Business Furniture

What Business Furniture does

Business Furniture + Co is a privately held, third-generation commercial furniture dealership and workplace design firm founded in 1922 and headquartered in Indianapolis, with showrooms in Dayton (OH), Noblesville (IN), and Fishers (IN). The company sells and specifies commercial furniture from a flagship Steelcase partnership alongside secondary brands (Moooi, Bolia, FLOS, Viccarbe, Blu Dot, Orangebox) for corporate, K-12 education, higher education, healthcare, and senior living clients primarily across Indiana and Ohio. Its Choreo division (founded 2008) layers change management, workplace strategy, and move coordination consulting on top of furniture procurement, and the firm maintains three signature immersive assets: A Learning MINDSET (opened September 2023), A Healing MINDSET (opened April 2024), and a Hybrid Research showroom (opened January 2023). The go-to-market is consultative enterprise field sales with account executives supported by showroom-based selling, custom project pricing, multi-year contract cadence, and a content marketing ecosystem that includes the More Than a Chair podcast, Spill the Design Tea video series, and a blog.

Ownership is concentrated among co-owners Mary Beth Oakes (CEO, since 1992) and Suzanne Bentley (President), with Richard Oakes serving as Chairman Emeritus; the Bentley family acquired the company in 1987 and no external institutional capital is evident. The firm does not operate as a technology company: it has no AI/ML products, no proprietary software platform, no API, and its technology integrations are delivered via partner Ultimate Technologies Group. The business model is fundamentally project-based: revenue is generated through one-time furniture sales/specification engagements and professional services engagements through Choreo, with no recurring subscription or SaaS revenue stream identified.

Name

Business Furniture

Legal name

Business Furniture + Co

Website

https://businessfurniture.net

Company type

Private

Founded year

1922

Operating status

Operating

Headcount range

101–250 employees

Short description

Business Furniture + Co is a third-generation commercial furniture dealer and workplace design firm founded in 1922, serving corporate, education, healthcare, and senior living clients across Indiana and Ohio through Steelcase-powered furniture specification, Choreo change management consulting, and immersive showroom experiences.

Ownership category

akta.pro rank

Product category

Commercial Furniture & Workplace Design

NAICS

Furniture and Home Furnishings Retailers (4491)

SIC

Retail-Furniture Stores (5712), Wholesale-Furniture & Home Furnishings (5020)

akta.pro primary industry

Office Furniture & Workspace Accessories Retail (CRALABAE)

Keywords

• Commercial furniture
• Workplace design services
• Office furniture solutions
• Change management consulting
• Healthcare furniture

Headquarters

HQ city

Indianapolis

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Furniture Sales and Specification: The company sells and specifies commercial furniture solutions including workstations, seating, collaborative spaces, and specialty furniture. Revenue is generated through project-based furniture procurement for corporate, education, and healthcare clients.
2. Design and Consulting Services (Choreo): Change management, workplace strategy, and move management consulting services delivered through the Choreo division, helping organizations navigate workplace transitions.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Business Furniture + Co designs workplaces and supplies commercial furniture for organizations across Indiana and Ohio. The company sells and specifies furniture from Steelcase and partner brands (Moooi, Bolia, FLOS, Viccarbe, Blu Dot, Orangebox) for corporate, K-12, higher education, healthcare, and senior living environments. Offerings are delivered through direct sales, showroom experiences, space planning, and change management consulting via the Choreo division.

Product overview

Business Furniture + Co is a workplace design and furniture solutions company offering a comprehensive portfolio of services centered on creating innovative workplace environments. The core offering includes workspace design consulting and furniture procurement/install services, complemented by specialized service offerings: Choreo (change management and workplace strategy consulting), the Spill the Design Tea video series, and the More Than a Chair podcast. The company serves multiple market segments including corporate workspaces, K-12 education, higher education, healthcare, and senior living. They distribute and install furniture products from partner brands including Steelcase, Moooi, Bolia, FLOS, Viccarbe, Blu Dot, and Orangebox. Notable immersive showrooms include A Learning MINDSET (education) and A Healing MINDSET (healthcare). The company operates showrooms in Dayton, OH and Noblesville, IN, serving clients throughout Indiana and Ohio.

Differentiator

Problem solved

Functional benefit

Brands

• Choreo: Change management and workplace strategy division focused on helping organizations transform their spaces and culture through data-driven, people-first approach
• Business Furniture + EDU
• A Healing MINDSET
• A Learning MINDSET
• More Than a Chair Podcast

Products and services

• Workspace Design Services Comprehensive workplace design services including space planning, furniture selection and procurement, installation, and ongoing support for corporate offices, regional offices, and manufacturing facilities.

Quantifiable outcome

• Organizations report increased employee desire to return to office after space redesign (Elements Financial case)
• +2 more outcomes

Named customers14 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

13 partnerships are on record, tiered core, minor and flagship.

• Ultimate Technologies GroupcoreTechnology or Integration · 10 August 2023Hybrid technology partnership creating state-of-the-art showroom demonstrating seamless integration of technology and physical spaces. Showroom features smart collaboration spaces, video conferencing, interactive displays, and wireless connectivity solutions.
• Kort BuildersminorImplementation/ SI/ Consulting Partner · 31 January 2023Construction partner for the company's most extensive renovation project in nearly a decade—the first working showroom centered around hybrid research in Indiana.
• DELV DesignminorImplementation/ SI/ Consulting Partner · 31 January 2023Design partner for the hybrid showroom renovation project, collaborating on the company's first workspace in Indiana devoted to hybrid work research.
• SteelcaseflagshipStrategic or Co-development PartnerPrimary furniture partner providing core product lines including Answer workstations, AMQ seating, Series 2, Currency, Campfire Big Lounge, and Steelcase Health products. Steelcase partnership powers the company's immersive MINDSET showrooms and represents the largest portion of their furniture offerings.
• MoooiminorChannel Partner/ Reseller/ DistributorDutch design brand partnership offering carpets, lighting, and furniture with unique antique-meets-modern character. Products available through Steelcase partnership.
• BoliaminorChannel Partner/ Reseller/ DistributorAward-winning Danish design company with focus on Nordic design traditions and sustainable materials. Distributes through online store and 50 retail locations in Europe.
• FLOSminorChannel Partner/ Reseller/ DistributorGlobal leader in lighting design founded in Italy in 1962. Select FLOS products available through Steelcase partnership in U.S. and Canada.
• ViccarbeminorChannel Partner/ Reseller/ DistributorValencia, Spain-based furniture company offering award-winning portfolio distinguished by simplicity, innovative elegance, and global awareness.
• Blu DotminorChannel Partner/ Reseller/ DistributorMinneapolis-based designer and maker of modern furnishings spanning home and office categories. Full product portfolio available through Steelcase partnership in U.S. and Canada.
• OrangeboxminorChannel Partner/ Reseller/ DistributorDesigner and manufacturer of furniture for the changing workplace with focus on Smartworking solutions—furniture fostering collaboration while providing privacy and commercial-grade performance.
• Nook PodsminorChannel Partner/ Reseller/ DistributorPartnership for innovative pod structures in educational settings offering students sanctuaries for focus, collaboration, and relaxation. Featured at A Learning MINDSET education studio.
• RATIO DesignminorStrategic or Co-development PartnerArchitecture firm partner for DePauw University Roy O. West Library renovation project, a 92,602 sq ft four-floor transformation.
• Lancer + BeebeminorStrategic or Co-development PartnerArchitecture and design firm partner for Walnut Grove Elementary School project, collaborating on the 110,000 square foot inclusive school design.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Tangram Interiors: Commercial interiors dealer and workplace strategy firm serving corporate, education, and healthcare clients across the western US. Directly comparable to Business Furniture as a multi-vertical, project-based dealership offering furniture specification plus change-management services.
• Workplace Resource: Atlanta-based commercial office furniture dealer and workplace consultancy. Closely mirrors BF+C's model: Steelcase dealership, design-plus-change-management services, multi-vertical (corporate, healthcare, higher ed), and showroom-led enterprise sales.
• CORT: National provider of commercial and residential furniture rental, furniture solutions, and workspace services. Comparable to BF+C in the commercial furniture solutions space, particularly for corporate relocations and transition furniture needs.

Broad incumbents

• Steelcase: Global office furniture manufacturer and BF+C's flagship strategic partner. Comparable as the upstream OEM whose product mix BF+C distributes; a key channel relationship and potential competitive overlap on large enterprise accounts.
• MillerKnoll: Herman Miller + Knoll + Design Within Reach holding company, the largest US office furniture manufacturer. Competes with BF+C at the product/specification level on enterprise projects and influences the competitive dealer landscape.
• Haworth: Privately held global office furniture manufacturer with deep commercial and education portfolios. Competes with BF+C on enterprise, education, and healthcare projects through its own dealer network and direct accounts.
• KI (Krueger International): US-based furniture manufacturer with strong education, healthcare, and government portfolios. Competes with BF+C particularly in K-12, higher education, and healthcare verticals where both serve institutional buyers.
• Kimball International: Office and hospitality furniture manufacturer serving commercial, education, and healthcare markets through dealer and direct channels. Comparable in vertical mix and enterprise project type to BF+C.
• Allsteel: Office furniture manufacturer (HNI Corporation subsidiary) offering desks, seating, and systems furniture to commercial clients. Competes with BF+C on corporate office furniture specification through competing dealers.
• National Office Furniture: Indiana-based office furniture manufacturer (also part of HNI Corporation), with deep K-12 and higher education market share. Geographic and vertical overlap with BF+C, especially for the Indianapolis-based education market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/businessfurnitureco
• Xx.com/Busfurn
• Facebookfacebook.com/businessfurniturellc
• LinkedInlinkedin.com/company/business-furniture-llc

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Business Furniture