Furniture of America

What Furniture of America does

Furniture of America is a privately held U.S. furniture manufacturer and online retailer headquartered in City of Industry, California, with additional regional offices in Fresno (CA), DFW Airport-Irving (TX), Lawrenceville (GA), and Jersey City (NJ). The company sells more than 1,500 stocked items spanning bedroom, youth, mattress, dining, upholstery, living room, outdoor, and accent furniture — along with curated named collections such as Promenade, Stella Mia, San Rosae, and Clarksburg — at price points ranging from under $199 to over $2,000, positioning itself as a modern-design alternative to luxury showrooms for everyday American families.

Its core technology is an e-commerce storefront (foagroup.com) built on a Plumtree Magento-style catalog framework that supports customer and dealer account registration, a store locator, a wishlist, and an interactive 3D product viewer on select SKUs. Product imagery, marketing assets, and a blog are hosted on a content delivery network (cdn.foagroup.com), and the company operates standard social channels (Facebook, Twitter/X, Pinterest, YouTube, Instagram) plus an email newsletter.

Furniture of America runs a dual go-to-market: direct-to-consumer e-commerce on its own site and through major third-party marketplaces (Amazon, Wayfair, Walmart, Target, Home Depot, Lowe's, Overstock, JCPenney, Macy's, Bed Bath and Beyond, Hayneedle), combined with a B2B channel serving independent furniture dealers and a national distributor relationship with Ornate Home Furniture & Mattress, which as of September 2025 also operates a Charlotte, North Carolina showroom. Revenue is generated by one-time hardware sales at unit-based pricing across the catalog, with promotional programs such as 'Happy Price' providing occasional discounting; the company is privately held with no disclosed funding, parent, or subsidiary.

Name

Furniture of America

Legal name

Furniture of America

Website

https://foagroup.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

101–250 employees

Short description

Furniture of America is a privately held U.S. furniture manufacturer and online retailer (headquartered in City of Industry, CA) selling 1,500+ SKUs across bedroom, dining, upholstery, outdoor, and accent categories to American families via its e-commerce site, major marketplaces, and a national dealer and distributor network.

Ownership category

akta.pro rank

Product category

Home Furniture

NAICS

Furniture Retailers (449110), Furniture and Home Furnishings Retailers (4491), Nonupholstered Wood Household Furniture Manufacturing (337122), Household Furniture (except Wood and Upholstered) Manufacturing (337126)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700), Retail-Furniture Stores (5712), Wholesale-Furniture & Home Furnishings (5020), Household Furniture (2510)

akta.pro primary industry

Bedroom Furniture Retail (Beds, Dressers, Nightstands, Armoires) (CRAIAAAC)

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), Furniture (Residential & Commercial) Wholesale Distribution (CRAOAFAA)

Keywords

• Home furniture retail
• Bedroom furniture
• Upholstered furniture
• Outdoor furniture
• Mattress products

Headquarters

HQ city

City Of Industry

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Furniture Product Sales: One-time purchase revenue from selling furniture products directly to consumers through e-commerce and to dealers through wholesale distribution. Products include bedroom sets, mattresses, dining furniture, upholstery, living room pieces, outdoor furniture, and accent items.
2. Dealer/Wholesale Distribution: B2B revenue stream supplying furniture products to retail dealers and national distributors like Ornate Home for resale.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Furniture of America manufactures and sells home furniture across bedroom, youth, mattress, dining, upholstery, living room, outdoor, and accent categories, offering more than 1,500 products ranging from individual pieces to complete coordinated sets and curated design collections. The company distributes its products through a consumer-facing e-commerce site, a national distributor (Ornate Home), an independent dealer network, and listings on major third-party online marketplaces, positioning itself as a provider of modern furniture without luxury showroom pricing.

Product overview

Furniture of America is a U.S.-based furniture manufacturer and online retailer offering modern furniture across multiple product categories including bedroom, youth, mattress, dining, upholstery, living, outdoor, and accent furniture. The product portfolio spans from individual pieces (beds, nightstands, dressers, sofas, dining tables) to complete bedroom sets and coordinated collections (Promenade, Stella Mia, San Rosae, Clarksburg, and others). They position themselves as offering modern furniture without luxury showroom pricing, emphasizing accessibility for everyday families. The company operates through both direct-to-consumer e-commerce and a dealer network across the United States.

Differentiator

Problem solved

Functional benefit

Products and services

• Bedroom Furniture Complete bedroom furniture collection including beds, nightstands, dressers, mirrors, chests, media chests, daybeds, headboards, accessories, and bedroom sets in various styles and materials for residential consumers and dealers.
• Youth Furniture Children's and youth bedroom furniture including beds, bunk beds, nightstands, dressers, mirrors, chests, armoires, desks, accessories, and youth bedroom sets with themes such as novelty car beds for families furnishing children's rooms.
• Mattress Products Mattress offerings including memory foam mattresses, pocket coil mattresses, euro pillow top and euro top variants, along with foundations and bed frames including adjustable bases for residential consumers and dealers.
• Dining Furniture Dining room furniture including tables, chairs, benches, counter-height tables and chairs, servers, hutches, buffets, curios, bars, recreation furniture, accessories, and complete dining sets for residential dining spaces.
• Upholstery Seating furniture including sofas, loveseats, chairs, chaises, ottomans, modular and sectional configurations, manual and power motion recliners, plus sleepers and futon sofas for residential living spaces.
• Living Room Furniture Living room accent pieces including coffee tables, side tables, console tables, and TV consoles in various styles for residential living rooms.
• Outdoor Furniture Outdoor seating, dining sets, chairs, benches, umbrellas, and canopy accessories for outdoor living spaces.
• Accent Furniture and Home Décor Accent pieces including vanities, shelves, cabinets, tables, stands, desks, chairs, benches, ottomans, rugs, pillows, lamps, wall art, pet houses, bathroom vanities, and miscellaneous décor items.
• Named Furniture Collections Curated furniture collections including Promenade, Stella Mia, San Rosae, Seven Oaks, Sterling West, Hatton Cross, Neue Mills, Belize, Sandnes, Gristalt, Argenthart, Melodi Parc, Kenyada, Hinwitz, Lakeside, Chesapeake, Reverie, Opulenza, Madeira, Leovanni, Westerham, Hepburne, Vellara, and Clarksburg, each offering a coordinated style direction for room furnishing.
• Made in USA Furniture Select furniture products manufactured in the United States and designated as Made in USA across the FOA catalog.

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• Ornate Home Furniture & MattresscoreChannel Partner/ Reseller/ Distributor · 1 September 2025Ornate Home serves as Furniture of America's national distributor, enabling coast-to-coast product delivery. The Santa Ana, California-based retailer expanded its role as national distributor and holds exclusive retail privileges for premium brands including Moe's Furniture, Modus Furniture, and Bernhardt Furniture in its markets. The partnership supports both companies' premium furniture positioning.
• Ornate Home - Charlotte LocationcoreChannel Partner/ Reseller/ Distributor · 1 September 2025Ornate Home opened a new showroom at 8620 Monroe Road in Charlotte, North Carolina in September 2025, expanding Furniture of America's East Coast presence alongside its original Santa Ana, California facility. The location positions the company near High Point Market.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Peers

• Rooms To Go:

Broad incumbents

• La-Z-Boy Incorporated: Iconic U.S. furniture manufacturer with a company-owned and dealer retail network, particularly strong in upholstery and recliners. Overlaps with FOA on motion/upholstery SKUs and on the manufacturer-dealer hybrid model.
• Ashley Furniture Industries: Largest U.S. furniture manufacturer and retailer, combining owned manufacturing, a massive independent dealer base, and Ashley HomeStore retail. Ashley competes head-on with FOA across bedroom, dining, and upholstery but at far greater scale.

Direct peers

• Wayfair: Leading online-only broad-catalog furniture and home furnishings retailer. Wayfair is a direct peer on digital shelves (FOA is itself a Wayfair marketplace seller) and competes for the same value-conscious online furniture buyer with a similarly broad assortment.
• Bassett Furniture Industries: U.S. furniture manufacturer that sells primarily through an independent dealer network, with a growing DTC channel. Bassett's manufacturer-plus-dealer model closely mirrors Furniture of America's core go-to-market motion.
• Bob's Discount Furniture: Value-positioned omnichannel furniture retailer focused on affordable bedroom, dining, and living room sets. Bob's directly competes with FOA for the same budget-conscious American household customer and overlaps in showroom-supported value furniture.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/foagroup
• YouTubeyoutube.com/foagroup
• Facebookfacebook.com/foagroup
• Instagraminstagram.com/foagroup
• Pinterestpinterest.com/foagroup
• LinkedInlinkedin.com/company/furniture-of-america-inc.

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 Furniture of America