OMHU / Denmark / 2026Creative Commerce · PR Stunts · Social
The Iconic Dupe.
Tired of knock-offs of its viral Teddy sofa, OMHU made its own: the misspelt 'Tedy', in orange, sold at dupe prices on Temu, Etsy and Dupe.com.
- Brand
- OMHU
- Agency
- In-house
- Market
- Denmark
- Region
- Global
- Year
- 2026
The challenge
OMHU's research after the Teddy sofa went viral in 2022 showed its biggest competitors were online dupes, not other furniture brands.
The idea
Out-dupe the dupes. A limited run of 50 'Tedy' sofas, built with the same materials as the original but priced at $799.99 against $1,995, went on sale on dupe marketplaces instead of OMHU's own site. Celebrity-lookalike 'dupefluencers' launched it, backed by lookalike contests.
Results
- All 50 sofas sold out within 10 minutes of the 5 September 2026 release, according to OMHU.
Case study source: Activation Ideas Source ↗
