Brad Sewell has spent two days carrying a mysterious, unmarked cardboard box all over Manhattan. It’s about the size and shape of the boxes that hold 27-inch iMacs and, luckily for Sewell, it has a sturdy handle. He’s in town from San Francisco and visiting WIRED’s New York office, where he methodically unpacks the contents of the box and sets to work assembling varnished wood and cloth cushions. He doesn’t use a single tool. No screwdriver, no hammer, no tiny Allen wrench. Just his hands, slotting pieces together and screwing in four legs.

Less than three minutes later, I’m sitting in a midcentury modern-style armchair. It’s attractive, comfortable, and affordable at $495. Sewell describes it as “Design Within Reach, but at an Ikea price.” It’s part of a furniture line called Campaign launching today (and shipping units in November). With it, Sewell is taking a stab at redesigning how we buy, receive, and assemble the furniture that fills our apartments.

Campaign is one of a few companies rethinking furniture, making it easier to buy and easier to assemble. Silicon Valley has leveraged our communications systems to rethink everything from making meals to hailing a ride. With a few keystrokes you can buy premium eyewear at home (Warby Parker), or get a week’s worth of pre-assembled gourmet meals delivered to your door (Blue Apron, Plated, etc.). Furniture hasn’t gotten the same attention. Given the immediate gratification and supreme convenience that’s come to retail sales, the way we buy furniture is horribly archaic.

Sewell discovered this while moving to Boston from the Bay Area, where he’d worked on Apple’s manufacturing design team. He needed a sofa and found that his budget led to two paths. He could go to a place like West Elm or Crate & Barrel and buy a couch that requires two men, a truck, and a hefty delivery fee to get home. Or he could go to Ikea, get a Karlstad, and spend an afternoon assembling it. Neither was particularly attractive.

He founded Campaign to offer something better.