Furnitureland South, Inc
Profine is a four-generation, Lahore-based Pakistani furniture manufacturer and retailer producing melamine, steel, and upholstered office and home furniture, sold via a showroom, e-commerce site, and nationwide delivery to consumer and enterprise customers.
- Company typePrivate
- Founded1867
- HeadquartersJamestown, United States
- Headcount501–1,000
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Furnitureland South, Inc does
Profine is a vertically integrated Pakistani furniture manufacturer and retailer headquartered in Lahore, with continuous family ownership claimed across four generations since 1867. The company operates an in-house production facility at Kamahan Attari (16-Km off Ferozepur Road) producing melamine laminate case goods, steel-framed bases, and upholstered seating in mesh, leatherette, and fabric, alongside a showroom at 65 Main Boulevard Gulberg in Lahore. Its 707-SKU catalog spans office furniture (executive and staff chairs, tables, workstations, storage, sofas), home furniture (bed sets, sofas, dining sets, center tables, TV units), cafe and outdoor seating, public/institutional chairs, and study furniture, with price points ranging from approximately PKR 750 to PKR 511,994.
The business runs a hybrid distribution model: a direct-to-consumer e-commerce storefront at profine.pk, a single Lahore showroom, and nationwide delivery across Pakistan with 7-20 working day lead times and complimentary shipping and installation within Lahore. Manufacturing is ISO 9001:2015 certified by TUV Austria, and modular knock-down assembly systems are used to facilitate transport and installation. Revenue is generated through one-time unit sales across both consumer and enterprise channels, with named B2B project clients spanning automotive (Toyota Shaheen Motors), real estate (Aghaz Housing, Luxury Residences Gulberg), retail (Punjab Model Bazaar), and corporate verticals (VERTEX, TLT, Din Group, Treet). Previously trading as Profine World, the company operates without disclosed external funding, institutional investors, or public listing, and management information is limited beyond a single named co-owner.
Furnitureland South, Inc firmographics
Firmographics- Name
- Furnitureland South, Inc
- Website
- https://profine.pk
- Company type
- Private
- Founded year
- 1867
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Profine is a four-generation, Lahore-based Pakistani furniture manufacturer and retailer producing melamine, steel, and upholstered office and home furniture, sold via a showroom, e-commerce site, and nationwide delivery to consumer and enterprise customers.
- Ownership category
- akta.pro rank
Furnitureland South, Inc industry classification
Industry- Product category
- Home & Office Furniture
- NAICS
- Furniture Retailers (449110), Household and Institutional Furniture Manufacturing (33712), Office Furniture (including Fixtures) Manufacturing (3372), Furniture and Home Furnishings Retailers (4491)
- SIC
- Retail-Home Furniture, Furnishings & Equipment Stores (5700), Retail-Furniture Stores (5712), Office Furniture (2520), Household Furniture (2510)
- akta.pro primary industry
- Living Room Furniture Retail (Sofas, Sectionals, Recliners, Coffee/Side Tables, TV Consoles) (CRAIAAAA)
Keywords
Where Furnitureland South, Inc is headquartered
LocationHeadquarters
- HQ city
- Jamestown
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Furnitureland South, Inc business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Supply Chain, Personnel, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Direct Product Sales: Direct-to-consumer sales of home and office furniture through e-commerce website and showroom. One-time product sales model with prices ranging from approximately ₨ 750 to ₨ 511,994 per item.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual product purchases with unit pricing |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Furnitureland South, Inc product offering
Product offeringCore offering
Furnitureland South, Inc is a vertically integrated manufacturer and retailer of home and office furniture. It produces and sells office workstations, office chairs, dining sets, bedroom/bed sets, sofas and lounge seating, study furniture, and café/hospitality furnishings, while also accepting custom furniture orders. Finished goods are sold directly to retail consumers through an e-commerce site and a physical showroom, and to corporate clients through dedicated project accounts with nationwide delivery.
Differentiator
Problem solved
Functional benefit
Products and services
- Office Furniture Corporate office furniture line including workstations, desks, conference tables, storage, and related office furnishings, sold to corporate and institutional buyers for outfitting and refurnishing office spaces.
- Residential / Home Furniture Home furniture offerings covering living, dining, bedroom, and study needs, sold primarily to individual homeowners through the e-commerce site and physical showroom.
- Office Chairs Office seating products, including task and operator chairs, sold to corporate offices and individual buyers for workspace use.
- Workstations Modular and fixed office workstations designed for corporate office fit-outs, sold individually or as part of corporate project accounts.
- Dining Sets Dining room sets including tables and chairs for residential dining spaces, sold through retail and online channels.
- Bedroom / Bed Sets Bedroom furniture sets including beds and complementary bedroom storage pieces for residential customers.
- Sofas & Lounge Furniture Sofas and lounge seating for residential living spaces, manufactured in-house through the upholstered seating capability.
- Study Furniture Study desks and related pieces for residential study spaces, sold to homeowners and individual buyers.
- Café & Hospitality Furniture Tables, chairs, and seating designed for cafés, restaurants, and other hospitality venues, typically procured as volume orders with consistent styling.
- Custom Furniture Solutions Bespoke furniture design and production service that tailors size, finish, or configuration to buyer specifications, available to both corporate project accounts and individual residential customers.
Companies that use Furnitureland South, Inc
Customer profileNamed customers9 records
Segments4 records
Ideal customer profiles3 records
Furnitureland South, Inc technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Furnitureland South, Inc partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights4 records
Furnitureland South, Inc competitors and assessment
Company assessmentDirect peers
- Habitt: Pakistan's largest organized furniture and home retailer with showrooms nationwide; a direct competitor in the same mass-market furniture segment, with similar home and office assortment.
- Ideas by Gul Ahmed: Pakistan-based home furnishings retailer (part of Gul Ahmed group) selling furniture, bedding, and home decor through showrooms — directly comparable as a multi-category domestic furniture retailer.
- ChenOne: Pakistan-based home furnishings and furniture retailer with multi-category showrooms across the country — comparable in breadth of home, bedroom, and office assortment sold through owned retail.
- Interwood Mobel: Pakistani vertically integrated furniture manufacturer and retailer offering office, home, and institutional furniture through showrooms and dealer networks — directly comparable to Profine's product mix and B2B/B2C channel structure.
- Master Furniture (Pakistan): Pakistani furniture manufacturer and retailer with showrooms and a multi-category catalog of home and office furniture — closely comparable product mix and channel approach.
Emerging players
- Pepperfry: India-based online-first furniture marketplace combining owned manufacturing and marketplace supply with home delivery — comparable as a multi-category furniture e-commerce operator in a neighboring emerging market.
Broad incumbents
- Office Depot: Global office-products and furniture retailer serving SMB and enterprise customers with desks, chairs, and storage — overlapping with Profine's corporate office furniture segment at a much larger scale.
- IKEA: Global mass-market furniture retailer with a self-assemble, design-led assortment; a broad incumbent whose value-based, flat-pack proposition competes with Profine's mid-market offerings where overlap exists.
- Ashley Furniture HomeStore: One of the world's largest furniture manufacturers and retailers with a wide assortment of home and office furniture; comparable as a broad incumbent in the same furniture retail category.
Regional players
- Godrej Interio: India's largest furniture manufacturer and retailer covering home, office, and institutional segments — comparable in product breadth and vertical integration, but operating in a different geography than Profine.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Furnitureland South, Inc social profiles
Digital presenceFurnitureland South, Inc financial estimates
Financial estimateRevenue estimate
Valuation estimate
Furnitureland South, Inc leadership team
Management profileNumber of profiles
Profiles1 record
Furnitureland South, Inc funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Furnitureland South, Inc 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 Furnitureland South, Inc
What does Furnitureland South, Inc do?
Furnitureland South, Inc is a vertically integrated manufacturer and retailer of home and office furniture. It produces and sells office workstations, office chairs, dining sets, bedroom/bed sets, sofas and lounge seating, study furniture, and café/hospitality furnishings, while also accepting custom furniture orders. Finished goods are sold directly to retail consumers through an e-commerce site and a physical showroom, and to corporate clients through dedicated project accounts with nationwide delivery.
Is Furnitureland South, Inc a public or private company?
Furnitureland South, Inc is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Furnitureland South, Inc founded?
Furnitureland South, Inc was founded in 1867. It employs 501 to 1,000 people.
Where is Furnitureland South, Inc based?
Furnitureland South, Inc is headquartered in Jamestown, United States, in the North America region.
How does Furnitureland South, Inc make money?
One revenue line is on record: direct Product Sales.
Who are Furnitureland South, Inc's main competitors?
Direct peers on record are Habitt, Ideas by Gul Ahmed, ChenOne, Interwood Mobel and Master Furniture (Pakistan). Pepperfry is listed as an emerging player. Broad incumbents are Office Depot, IKEA and Ashley Furniture HomeStore. Godrej Interio is listed as a regional player.
Does Furnitureland South, Inc have an API?
No public API is recorded for Furnitureland South, Inc.
What industry is Furnitureland South, Inc in?
Furnitureland South, Inc's product category is Home & Office Furniture. Its primary akta.pro industry code is CRAIAAAA, Living Room Furniture Retail (Sofas, Sectionals, Recliners, Coffee/Side Tables, TV Consoles). Its NAICS code is 449110 and its SIC code is 5700.