Madison Liquidators

What Madison Liquidators does

Madison Liquidators is a privately held, U.S.-based e-commerce retailer of new and used office furniture, operating as Madison Liquidators, LLC from Middleton, Wisconsin. Founded in November 2015 by Kelly Niesen and Nick Niesen, the company sells a broad catalog spanning desks (executive, sit-stand, L-shaped, home office, gaming), office chairs, cubicles and workstations, conference tables, storage solutions, seating, and office accessories, carrying product series such as Prado, Elevare, PL Laminate, Elements, and SpaceMax along with partner brands including Corp Design, Buzz Seating, Performance Furnishings, and FireKing. The platform combines a self-serve transactional website with two Wisconsin showrooms (Madison and Middleton) and phone/chat sales support, serving a nationwide customer base of commercial businesses, facilities and procurement professionals, and home office individuals.

The company's technology stack is a standard e-commerce storefront with search, filtering, and checkout, supplemented by content assets such as the Performance Furnishings Buyer's Guide, a Desk Advisor tool, and free floor plan design services. There is no disclosed proprietary AI, software platform, or integration ecosystem beyond standard payment processors (Visa, Mastercard, Discover, American Express, PayPal) and select financing options. Customer touchpoints include the website, blog, testimonials, and promotional campaigns including a $5,000 Dream Office Giveaway.

Revenue is generated almost entirely through one-time hardware sales at individually priced SKUs, with discounts of 20-60% off list prices reflecting the company's origins as a liquidation business. The go-to-market is primarily self-serve PLG e-commerce with inside sales support, and the customer mix spans SMB businesses, enterprise buyers, and individual home office consumers. No external funding, parent company, or acquisition activity is disclosed; the business appears to have grown organically over a ten-year operating history.

Name

Madison Liquidators

Legal name

Madison Liquidators, LLC.

Website

https://madisonliquidators.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Madison Liquidators is a privately held U.S. e-commerce retailer of new and used office furniture, including desks, chairs, tables, cubicles, and storage, serving businesses and home office professionals nationwide from Wisconsin-based showrooms and a self-serve online storefront.

Ownership category

akta.pro rank

Headquarters

HQ city

Middleton

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: One-time sales of office furniture including desks, chairs, storage solutions, cubicles, and accessories through e-commerce platform with direct shipping to customers nationwide.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Madison Liquidators is an online office furniture retailer selling new and used commercial and home office furniture, including desks, chairs, conference tables, cubicles, storage solutions, and office accessories through an e-commerce platform with nationwide shipping. The company operates two physical showroom locations in Madison and Middleton, Wisconsin, and acts as an authorized dealer for multiple brands such as Corp Design, Buzz Seating, Performance Furnishings, and FireKing, offering discounts of 20-60% off list prices.

Product overview

Madison Liquidators is an online office furniture retailer offering a comprehensive portfolio of commercial and home office furniture through its e-commerce platform. The product offering spans multiple categories including desks (executive, sit-stand, L-shaped, reception, home office), conference tables, office chairs (ergonomic, executive, gaming), cubicles and workstations, storage solutions (file cabinets, shelving, storage walls), seating (cafe, reception, waiting room), and general tables. Key product series include the Prado Series for flexible workspaces, Elevare height-adjustable desks, PL Laminate, Elements, and SpaceMax series. The company serves as an authorized dealer for multiple brands including Corp Design, Buzz Seating, Performance Furnishings, FireKing, Gen2, and others. Showrooms are located in Madison and Middleton, Wisconsin, and the company provides services including space planning assistance, floor plans, and freight delivery.

Differentiator

Problem solved

Functional benefit

Products and services

• Prado Series
• Elevare Series
• Desks
• Conference Tables
• Office Chairs
• Cubicles
• Storage Solutions
• Seating
• Tables
• Office Accessories
• Fireproof File Cabinets
• Buzz Seating Products

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Buzz SeatingcoreChannel Partner/ Reseller/ Distributor · 28 October 2025Madison Liquidators became Buzz Seating's first online dealership, providing access to Buzz Seating's ergonomic seating solutions through its e-commerce platform. This partnership allows Madison Liquidators to offer a broader range of ergonomic seating options to its customers. The announcement clarifies that Madison Liquidators is not the exclusive U.S. distributor of Buzz Seating.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Staples: Large office products retailer with national footprint and significant office furniture category. Comparable in serving SMB office furniture demand through e-commerce and retail, though Staples is more diversified across supplies, technology, and services.
• IKEA: Global furniture retailer with significant home office and small business furniture category. Comparable in offering affordable, design-forward furniture with nationwide presence, though IKEA's scale and self-assembly model differ.
• Office Depot: Major office products retailer offering office furniture alongside supplies, technology, and print services through both retail stores and e-commerce. Comparable in serving SMB office furniture buyers with a multi-channel model, though with much broader category scope.
• Amazon Business: B2B-focused arm of Amazon offering office furniture alongside broad procurement categories. Comparable as an e-commerce platform serving business office furniture buyers, with massive scale advantages in assortment and logistics.
• Global Industrial: Large multi-category industrial and commercial equipment distributor with a substantial office furniture offering. Comparable in serving business customers with broad assortment through catalog and e-commerce, though with a broader industrial scope.

Direct peers

• National Business Furniture: Online-focused office furniture retailer offering desks, chairs, conference tables, and storage to businesses nationwide. Closely comparable in product mix, customer segments (SMB and enterprise), and online-first distribution model.
• Wayfair: Large online retailer of furniture and home goods, including a substantial office furniture category. Directly comparable as an e-commerce-first furniture marketplace serving both consumer and business customers with broad assortment and nationwide shipping.
• Crandall Office Furniture: Online office furniture retailer specializing in discounted and value-priced commercial office furniture with nationwide shipping. Directly comparable in value-based positioning, e-commerce focus, and SMB/customer base.
• The HON Company: Office furniture manufacturer and dealer network offering desks, chairs, storage, and workstations through authorized dealers. Comparable as a supplier of commercial office furniture brands carried by Madison Liquidators, and competes at the dealer channel level.
• BTOD.com (Breaking The Office Door): Online retailer specializing in new and refurbished office furniture with nationwide shipping. Comparable as an e-commerce office furniture specialist serving SMB and home office segments with curated assortment and content-driven marketing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/MadLiquidators
• Facebookfacebook.com/MadisonLiquidators
• LinkedInlinkedin.com/company/madison-liquidators

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Madison Liquidators