Aaron's
Aaron's is a 70-year-old Atlanta-based rent-to-own provider serving non-prime consumers across 1,719+ retail stores, e-commerce, Progressive Leasing's 27,000-location virtual network, and BrandsMart specialty retail, with a pending merger to form a $4B pro forma combined entity.
- Company typePrivate
- Founded1955
- HeadquartersAtlanta, United States
- Headcount5,001–10,000
- GTM typeB2C
- OfferingServices
What Aaron's does
Aaron's, founded in 1955 and headquartered in Atlanta, Georgia, is a leading omnichannel provider of lease-purchase solutions serving consumers without credit or with limited credit history. The company operates 1,719+ company-operated and franchised retail stores across 47 U.S. states and Canada, complemented by an e-commerce platform (aarons.com), the Progressive Leasing virtual lease-to-own network embedded in approximately 27,000 retail partner locations across 46 states, the BrandsMart U.S.A. specialty appliance and electronics retail chain acquired in April 2022, and the HELPcard (Dent-A-Med, Inc.) second-look credit product. Customers lease furniture, consumer electronics, and household appliances through weekly, bi-weekly, or monthly payment schedules typically spanning 12-24 months, with no credit check required for approval and free delivery, setup, and service included.
The underlying technology stack centers on a rent-to-own lease management and customer approval platform that underwrites and services lease-purchase agreements, including a "Discover Your Leasing Power" instant-approval application flow. Aaron's revenue is generated primarily through recurring lease payments, supplemented by same-as-cash early-purchase payouts, virtual lease-to-own commissions from Progressive Leasing's retail partners, direct retail sales through BrandsMart U.S.A., and transaction-fee economics on HELPcard credit products originated through federally insured banks. Pricing varies by product category and lease term, and the company offers a Low Price Guarantee alongside a Lifetime Reinstatement benefit that allows customers to restart leases on same or similar merchandise. In October 2024, IQVentures Holdings acquired The Aaron's Company in a take-private transaction at $10.10 per share supported by a $120 million revolving credit facility; in December 2025, Aaron's announced a pending all-stock merger with Katapult Holdings and CCF Holdings, expected to close in Q3 2026 and create a combined entity with approximately $4 billion in pro forma LTM revenue serving 7 million+ recently active customers.
Aaron's firmographics
Firmographics- Name
- Aaron's
- Legal name
- Aaron's, LLC
- Website
- https://aarons.com
- Company type
- Private
- Founded year
- 1955
- Operating status
- Acquired
- Headcount range
- 5,001–10,000 employees
- Short description
- Aaron's is a 70-year-old Atlanta-based rent-to-own provider serving non-prime consumers across 1,719+ retail stores, e-commerce, Progressive Leasing's 27,000-location virtual network, and BrandsMart specialty retail, with a pending merger to form a $4B pro forma combined entity.
- Ownership category
- akta.pro rank
Aaron's industry classification
Industry- Product category
- Rent-to-Own Retail
- NAICS
- Consumer Goods Rental (5322), Consumer Electronics and Appliances Rental (53221), Office Machinery and Equipment Rental and Leasing (53242)
- SIC
- Retail-Furniture Stores (5712), Retail-Radio, Tv & Consumer Electronics Stores (5731), Services-Computer Rental & Leasing (7377)
- akta.pro primary industry
- Rent-to-Own (RTO) Consumer Leasing (FSAKANAE)
- akta.pro secondary industries
- Rent-to-Own Home Furnishings (Store-Based) (CRAIAOAE), Electronics & TV Rental (Home Entertainment) (CRAIAOAD), Consumer Electronics & Mobile Device Leasing (FSAKANAB)
Keywords
Where Aaron's is headquartered
LocationHeadquarters
- HQ city
- Atlanta
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Aaron's business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Supply Chain, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Rent-to-Own Lease Payments: Aaron's generates revenue through lease-purchase agreements where customers make weekly, bi-weekly, or monthly payments until they own the merchandise or exercise early purchase options. The company also offers same-as-cash payout options for customers who want to own items faster.
- Progressive Leasing: Virtual lease-to-own company providing lease-purchase solutions through approximately 27,000 retail locations in 46 states, as part of the Aaron's Company portfolio.
- BrandsMart U.S.A. Specialty retailing of appliances and electronics through BrandsMart U.S.A. stores, acquired by Aaron's in April 2022.
- HELPcard Credit Products: Dent-A-Med, Inc., d/b/a the HELPcard, provides second-look credit products originated through federally insured banks.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Rent-to-own with flexible payment terms |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Aaron's product offering
Product offeringCore offering
Aaron's offers lease-to-own and retail sales of consumer electronics, computers, residential furniture, and household appliances. Through company-operated and franchised stores, the Aarons.com e-commerce platform, and Progressive Leasing's virtual lease-to-own network at approximately 27,000 retail locations, the company provides flexible weekly, bi-weekly, or monthly payment plans with no credit check requirements, free delivery, setup, and included service and repair during the lease term.
Differentiator
Problem solved
Functional benefit
Brands
- Progressive Leasing: Virtual lease-to-own company providing lease-purchase solutions through approximately 27,000 retail locations in 46 states.
- BrandsMart U.S.A.
- HELPcard
- Aaron's Gives
- GenNext Stores
Products and services
- Aaron's Lease-to-Own Furniture Lease-to-own residential furniture including living room sets, sectionals, sofas and loveseats, recliners, sofa beds, bedroom sets, beds, mattresses, dining room sets, kitchen carts and islands, home office desks and chairs, gaming chairs, and home decor, offered with no credit check and free delivery, setup, and included service and repair during the lease term.
- Aaron's Lease-to-Own Electronics Lease-to-own consumer electronics including TVs and projectors, gaming consoles (PlayStation, Xbox, Nintendo Switch), gaming PCs, laptops, desktops, tablets, monitors, home theater and audio equipment, cameras, AR/VR headsets, and arcade machines, available without a credit check.
- Aaron's Lease-to-Own Appliances Lease-to-own household appliances including washers and dryers, refrigerators, freezers, ranges, air conditioners, dishwashers, and small home and kitchen appliances, available without a credit check.
- Progressive Leasing Virtual Lease-to-Own Virtual lease-to-own service providing lease-purchase solutions for merchandise at approximately 27,000 third-party retail partner locations across 46 U.S. states, targeting non-prime consumers who lack access to traditional credit.
- BrandsMart U.S.A. Retail Specialty retailing of appliances and electronics through BrandsMart U.S.A. physical stores, acquired by Aaron's in April 2022 as a separate brand within the Aaron's portfolio.
- HELPcard Second-Look Credit Products Dent-A-Med, Inc., d/b/a the HELPcard, provides second-look credit products originated through federally insured banks to consumers who need additional financing options beyond traditional credit.
Quantifiable outcome
- Over $10 million donated to Boys & Girls Club of America since 2015
- +2 more outcomes
Companies that use Aaron's
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles1 record
Aaron's technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Aaron's partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Front Row MotorsportscoreAaron's extended its NASCAR sponsorship partnership with Front Row Motorsports for 2026-2027 seasons. The multi-race agreement includes supporting driver Zane Smith and participating in multiple races across both seasons, starting at Atlanta Motor Speedway in 2026. The partnership provides brand visibility through car branding, pit crew uniforms, and VIP customer experiences at races.
- Boys & Girls Clubs of AmericacoreAaron's has donated $10 million to the Boys & Girls Club of America since 2015. Through this partnership, they have delivered 50+ Teen Center refreshes and support youth leadership development programs, staff training, and Keystone Program initiatives. The partnership focuses on improving life prospects of underserved youth through safe spaces and development opportunities.
- Warrick Dunn CharitiescoreAaron's partners with Warrick Dunn Charities' 'Homes for the Holidays' program, which assists single parents in becoming first-time homeowners. Aaron's provides fully furnished homes by donating furniture, electronics, and appliances. The program has rewarded 252 single parents with homeownership. Aaron's began contributing home furnishings to this program in 2003.
- American Red CrossminorAaron's partners with the American Red Cross to help prevent and alleviate human suffering in emergencies and natural disasters. Most recently made a charitable donation to help victims of Hurricane Ida.
- Kurt Warner First Things First FoundationminorAaron's contributes home furnishings to the Kurt Warner First Things First Foundation's 'Homes for the Holidays' program in St. Louis, helping single-parent families achieve homeownership.
- Habitat for Humanity (Various Affiliates)coreAaron's partners with Habitat for Humanity affiliates nationwide as part of the 'Homes for the Holidays' program. Habitat provides affordable, 0% interest mortgages to single parents building homes, while Aaron's furnishes the completed homes. Specific affiliates include Habitat for Humanity Sarasota, Gwinnett Habitat for Humanity, and Habitat for Humanity Saint Louis.
Scale indicators11 records
Recent moves8 records
Expansion highlights5 records
Aaron's competitors and assessment
Company assessmentDirect peers
- Upbound Group (formerly Rent-A-Center): Upbound Group is the closest direct peer to Aaron's, operating the largest US rent-to-own retail brand (Rent-A-Center) plus Acima Leasing (virtual lease-to-own) and the Mexico-based Rent-A-Center business. It directly competes with Aaron's in store-based RTO, virtual lease-to-own, and the non-prime consumer durable goods segment.
- Katapult Holdings: Katapult is a direct peer and announced merger partner of Aaron's, providing e-commerce and point-of-sale virtual lease-to-own solutions for non-prime consumers shopping at major omnichannel retailers. It directly overlaps with Aaron's Progressive Leasing in the virtual lease-to-own category.
- FlexShopper: FlexShopper is a smaller direct peer operating an online lease-to-own marketplace for furniture, electronics, and appliances to underbanked US consumers. It competes head-to-head with Progressive Leasing in the digital RTO segment and serves the same non-prime customer base as Aaron's.
- Snap Finance: Snap Finance is a direct peer providing lease-to-own and installment financing for non-prime consumers at furniture, mattress, automotive, and home improvement retailers. It directly competes with Aaron's Progressive Leasing in the virtual lease-to-own channel and is also part of the CCF Holdings family being merged with Aaron's.
- Acima Leasing: Acima is a direct peer in virtual lease-to-own for non-prime consumers, owned by Upbound Group. It is the closest direct competitor to Progressive Leasing in the point-of-sale virtual lease-to-own category, serving the same non-prime customer base at similar merchant categories as Aaron's.
Broad incumbents
- Affirm: Affirm is a broad incumbent BNPL platform increasingly accepted at major furniture, electronics, and appliance retailers that Aaron's serves. While its core product targets prime borrowers, Affirm is expanding into the subprime segment and competing with Aaron's for the same merchant partners and end customers.
- Klarna: Klarna is a broad incumbent BNPL provider expanding aggressively in the US electronics and home goods categories that Aaron's serves. Its Pay-in-Long and installment products compete with Aaron's lease-to-own value proposition at the merchant point of sale for non-prime consumers.
Others
- Best Buy: Best Buy is an adjacent electronics and appliance retailer whose consumer credit offerings (Best Buy card, BNPL partnerships) compete with Aaron's for the same electronics RTO customers. It is also a partner retailer for Progressive Leasing's virtual lease-to-own network, making it simultaneously a customer and indirect competitor.
- Wayfair: Wayfair is an adjacent home furnishings e-commerce retailer that has added BNPL and financing options targeting broader credit tiers, including non-prime shoppers. It competes indirectly with Aaron's home furnishings RTO offering while also serving as a partner for Progressive Leasing's merchant network.
Regional players
- Rooms To Go: Rooms To Go is a large US furniture retailer with strong Southeast US concentration that offers branded credit financing for furniture purchases. While not a lease-to-own operator, it competes with Aaron's in the affordable furniture segment and serves overlapping non-prime and credit-constrained consumers in the same geographic markets.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Aaron's social profiles
Digital presenceAaron's financial estimates
Financial estimateRevenue estimate
Valuation estimate
Aaron's leadership team
Management profileNumber of profiles
Profiles3 records
Aaron's subsidiaries and ownership
Company hierarchySubsidiaries3 records
Aaron's funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Aaron's M&A and investment
M&A and investmentM&A3 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Aaron's
What does Aaron's do?
Aaron's offers lease-to-own and retail sales of consumer electronics, computers, residential furniture, and household appliances. Through company-operated and franchised stores, the Aarons.com e-commerce platform, and Progressive Leasing's virtual lease-to-own network at approximately 27,000 retail locations, the company provides flexible weekly, bi-weekly, or monthly payment plans with no credit check requirements, free delivery, setup, and included service and repair during the lease term.
Is Aaron's a public or private company?
Aaron's is a private company. It is classified as private equity controlled and is currently acquired.
When was Aaron's founded?
Aaron's was founded in 1955. It employs 5,001 to 10,000 people.
Where is Aaron's based?
Aaron's is headquartered in Atlanta, United States, in the North America region.
How does Aaron's make money?
Four revenue lines are on record. Rent-to-Own Lease Payments are the primary driver. The others are progressive Leasing, brandsMart U.S.A and HELPcard Credit Products.
Who are Aaron's's main competitors?
Direct peers on record are Upbound Group (formerly Rent-A-Center), Katapult Holdings, FlexShopper, Snap Finance and Acima Leasing. Broad incumbents are Affirm and Klarna. Others are Best Buy and Wayfair. Rooms To Go is listed as a regional player.
Does Aaron's have an API?
No public API is recorded for Aaron's.
What industry is Aaron's in?
Aaron's's product category is Rent-to-Own Retail. Its primary akta.pro industry code is FSAKANAE, Rent-to-Own (RTO) Consumer Leasing, with a secondary code of CRAIAOAE, Rent-to-Own Home Furnishings (Store-Based). Its NAICS code is 5322 and its SIC code is 5712.