BoxU’s story begins not with a business plan, but with two very imperfect flat-share attempts—and a moment of true frustration.

When Rex first stepped into his London studio, it was a vision of minimalism… a little too minimal. No kettle meant no tea. No pans meant no cooking. Each evening, Rex found himself fending off growling hunger and scrolling through confusing appliance guides online. He wondered: “Must settling in always feel like a scavenger hunt?”

Across the continent in Delft, Owen faced his own “survival Olympics.” His bare apartment echoed every sigh as he tried to boil water on a borrowed hot plate and fashion plates from pizza boxes. Every misstep—forgetting an adapter, burning microwave meals—added to the low-grade panic of “What if I can’t get this right?”

Their paths crossed at a late-night student gathering in Shoreditch. Over half-drunk coffees, Rex and Owen swapped war stories—Rex’s quest for a simple mug, Owen’s botched IKEA run. Inspired, they sketched out a promise on a napkin: “One box. Everything you need.” Yet when they tried their first prototype—two pots, a towel, a comforter—they hit a wall. Delivery hiccups, missing parts, angry messages. For days, they argued over logistics, pricing, even the box design.

Then came the breakthrough: they invited five friends to test a refined “Starter Bundle” with hand-picked brands, clear instructions, and a guaranteed drop-off two days before move-in. The response was electric: tears of relief, delighted unboxing videos, messages of “This feels like home.” In that moment, the tension of trial and error gave way to a shared conviction.

Now, Rex’s meticulous care for every contract and compliance detail merges seamlessly with Owen’s elegant automation of warehouses and couriers. Together, they’ve transformed two rocky beginnings into BoxU: a single, beautifully curated box that turns the anxiety of arrival into the joy of coming home.

“From now on, BoxU is more than just a brand—it’s a warm companion that transcends borders."

— Rex & Owen