Furniture Today, are located less than 10 miles from the Simplicity Sofas factory.

The editor’s first question: “Who the heck are you guys?”

The reason for the phone call and question was that a press release had just come across his desk announcing that Simplicity Sofas had just been awarded the $20,000 Grand Prize in a nationwide competition for America's Most Innovative Small Business.  It was the first time the editor-in-chief or any of his staff of editors and reporters had ever heard of Simplicity Sofas.

Simplicity Sofas has also popped up in other surprising places.

For example the Customer Experience Professionals Association (CXPA) is a 1500+ member international organization comprised primarily of customer service professionals from well-known major corporations in consumer products, communications, insurance, electronics, transportation and other consumer-related industries.

Each year the CXPA presents Customer Service Innovation Awards to firms that excel in different areas of customer service. These awards go primarily to large and multi-national corporations. Simplicity Sofas was named an award finalist for its unusual approach to “extreme” customer service in an e-commerce environment.

So who the heck is Simplicity Sofas?

  • Simplicity Sofas is an American manufacturer that creates custom-built sofas, sleepers, sectionals and reclining furniture for small spaces and narrow entranceways. Its furniture fits into places that other furniture simply can't go.

  • As William Shatner quipped in a 2013 interview, "Simplicity Sofas boldly goes where no furniture has gone before."

  • Our furniture is hand-crafted one piece at a time -- the same way fine furniture has been built in North Carolina for over 100 years.

  • We are a company with a total commitment to "extreme” customer service.

  • We do whatever is necessary for our customers to be completely delighted with our furniture.

  • We actively attempt to amaze and exceed the expectations of our customers.


Simplicity Sofas owner Jeff Frank first recognized the advantages of "extreme customer service" many years ago while doing part-time volunteer work with Call for Action, an international, nonprofit network of consumer hotlines.

As a volunteer Mr. Frank dealt with hundreds and hundreds of upset consumers who felt unfairly treated by retailers or service organizations. After a while he started noticing some familiar patterns:

  • When retailers refuse to address the concerns of their customers the result is an extremely upset person who becomes determined to spread the word about their unfair treatment.

  • When retailers compromise with their customers and arrive at a mutually agreeable solution, those customers will forgive the store and return to purchase again.

  • Solutions that go "above and beyond" expectations result in customers who not only become enthusiastic and loyal repeat customers, but also spread the word of their amazing experience with family, friends and co-workers. This is what Simplicity Sofas tries to do with every single customer.

Simplicity Sofas has grown primarily through Word of Mouth recommendations and referrals. We are constantly seeking opportunities to go "above and beyond" for our customers.

Customer service and Word-of-Mouth referrals have been Simplicity Sofas' primary marketing tool since the company was founded in 2007. This is extremely rare for ecommerce companies and unheard of in the furniture industry.

Here are a few articles, written by Simplicity Sofas owner Jeff Frank, that explain how this works: