“At this point customers are ready to purchase everything online, even large sized articles such as sofas and armchairs. Since I skip brochures, storage, marketing and production, I manage to deliver product types made in the USA with Italian leather”. Nidiki Kapur, formerly employed at Google, then in charge of the development department at Birchbox (a cosmetic supply service upon subscription), since last March has been the general manager of Maiden Home, a startup company which delivers (free of charge) sofas and armchairs. They manufacture them in North Carolina by using Italian leather mostly. Their website, which is number one in the USA with regard to the high-end upholstery segment, aims at cutting down marketing middle costs thus becoming a straight competitor of brands and distribution channels that “cannot deliver in six weeks US handcrafted goods nor armchairs made with pure Italian aniline (which require extra charge, by the way) and created by a fifth generation tannery”. At present Maiden Home has sold 500 items, yet they expect to increase their sales and turnover consistently.