Goodmans
Goodmans Interior Structures is a Phoenix-based, family-owned commercial furniture dealer and interior construction firm (founded 1931) serving corporate, healthcare, government, and education clients across Arizona and New Mexico through Herman Miller/MillerKnoll and DIRTT product lines.
- Company typePrivate
- Founded1931
- HeadquartersPhoenix, United States
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Goodmans does
Goodmans, legally Goodmans Interior Structures, is a Phoenix-based commercial furniture dealer and interior construction firm founded in 1931 by Edward and Anna Goodman. The company is a certified member of the Herman Miller Certified Dealer Network (one of 48 dealers operating 244 locations across North America) and is a MillerKnoll dealer offering Herman Miller, Knoll, Geiger, NaughtOne, and HAY product lines. Beyond furniture specification and supply, Goodmans provides pre-fabricated interior construction through DIRTT architectural solutions, space planning and design, project management, delivery and installation, post-installation service and repair, furniture rental, asset management via its proprietary AIM program, and office relocation services.
The business operates through dedicated field sales account managers, project coordinators, and three physical showrooms in Phoenix (headquarters), Tucson, and Albuquerque, serving Arizona and New Mexico with multi-state enterprise project capability via the broader dealer network. Customer segments are diversified across Corporate, Government, Higher Education, K-12, and Healthcare, with named institutional clients including Mayo Clinic, Banner Health, Dignity Health, University of Arizona, APS, Maricopa County, Coca-Cola, USAA, T-Mobile, Nationwide, and Zillow. Revenue is generated primarily through project-based, quote-driven commercial furniture sales plus interior construction services, supported by recurring Day-Two service and rental streams.
The company is privately held by the founding Goodman family across three generations, currently led by President and CEO Adam Goodman (joined 1993), with a full C-suite (CFO Clarke Rea, COO Jen Scrivner, CIO Steve Miller, CPO Anita Hildreth), VP-level Sales and Marketing leadership, regional Managing Directors, and an in-house Design Director. Additional differentiators include sustainability programs (NexTrex soft-plastic recycling, net-zero by 2050 commitment), community initiatives (GoodTHREADS clothing bank serving 14,000+ children since 2009, AIM furniture donation to nonprofits, Eye for the Good Guys program), and a 12-time Best Places to Work award profile.
Goodmans firmographics
Firmographics- Name
- Goodmans
- Legal name
- Goodmans Interior Structures
- Website
- https://goodmans.com
- Company type
- Private
- Founded year
- 1931
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Goodmans Interior Structures is a Phoenix-based, family-owned commercial furniture dealer and interior construction firm (founded 1931) serving corporate, healthcare, government, and education clients across Arizona and New Mexico through Herman Miller/MillerKnoll and DIRTT product lines.
- Ownership category
- akta.pro rank
Goodmans industry classification
Industry- Product category
- Commercial Furniture Services
- NAICS
- Office Furniture (including Fixtures) Manufacturing (3372)
- SIC
- Miscellaneous Furniture & Fixtures (2590)
- akta.pro primary industry
- Drywall, Partitions & Suspended Ceilings (IMAFANAG)
Keywords
Where Goodmans is headquartered
LocationHeadquarters
- HQ city
- Phoenix
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Goodmans business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Commercial Furniture Sales: Sale of Herman Miller, Knoll, Geiger, NaughtOne, HAY, and other commercial furniture brands including seating, desks, workspaces, tables, storage, accessories, and space division products.
- Interior Construction Services: DIRTT architectural solutions and pre-fabricated interior construction services including space planning, design, project management, delivery, and installation.
- Service, Repair & Maintenance: Post-installation service including warranty repairs, furniture refurbishment, and ongoing maintenance for commercial furniture.
- Furniture Rental: Short-term and long-term furniture rental services for temporary office needs, events, and transitional spaces.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Project-based commercial furniture and services |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
Goodmans product offering
Product offeringCore offering
Goodmans is a MillerKnoll-certified commercial furniture dealer and interior construction firm that sells Herman Miller, Knoll, Geiger, NaughtOne, and HAY furniture and delivers DIRTT pre-fabricated interior construction. The company bundles these products with space planning, design, project management, delivery, installation, rental, repair, and asset management services for workplace projects across the Southwest US.
Product overview
Goodmans is a MillerKnoll-certified dealer offering a comprehensive portfolio of commercial furniture products and workplace services. The core product offering centers on Herman Miller and Knoll family brands, including sub-brands Geiger, NaughtOne, and HAY. Product categories span seating, desks and workspaces, tables, storage, accessories, space division, and healthcare furniture. Notable products include the Bay Work Pod (Herman Miller's newest work pod for hybrid offices), Cove Collection by Knoll (private office collection designed by Dan Grabowski), and the full DIRTT pre-fabricated interior construction system. Services include space planning and design, project management, delivery and installation, asset management (AIM program), furniture rental, repairs, and relocation services. The company serves Corporate, Government, Higher Education, K-12, and Healthcare markets across Arizona and New Mexico.
Differentiator
Problem solved
Functional benefit
Products and services
- Herman Miller and MillerKnoll Commercial Furniture
- DIRTT Architectural Solutions
- Space Planning and Design
- Project Management
- Delivery and Installation
- Day-Two Service
- Furniture Rental
- Asset Management (AIM Program)
- Repair and Refurbishment
- Relocation and Moves/Adds/Changes
Quantifiable outcome
- 15 non-profit organizations benefited from Eye for the Good Guys program
- +3 more outcomes
Companies that use Goodmans
Customer profileNamed customers19 records
Segments5 records
Ideal customer profiles4 records
Goodmans technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Goodmans partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Herman MillercorePartnership established in 1968 when Goodmans teamed up with Herman Miller, combining personalized service with dedication to timeless design and innovative thinking. Goodmans is one of 48 member dealers in the Herman Miller Certified Dealer Network with 244 locations, providing one point of contact, one contract, and one invoice for multi-location corporate projects.
- MillerKnollcoreMillerKnoll is the parent company formed from the merger of Herman Miller and Knoll. Goodmans operates as a MillerKnoll dealer offering Herman Miller, Knoll, Geiger, NaughtOne, HAY, and other MillerKnoll brands.
- DIRTTcoreDIRTT (Do I Right Thing Twice) is a pre-fabricated interior construction technology partner. Goodmans offers DIRTT architectural solutions as part of their interior construction services, enabling faster project timelines and flexible space design.
- TREX / NexTrexminorTREX NexTrex program partnership where Goodmans collects soft film plastic from partners in the Phoenix area, bales it using their state-of-the-art soft plastic baler, and delivers it to TREX to be recycled into composite decking materials.
Scale indicators5 records
Recent moves7 records
Expansion highlights5 records
Goodmans competitors and assessment
Company assessmentDirect peers
- Tangram Interiors: Tangram is a multi-market Herman Miller Certified Dealer with showrooms across California and Nevada, offering the same furniture/interior construction bundle as Goodmans. Most direct comparable in scale, model, and brand portfolio.
- Storr Office Environments: Storr is a Herman Miller Certified Dealer serving multiple U.S. markets with commercial furniture, space planning, and project management services — a direct competitor operating the same dealer model.
- Workplace Elements: Workplace Elements is a Herman Miller Certified Dealer providing commercial furniture, design, and project management across multiple U.S. regions; closely comparable in offering and target customers.
- Office Interiors: Office Interiors is a Herman Miller Certified Dealer offering furniture dealership and interior services across the Midwest/Southeast, operating the same MillerKnoll-anchored business model as Goodmans.
- DIRTT Environmental Solutions: DIRTT is the manufacturer of the pre-fabricated interior construction systems Goodmans installs. As Goodmans' supplier and a publicly-traded peer, DIRTT is a direct comparison for the interior-construction half of the offering.
- Henriksen Butler: Henriksen Butler is a commercial furniture dealer serving the Mountain West with MillerKnoll/Herman Miller products and interior services — note that a Goodmans media-relations email routes to henriksenbutler.com, suggesting partnership/affiliation; comparable model and geography.
Broad incumbents
- Steelcase: Steelcase is the largest U.S. office furniture manufacturer with its own dealer network. It competes broadly with Goodmans' Herman Miller-anchored offering and represents the largest incumbent in the same space.
- Haworth: Haworth is a global office furniture manufacturer and interior architecture provider. It is a broader incumbent competing for the same corporate, education, and healthcare workspace contracts Goodmans serves.
- MillerKnoll: MillerKnoll is the parent company formed by the merger of Herman Miller and Knoll — Goodmans' primary supplier. As the manufacturer of the core brands Goodmans resells, MillerKnoll is both a strategic partner and an incumbent whose dealer strategy directly shapes Goodmans' economics.
- Allsteel: Allsteel is a HNI-brand office furniture manufacturer offering seating, casegoods, and architectural products, competing with MillerKnoll brands at the product level and serving overlapping corporate/healthcare/education customers as Goodmans.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Goodmans social profiles
Digital presenceGoodmans financial estimates
Financial estimateRevenue estimate
Valuation estimate
Goodmans leadership team
Management profileNumber of profiles
Profiles12 records
Goodmans funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Goodmans M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Goodmans
What does Goodmans do?
Goodmans is a MillerKnoll-certified commercial furniture dealer and interior construction firm that sells Herman Miller, Knoll, Geiger, NaughtOne, and HAY furniture and delivers DIRTT pre-fabricated interior construction. The company bundles these products with space planning, design, project management, delivery, installation, rental, repair, and asset management services for workplace projects across the Southwest US.
Is Goodmans a public or private company?
Goodmans is a private company. It is classified as family owned and is currently operating.
When was Goodmans founded?
Goodmans was founded in 1931. It employs 101 to 250 people.
Where is Goodmans based?
Goodmans is headquartered in Phoenix, United States, in the North America region.
How does Goodmans make money?
Four revenue lines are on record. Commercial Furniture Sales are the primary driver. The others are interior Construction Services, service, Repair & Maintenance and furniture Rental.
Who are Goodmans's main competitors?
Direct peers on record are Tangram Interiors, Storr Office Environments, Workplace Elements, Office Interiors, DIRTT Environmental Solutions and Henriksen Butler. Broad incumbents are Steelcase, Haworth, MillerKnoll and Allsteel.
Does Goodmans have an API?
No public API is recorded for Goodmans.
What industry is Goodmans in?
Goodmans's product category is Commercial Furniture Services. Its primary akta.pro industry code is IMAFANAG, Drywall, Partitions & Suspended Ceilings. Its NAICS code is 3372 and its SIC code is 2590.