The Brick

What The Brick does

The Brick is a Canadian retailer of furniture, mattresses, appliances, and home electronics, operating over 200 company-owned and franchise retail locations across Canada from Victoria to St. John's, complemented by an e-commerce storefront at thebrick.com. Founded in 1971 in downtown Edmonton, Alberta, the company sells a broad assortment across living room, bedroom, dining room, office, outdoor, and home decor categories, alongside major appliances (refrigerators, ranges, dishwashers, washers, dryers) from brands such as Whirlpool, KitchenAid, Samsung, LG, and Bosch, and consumer electronics. Its product portfolio includes proprietary and licensed sub-brands such as SOFA LAB (custom sofa builder), Kort & Co., Scott Living, Cindy Crawford Home, BELDIVO, and the Shaquille O'Neal Shaq-O-Pedic collection.

The Brick monetizes through one-time retail and e-commerce purchases, in-store franchise royalties (e.g., Nova Scotia South Shore locations, Gow's Home Hardware in-store franchises), brand licensing for celebrity collections, and FlexitiCard financing services offering 0% interest installment plans on furniture and mattress purchases. Go-to-market blends direct-to-consumer retail with channel partnerships via franchise operators and an event-driven marketing cadence anchored by celebrity brand ambassadors (Shaquille O'Neal, Alphonso Davies) tied to major Canadian cultural moments such as the FIFA World Cup. Pricing is promotional and tiered, ranging from budget seating (~$59) to premium mattresses (~$2,899), supported by regular flyer discounts and "Buy More Save More" appliance bundles.

The Brick is a wholly owned subsidiary of Leon's Furniture Limited (TSX: LNF), the publicly traded parent and Canada's largest furniture, appliance, and electronics retailer operating 299 stores in aggregate. The Brick has no proprietary technology platform and does not disclose AI capabilities, operating as a traditional physical-and-digital retailer whose competitive position rests on national store density, brand heritage, captive financing, and celebrity-led marketing.

Name

The Brick

Legal name

The Brick Warehouse LP

Website

https://thebrick.com

Company type

Private

Founded year

1971

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

The Brick is a Canadian retailer of furniture, mattresses, appliances, and home electronics operating 200+ retail stores across Canada and thebrick.com, serving Canadian households as a wholly owned subsidiary of Leon's Furniture Limited (TSX: LNF).

Ownership category

akta.pro rank

Product category

Furniture Retail

NAICS

Furniture, Home Furnishings, Electronics, and Appliance Retailers (449), Furniture Retailers (449110), Furniture Retailers (44911), Furniture and Home Furnishings Retailers (4491)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700), Retail-Furniture Stores (5712)

akta.pro primary industry

Home & Kitchen Value Variety Stores (Small Housewares & Décor) (CRAEAGAH)

Keywords

• Furniture retail
• Mattress sales
• Home appliances
• Consumer electronics
• Home furnishings

Headquarters

HQ city

Edmonton

HQ country

Canada

HQ region

North America

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Store Sales: Primary revenue from selling furniture, mattresses, appliances, and electronics through company-owned and franchise retail locations across Canada.
2. E-commerce Sales: Online sales through thebrick.com for furniture, appliances, electronics, and accessories delivered to customers across Canada.
3. Franchise Royalties: Revenue from franchise partnerships where local operators operate The Brick locations under franchise agreements, including Nova Scotia South Shore locations and Gow's Home Hardware partnership.
4. Brand Licensing - Shaq-O-Pedic: Revenue from the Shaquille O'Neal Shaq-O-Pedic furniture collection, combining celebrity brand with The Brick's retail distribution.
5. Financing Services: Revenue from FlexitiCard financing program offering 0% interest installment payments for furniture and mattress purchases.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

The Brick is a Canadian retailer that sells furniture (living room, bedroom, dining room, office, outdoor), mattresses, major home appliances, consumer electronics, and home decor through 200+ company-owned and franchise retail stores nationwide and thebrick.com e-commerce. It also offers proprietary sub-brands (SOFA LAB, Kort & Co., Scott Living, Cindy Crawford Home, BELDIVO), celebrity collections (Shaq-O-Pedic), and FlexitiCard 0% interest installment financing attached to purchases.

Product overview

The Brick operates as a Canadian furniture, mattress, appliance, and electronics retailer offering products through both physical retail stores (200+ locations) and e-commerce platform. The core product portfolio spans living room furniture, mattresses, bedroom furniture, dining room furniture, appliances, electronics, office furniture, home decor, and outdoor living products. The company sells proprietary sub-brands including SOFA LAB (custom sofa builder), Kort & Co., Scott Living, Cindy Crawford Home, and BELDIVO, while also featuring licensed collections such as the Shaq-O-Pedic Collection by Shaquille O'Neal. Additional services include FlexitiCard financing and installation services. The Brick operates as a wholly owned subsidiary of Leon's Furniture Limited (TSX: LNF).

Differentiator

Problem solved

Functional benefit

Brands

• BELDIVO: Sub-brand of furniture offerings
• Cindy Crawford Home
• Kort & Co.
• Scott Living
• SOFA LAB
• Shaquille O'Neal Home
• FlexitiCard

Products and services

• Living Room Furniture Complete range of living room seating and furniture including sofas, sectionals, loveseats, recliners, accent chairs, and modular seating options for Canadian consumers furnishing their homes.
• Mattresses Mattress collection featuring major brands including Sealy, Serta, Simmons Beautyrest, Stearns & Foster, Tempur-Pedic, and Springwall, available in sizes from Twin to King.
• Bedroom Furniture Bedroom furnishings including beds, dressers, nightstands, headboards, armoires, and bedroom sets in modern to traditional styles.
• Dining Room Furniture Dining furniture collections including dining tables, chairs, bar stools, dining sets, buffets, and servers for everyday and formal dining spaces.
• Appliances Major kitchen and laundry appliances including refrigerators, ranges, dishwashers, washers, dryers, and small appliances from brands such as Whirlpool, KitchenAid, Samsung, LG, and Bosch.
• Electronics Consumer electronics including televisions, home audio systems, soundbars, gaming products, and portable/wearable devices.
• Office Furniture Home office furniture including desks, office chairs, bookcases, filing cabinets, and gaming desks for home office and workspace needs.
• Home Decor Decorative accessories including lighting, rugs, wall art, decorative pillows, mirrors, plants, and home accents.
• Outdoor Furniture Outdoor living products including patio furniture, outdoor dining, BBQs, outdoor heating, and outdoor electronics.
• SOFA LAB Custom Sofa Builder Custom sofa configuration tool allowing customers to design personalized sofas with preferred dimensions, fabrics, and configurations.
• Shaq-O-Pedic Collection Furniture collection in collaboration with Shaquille O'Neal featuring four seating designs: modular power reclining sectional, immersive entertainment sectional, premium leather reclining sofa, and massage recliner.
• FlexitiCard Financing Buy now, pay later financing option offering 0% interest promotional financing with flexible payment plans for furniture and mattress purchases.
• Kort & Co. Owned furniture brand offering contemporary living room and outdoor patio furniture designs.
• Scott Living Exclusive furniture brand featuring transitional and modern designs for living room and bedroom.
• Cindy Crawford Home Furniture collection designed in partnership with Cindy Crawford featuring classic and elegant home furnishings.
• BELDIVO Exclusive bedding and mattress brand offering quality sleep products.

Named customers3 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

Five partnerships are on record, tiered minor, core and strategic.

• Kortney WilsonminorGTM or Marketing Partner · 18 June 2026Celebrity designer featured at The Brick Kelowna grand re-opening celebration with exclusive deals and special appearance.
• Alphonso DaviescoreGTM or Marketing Partner · 17 June 2026Canadian soccer star Alphonso Davies, captain of Canada's Men's National Team, as brand ambassador. Partnership coincides with Canada's hosting of the FIFA World Cup, positioning Davies as the face of The Brick's marketing campaigns. Includes fan meet & greet event at Park Royal location.
• Amanda Fancy and Wilson GroupstrategicChannel Partner/ Reseller/ Distributor · 25 May 2026Franchise partnerships with local operators Amanda Fancy and the Wilson Group for three new Nova Scotia South Shore locations in Bridgewater, Liverpool, and Barrington Passage, opened May 28, 2026. Franchise owners emphasize community-focused service and expanded product offerings.
• Shaquille O'NealcoreGTM or Marketing Partner · 20 May 2026Shaq-O-Pedic furniture collection launch featuring four seating designs: modular power reclining sectional, immersive entertainment sectional, premium leather reclining sofa, and massage recliner. Collection available in-store and online across Canada beginning May 22, 2026. Combines O'Neal's larger-than-life brand with The Brick's focus on comfort, quality, and value.
• Gow's Home HardwarestrategicChannel Partner/ Reseller/ Distributor · 23 February 2026The Brick opens as a franchise inside Gow's Home Hardware location in Bridgewater, Nova Scotia, scheduled for spring 2026. Combines The Brick's national buying power with Gow's local community presence while preserving Gow's existing employees and operations. Strategic move to keep Gow's competitive and future-focused.

Scale indicators6 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Leon's Furniture Limited: Parent company and direct sibling banner; operates 299 furniture, appliance, and electronics stores across Canada under the Leon's, The Brick, and United Furniture with Exhausted Parents banners — same product categories, same channels, same customer base.
• Sleep Country Canada: Canada's leading specialty mattress and sleep-products retailer with national store footprint and e-commerce; competes head-to-head with The Brick in mattresses, bedding, and adjustable bases.
• IKEA Canada: Global furniture and home furnishings retailer with large-format Canadian stores; competes directly with The Brick across living room, bedroom, dining, and storage categories at value-oriented price points.
• Best Buy Canada: Canada's largest consumer electronics and major-appliance specialty retailer; overlaps with The Brick's appliance and electronics assortment and serves the same big-ticket Canadian household buyer.
• EQ3: Canadian contemporary furniture retailer with owned manufacturing and showroom-plus-online model; competes with The Brick in mid-priced modern living room, bedroom, and dining categories.
• Wayfair: Largest online-only furniture and home goods retailer in North America; competes directly with thebrick.com across furniture categories and is the principal digital share-taker for the brick-and-mortar furniture channel.

Broad incumbents

• The Bay (Hudson's Bay Company): Iconic Canadian department store carrying furniture, mattresses, and home goods as part of a broader retail assortment; competes for cross-category household spend and offers similar financing through Hudson's Bay Credit.
• Costco Canada: Membership-based warehouse club selling furniture, mattresses, and major appliances at value prices alongside general merchandise; competes with The Brick on price and big-ticket bundles within the same Canadian consumer base.
• Amazon.ca: Dominant online marketplace carrying furniture, mattresses, appliances, and electronics; competes with The Brick on selection, price, and delivery speed across all major categories and is reshaping category discovery.

Emerging players

• Article: Direct-to-consumer online furniture retailer with vertically integrated supply chain; an emerging share-taker in mid-priced sofas, dining, and bedroom categories where The Brick's showroom model is most exposed.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/thebrick
• LinkedInlinkedin.com/company/the-brick

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 The Brick