Danish furniture brand OMHU has released a limited-edition “dupe” version of its own TEDDY sofa, selling it through Temu, Etsy and dupe.com rather than its own site.
The move responds to widespread knockoffs of the TEDDY sofa across online marketplaces. The 100-unit run, in an orange “dupe” colourway, sold out globally within 10 minutes, split evenly between the UK and Europe and the US and Canada. As part of the campaign, titled The Iconic Dupe, OMHU also recruited celebrity lookalike “dupefluencers”, sent TEDDY sofas to influencers who already owned knockoffs for comparison, and staged a lookalike contest in New York alongside a mix of real and fake billboards.
Speaking on the release, Christine Smith, Creative Director at OMHU explained: “Normally you’d just report dupes or ignore them, but we spotted a creative opportunity to create some global awareness. So we made our own dupe. Misspelled name and all. We saw a huge PR opportunity in making fun of the competition while still proving a point that we’re the OG of sofas.”
OMHU said the campaign aimed to highlight the scale of the dupe market, estimated to be worth $1.79 trillion by 2030, and the working conditions, materials and environmental impact often behind cheaper alternatives. CEO Simon Salomonsson added, “Every iconic brand goes through this. This isn’t just our fight. We welcome any brand that is tired of being copied to join the conversation.”
The limited edition TEDY™ was sold exclusively on Temu, Etsy and dupe.com for what OMHU called ‘the dupe price’. All 100 sofas sold out worldwide within minutes of launch.