{
  "slug": "floyd",
  "name": "Floyd",
  "website": "https://floydhome.com",
  "category": "home",
  "angles": [
    "modularity"
  ],
  "thesis": "Make furniture parts and system longevity part of the design story.",
  "question": "Investigate whether parts can be added or replaced across product generations.",
  "from_reference": false,
  "observation": null,
  "mechanism": "Make furniture parts and system longevity part of the design story.",
  "audit": [
    "Investigate whether parts can be added or replaced across product generations.",
    "Collect three dated examples across at least two creative formats and save their original source URLs.",
    "Compare against two brands in the same category; distinguish an original idea from a common category convention."
  ],
  "products": [
    "floyd-the-floyd-bed-lift-off",
    "floyd-the-floyd-bed-original",
    "floyd-the-floyd-bed-upholstered-lift-off",
    "floyd-the-floyd-bed-upholstered-original"
  ],
  "image": null,
  "evidence": {
    "status": "homepage-snapshot",
    "label": "Homepage snapshot",
    "source": "https://floydhome.com/",
    "checked_at": "2026-10-13",
    "scope": "Homepage title, description and selected headings only. No ad-library, checkout, origin-history or performance review.",
    "excerpt": "Hi, we're Floyd. We make furniture for keeping. Simple to assemble, easy to move, shipped to your door.…"
  },
  "dtc_native": {
    "status": "not_assessed",
    "reason": "A direct storefront does not establish digital-native origin, current ownership, or a majority-direct sales mix."
  },
  "ranking": {
    "status": "not_scored",
    "score": null,
    "reason": "Campaign sample, peer comparison and DTC-origin evidence are incomplete."
  }
}