BUT SAS

What BUT SAS does

BUT SAS is a French home equipment and furniture retailer headquartered in Émerainville, France, founded in 1972 and operating with a workforce in the 5,001–10,000 range. The company sells furniture (sofas, beds, mattresses, dining and living-room sets, storage), major and small household appliances (refrigeration, cooking, laundry, air treatment, cleaning), consumer electronics (TVs, audio), and home decoration, garden, baby, DIY, and beauty/wellness categories through a unified omnichannel platform. Its core technology is a unified commerce platform implemented in partnership with Orisha Commerce that integrates physical stores, the but.fr e-commerce site, click-and-collect (Retrait 2H), home delivery and assembly, and a third-party marketplace into a single ecosystem.

Revenue is generated primarily through one-time retail sales of own-stock and marketplace products, supplemented by commission income from third-party sellers on the but.fr marketplace, subscription-style revenue from the Carte BUT CPAY Mastercard issued by Banque Accord, and multi-year custom kitchen contracts through BUT Cuisines. The company serves two main segments: a primary B2C mass-market residential customer base served via retail stores, catalogs, the but.fr site, and a BUT+ loyalty program, and a secondary B2B segment through BUT Pro serving professionals, landlords, and commercial buyers.

BUT has pursued a deliberate digital and omnichannel transformation, including the staged acquisition of Drawer (a digital-native furniture brand with 4,000+ references, 70% in April 2022 and 100% by October 2024), partnerships with Orisha Commerce (technology), Banque Accord (financing), and Geev (circular economy), and the development of exclusive private-label sub-brands (AMATISS, NUIT FAUBOURG, BX GAMING). Operations are concentrated in France with measured expansion into several neighboring European countries. The company is privately held with no public listing, no disclosed parent company, and no known private equity or venture capital ownership in the available data.

Name

BUT SAS

Legal name

BUT SAS

Website

http://www.but.fr/

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

BUT SAS is a French home equipment and furniture retailer founded in 1972, operating an omnichannel platform that combines nationwide physical stores with the but.fr e-commerce site and marketplace. It sells furniture, appliances, electronics, and home goods primarily to B2C consumers, with a growing B2B offering.

Ownership category

akta.pro rank

Product category

Home Furniture and Appliance Retail

NAICS

Furniture, Home Furnishings, Electronics, and Appliance Retailers (449), Electronics and Appliance Retailers (449210), Home Furnishings Retailers (44912)

SIC

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

akta.pro primary industry

Outdoor & Specialty Major Appliance Retail (Outdoor Kitchens, Grills, Ice Makers) (CRACACAG)

akta.pro secondary industry

In-Store / In-Person BNPL (POS) (FSAKACAB)

Keywords

• Home furniture retail
• Household appliances sales
• Consumer electronics retail
• Custom kitchen design
• Home decoration products

Headquarters

HQ city

Émerainville

HQ country

France

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales - Furniture: Revenue from selling furniture including sofas, beds, mattresses, dining sets, and storage solutions through retail stores and e-commerce
2. Product Sales - Appliances: Revenue from selling household appliances including refrigerators, washing machines, TVs, and small kitchen appliances
3. Marketplace Commissions: Third-party marketplace sellers (Partners Maison, third-party vendors) sell products through but.fr platform, generating commission revenue for BUT
4. Financing Services: Banque Accord provides financing solutions including Carte BUT CPAY Mastercard, generating revenue through credit services

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

BUT SAS is a French home equipment retailer selling furniture, household appliances, consumer electronics, and home decoration products through an omnichannel model combining a network of physical retail stores across France with a comprehensive e-commerce platform (but.fr). The retailer also operates a third-party marketplace on but.fr, offers custom kitchen design through BUT Cuisines, provides a B2B service for professionals via BUT Pro, and delivers value-added services including 2-hour click-and-collect, home delivery with assembly, and financing through a private label Mastercard.

Product overview

BUT SAS operates a unified multi-channel retail platform combining physical stores with an e-commerce website (but.fr) and a marketplace for third-party sellers. The product portfolio centers on furniture (sofas, beds, tables, storage), major appliances (refrigerators, washing machines, dishwashers, ovens), consumer electronics (TVs, audio equipment), and home decoration. Key exclusive brands include AMATISS, NUIT FAUBOURG, and BX GAMING. The company offers custom kitchen design services through BUT CUISINES, professional services via BUT PRO, and acquired the digital-native brand DRAWER in 2022-2024 to strengthen its online presence. Services include 2-hour click-and-collect, home delivery with assembly, a loyalty program, and a marketplace hosting third-party sellers.

Differentiator

Problem solved

Functional benefit

Brands

• Amatiss: Exclusive furniture brand
• Nuit Faubourg
• BX Gaming

Products and services

• BUT.fr E-commerce Platform Online retail platform enabling customers to purchase furniture, appliances, TVs, mattresses, and home decoration products directly, featuring product browsing, customer reviews, online payment, and delivery or in-store pickup options.
• BUT Cuisines (Custom Kitchen Design) Custom kitchen design, manufacturing, and installation service offering bespoke fitted kitchens priced based on room dimensions and specifications, with design consultation included.
• BUT Pro (B2B Professional Services) Dedicated B2B program offering volume pricing, dedicated account management, and commercial terms for professionals, businesses, landlords, and contractors purchasing furniture and equipment in bulk for commercial spaces.
• Drawer (Digital-Native Furniture Brand) Acquired digital-native furniture brand offering over 4,000 product references sourced from global artisans and manufacturers, sold through the Drawer.fr website.
• Click and Collect (Retrait 2H) In-store pickup service allowing customers to buy online and collect their orders in a BUT retail store within 2 hours.
• Home Delivery and Assembly Service Home delivery and professional furniture assembly/installation service for customers purchasing furniture and large appliances from BUT.
• Marketplace (Third-Party Seller Platform) Online marketplace on but.fr hosting third-party sellers (Partners Maison and other vendors) who list and sell products alongside BUT's own inventory, generating commission revenue for BUT.
• Carte BUT Fidélité (Loyalty Program) Loyalty program offering points accumulation, exclusive discounts, personalized offers, and rewards for registered repeat customers, also integrated with email marketing communications.
• Carte BUT CPAY Mastercard (Financing Service) Private label Mastercard credit card issued in partnership with Banque Accord, enabling customers to make installment payments (e.g., 4x payment) for furniture and appliance purchases with annual fees and interest rates based on credit assessment.

Quantifiable outcome

• French e-commerce market €175.3 billion revenue in 2024
• +1 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Partnerships

Three partnerships are on record, tiered core and minor.

• DrawercoreStrategic or Co-development Partner · 1 April 2022BUT acquired a 70% majority stake in Drawer, a French digital-native furniture brand founded in 2011, as part of its digital and omnichannel strategy. Drawer offers over 4,000 product references sourced from global artisans and manufacturers. The acquisition was completed in April 2022, with BUT later taking 100% ownership in October 2024.
• GeevminorStrategic or Co-development PartnerGeev partnership for object donations between individuals, integrated into BUT's sustainability and circular economy initiatives.
• Orisha CommercecoreTechnology or IntegrationOrisha Commerce provides unified commerce platform technology to BUT, integrating all sales channels into a single ecosystem. BUT is featured as a case study in Orisha's guide on omnichannel strategy and unified commerce, demonstrating successful digital transformation implementation.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Home24: Home24 is a European online furniture and home furnishings retailer with a focus on marketplace and private-label assortment. It overlaps with BUT on sofas, living, and decoration categories and pressures the same mid-market online shopper.

Direct peers

• Maisons du Monde: Maisons du Monde is a French home furnishings retailer with a strong owned-brand assortment and a comparable omnichannel model (stores + e-commerce). It targets a similar B2C home-decor shopper and overlaps directly with BUT on furniture, decoration, and seasonal categories.
• Wayfair: Wayfair is a global online furniture and home goods pure-play with a sizeable share of French e-commerce demand. It competes with BUT.fr for the same online shopper, with a much larger long-tail catalog and a pure e-commerce cost structure.
• Westwing: Westwing is a European online home and living retailer with a curated, design-led assortment and active presence in France. It competes with BUT for the same online furniture and decoration wallet, and serves as a benchmark for digital-first customer acquisition.
• Alinéa: Alinéa is a French furniture and home decoration retailer with physical stores and a website selling comparable categories (sofas, dining, bedroom, decoration). It competes with BUT for French household furniture spend, though it skews slightly more design-led and mid-market.
• Conforama: Conforama is one of BUT's most direct French competitors, operating a nationwide chain of furniture, home furnishings, and appliance stores with a parallel e-commerce site. It targets the same value-oriented family and first-home buyer segments and competes head-to-head on price, assortment, and store footprint.
• Fnac Darty: Fnac Darty operates the Darty brand in France, a major retailer of home appliances, TVs, and consumer electronics that directly competes with BUT's electroménager and TV/audio categories. It shares the same omnichannel and after-sales service playbook.
• Fly: Fly is a French furniture retailer operating a network of stores and a website, with a similar positioning on accessible, family-oriented home furnishings. It directly overlaps with BUT's core furniture and decoration assortment and customer base.
• Interiors (Intérieurs): Intérieurs is a French home furnishings and decoration retailer that competes with BUT across furniture, decoration, and lifestyle home categories, with a similar mix of own-brand and third-party products.

Broad incumbents

• IKEA: IKEA is a global furniture and home furnishings incumbent with a major France presence, large-format stores, restaurant operations, and a growing e-commerce channel. It is not a pure furniture-only peer, but it sets the price-and-aspiration benchmark that BUT and other French furniture retailers must compete against.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/but
• Facebookfacebook.com/but
• LinkedInlinkedin.com/company/but

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about BUT SAS