SONGMICS

Name

SONGMICS

Legal name

AMEZIEL Inc.

Website

https://www.songmics.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

501–1,000 employees

Short description

SONGMICS is an e-commerce company that manufactures and sells furniture, homewares, and pet products.

Ownership category

akta.pro rank

Product category

Home Furniture

NAICS

Furniture and Related Product Manufacturing (337), Nonupholstered Wood Household Furniture Manufacturing (337122), Showcase, Partition, Shelving, and Locker Manufacturing (337215)

SIC

Household Furniture (2510), Retail-Home Furniture, Furnishings & Equipment Stores (5700), Partitions, Shelvg, Lockers, & Office & Store Fixtures (2540)

akta.pro primary industry

Garage, Basement & Utility Storage Retail (Workbenches, Cabinets, Heavy-Duty Storage) (CRAIAJAH)

akta.pro secondary industries

Drawer, Cabinet & Pantry Organization Retail (Dividers, Inserts, Lazy Susans) (CRAIAJAD), Storage Accessories & Hardware Retail (Labels, Fasteners, Mounting Rails, Closet hardware) (CRAIAJAO), Flat-Pack & Modular Furniture Assembly (IKEA, Wayfair, etc.) (HSAGAHAA)

Keywords

• Home furniture
• Home organization
• Pet supplies
• Direct-to-consumer
• Furniture e-commerce

Headquarters

HQ city

Rancho Cucamonga

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Furniture and Home Furnishings Sales: SONGMICS HOME generates revenue through the direct sale of furniture and home organization products to consumers via its e-commerce platform. Products include storage solutions, bedroom furniture, living room furniture, bathroom essentials, kitchen and dining items, pet supplies, and sports/outdoor products. The company operates under multiple brands: SONGMICS (core functional furniture), VASAGLE (home accent furniture), and Feandrea (pet supplies).

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

SONGMICS HOME manufactures and sells affordable home furniture, storage and organization products, and pet supplies through its direct-to-consumer e-commerce storefront at songmics.com. The company operates three sub-brands — SONGMICS (functional home essentials), VASAGLE (home accent furniture), and Feandrea (pet supplies) — spanning bedroom, living room, kitchen, bathroom, office, outdoor, and pet categories. It recently launched a proprietary TOOLLESS furniture series with a patented snap-together assembly system that cuts assembly time from 42 to 10 minutes.

Product overview

SONGMICS HOME is a global online furnishings brand serving 20 million families across 70+ countries, established in 2010. The company operates a multi-brand portfolio consisting of the core SONGMICS brand (practical home essentials), VASAGLE (design-forward home accent furniture), and Feandrea (pet supplies). The product range spans furniture, home decor, office supplies, and pet products across 16+ categories including clothes storage, bathroom solutions, bedroom furniture, kitchen & dining, living room pieces, home office equipment, outdoor & garden items, and pet supplies. The portfolio includes branded collections like LIRY (farmhouse style), EKHO, MAXE, LILEA, KAILYN, MAEZO, and DAXTON. The company recently launched an innovative TOOLLESS furniture series featuring a proprietary snap-together assembly system that significantly reduces setup time. Products are sold primarily through the company's e-commerce platform with subscriber-exclusive discounts.

Differentiator

Problem solved

Functional benefit

Brands

• VASAGLE: Home accent furniture brand under SONGMICS HOME, featuring stylish storage solutions, nightstands, and home office furniture.
• Feandrea

Products and services

• SONGMICS (Core Brand) — Functional Home Furnishings Main home furnishings brand under SONGMICS HOME offering practical storage solutions, organization products, and everyday furniture items at accessible price points, targeted at urban apartment dwellers and home organization consumers.
• VASAGLE — Home Accent Furniture

Quantifiable outcome

• Assembly time reduced from 42 minutes to 10 minutes using TOOLLESS technology
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Six partnerships are on record, tiered core and minor.

• One Tree PlantedcoreStrategic or Co-development Partner · 28 February 2025Environmental partnership where One Tree Planted has helped SONGMICS HOME plant 18,000+ trees globally since 2023 as part of the company's S-HOME sustainable development initiative. Partnership supports corporate reforestation and sustainability commitments.
• Emmaüs DéfiminorStrategic or Co-development Partner · 28 February 2025French social enterprise partnership under the S-HOME Initiative, providing donations and support for social care programs in France.
• Rise Above FoundationminorStrategic or Co-development Partner · 28 February 2025US-based charitable partnership under the S-HOME Initiative supporting social care programs in the United States.
• Jugendrotkreuz (German Youth Red Cross)minorStrategic or Co-development Partner · 30 September 2024SONGMICS HOME supported the 25th anniversary celebration of Jugendrotkreuz in Klotten, Germany in September 2024 by contributing prizes for interactive activities promoting first aid knowledge and volunteerism among youth.
• Priceless Pets RescueminorStrategic or Co-development Partner · 30 September 2024Animal welfare organization partnership supporting pet rescue efforts through the S-HOME Initiative animal welfare pillar.
• La Société Protectrice des Animaux (SPA)minorStrategic or Co-development Partner · 30 September 2024French animal welfare organization partnership under the S-HOME Initiative supporting animal protection programs in France.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Wayfair: Largest pure-play DTC home furnishings retailer in the US, selling across furniture, storage, decor, and organization — overlapping most directly with SONGMICS's flat-pack furniture and closet/storage assortment.
• Burrow: DTC modular furniture brand emphasizing tool-light assembly, easy relocation, and direct-to-consumer model with mid-tier price points — closely comparable to SONGMICS's TOOLLESS value proposition.
• Article: DTC modern furniture brand selling mid-priced sofas, dining, and case goods direct to consumers with a curated, design-forward catalog — comparable in DTC mechanics and target customer (urban/renter).
• Overstock: Online home furnishings and furniture retailer with deep assortment in storage, bedroom, and living room — comparable DTC mechanics and mid-tier pricing against SONGMICS.

Broad incumbents

• IKEA: Global flat-pack furniture incumbent with similar value-tier positioning, easy-assembly product ethos, and urban dweller targeting — directly named by SONGMICS's GTM commentary as a competitive anchor.
• West Elm (Williams-Sonoma): Williams-Sonoma-owned design-forward home furnishings retailer with strong DTC and showroom presence; overlaps with VASAGLE's design-forward home accent positioning.
• Amazon (Home & Furniture): Mass-market marketplace capturing significant furniture and home organization search demand; competing on price, selection, and Prime delivery rather than brand, but a structural threat to SONGMICS's single-channel DTC model.
• Target (Threshold & Made By Design): Mass-market retailer with owned-brand furniture and home organization lines at comparable value-tier price points; competes for the same renter/urban-dweller demographic.
• Crate & Barrel / CB2: Multi-channel home furnishings retailer with both premium (Crate & Barrel) and design-forward urban (CB2) banners; overlaps with SONGMICS's bedroom, storage, and home office assortment at higher price points.

Emerging players

• Floyd: Smaller DTC furniture brand with strong modular design ethos and 'furniture that lasts a move' positioning — directly comparable to SONGMICS's renter/mover-friendly TOOLLESS value prop, though with narrower assortment.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UC-CqyxWJKeEQZMeJaa8AYRg/featured
• Facebookfacebook.com/songmicsus
• LinkedInlinkedin.com/company/ameziel-inc
• Instagraminstagram.com/songmicshome
• Pinterestpinterest.com/songmicsdirect
• TikToktiktok.com/@songmicshome
• Xx.com/Songmics_us

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 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 SONGMICS