Supplier price. Plus 20. Flat.
20% flat on landed cost — no tiers, no markups on freight or duty. Every line on the plan shows the supplier invoice, the freight and customs at cost, and our fee on its own row. The supplier is named. No commission from the supplier. The designer keeps the markup.
One sofa. Two ways to buy it.
The piece is the same supplier, the same upholstery, the same frame. The retail equivalent is what a showroom would charge with their margin folded into the sticker. DAF’s landed total has the supplier invoice, the freight, and the 20% on separate lines. Numbers are illustrative — not a project quote. Your number lives on the plan.
Illustrative example. Real suppliers, real freight rates, real duty schedules — your project’s number is computed against your scope and shown line-by-line on the plan. Source for the illustrative figures: DAF Library, “Mass-market furniture pricing teardown” (marketing/blog/05-how-mass-market-furniture-rips-you-off).
Compare the model, not the brand.
Every model takes a cut of the room. The question is whether you can see it before you sign, and what you get for the cut that is taken. Here is the same $100K project, run through four models.
Category descriptions, not named brands. Mass-market figures from the DAF Library teardowns of public retail markup norms. Trade-designer and procurement-firm norms from DAF Library brand and designer-profession chapters.
What a line on the plan actually looks like.
The costed plan lists each piece with the supplier named, the supplier invoice, the freight and customs at cost, and the 20% on its own row. You can cross-reference any line. Nobody else shows their work like this.
From Schedule C of the engagement letter — the coordination work your 20% binds DAF to. DAF orchestrates third-party forwarders, customs brokers, and carriers — DAF does not own a truck, a warehouse, or an install crew, and does not install. Delivery lands at your specified receiving location; install is coordinated by your own team.
Design and advisory work lives in Lifeware, not in the procurement fee. Procurement-only clients pay 20% and get the eight services on the left.
Three ways to start. All credit back on sign.
Every discovery fee credits 100% to the project engagement when you sign. You pay nothing twice.
- Sample Plan$2495 business days
Tell us what you're furnishing. Five business days later we come back with a real costed plan: pieces, supplier, invoice, freight, our 20% on each line. Credits in full against the project fee when you sign.
Begin → - Discovery Hour$150 / hr · 3 hr min3 business days
One piece, one room, one decision. Options compared, landed cost, lead time, our pick and the reasoning. Minimum three hours. Credits dollar-for-dollar to the project fee.
Open → - Discovery Call$200You pick the slot
Forty-five minutes. Bring the floor plan, the budget, the doubt. Leave with a feasibility read, a ballpark, and a sourcing path. Credits 100% if you sign within sixty days.
Book →
$499 once. Founding rate.
$499 one-time. No annual fee. The Lifeware enrollment price will rise to $14,999 at public launch. Members who enroll at the founding rate hold the founding rate for life. Late arrivals pay the launch price.
Claim a founding seatSee your number.
On the line.
A costed plan inside a business day. Supplier named. Invoice on the line. Twenty percent flat, no tiers. Designer keeps the markup. And when you’re ready: DAF furnishes you once, then keeps furnishing — every room, every house, every property, every business — for the life of the relationship.