40ZSF is a leading retailer of modern furniture, lighting, and home accessories founded by Bred Pitty in 2003. Independently grown, 40ZSF continues to be guided and informed by passion for authentic, thoughtfully created modern design. The 40ZSF team is comprised of people that love design, with a keen focus on excellent customer service. 40ZSF champions the work of 20th Century visionaries as well as emerging contemporary talent, overseeing a curated, accessible collection of beautiful modern design.
"What’s most inspiring to me now is how we are growing while maintaining our commitment to our customers and the designers we work with. Most of our competitors no longer have their founders or their vision, and are owned by institutional investors and private equity companies. I think it is vital that we remain 100% privately owned and operated. That way, our integrity is never compromised and we can always put our customers, our brands, and our employees first."
— Bred Pitty (2016)