What Steinhafels Furniture does

Steinhafels Furniture & Mattress Superstores, operating as Steinhafels, Inc., is a privately held regional home furnishings retailer founded in 1934 and headquartered in Waukesha, Wisconsin. The company sells residential furniture, mattresses, and home décor across physical superstore locations in Wisconsin, Illinois, and Indiana, supported by an e-commerce storefront at steinhafels.com powered by Blueport Commerce. Its product portfolio spans eight core categories — living room, dining room, bedroom, mattresses (including premium partner brand Beautyrest Black), home office, entertainment, storage, and home décor — and is differentiated by the "Make It Your Own" custom furniture program, which offers customers hundreds of material, color, and finish combinations.

The company's revenue model combines one-time product sales (retail furniture, mattress, and commercial interiors for B2B customers) with recurring streams from a co-branded 36-month credit card financing program, VIP Care purchase protection plans, and Guardsman warranty services. Distribution is omnichannel: physical superstores enable in-store product testing (notably mattress "test-rests") and last-mile delivery, while the website, blog, email newsletter, and live chat support extend reach. The customer base is primarily long-tail individual consumers across the Upper Midwest, supplemented by a smaller Commercial Interiors division serving office, hospitality, and business customers. Marketing emphasizes trust-based selling, customer reviews, and local brand association, including a 2025 NIL partnership with University of Wisconsin Athletics.

Steinhafels is privately held, with no disclosed parent company, private equity backing, or venture investment indicated in the source data. The business is characterized as family-owned or closely held and operates as a regional Midwest furniture chain. Headcount is reported at 501-1000 employees. No public revenue figures are disclosed, and there are no reported M&A transactions, funding rounds, regulatory actions, or leadership changes in the available data.

Name

Steinhafels Furniture

Legal name

Steinhafels, Inc.

Website

https://steinhafels.com

Company type

Private

Founded year

1934

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Steinhafels Furniture is a privately held regional home furnishings retailer founded in 1934, operating superstores across Wisconsin, Illinois, and Indiana, plus e-commerce. It sells customizable furniture, mattresses, and home décor to residential and commercial customers with financing and protection services.

Ownership category

akta.pro rank

Headquarters

HQ city

Waukesha

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Furniture Sales: One-time sales of furniture products including living room, dining room, bedroom, home office, entertainment, storage, and home decor items. Revenue generated through physical retail showrooms and e-commerce transactions.
2. Mattress Sales: One-time sales of mattresses and bedding products with brands such as Beautyrest Black. Includes test-rest promotional programs to drive sales.
3. Commercial Interiors: B2B sales of furniture for commercial spaces including offices, hospitality, and other business environments.
4. Financing Services: 36-month financing available through credit card partnerships, generating revenue through interest-bearing installment arrangements.
5. Protection Plans and Warranties: VIP Care purchase protection and Guardsman warranty claims provide additional revenue streams.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Steinhafels Furniture & Mattress Superstores is a regional retailer selling residential and commercial home furniture, mattresses, and home decor across Wisconsin, Illinois, and Indiana. The company operates brick-and-mortar superstores and an e-commerce site, offering customizable furniture through its 'Make It Your Own' program with hundreds of materials, colors, and finishes, alongside financing, protection plans, decorating services, and a Commercial Interiors division for businesses.

Product overview

Steinhafels Furniture & Mattress Superstores operates as a regional furniture retailer serving Wisconsin, Illinois, and Indiana with a unified platform combining physical showroom superstores and e-commerce capabilities. The core product portfolio spans eight main categories: Living Room, Dining Room, Bedroom, Mattresses (including the premium Beautyrest Black brand), Home Office, Entertainment, Storage & Organization, and Home Decor. A distinctive differentiator is the 'Make It Your Own' custom furniture program, allowing customers to personalize pieces across hundreds of materials, colors, and finishes. Supporting the core furniture offerings are value-added services including 36-month financing through their credit card program, VIP Care Protection (purchase protection plans), Decorating Solutions (professional design assistance), and Commercial Interiors (B2B office furniture). The company also offers a Special Order Program for non-stock custom items, Closeouts for discounted inventory, and Gift Cards. The e-commerce platform is powered by Blueport Commerce, enabling online shopping, delivery tracking, service requests, and account management.

Differentiator

Problem solved

Functional benefit

Products and services

• Living Room Furniture Customizable living room furniture including sofas, sectionals, and accent pieces designed to fit customer style and comfort preferences for residential spaces.
• Dining Room Furniture
• Bedroom Furniture
• Mattresses
• Beautyrest Black Mattress
• Home Office Furniture
• Entertainment Furniture
• Storage and Organization
• Home Decor
• Make It Your Own Custom Furniture Program
• 36-Month Financing
• VIP Care Protection
• Decorating Solutions
• Commercial Interiors
• Special Order Program
• Gift Cards

Named customers1 record

Segments2 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.

• University of Wisconsin Athletics (Badgers)minorGTM or Marketing Partner · 1 January 2025Steinhafels participates in Wisconsin's NIL (Name, Image, Likeness) program through Badger Sports Properties, a Learfield partner. As part of this commercial partnership, Steinhafels provides furniture for the University's athletics program in exchange for brand visibility and association with the Badgers football and athletics programs.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Ashley HomeStore: The largest furniture retailer in the United States, operating showroom-format superstores across the country. Highly comparable to Steinhafels in product breadth (living room, dining, bedroom, mattresses), superstore retail format, and multi-brand assortment strategy, though at vastly greater national scale.
• Raymour & Flanigan: Privately-held regional furniture superstore chain operating across the Northeast U.S. Closely comparable to Steinhafels in physical showroom-led retail model, broad product categories (furniture + mattresses), family-owned private ownership structure, and regional concentration strategy.
• Rooms To Go: National furniture superstore chain offering complete room packages (living room, dining, bedroom) with in-house financing. Comparable to Steinhafels in superstore retail format, room-set merchandising approach, financing-driven sales model, and mattress category focus.
• American Freight: Discount-oriented furniture and mattress retailer with multiple physical store locations. Comparable to Steinhafels as a multi-state furniture retailer with mattress-heavy product mix, though competing more aggressively on price than Steinhafels' mid-market positioning.
• Havertys: Publicly-traded regional furniture retailer operating showrooms across the Southeastern U.S. Comparable to Steinhafels in showroom-led furniture retail, broad category assortment (living room, dining, bedroom, mattresses), and regional concentration strategy.

Regional players

• Bob Mills Furniture: Family-owned regional furniture superstore chain headquartered in Oklahoma. Comparable to Steinhafels as a privately-held, regionally-concentrated furniture superstore operator with similar go-to-market approach, though serving a different U.S. region (South Central vs. Upper Midwest).
• Mathis Brothers Furniture: Privately-held regional furniture superstore chain based in Oklahoma with multi-state presence. Comparable to Steinhafels in superstore-format regional furniture retail, family-owned private structure, and broad product assortment strategy.
• Nebraska Furniture Mart: Privately-held, family-owned furniture superstore chain headquartered in Omaha with regional expansion. Comparable to Steinhafels in superstore-format regional retail, privately-held structure, and broad home furnishings assortment including mattresses.
• Gardner White: Family-owned regional furniture superstore chain serving Michigan. Comparable to Steinhafels in privately-held regional furniture retail, superstore format, and broad product category offering across the Midwest geography.

Emerging players

• Wayfair: Largest pure-play online furniture and home goods retailer in the U.S. Comparable to Steinhafels as the dominant competitive disruptor in furniture retail — offering overlapping product categories (living room, dining, bedroom, mattresses) through a fundamentally different (pure e-commerce, no-showroom) model that pressures traditional superstore operators.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/steinhafels
• Facebookfacebook.com/steinhafelsfurniture
• LinkedInlinkedin.com/company/steinhafels

Revenue estimate

Valuation estimate

Number of profiles

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 Steinhafels Furniture