Aaron's

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.

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

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

• Rent-to-own furniture
• Lease-purchase solutions
• Consumer electronics leasing
• Home appliance financing
• Virtual lease-to-own

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Supply Chain, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. 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.
2. 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.
3. BrandsMart U.S.A. Specialty retailing of appliances and electronics through BrandsMart U.S.A. stores, acquired by Aaron's in April 2022.
4. HELPcard Credit Products: Dent-A-Med, Inc., d/b/a the HELPcard, provides second-look credit products originated through federally insured banks.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core 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

Named customers4 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• Front Row MotorsportscoreGTM or Marketing Partner · 18 November 2025Aaron'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 AmericacoreStrategic or Co-development Partner · 1 January 2015Aaron'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 CharitiescoreStrategic or Co-development PartnerAaron'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 CrossminorStrategic or Co-development PartnerAaron'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 FoundationminorStrategic or Co-development PartnerAaron'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)coreStrategic or Co-development PartnerAaron'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

Direct 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

• Xx.com/AaronsCo
• YouTubeyoutube.com/user/aaronsinc
• Facebookfacebook.com/aaronsinc
• LinkedInlinkedin.com/company/aaron-rents-inc.
• Instagraminstagram.com/aarons
• Pinterestpinterest.com/aaronsinc

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries3 records

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A3 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Aaron's