BUT SAS
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.
- Company typePrivate
- Founded1972
- HeadquartersÉmerainville, France
- Headcount5,001–10,000
- GTM typeB2C
- OfferingServices
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.
BUT SAS firmographics
Firmographics- 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
BUT SAS industry classification
Industry- 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
Where BUT SAS is headquartered
LocationHeadquarters
- HQ city
- Émerainville
- HQ country
- France
- HQ region
- Europe
Offices2 records
Markets served
BUT SAS business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Product Sales - Furniture: Revenue from selling furniture including sofas, beds, mattresses, dining sets, and storage solutions through retail stores and e-commerce
- Product Sales - Appliances: Revenue from selling household appliances including refrigerators, washing machines, TVs, and small kitchen appliances
- Marketplace Commissions: Third-party marketplace sellers (Partners Maison, third-party vendors) sell products through but.fr platform, generating commission revenue for BUT
- Financing Services: Banque Accord provides financing solutions including Carte BUT CPAY Mastercard, generating revenue through credit services
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing with regular promotions and seasonal sales |
| Unit Pricing | Multi-year contract | Custom kitchen solutions with design, manufacturing, and installation services |
| Subscription | Monthly | Financing options through Carte BUT CPAY Mastercard |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels6 records
BUT SAS product offering
Product offeringCore 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
Companies that use BUT SAS
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
BUT SAS technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
BUT SAS partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- DrawercoreBUT 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.
- GeevminorGeev partnership for object donations between individuals, integrated into BUT's sustainability and circular economy initiatives.
- Orisha CommercecoreOrisha 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
BUT SAS competitors and assessment
Company assessmentEmerging 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
BUT SAS social profiles
Digital presenceBUT SAS compliance and trust
Trust signalCompliance1 record
BUT SAS financial estimates
Financial estimateRevenue estimate
Valuation estimate
BUT SAS leadership team
Management profileNumber of profiles
BUT SAS subsidiaries and ownership
Company hierarchySubsidiaries1 record
BUT SAS funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
BUT SAS M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about BUT SAS
What does BUT SAS do?
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.
Is BUT SAS a public or private company?
BUT SAS is a private company. It is classified as unknown and is currently operating.
When was BUT SAS founded?
BUT SAS was founded in 1972. It employs 5,001 to 10,000 people.
Where is BUT SAS based?
BUT SAS is headquartered in Émerainville, France, in the Europe region.
How does BUT SAS make money?
Four revenue lines are on record. Product Sales - Furniture is the primary driver. The others are product Sales - Appliances, marketplace Commissions and financing Services.
Who are BUT SAS's main competitors?
Home24 is listed as an emerging player. Direct peers are Maisons du Monde, Wayfair, Westwing, Alinéa, Conforama, Fnac Darty, Fly and Interiors (Intérieurs). IKEA is listed as a broad incumbent.
Does BUT SAS have an API?
No public API is recorded for BUT SAS.
What industry is BUT SAS in?
BUT SAS's product category is Home Furniture and Appliance Retail. Its primary akta.pro industry code is CRACACAG, Outdoor & Specialty Major Appliance Retail (Outdoor Kitchens, Grills, Ice Makers), with a secondary code of FSAKACAB, In-Store / In-Person BNPL (POS). Its NAICS code is 449 and its SIC code is 5700.