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Long before Orlando, Florida-based Barstool Comforts became a go-to destination for custom barstools and chairs, it was a family passion quietly taking shape in a small showroom. Founded in 1999 by Joseph and Deborah Bertha, the company began with a love for furniture — and a particular enthusiasm from Deborah for interior design.
About a decade later, the business expanded online, focusing solely on barstools and chairs. That’s when the current co-owner Stephanie Bertha stepped in, turning what had been a family project into her full-time career and personal passion.
Back in 2009, the challenge was clear: The online furniture market was crowded, and standing out seemed daunting. But Stephanie quickly realized that her family’s expertise was their secret weapon.
“With my parents owning a showroom, they really learned all of the ins and outs of seating. They became experts, and we all realized that we wanted to position ourselves as such,” she said.
Rather than competing on volume or price, Barstool Comforts carved out a niche: fully customizable seating. Customers could choose their fabric, finish, seat height, and more. Stephanie and her team immersed themselves in the details, turning what might seem mundane into a true point of pride.
When something doesn’t work, we figure it out either by looking at data or speaking to our customers. Customer feedback has been so invaluable.Stephanie Bertha, Co-owner of Barstool Comforts
“We’re kind of nerds about all of this. We get really excited talking about these details with our customers,” Bertha explained.
Over the years, this approach paid off. Perseverance, combined with a constant focus on listening to customers, helped the company grow steadily. Bertha emphasizes the value of feedback to their success.
“When something doesn’t work, we figure it out either by looking at data or speaking to our customers. Customer feedback has been so invaluable,” she said.
Today, Barstool Comforts partners with manufacturers across the United States and Canada to deliver high-quality, custom-made seating that is built to last. Thousands of customers have found the perfect barstool or chair for their homes, and the company has firmly established itself as a specialist in the field.
Bertha’s advice to fellow entrepreneurs underscores the philosophy that has driven Barstool Comforts’ success: expertise, brand identity, and creating an experience matter more than simply opening a shop.
From a family showroom to a thriving online business, Barstool Comforts demonstrates that knowledge, passion, and a focus on the customer can turn even a highly competitive market into a space for lasting success.
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