National Business Furniture

What National Business Furniture does

National Business Furniture (NBF) is a privately-held, Milwaukee-based e-commerce office furniture retailer founded in 1975 by George and Julie Mosher. The company sells a broad catalog of commercial and home office furniture — desks (L-shaped, standing, reception, U-shaped), office and lounge seating, conference and training tables, storage, workstations and dividers, and accessories — through its own nationalbusinessfurniture.com storefront, dedicated phone sales lines, and a deep network of government and healthcare purchasing contracts. Its core technology is a standard e-commerce retail platform with catalog browsing, account management, wishlist, and quote-request functionality; proprietary value is layered through the NBF Signature Series sub-brand (At Work, Perspective, District, Rivet, Allure collections), a 15-year warranty program, and Greenguard-certified product lines. NBF's business model is one-time hardware sales supplemented by optional professional assembly and inside-delivery services, with quote-based pricing for larger orders, volume discounts (5% at $5K, 10% at $15K+), and a $100-off first-order promotion for mailing list subscribers.

The company serves five primary verticals: federal government (via GSA Multiple Award Schedule contract GS-27F-0024V with 2,000+ items), state and local government (via AEPA, BuyBoard, CMAS, Equalis, TIPS), healthcare (via Vizient and Premier group purchasing organizations), education (via six buying contracts), and commercial businesses. NBF processes 20,000+ government orders annually and operates regional branches in Los Angeles and Atlanta alongside its Milwaukee headquarters, employing 101-250 people. The customer base is broadly distributed across named institutions in healthcare (Baylor Scott & White, VA Hospital, Providence St. Peter), education (Lake Forest Country Day, The American College), financial services (North Georgia Credit Union), government (Logansport Police Department), and nonprofit (Texas VFW) sectors, with go-to-market spanning self-serve e-commerce, inside sales, enterprise field sales with dedicated furniture consultants, and channel partnerships through cooperative purchasing contracts.

Name

National Business Furniture

Legal name

National Business Furniture, LLC

Website

https://nationalbusinessfurniture.com

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

101–250 employees

Short description

National Business Furniture is a privately-held, Milwaukee-based e-commerce retailer founded in 1975 that sells office furniture — desks, seating, tables, storage, and accessories — to commercial businesses, federal/state/local government agencies, healthcare, and education through its website, phone sales, and cooperative purchasing contracts.

Ownership category

akta.pro rank

Product category

Office Furniture

NAICS

Furniture Retailers (449110)

SIC

Retail-Furniture Stores (5712)

akta.pro primary industry

Home Office Furniture Retail (Desks, Office Chairs, Bookcases, Filing/Storage) (CRAIAAAD)

akta.pro secondary industries

Office Furniture & Workspace Accessories Retail (CRALABAE), Furniture (Residential & Commercial) Wholesale Distribution (CRAOAFAA), Classroom & Student Furniture (Desks, Chairs, Tables, Storage) (EDAEAIAA)

Keywords

• Office furniture
• Commercial furniture
• Healthcare furniture
• Educational furniture
• Government procurement contracts

Headquarters

HQ city

Milwaukee

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Furniture Product Sales: One-time hardware sales of office furniture including desks, chairs, tables, storage, workstations, and accessories. Products sold at various price points from budget to premium executive lines.
2. Professional Assembly Services: Optional professional assembly services arranged with assembly firms throughout the United States for prompt and complete set-up and installation of furniture.
3. Inside Delivery Services: Optional inside delivery service where shipment is delivered to room of choice with scheduling and additional business days.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels5 records

Core offering

National Business Furniture is an e-commerce retailer that sells office furniture, including desks, chairs and seating, tables, storage, workstations and cubicles, and accessories, to commercial businesses, government agencies, healthcare facilities, and educational institutions. The company offers its own proprietary NBF Signature Series collections alongside third-party brands and adds services such as furniture consulting, space planning, professional assembly, and inside delivery.

Product overview

National Business Furniture is an office furniture e-commerce retailer offering a comprehensive catalog of commercial and home office furniture. The product portfolio spans desks (L-shaped, standing, reception, u-shaped), chairs and seating (office chairs, guest chairs, lounge seating, healthcare seating), tables (conference, training, cafe), storage (filing cabinets, storage cabinets, bookcases), workstations and cubicles, and accessories. The company operates through multiple purchasing contract vehicles including GSA for federal government buyers, and group purchasing organizations for healthcare and education sectors. Key product lines include proprietary NBF Signature Series collections (At Work, Perspective, District, Rivet, Allure) as well as branded furniture from Office Star and HON. The company provides furniture consulting, design services, and professional assembly options.

Differentiator

Problem solved

Functional benefit

Brands

• NBF Signature Series: The company's proprietary brand featuring best-in-style, quality and value furniture collections including At Work, Perspective, District, Rivet, and Allure.
• NBF Top Picks

Products and services

• Desks Product category including L-Shaped Desks, Office Desks, Standing Desks, Reception Desks, U-Shaped Desks, Student Desks, and Teacher Desks for commercial, educational, and home office workspaces.
• Chairs and Seating Product category including Office and Desk Chairs, Reception and Lounge Seating, Nesting/Stacking/Folding Chairs, Educational Seating, Guest and Accent Chairs, Healthcare Seating, Outdoor Seating, and Sofas and Couches for commercial, healthcare, and educational environments.
• Tables Product category including Conference Tables, Training/Folding/Nesting Tables, Cafe and Breakroom Tables, Side and Accent Tables, Drafting Tables, Educational Tables, Outdoor Tables, and Height Adjustable Tables for meeting, training, dining, and collaborative spaces.
• Storage Product category including Filing Cabinets, Storage Cabinets, Mobile Storage, Bookcases, Shelving, Wardrobe Cabinets and Lockers, Safes, and Display and Literature storage solutions for organizing documents and office belongings.
• Workstations and Dividers Product category including Cubicles and Workstations, Dividers and Partitions, and Carrels for creating individual and collaborative work areas in open office environments.
• Accessories Product category including Boards, AV and Presentation Equipment, Power and Charging, Computer and Desk Accessories, Medical and Behavioral, Rugs and Mats, Artificial Plants, Lighting, Chair/Table Carts, Stages and Lecterns, and Appliances to complete office setups.
• NBF Signature Series NBF's proprietary furniture brand featuring best-in-style, quality and value collections including At Work, Perspective, District, Rivet, and Allure, sold across multiple furniture categories.
• GSA Contract Furniture Purchasing Federal government purchasing program through GSA Multiple Award Schedule Contract GS-27F-0024V covering thousands of products from desks and office suites to insulated files and safes with NBF's GSA volume discounting and live GSA pricing on 2,000+ contract items.
• Healthcare Furniture Purchasing Programs Healthcare purchasing programs through group purchasing contracts including Vizient (#CE3381) and Premier (#PP-FA-2030), providing medical tables, healthcare seating, and medical facility furniture to hospitals and clinics with simplified one PO per transaction purchasing.
• Education Furniture Purchasing Programs Educational purchasing programs through six educational buying contracts including AEPA, BuyBoard, and TIPS for schools and educational institutions, providing desks, seating chairs, tables, and storage cabinets at guaranteed best prices without bid requirements.
• Professional Assembly Services Optional professional assembly services arranged with assembly firms throughout the United States for prompt and complete set-up and installation of purchased furniture, available for both small and large orders.
• Inside Delivery Service Optional inside delivery service where shipment is delivered to the room of choice with scheduling and additional business days, supplementing standard curbside delivery for commercial furniture orders.
• Furniture Consulting and Design Services End-to-end project support service with dedicated furniture consultants offering free 15-minute expert consultations, space preview with layouts and renderings, and personalized support from product selection through design and installation.

Quantifiable outcome

• 76% of on-site employees would prefer unpleasant tasks over working in a poorly designed workspace
• +2 more outcomes

Named customers12 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered core.

• GSA (General Services Administration)coreChannel Partner/ Reseller/ DistributorNBF's GSA Multiple Award Schedule contract (GS-27F-0024V) covers thousands of products from desks and office suites to insulated files and safes. All contract items receive NBF's GSA volume discounting. In-stock items deliver within 2 weeks.
• BuyBoardcoreChannel Partner/ Reseller/ DistributorContract Number: 767-25. Cooperative purchasing program for state and local government entities allowing access to NBF furniture products through established contract pricing.
• TIPS (The Interlocal Purchasing System)coreChannel Partner/ Reseller/ DistributorContract Number: 230301. National purchasing cooperative enabling government entities to access NBF furniture without competitive bidding requirements.
• AEPAcoreChannel Partner/ Reseller/ DistributorContract Number: 022-A. National purchasing association providing cooperative purchasing agreements for education and government entities.
• EqualiscoreChannel Partner/ Reseller/ DistributorContract Number: COG-2152M. Regional purchasing cooperative providing access to NBF furniture through established contract vehicles.
• CMAS (California Multiple Award Schedule)coreChannel Partner/ Reseller/ DistributorContract Number: 4-20-71-00970. California state purchasing contract enabling state and local government agencies to procure NBF furniture.
• VizientcoreChannel Partner/ Reseller/ DistributorContract Number: #CE3381. Healthcare group purchasing organization providing NBF healthcare furniture to member hospitals and healthcare facilities.
• PremiercoreChannel Partner/ Reseller/ DistributorContract Number: #PP-FA-2030. Healthcare alliance providing NBF furniture access to healthcare system members through group purchasing.

Scale indicators5 records

Recent moves7 records

Expansion highlights4 records

Broad incumbents

• Grainger: Industrial MRO and facility supplies distributor with growing office furniture category; competes for institutional buyers through contract vehicles and similar e-commerce catalog model.
• Wayfair: Large e-commerce furniture retailer with growing business/commercial segment; competes for the same SMB and individual office-furniture buyers through online channels, though Wayfair is broader in residential furniture.
• HON Office Furniture: Major office furniture manufacturer whose products NBF resells; competes for the same mid-grade office furniture contracts via its own dealer network and direct contracts.
• Steelcase: Premium office furniture manufacturer with deep enterprise dealer network competing for the upper end of NBF's commercial and government project business.

Direct peers

• Staples (Staples Business Advantage): Operates contract furniture and office supplies programs that directly overlap NBF's commercial/government customer base, with similar inside-sales and contract-purchasing motions. The most direct large-scale competitor in mid-grade office furniture e-commerce.
• Office Depot (Office Depot Business Solutions): Major office furniture and supplies retailer with strong government and education contract presence (similar GSA contracts) directly competing for the same institutional buyers NBF targets.
• Global Industrial: E-commerce distributor of industrial and commercial furniture including office desks, chairs, and storage; comparable multi-vertical e-commerce model with government and commercial customer overlap.
• Quill: Office products and furniture catalog retailer serving small and mid-size businesses with a similar inside-sales + e-commerce model and overlapping customer use cases (desks, chairs, seating, storage).

Emerging players

• Amazon Business: B2B-focused Amazon storefront that aggregates office furniture and supplies sellers, increasingly competing for office procurement budgets of NBF's SMB and mid-market customers through Prime-style logistics.
• FurnitureCart / School Specialty (education vertical): Specialty education supplier that competes for the same K-12 and higher-ed furniture contracts; relevant peer for NBF's educational buying contracts segment.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/NBFonline
• Facebookfacebook.com/NationalBusinessFurniture
• LinkedInlinkedin.com/company/national-business-furniture
• Instagraminstagram.com/nationalbusinessfurniture
• Xx.com/nbfonline

Compliance3 records

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 National Business Furniture