Homemakers Furniture, Mattresses & Accessories

What Homemakers Furniture, Mattresses & Accessories does

Homemakers Furniture, Mattresses & Accessories (legal entity Homemakers Plaza, Inc.) is an Iowa-based omnichannel furniture and mattress retailer founded in 1974 and operating as a wholly-owned subsidiary of Berkshire Hathaway. The company's primary physical footprint is a flagship showroom at 10215 Douglas Avenue in Urbandale, IA, featuring a Design Studio with free 1:1 interior design consultations, a Sleep Shop with mattress displays, a HOMEgrounds Cafe serving Starbucks, and a pickup location. A second Iowa showroom is announced for 1400 North Park Road in Tiffin, IA, targeted for Fall 2027. Product assortment spans living room, bedroom, mattress, dining room, home office, outdoor, kids & baby, and home decor categories, with prices ranging from under $200 (accent items, lamps) to over $9,000 (premium sets such as Hooker Furniture Modern Mood collections), and featuring brands including Smith Brothers, Norwalk Furniture, Bernhardt, Hooker Furniture, La-Z-Boy, Ashley, Rowe, American Leather, and Amisco.

The technology stack is conventional retail rather than technology-led. The 3D Room Planner is a third-party Floorplanner-powered web tool that enables drag-and-drop furniture placement, 3D visualization, flooring and wall paint customization, and a premium Room Planner Plus tier with multi-room and designer-assisted features. E-commerce runs on what appears to be a Salesforce Commerce Cloud platform (per demandware.com asset URLs), with account management, order tracking, gift cards, wishlists, and SMS marketing via short code +1-855-551-8908. No proprietary AI, data, or platform layer is disclosed.

Revenue is generated primarily through direct retail sales of furniture, mattresses, and home decor, complemented by financing programs (12-month no-interest and extended terms on specialty beds via the Homemakers/NFM Card), delivery and in-home assembly fees within Iowa, and Allstate protection plans. The customer base is predominantly individual residential consumers furnishing homes, with a secondary Trade Program serving interior designers. Distribution combines the Urbandale showroom, the planned Tiffin location, nationwide e-commerce shipping on orders $1,999 or more, and Iowa-only in-home delivery with furniture assembly. Marketing is content-led, with the Ideas for Inspired Living blog, email/SMS promotions, social media presence (Facebook, Instagram, Pinterest, X), and walk-in Design Studio appointments as the primary customer acquisition and conversion channels.

Name

Homemakers Furniture, Mattresses & Accessories

Legal name

Homemakers Plaza, Inc.

Website

https://homemakers.com

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

251–500 employees

Short description

Homemakers Furniture is an Iowa-based omnichannel furniture and mattress retailer, wholly owned by Berkshire Hathaway. It serves residential consumers and trade professionals via a Urbandale flagship showroom, nationwide e-commerce, and free Design Studio consultations and 3D Room Planner tools.

Ownership category

akta.pro rank

Product category

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

Living Room Furniture Retail (Sofas, Sectionals, Recliners, Coffee/Side Tables, TV Consoles) (CRAIAAAA)

akta.pro secondary industries

Bedroom Furniture Retail (Beds, Dressers, Nightstands, Armoires) (CRAIAAAC), Home Office Furniture Retail (Desks, Office Chairs, Bookcases, Filing/Storage) (CRAIAAAD), Entertainment & Media Furniture Retail (TV Stands, Media Consoles, Wall Units, Speaker Stands) (CRAIAAAI)

Keywords

• Residential furniture retail
• Home furnishings
• Mattress retail
• Interior design services
• Home decor accessories

Headquarters

HQ city

Urbandale

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Furniture and Home Goods Retail Sales: Revenue generated through direct retail sales of furniture, mattresses, and home decor products across multiple channels including in-store purchases at physical showroom locations and online orders through homemakers.com. Product categories span living room, bedroom, dining room, mattresses, home office, outdoor, kids & baby, and home decor.
2. Financing Programs: Revenue partly derived from financing programs including 12-month no-interest financing and extended financing options on specialty beds, offered through Homemakers/NFM Card accounts.
3. Delivery and In-Home Services: Revenue includes fees for in-state Iowa delivery and in-home furniture assembly services, with delivery fees non-refundable.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Homemakers Furniture is an Iowa-based omnichannel retailer that sells residential furniture, mattresses, and home decor across living room, bedroom, dining room, home office, outdoor, kids & baby, and home decor categories from mid-range to premium brands. It complements its product sales with free in-store Design Studio consultations, a 3D Room Planner digital tool, 12-month no-interest financing, statewide Iowa delivery with assembly, and a 120-Night Comfort Guarantee on mattresses.

Product overview

Homemakers Furniture is a traditional furniture and mattress retail company operating physical stores in Iowa (Urbandale with a second location opening in Tiffin Fall 2027) and an e-commerce website. The product portfolio spans core furniture categories including Living Room, Bedroom, Mattresses, Dining Room, Home Office, Outdoor, Kids & Baby, and Home Decor. The company offers complementary service offerings: a Design Studio providing free personalized 1:1 in-store interior design consultations with expert designers, and a free online 3D Room Planner tool powered by Floorplanner technology for self-service room design. Featured Design Studio brands include Smith Brothers, Norwalk Furniture, Bernhardt, Hooker Furniture, Amisco, Canadel, Rowe Furniture, and American Leather. Additional services include 12-Month No Interest Financing, AllState Protection Plans, and a 120-Night Comfort Guarantee on mattresses.

Differentiator

Problem solved

Functional benefit

Products and services

• Design Studio Interior Design Service

Quantifiable outcome

• 120-Night Comfort Guarantee on all mattresses (when purchased with Homemakers mattress protector)
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Nebraska Furniture Mart: Mega-regional furniture retailer also owned by Berkshire Hathaway, operating large-format showrooms in Nebraska, Texas, Kansas, and Iowa. Most directly comparable peer given shared ownership, showroom-led model, premium-brand assortment, and overlapping Midwest footprint with Homemakers.
• American Furniture Warehouse: Large-format Midwest and Western U.S. furniture retailer combining showroom and e-commerce with delivery and in-home services. Comparable to Homemakers on regional focus, big-box showroom model, broad category coverage, and value-to-mid-tier brand mix.
• Ashley HomeStore: Largest furniture retailer in the U.S., operating branded showrooms and licensee stores across the country. Comparable on multi-category furniture assortment (the Homemakers site carries Ashley products) and on omnichannel showroom + e-commerce + financing model.
• Rooms To Go: U.S. multi-category furniture retailer specializing in coordinated room packages and rapid delivery. Comparable to Homemakers on category breadth (living, bedroom, dining, mattresses), showroom + e-commerce model, and financing-driven conversion.
• Raymour & Flanigan: Northeast U.S. furniture and mattress retailer with showrooms, e-commerce, and in-home delivery. Comparable on full-room assortment, in-home delivery/assembly service, and complementary 3D room planning / design services layered on top of retail.
• Havertys: Multi-state U.S. furniture retailer focused on mid-to-premium price points with showroom, e-commerce, and design services. Comparable on premium-brand positioning, design-led sales motion, and broad category coverage similar to Homemakers' Design Studio.
• Bob's Discount Furniture: U.S. value-and-mid-tier furniture and mattress retailer combining showrooms with e-commerce and in-home delivery. Comparable on category breadth, financing-driven conversion, and in-home assembly service.
• Bassett Furniture: U.S. mid-to-premium furniture retailer with company-owned and licensee stores plus custom upholstery offerings. Comparable on premium brand assortment, custom/upholstery customization, and design-consult selling motion.

Broad incumbents

• Wayfair: Largest pure-play online furniture and home goods retailer in the U.S. Comparable as the principal e-commerce competitor shaping pricing and selection across every category Homemakers sells; key benchmark for digital traffic, assortment breadth, and shipping economics.
• Crate & Barrel: National design-led furniture and home goods retailer with showrooms and a strong e-commerce channel. Comparable on premium positioning, room-planning tools, and design-studio-style service overlays targeting design-conscious consumers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/shophomemakers
• Facebookfacebook.com/shophomemakers
• LinkedInlinkedin.com/company/homemakers-furniture-bedroom

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 Homemakers Furniture, Mattresses & Accessories