Furniture company mocked his 'soft hands' after he spent 7 hours assembling an $8,000 sofa. Then the CEO’s 'no joke' reply only made things worse

When a person spends a whopping amount on a luxury couch, they expect pristine quality and, most importantly, a fully pre-assembled masterpiece. When Deric Cahill (@boldfam) trusted a company called Love Sac for a seamless experience, he received a mountain of cardboard boxes instead. This turned his routine afternoon into a 7-hour-long unboxing. On August 18, 2026, he posted a satirical video which received over 2.6 million views on TikTok. However, when Cahill's video reached the company, the CEO’s response was, quite frankly, more joking than helpful.

A DIY luxury couch

The ordeal began when Cahill received his luxury sectional couch and realized it was not assembled. Instead, it arrived in dozens of separate boxes, forcing him to build it from scratch. The process wasn't only time-consuming, but it was so painful on his hands that he decided to wear gloves. Stunned by the grueling process, Cahill vented his frustration. He attacked the terrible delivery experience and the amount of work required to assemble the furniture. "Were they coming up with a business idea like, you know what we should do? Charge a f****** shitload of money and then make everyone be factory workers," Cahill said.

The couch war

Cahill's critique soon gained traction, opening floodgates for other buyers to air their identical grievances. They began posting images of their towering cardboard piles abandoned in driveways, hallways, and apartment stairs. Meanwhile, a buyer even revealed that it took them two days to assemble the couch because the company expects everyone to assemble the furniture from scratch. At the same time, another content creator, Sheila, chimed in, scrutinizing the website's vague disclosures and the lack of clear assembly warnings. 

Rather than addressing the customer frustration, Love Sac's marketing team took an aggressive, sarcastic approach that further escalated things. The brand posted videos mocking Cahill. "A grown man needing tiny little gloves to assemble a couch," one of the captions read. Similarly, the company shared another video, saying how assembling a Love Sac couch would impress one's spouse. Commenters immediately fired back with condescension, calling out the campaign.

The CEO's taunts

Things peaked when Love Sac's founder and CEO Shawn Nelson shared a personal clip directly ridiculing Cahill. Adopting a mock tone, Nelson sarcastically offered, "a new pair of size small floral-print gardening gloves to mitigate your losses." He further sneered at Cahill's physical effort, stating the company had to consider "hiring a dude in a building that will be pre-visiting it for those, especially with soft hands." Naturally, this didn't sit right with people, who criticized Nelson, ultimately forcing him to take down the clip.

Then came the apology

Realizing his mistake, Nelson set up a private call with Cahill. During the meeting, Cahill bluntly confronted him for attacking his customer. Shortly after, Nelson issued a public apology video, admitting, "Derec, your LoveSac rant was not just wildly funny but totally accurate." He then assured that the company is working to solve the issue.

This incident is a great example of how a negative experience could turn away buyers. According to a PWC survey, 52% of customers said they would immediately stop buying from a brand after a poor service or product experience. Among them, 29% stopped due to poor customer experience. This shows just how quickly a brand's user base evaporates when they encounter friction.  

'This is outrageous'

The sentiment was further seen in the comments on Cahill's video. @cbnadeau wrote, "For the price they charge, someone should come and put it together for you. Just saying." At the same time, @boxofkittens285 pointed out, "I paid $1400 for the couch. Two men brought it in and set it all up. Even organized the pillows. And took my old couches to the garage because I was home alone and didn’t have help. It was free; I did tip them well, though."

Follow Deric Cahill (@boldfam) for more such content. 

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