Cocoon Branding Guides Oi into the Dragon’s Den

Mar 4, 2011 | Corporate Member News

The Dragons take a back seat to no one, but what about environmentally low-impact cellular furniture?

Oi Furniture, a company founded and based out of Winnipeg, will be featured on the March 9 episode of CBC’s popular television proram Dragon’s Den

Jason Abbott, co-founder of Oi Furniture and VP, Sales + Marketing, made a 35 minute pitch on behalf of Oi back in April 2010. Next week, an edit of the pitch will air and 2.1 million viewers from across Canada will discover what happened in the den. 

Jason Abbott

“Our search for investors lead us to Dragons’ Den. We are huge fans of the show and love what it’s done for promoting entrepreneurship in Canada, how it’s demystified the ‘behind the scenes’ of private equity investments and what it really takes to turn an idea into a successful business,” said Abbott. “ Pitching in front of the Dragons was a once in a lifetime experience,” said Abbott. 

“It’s intense – pressure like I’ve never faced before – and that will come across in the broadcast. But I would definitely do it again and I recommend the experience to anyone with a great idea. It takes that idea and puts it through the fire… You have to be smart, and you have to be on your toes. The Dragons are sophisticated investors. They’re going to ask the right questions, and use that information to analyze the merits of your business idea as it relates to them as an investment opportunity. That insight and expertise is why they’ve been so successful.” 

Kyle Romaniuk

Oi Furniture was founded in 2006 as the result of an initiative at local agency Cocoon Branding. The result – a new brand of environmentally low-impact cellular furniture – captured international interest and attention when the first prototype was unveiled at New York’s International Contemporary Furniture Fair (ICFF).  

Since that time, Oi cells have gone into limited production and have landed in commercial and residential spaces in cities including New York, Miami, San Francisco, Vancouver, Toronto, Minneapolis, and Chicago. In December 2010, Oi was chosen as part of WIRED magazine’s holiday ‘wish list’ and was featured at the WIRED pop-up store in New York. Oi’s packaging was also recognized by – the world’s largest package design website – as one of the top 100 package designs in the world for 2010. 

“The idea for Oi may have been born at Cocoon, but it needed to be its own brand in order to grow,” said Kyle Romaniuk, Principal at Cocoon Branding and also co-founder and VP, Brand Development at Oi Furniture. “The success of Oi speaks to the strength of Cocoon’s ability to continuously innovate engaging brands. People are surprised to hear that a branding agency created and launched a furniture company, but I believe the possibilities of what you can create are endless if you are truly open to innovation.” 

“It was so exciting to have the opportunity to participate in the Dragons’ Den process, and we’re looking forward to the broadcast next week,” said Abbott. 

Seating and table cells are available to purchase online, starting at $949 (USD) per cell. 


Media is invited to join Jason and Kyle to watch Dragons’ Den live at Earls Polo Park on Wednesday, March 9, 2011 beginning at 18.30 (live HD broadcast at 19.00). A sample of Oi cellular furniture will be there. Jason and Kyle will be available for interviews and photo opps after the broadcast, when they can speak freely about the outcome of the Dragons’ Den appearance. Stock photography from Oi Furniture is available on request. 

Follow Oi as they microblog the broadcast on!/ilikeoi  

For ongoing updates and those interested in learning more about Oi can visit


Oi is a new brand of environmentally low-impact cellular furniture, developed by Winnipeg, Canada-based Oi Furniture. The first prototype – a modular loveseat – was unveiled as a concept piece at the 2006 International Contemporary Furniture Fair (ICFF) in New York City to critical acclaim and has since been featured in Treehugger, Core77, NotCot, DesignMilk, Apartment Therapy, Elle Decor, and other websites and publications worldwide. 

Oi strives to develop innovative and sustainable products that adapt to people’s ever-changing lifestyles. Learn more – and get an Oi of your very own – at


Hot off its highest-rated season yet, Dragons’ Den returned for an epic new season in Fall 2010 – more money, more drama, higher stakes and almost 20 million dollars in deals. Dragons’ Den made its debut on CBC Television in 2006, and has experienced year-over-year success. In 2009, it won the Gemini Award for Best Reality Program or Series. Dragons’ Den is a hit on air, and online, boasting an active and engaged online community. Dragons’ Den airs Wednesdays at 8 pm on CBC. Full episodes and exclusive behind-the-scenes content can be viewed at


Jason Abbott, VP, Sales + Marketing
204/997.5542 / [email protected]  
Kyle Romaniuk, VP, Brand Development, Oi Furniture
204/990.6667 / [email protected]

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