Company also looks to add retail store footprints where customers can customize seating to their particular comfort level
OAKLAND, Calif. — DTC upholstery resource MadeRight is looking to take its California-made and -inspired line to a broader audience around the country including other e-commerce resources and consumers seeking a quality made-in-America story.
The company was started by industry veteran Edgar Blazona in 2023. He previously was president of BenchMade Modern, an upholstery brand he founded in 2014 that he later sold to American Leather Holdings. Before this, he was senior vice president of quality and sourcing at RH and before this founded upholstery resource TrueModern, where he also was chief executive officer and head designer.

His newest business venture involves the design, production and marketing of a line of upholstery, featuring sofas, loveseats, sectionals, chairs, chaises and ottomans that reflect the California lifestyle. Collections, for example, are named for famous cities or landmarks in the state, including Not Called Frisco, Big Sur, Hollywood, Yosemite, Santa Monica, Sacramento and Palo Alto, to name several.
“Those places really reflect our design aesthetic and with our imagery, we’re really trying to build a brand that is a little bit different,” Blazona said. “It’s a brand based on a feeling and an aesthetic that we have here that works for the rest of the country, too.”
Featuring design details, along with pricing, the site also describes the construction story from the solid-wood kiln-dried frames, which are built with corner blocks, heavy-duty staples and industrial-strength glue and also feature a lifetime warranty. Consumers can also choose from a variety of cushion and foam and fiber options, including either firm or medium-soft foam designed to last more than 13 years.
“What we are trying to do is put the best materials we can inside the sofa, so they last longer,” Blazona said. “Frankly, I am so sick of hearing about pandemic sofas, where ‘I bought this sofa and it lasted five minutes and here I am buying another sofa.’ I hear that all the time. I am trying to make a sofa with my name on it that lasts a long time.”

Made in Los Angeles, the upholstery line also is available in 60 fabrics and about 20 leathers, offering a wide variety of looks to complement the California-inspired aesthetic of the frames.
With 100% of the product mix sold through its e-commerce platform, the company actually has a storefront in Orinda, California, just on the other side of the Oakland Bay Bridge from Blazona’s native San Francisco. There, customers can see and test out some of the company’s models before making a decision to purchase online.
Its Sit Fit feature available in-store and online also helps the company develop specific seating that is tailored to what the individual shopper is seeking from a comfort perspective.
“I take customers on this journey where I talk about fit and feel,” Blazona said. “I walk people through…and find a solution that works for their body heights and weights. This is one thing we have forgotten in the upholstery world — how to fit the sofa to your body.”
With these attributes and more, the company is looking to expand its e-commerce footprint with other DTC specialists in the space in order to further diversify its market penetration. It also is looking to take its own retail concept to the next level, with additional small-footprint store locations where consumers can design the sofa of their choice.
“I am shooting for less is better,” he said of the concept, which he contrasted with higher rent, mega-store locations. “Here you can quickly walk in and get a fit and feel for things and then go home and purchase from the convenience of your home. We want to have small, high touch-point interactive places for people to shop and then go home and purchase online when they are ready.”