What Demco does

Demco, Inc. is a privately held, Madison, Wisconsin-based distributor and retailer of educational furniture, supplies, equipment, and learning materials serving U.S. Pre-K-12 schools, public libraries, higher education institutions, and federal government buyers. Founded in 1905 and operating with 251–500 employees, the company runs a national distribution business organized around three core product categories — Library Supplies (book care, circulation materials, labels, signage, shelf organization), Furniture (shelving, seating, tables, desks, modular configurations) under proprietary collections including ColorScape, Kalos, Restination, LibraCraft, TechnoLink, Tidal, Ignite, and CalmScape — and Equipment (AV equipment, book trucks, facility equipment, technology hardware). The catalog also spans Makerspace/STEM, Social-Emotional Learning, early childhood Learn & Play, Carpets & Decor, Storage & Organization, and promotional/incentive items under the Upstart sub-brand, with acquired brands StickTogether (2024) and Boopsie (2015) layered into the portfolio. Sub-brands such as ShelfSpark (merchandising) and Literati (curated products) round out the offering.

Demco operates as a product distributor rather than a technology company; no proprietary platforms, AI capabilities, or software APIs are disclosed. The business is organized around direct-to-customer e-commerce at demco.com, inside sales specialists, dedicated regional sales managers, project consultants for learning environment design (including a Pacific Library Partnership–funded California program), and phone-based enterprise sales. Revenue is generated primarily through one-time product sales across furniture, supplies, equipment, and learning materials, supplemented by professional services such as free grant search assistance, bids and quotes, Demco Interiors design consultation, and contract pricing administered through a network of cooperative purchasing agreements (E&I, OMNIA, MHEC, CESA, Pacific Library Partnership, and multiple state-specific contracts) that enable multi-year institutional procurement without traditional RFP cycles.

The company is privately held with no disclosed venture capital, private equity backing, or public ticker; ownership structure and revenue figures are not publicly disclosed. Leadership is led by President Rick Goodman, with named regional and inside-sales management covering California (Pacific Library Partnership), Literati Rewards inside sales, and broader institutional accounts. The competitive positioning rests on brand heritage, an extensive cooperative contract footprint, proprietary furniture collections, and a comprehensive multi-category catalog that few competitors match in the U.S. educational furnishings and supplies channel.

Name

Demco

Legal name

Demco, Inc.

Website

https://demco.com

Company type

Private

Founded year

1905

Operating status

Operating

Headcount range

251–500 employees

Short description

Demco is a Madison, Wisconsin-based distributor and retailer of library supplies, educational furniture, equipment, and learning materials serving U.S. Pre-K-12 schools, public libraries, higher education, and federal government buyers via direct sales and cooperative purchasing contracts.

Ownership category

akta.pro rank

Product category

Educational Furniture and Supplies

NAICS

Interior Design Services (541410), General Merchandise Retailers (455), Interior Design Services (54141)

SIC

Retail-Furniture Stores (5712), Partitions, Shelvg, Lockers, & Office & Store Fixtures (2540), Wholesale-Furniture & Home Furnishings (5020), Retail-Misc General Merchandise Stores (5399)

akta.pro primary industry

Home, Furniture & Decor DTC (CRAFACAE)

akta.pro secondary industry

Office, Stationery & Craft Supplies DTC (CRAFACAL)

Keywords

• Library supplies
• Educational furniture
• School supplies
• Learning environments
• Library shelving

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales - Furniture: Demco generates revenue through the sale of educational furniture including shelving, seating, tables, desks, storage, and modular furniture. Products are sold as one-time purchases with pricing based on product specifications and quantity.
2. Product Sales - Supplies: Sale of library supplies, office supplies, learning materials, and equipment. Includes book care supplies, circulation materials, labels, signage, and technology hardware.
3. Product Sales - Learning Materials: Sale of educational and promotional items including bookmarks, crafting supplies, STEM products, teaching materials, books, and classroom supplies.
4. Services Revenue: Demco offers services including grant searches, bids and quotes, cooperative purchasing contracts, and consultation for learning environment design.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Demco is a learning environments company that sells educational furniture, library supplies, equipment, and learning materials through its demco.com storefront, inside sales team, and cooperative purchasing contracts to K-12 schools, public libraries, higher education institutions, and government buyers across the United States. It supplements product sales with services such as Demco Interiors learning environment design consultation, virtual tours, free grant search assistance, and bids/quotes support.

Product overview

Demco is an industry-leading learning environments company that offers a comprehensive portfolio of products and services for libraries, schools (pre-K through 12), and educational institutions. The core product offerings include Library Supplies (book care, circulation materials, labels, signage, shelf organization), Furniture (shelving, seating, tables, desks, workstations, and specialized collections), Equipment (AV equipment, booktrucks, facility equipment, technology hardware), Learning Materials & Resources (STEM/makerspace, teaching supplies, crafting), and Upstart promotional items. The furniture portfolio includes multiple named collections: ColorScape (flexible soft seating), Kalos (tables and desks for learning environments), Restination (modular lounge furniture), LibraCraft, TechnoLink, Tidal, and Ignite. Additional offerings include Makerspace & STEM products, CalmScape acoustic solutions, Learn & Play early learning materials, Social-Emotional Learning resources, Carpets & Decor, ShelfSpark merchandising, and Literati curated products. Services include grant searches, cooperative purchasing contracts, virtual design tours, and the recently acquired StickTogether collaborative team-building product line.

Differentiator

Problem solved

Functional benefit

Brands

• Upstart: Promotional items, bookmarks, stickers, and incentives for libraries and schools
• StickTogether
• ShelfSpark
• Restination
• ColorScape
• Kalos
• Tidal
• CalmScape
• Literati
• Ignite

Products and services

• Library Supplies Comprehensive library supplies catalog including book care and repair, circulation materials, general supplies, labels and identification, media storage and protection, signage, and shelf organization products, sold to libraries and schools via demco.com and cooperative purchasing contracts.
• Furniture Learning environment furniture line including shelving, seating, chairs, tables, desks, workstations, circulation desks, modular furniture, and specialized collections for libraries and schools, sold via demco.com and cooperative contract pricing.
• Demco ColorScape Demco's flexible soft seating collection featuring lightweight, easy-to-rearrange vinyl seating in vibrant hues designed to complement ColorScape Playpods and shelving for lounge or work zones in libraries and schools.
• Demco Kalos Table and desk collection for today's learning environments, available in standard, ADA-compliant, pre-K to second grade, and tables with integrated power configurations, sold to schools and libraries.
• Demco Restination Lounge Collection Modular lounge furniture collection with soft seating and tables configurable into circular, straight, or serpentine arrangements, including chairs, loveseats, sofas, benches, rockers, and circle tables with steel sled-base frames and easy-to-clean vinyl upholstery.
• Demco Tidal Ergonomic, affordable seating collection available in a variety of colorful options, designed for use in learning environments.
• Demco LibraCraft Furniture collection for library settings, including modular shelving and circulation desks configured for library operations.
• Demco TechnoLink Furniture collection designed for technology-integrated learning environments, supporting device use and digital learning in classrooms and libraries.
• Demco Ignite Furniture collection featured within Demco's broader furniture offerings, providing additional learning environment furniture options for schools and libraries.
• Modular Furniture Flexible modular furniture including modular seating and benches, modular tables, modular sofas and loveseats, and connector tables that can be arranged in various configurations for learning spaces.
• Equipment Equipment for libraries and schools including audio-visual equipment, book trucks and carts, facility equipment, and technology hardware such as barcode scanners, laminators, paper cutters, and printers.
• Upstart Promotional items, bookmarks, book bags, posters, stickers, incentives, craft kits, activity cards, planners, calendars, gifts, apparel, and reading program materials marketed to schools and libraries.
• Learning Materials & Resources Educational resources including bookmarks, crafting supplies, promotional items, STEM and makerspace materials, teaching supplies, and activities for classrooms and libraries.
• Makerspace & STEM STEAM education solutions including building and engineering materials, coding and robotics, circuitry and electronics, science kits, 3D printing, and AR/VR and esports equipment for schools and libraries.
• CalmScape Collection Acoustic collection featuring room dividers, panels, and walls designed to reduce background noise and create optimal learning environments in schools and libraries.
• ShelfSpark Innovative shelf display and merchandising solutions for libraries to support collection presentation and discovery.
• StickTogether Collaborative team-building sticker puzzle products and activities designed to foster inclusivity and teamwork in pre-K-12 learning environments, offered following Demco's 2024 acquisition of StickTogether LLC.
• Literati Curated portfolio of on-trend products from industry leaders offered through Demco's Literati Rewards program to schools and libraries.
• Learn & Play Early learning products including blocks and building sets, sensory tables, activity centers, interactive wall panels, musical items, and puppets and plush characters for early childhood and elementary classrooms.
• Social-Emotional Learning Products supporting SEL including furniture, self-awareness resources, self-management tools, social awareness materials, relationship skills resources, and responsible decision-making materials for K-12 classrooms.
• Carpets & Decor Interior decoration including patterned and solid carpets and rugs, seating squares, wall decals, canvas prints, graphic shelf decor, frames, and clocks for schools and libraries.
• Storage & Organization Storage solutions including the Show & Stow System, classroom storage, bins and tubs, book and magazine storage, cubby storage, storage cabinets and lockers, and mobile storage carts.
• Demco Services (Bids, Quotes, Cooperative Purchasing, Grant Search, Virtual Tours, Demco Interiors) Support services for educational and library buyers including bids and quotes preparation, contracts and cooperative purchasing support, free grant search, virtual tours of learning spaces, and Demco Interiors learning environment design consultation.

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and supporting.

• StickTogether LLCcoreStrategic or Co-development Partner · 15 April 2024Demco acquired all assets of StickTogether LLC, a provider of collaborative team-building activities and products. The acquisition reinforces Demco's commitment to inclusivity and enhances its impact on learning environments in the pre-K-12 sector. StickTogether products focus on inclusive, teamwork-focused activities and resources.
• US Institute of Museum and Library ServicessupportingOthersThe Literacy and Learning Initiatives project is supported in part by the U.S. Institute of Museum and Library Services under the provisions of the Library Services and Technology Act, administered in California by the State Librarian. This supports the Pacific Library Partnership contract.
• E&I Cooperative ServicescoreChannel Partner/ Reseller/ DistributorE&I Contract provides cooperative purchasing services enabling educational institutions to access Demco products at contracted pricing through the E&I purchasing cooperative.
• OMNIA PartnerscoreChannel Partner/ Reseller/ DistributorOMNIA Contract enables public sector and educational institutions to procure Demco products through the OMNIA Partners cooperative purchasing program.
• MHEC (Midwest Higher Education Compact)coreChannel Partner/ Reseller/ DistributorMHEC Contract provides higher education institutions access to Demco products through the MHEC cooperative purchasing agreement.
• Pacific Library PartnershipcoreChannel Partner/ Reseller/ DistributorPacific Library Partnership Contract provides California library systems access to Demco's Literacy Spaces Opportunity products through the PLP cooperative purchasing program.
• CESA (Cooperative Educational Service Agencies)supportingChannel Partner/ Reseller/ DistributorCESA Contract enables Wisconsin educational agencies to access Demco products through the CESA cooperative purchasing network.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• School Specialty: School Specialty is a leading direct distributor of K-12 educational supplies, furniture, and equipment, closely overlapping Demco's core product categories and customer base of schools and districts.
• Lakeshore Learning: Lakeshore Learning manufactures and sells educational furniture, classroom supplies, and learning materials to schools, teachers, and early childhood programs, overlapping significantly with Demco's K-12 product portfolio.
• Brodart Supplies & Furnishings: Brodart is a direct competitor supplying library furniture, book processing supplies, and shelving systems to public and school libraries, mirroring Demco's library-focused vertical.
• Kaplan Early Learning Company: Kaplan supplies early childhood and elementary classroom furniture, learning materials, and supplies to schools and childcare centers, overlapping with Demco's pre-K and early learning lines.
• Follett School Solutions: Follett provides library and educational solutions including furniture, content, and technology to K-12 and higher education, competing with Demco in the library furniture and supplies category.
• Virco: Virco is a publicly traded manufacturer of educational and institutional furniture sold to schools and colleges, directly comparable to Demco's furniture collections (tables, desks, seating).
• Really Good Stuff: Really Good Stuff sells educational supplies, classroom décor, and learning materials to teachers and schools, comparable to Demco's supply and learning materials lines.
• Children's Factory: Children's Factory manufactures early childhood and educational furniture and soft seating for schools and childcare settings, directly comparable to Demco's ColorScape and Learn & Play categories.

Broad incumbents

• Steelcase Education: Steelcase is a major office and education furniture manufacturer offering learning space solutions to universities and K-12 institutions, a broader incumbent competing in the same institutional furniture category as Demco.
• HNI Corporation (HON/Allsteel): HNI Corporation is a large office and institutional furniture manufacturer (HON, Allsteel, Gunlocke) that supplies schools, libraries, and government buyers, overlapping with Demco's furniture distribution.

Market position

Weaknesses2 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/demcoinc
• Facebookfacebook.com/demcofun
• LinkedInlinkedin.com/company/demco-inc.
• Instagraminstagram.com/demcoinc
• Pinterestpinterest.com/demcofun
• Xx.com/demco

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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

M&A2 records

Investments

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

Frequently asked questions about Demco