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Red Hook’s Hoek Home wants to make furniture assembly a snap

“It’s an easier place to start,” says Coghlan, the company’s co-founder and CEO. “If we went straight to direct-to-consumer e-commerce, we wouldn’t have stood a chance. Because we didn’t know what we were doing!”

The Kickstarter campaign raised $45,000—three times the goal—and provided proof of demand.

More importantly, this first set of customers was willing to be patient with the company’s growing pains, of which there were many. “We’re really good at making very complex things, so we said, ‘This is going to be a piece of cake,’”  Coghlan says. “But when you have to do it 200 times, efficiently,

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