Greycork eyes brand recognition

NO COUCH POTATOES: From left, Alec Babala, Jonah Willcox-Healey, Myung Chul
NO COUCH POTATOES: From left, Alec Babala, Jonah Willcox-Healey, Myung Chul "Bruce" Kim and John Humphrey are co-founders of Greycork, a startup with a home base in downtown Providence. / PBN PHOTO/FRANK MULLIN

Launched by four co-founders, Greycork makes and sells sturdy, easy-to-assemble furniture.

Founded in January 2014, the Providence firm discontinued its first product, a prototype of a coffee table, in March 2015 because sales were slower than expected, co-founder and CEO John Humphrey said. Products today include a sofa, coffee table, side table, bookcase and chaise.

Wanting to start a new furniture brand to rival IKEA for practicality, affordability and attractiveness, Humphrey teamed up with Myung Chul “Bruce” Kim, chief product officer; Alec Babala, chief design officer; and Jonah Willcox-Healey, industrial designer.

“There’s a really big opportunity for a company like ours to create a new furniture brand that resonates with people today,” Humphrey said.

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All four live in Providence, and Willcox-Healey, Kim and Babala graduated from Rhode Island School of Design.

Developing the living room furniture together, the Greycork co-founders launched an Indiegogo campaign in September that raised $260,000, Humphrey said.

Greycork has about 1,000 pre-orders, which it plans to begin shipping in December. •

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