TOV

What TOV does

TOV Furniture is a private, U.S.-based direct-to-consumer e-commerce retailer founded in 2013 and headquartered in Cedarhurst, New York. The company sells trend-forward residential furniture across eight core categories — living room, bedroom, dining room, home office, outdoor, entryway, decor, and lighting — with a catalog exceeding 1,100 active SKUs spanning from ~$24 small decor items to $5,000+ large sectionals. Its storefront runs on Shopify infrastructure, augmented by a Furniture Configurator tool and AI/ML features for personalized recommendations, dynamic pricing, inventory management, chatbots, and virtual try-ons.

The business operates a multi-channel go-to-market combining a primary DTC e-commerce site (tovfurniture.com), a Trade Program (trade.tovfurniture.com) with automatic 20% discounts, dropship, and tax-exempt options for interior designers, architects, stagers, and developers, a Wholesale Program requiring resale certificates, a dedicated hospitality vertical for hotels and resorts, physical showrooms, and a Rakuten-managed affiliate channel that pays up to 3% commission on a $900 average order value. Branded collaborations with Art Basel, Tower 28, Tarte, The Voice, Aspen Nights, and The Surf Lodge function as co-marketing vehicles to reach adjacent lifestyle demographics.

Revenue mechanics are one-time purchase-driven from furniture and decor sales, supplemented by transaction-based trade/wholesale discounts and referral commissions. Value-added services include free design consultations, The Design Box visualization tool, the Club TOV loyalty program, and financing options. The company has 101-250 employees, serves a single-country North American market, and has received earned media coverage in Vogue, Forbes, Architectural Digest, Cosmopolitan, and WWD. No funding rounds, ownership structure, or revenue figures are publicly disclosed.

Name

TOV

Legal name

TOV Furniture

Website

https://tovfurniture.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

101–250 employees

Short description

TOV Furniture is a private U.S. direct-to-consumer e-commerce retailer founded in 2013 that sells trend-forward residential furniture and home decor across eight categories to individual consumers, design professionals, and hospitality buyers via its Shopify storefront, trade program, and showrooms.

Ownership category

akta.pro rank

Product category

Residential Furniture Retail

NAICS

Furniture and Home Furnishings Retailers (4491), Furniture Retailers (449110), Home Furnishings Retailers (44912)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700), Retail-Furniture Stores (5712)

akta.pro primary industry

Home, Furniture & Home Improvement Online Retailers (CRAFADAE)

akta.pro secondary industries

Living Room Furniture Retail (Sofas, Sectionals, Recliners, Coffee/Side Tables, TV Consoles) (CRAIAAAA), Dining Room Furniture Retail (Dining Tables, Chairs, Bar Stools, Buffets/Sideboards) (CRAIAAAB)

Keywords

• Residential furniture
• Home decor
• E-commerce furniture retail
• Trade furniture program
• Outdoor furniture

Headquarters

HQ city

Cedarhurst

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: One-time purchase revenue from furniture and home decor products sold directly to consumers through the e-commerce website. Products include sofas, sectionals, beds, dining furniture, outdoor furniture, lighting, and decor items.
2. Trade and Wholesale Program: Discounted pricing for interior designers, architects, and trade professionals who resell or specify TOV products in their projects. Automatic 20% savings off full price items for trade members.
3. Affiliate Commissions: Commission-based revenue through Rakuten Marketing affiliate program. Affiliates earn up to 3% commission per sale with $900 average order value.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

TOV Furniture designs, sources, and retails trend-forward residential furniture and home decor through its own Shopify-powered e-commerce store, with dedicated Trade and Wholesale programs for design professionals and hospitality buyers. The assortment spans Living Room, Bedroom, Dining Room, Home Office, Outdoor, Entryway, Decor, and Lighting categories with over 1,100 SKUs, priced from approximately $24 for small decor items to over $5,000 for large sectionals.

Product overview

TOV Furniture is a trend-forward furniture retailer offering an extensive portfolio of residential furniture across multiple categories including Living Room, Bedroom, Dining Room, Home Office, Outdoor, Entryway, Decor, and Lighting. The company operates a single unified e-commerce platform (tovfurniture.com) built on Shopify infrastructure. Their product portfolio comprises core furniture categories as the primary offering, supplemented by value-added services (Free Design Services, The Design Box tool, Trade/Wholesale Programs), branded collaborations (TOV x Art Basel, TOV x Tarte, TOV x Tower 28, Aspen Nights, The Surf Lodge), and specialized collections (Eco-Conscious, Performance Fabric, Cynthia Collection, Inspire Me! Home Decor). The company also offers a loyalty program (Club TOV) and an affiliate program through RakutenMarketing.

Differentiator

Problem solved

Functional benefit

Brands

• Inspire Me! Home Decor: A sub-brand collection featuring curated home decor products
• The Hot List
• Eco-Conscious
• Club TOV

Products and services

• Living Room Furniture Comprehensive living room furniture collection including sofas, sectionals, loveseats, accent chairs, benches, ottomans, side tables, coffee tables, console tables, bar carts, TV consoles, sideboards, cabinets, entertainment centers, and game tables for residential buyers.
• Bedroom Furniture Complete bedroom collection featuring beds, nightstands, chests, dressers, vanities, and mattresses designed for residential bedroom spaces.
• Dining Room Furniture Dining furniture assortment including dining tables, dining chairs, bar and counter stools, and storage cabinets for residential dining spaces.
• Home Office Furniture Home office collection featuring desks, office chairs, and bookcases for residential workspace needs.
• Outdoor Furniture Outdoor furniture including dining chairs, stools, sofas, sectionals, accent seating, accent tables, and dining tables designed for outdoor environments.
• Entryway Furniture Entryway and foyer items including mirrors, wall art, vases, planters, table lamps, and bookends.
• Decor Home decor accessories including rugs, pillows, throws, judaica, tabletop items, and pet beds.
• Lighting Lighting fixtures including floor lamps, ceiling lamps, and wall sconces for residential illumination.
• Trade Program Professional program for interior designers, architects, stagers, event planners, developers, contractors, retailers, and online sellers offering automatic 20% savings off full price, dropship program, tax-exempt options, concierge service, and free shipping on orders over $299.
• Wholesale Program Wholesale offering for retailers and dealers that requires a valid resale certificate and includes minimum opening and annual commitment, additional savings beyond standard pricing, flat-rate shipping, and concierge-style service.
• Free Design Services Complimentary personalized furniture and styling recommendations from TOV's in-house design experts to help customers bring their design vision to life.
• The Design Box Visual design service where customers upload a photo of their room and receive styled furniture recommendations from TOV's design experts at no cost.
• Furniture Configurator Tool Interactive digital tool that allows customers to configure and customize furniture pieces to their preferences directly on the website.
• Club TOV Customer loyalty program offering exclusive benefits, early access to sales, and special promotions for members.
• Affiliate Program Rakuten-powered affiliate marketing program enabling influencers and content creators to earn up to 3% commission per sale (with approximately $900 average order value), access to special promotions, and gifting opportunities.

Quantifiable outcome

• $900 average order value mentioned in affiliate materials
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Eight partnerships are on record, tiered core, flagship and minor.

• High Point Market AuthoritycoreStrategic or Co-development Partner · 25 March 2026TOV Furniture is unveiling 180 new pieces at the High Point spring market, a major industry trade show for furniture and home furnishings. This represents their major product launch event for the season.
• Art BaselflagshipGTM or Marketing PartnerTOV x Art Basel collaboration featuring limited edition furniture pieces inspired by the contemporary art fair. Part of TOV's strategy to associate with high-culture and fashion-forward brands.
• Tarte CosmeticsminorGTM or Marketing PartnerTOV x Tarte collaboration bringing together furniture and beauty lifestyle brands for crossover product collections.
• Tower 28 BeautyminorGTM or Marketing PartnerTOV x Tower 28 collaboration featuring lifestyle and furniture crossover products targeting similar consumer demographics.
• The VoiceminorGTM or Marketing PartnerCollaboration collection featuring furniture designs associated with The Voice brand/lifestyle.
• Aspen NightsminorGTM or Marketing PartnerLifestyle-inspired furniture collection capturing the Aspen mountain resort aesthetic.
• The Surf LodgeminorGTM or Marketing PartnerBeach and surf lifestyle-inspired furniture collection capturing the coastal resort aesthetic of The Surf Lodge.
• Rakuten AdvertisingcoreChannel Partner/ Reseller/ DistributorAffiliate marketing partnership through Rakuten Advertising platform. Enables influencers and content creators to earn commissions by promoting TOV Furniture products.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• CB2: Crate & Barrel's modern, design-led sibling brand selling contemporary furniture and home decor to a younger, urban consumer. Directly comparable target customer and design philosophy to TOV.
• West Elm: Williams-Sonoma-owned design-forward home furnishings retailer with national retail footprint and strong trade program. Competes directly with TOV in the attainable-luxury modern aesthetic but at significantly larger scale.
• Wayfair: The largest US online furniture and home furnishings retailer operating an asset-light marketplace model. While broader in assortment and lower-priced on average, it competes with TOV directly for the modern, design-forward consumer shopping online for furniture.

Direct peers

• Article: Venture-backed DTC modern furniture retailer selling trend-forward sofas, dining, and bedroom pieces direct to consumers with mid-market accessible pricing. Closely comparable to TOV in target customer, design aesthetic, and DTC-first business model.
• Joybird: DTC custom and modular furniture brand with a strong trade program for interior designers. Comparable to TOV in offering made-to-order upholstery, designer-friendly pricing, and a multi-channel DTC-plus-trade GTM.
• Lulu and Georgia: DTC design-led home furnishings brand offering furniture, rugs, lighting, and decor with strong content-marketing and influencer collaborations. Comparable to TOV in trend-forward accessible-luxury positioning and multi-category assortment.
• Burrow: DTC modular and assemble-it-yourself furniture brand focused on sofas, sectionals, and living room pieces with direct-to-consumer shipping. Comparable to TOV in mid-market accessible price points and digital-first furniture retail.
• Albany Park: DTC sofa and sectional specialist with a direct-to-consumer shipping model and mid-market price points. Comparable to TOV in DTC-first fulfillment, sofa-heavy assortment, and design-forward positioning.
• Castlery: DTC modern furniture brand with a dedicated trade program for interior designers and showrooms in select US markets. Closely comparable to TOV in target customer, design aesthetic, and DTC-plus-trade distribution model.
• Apt2B: Online modern furniture retailer offering apartment-sized living room, bedroom, and dining pieces with design services and trade discounts. Comparable to TOV in customer profile, modern aesthetic, and integrated trade program.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCDYTJq1uz0RP5Obws6d7HbA
• Instagraminstagram.com/tovfurniture
• Pinterestpinterest.com/tovfurniture
• TikToktiktok.com/@tovfurniture
• Facebookfacebook.com/TovFurniture
• LinkedInlinkedin.com/company/tov-furniture

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 TOV