US Appliance
US Appliance is an online retailer based in Auburn Hills, Michigan, selling major home appliances from 60+ brands to individual homeowners, builders, and designers nationwide, with financing, extended warranties, and bundled package offerings.
- Company typePrivate
- Founded1963
- HeadquartersAuburn Hills, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What US Appliance does
US Appliance is an online retailer of major home appliances, founded in 1963 as a brick-and-mortar store in Auburn Hills, Michigan, and relaunched as one of the first e-commerce appliance sites in 1999. The company sells refrigerators, ranges, cooktops, wall ovens, microwaves, dishwashers, washers, dryers, ventilation hoods, outdoor grills, built-in coffee machines, and pizza ovens from more than 60 brands spanning the budget to ultra-premium tiers, including GE, Whirlpool, Frigidaire, LG, KitchenAid, Bosch, Miele, Viking, Monogram, Sub-Zero, and Samsung. Its storefront runs on the BigCommerce platform with SSL-secured payment processing and is supplemented by a toll-free phone sales team staffed by factory-trained, non-commissioned consultants available Monday–Friday 8am–6pm EST.
The business serves individual homeowners as its primary customer segment, alongside a builder/contractor/designer pro-account channel for new construction and renovation projects. US Appliance monetizes through retail margins on appliance sales, financing referral revenue from Synchrony Bank (store credit card with 0% interest promotional periods) and Progressive Leasing (lease-to-own), and commission income from Assurant-branded extended service plans. Ancillary offerings include a Buy More Save More volume discount program, free nationwide shipping on orders over $999, $199 in-home delivery, a 110% price-match guarantee, bundled kitchen and laundry appliance packages, installation parts/accessories, and a library of educational buying guides.
Operationally, US Appliance is a privately held, independent retailer with a stated headcount of 1-10 employees, no identified parent company, and no institutional investors disclosed. Distribution is fulfilled through multiple logistics partners including R+L Carriers, Maersk, Valley Companies, and FedEx, covering the 48 contiguous US states. The company self-describes as the largest high-end appliance retailer in Michigan and among the largest nationally, supported by 300,000+ cumulative customers served and a 4.8-star aggregate rating across 20,000+ reviews.
US Appliance firmographics
Firmographics- Name
- US Appliance
- Legal name
- US Appliance
- Website
- https://us-appliance.com
- Company type
- Private
- Founded year
- 1963
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- US Appliance is an online retailer based in Auburn Hills, Michigan, selling major home appliances from 60+ brands to individual homeowners, builders, and designers nationwide, with financing, extended warranties, and bundled package offerings.
- Ownership category
- akta.pro rank
US Appliance industry classification
Industry- Product category
- Online Appliance Retail
- NAICS
- Electronics and Appliance Retailers (449210)
- SIC
- Retail-Home Furniture, Furnishings & Equipment Stores (5700)
- akta.pro primary industry
- Kitchen & Cooking Major Appliance Retail (Ranges, Ovens, Cooktops, Microwaves) (CRACACAA)
- akta.pro secondary industries
- Built-In & Integrated Appliance Retail (Built-In, Panel-Ready, Compact) (CRACACAH), Appliance Parts, Accessories & Installation Kits Retail (CRACACAJ), Appliance Service Plans, Extended Warranties & Maintenance Retail (CRACACAK)
Keywords
Where US Appliance is headquartered
LocationHeadquarters
- HQ city
- Auburn Hills
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
US Appliance business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel
Revenue model
- Appliance Product Sales: One-time sales of major home appliances including refrigerators, ranges, dishwashers, washers, dryers, and ventilation products. Revenue generated from the margin between wholesale acquisition costs and retail selling prices. Sales are primarily direct-to-consumer through the website and phone orders.
- Financing Partnerships: Revenue generated through partnerships with Synchrony Bank for store credit cards and Progressive Leasing for lease-to-own arrangements. The company earns referral fees or revenue shares from financing applications processed through these partners.
- Extended Service Plans: Sale of extended warranty and service protection plans through Assurant, providing coverage after manufacturer warranties expire. Earns commissions on these service contracts sold alongside appliances.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Standard Appliance Pricing |
| Subscription | Monthly | Lease-to-Own Financing |
| Subscription | Monthly | 0% Interest Promotional Financing |
| Unit Pricing | Pay-as-you-go | Buy More Save More Volume Discounts |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
US Appliance product offering
Product offeringCore offering
US Appliance is an online retailer that sells major home appliances directly to consumers through its e-commerce website and phone sales team. The product catalog spans refrigeration, cooking (ranges, cooktops, wall ovens, microwaves), dishwashers, laundry (washers, dryers), kitchen ventilation, outdoor grills, and specialty built-in appliances sourced from over 60 brands including GE, Whirlpool, LG, KitchenAid, Bosch, Miele, Viking, Sub-Zero, and Samsung. The company complements appliance sales with financing (Synchrony, Progressive Leasing), extended service plans (Assurant), delivery, and pro-account services for builders, contractors, and designers.
Product overview
US Appliance is an online appliance retailer offering a comprehensive portfolio of major home appliances and related services. The core product offering centers on an e-commerce platform (built on BigCommerce) that sells refrigerators, ranges, cooktops, wall ovens, microwaves, dishwashers, washers, dryers, ventilation systems, outdoor grills, and built-in specialty appliances from over 50 premium and mainstream brands including GE, Whirlpool, Frigidaire, LG, KitchenAid, Bosch, Miele, Viking, Monogram, Sub-Zero, and Samsung. Beyond the core appliance sales, the company offers bundled appliance packages, appliance installation parts and accessories, extended service/warranty plans, financing options through Synchrony Bank, lease-to-own options through Progressive Leasing, and delivery services. The company also provides free appliance buying guides as educational content to assist customers in making purchasing decisions. The business model combines e-commerce convenience with expert telephone support and services tailored for both consumer and professional (builder/contractor) customers.
Differentiator
Problem solved
Functional benefit
Products and services
- Refrigerators
Companies that use US Appliance
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
US Appliance technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
US Appliance partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core, minor and unclear.
- Big CommercecoreWeb hosting platform that hosts the us-appliance.com e-commerce website. Big Commerce handles credit card processing via SSL encryption and stores customer order information securely. The platform provides the infrastructure for the online storefront and transaction processing.
- AssurantminorProvides extended service protection plans for appliances sold through US Appliance. Plans cover parts and labor for covered breakdowns after manufacturer warranty expires. Service administered through schedulerepair.com.
- R+L Carriersminor
- Maersk Shippingminor
- Valley Companiesminor
- FedExminor
- ABC WarehouseunclearRelated entity indicated by [email protected] contact email. May be a parent company or affiliated retail operation. Exact relationship not clearly defined in available source material.
Scale indicators6 records
Recent moves6 records
Expansion highlights4 records
US Appliance competitors and assessment
Company assessmentRegional players
- RC Willey: RC Willey is a Western US furniture and appliance retailer with showrooms and online channels. Comparable to US Appliance in its appliance category positioning, family-owned heritage, and major-brand portfolio, though geographically concentrated in the western states.
- P.C. Richard & Son: P.C. Richard & Son is a family-owned electronics and appliance retailer primarily serving the Northeast US. Comparable to US Appliance in its multi-generation family operation, premium-brand appliance focus, and emphasis on customer service, though regional rather than nationwide.
Direct peers
- Yale Appliance: Yale Appliance is a Massachusetts-based appliance retailer with showrooms plus strong online presence, focused on premium and mainstream brands. It competes in the same premium appliance retail segment as US Appliance, including designer and builder relationships.
- AJ Madison: AJ Madison is a leading online-only retailer of major home appliances and plumbing fixtures, headquartered in Brooklyn, NY. Like US Appliance, it competes on breadth of premium and mainstream appliance brands, price competitiveness, and nationwide delivery, making it a directly comparable specialty e-commerce appliance specialist.
- Abt Electronics: Abt is a Chicago-area electronics and major appliance retailer operating a hybrid showroom plus e-commerce model. Like US Appliance, it carries premium appliance brands (Sub-Zero, Wolf, Miele), emphasizes expert sales consultation, and serves both consumer and professional customers with nationwide delivery capability.
- Albert Lee Appliance: Albert Lee is a Pacific Northwest appliance retailer with showrooms and online channels, carrying premium and mainstream brands. Comparable to US Appliance in its mix of high-end brand selection, expert consultation, and service-oriented positioning.
- AppliancesConnection: AppliancesConnection is an online retailer specializing in major home appliances with a broad multi-brand portfolio and nationwide shipping. Its business model closely mirrors US Appliance's e-commerce-first approach to selling ranges, refrigerators, dishwashers, and laundry appliances to consumers and trade customers.
Broad incumbents
- Lowe's: Lowe's is the second-largest US home improvement retailer with a significant appliance category. It directly competes with US Appliance on major appliance sales, installation, and financing, but serves customers through a much larger omnichannel footprint.
- Home Depot: Home Depot is the largest US home improvement retailer with a substantial major appliance business across 2,000+ stores and online. It competes with US Appliance on price, brand selection, and installation services, but operates as a far broader home improvement destination.
- Best Buy: Best Buy is the largest US specialty consumer electronics retailer with a major appliance business across hundreds of stores and online. It is a broad incumbent that competes with US Appliance on appliance selection, financing, and delivery, but operates as a much larger multi-category retailer.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
US Appliance social profiles
Digital presenceUS Appliance financial estimates
Financial estimateRevenue estimate
Valuation estimate
US Appliance leadership team
Management profileNumber of profiles
US Appliance funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
US Appliance 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 US Appliance
What does US Appliance do?
US Appliance is an online retailer that sells major home appliances directly to consumers through its e-commerce website and phone sales team. The product catalog spans refrigeration, cooking (ranges, cooktops, wall ovens, microwaves), dishwashers, laundry (washers, dryers), kitchen ventilation, outdoor grills, and specialty built-in appliances sourced from over 60 brands including GE, Whirlpool, LG, KitchenAid, Bosch, Miele, Viking, Sub-Zero, and Samsung. The company complements appliance sales with financing (Synchrony, Progressive Leasing), extended service plans (Assurant), delivery, and pro-account services for builders, contractors, and designers.
Is US Appliance a public or private company?
US Appliance is a private company. It is classified as unknown and is currently operating.
When was US Appliance founded?
US Appliance was founded in 1963. It employs 1 to 10 people.
Where is US Appliance based?
US Appliance is headquartered in Auburn Hills, United States, in the North America region.
How does US Appliance make money?
Three revenue lines are on record. Appliance Product Sales are the primary driver. The others are financing Partnerships and extended Service Plans.
Who are US Appliance's main competitors?
Regional players on record are RC Willey and P.C. Richard & Son. Direct peers are Yale Appliance, AJ Madison, Abt Electronics, Albert Lee Appliance and AppliancesConnection. Broad incumbents are Lowe's, Home Depot and Best Buy.
Does US Appliance have an API?
No public API is recorded for US Appliance.
What industry is US Appliance in?
US Appliance's product category is Online Appliance Retail. Its primary akta.pro industry code is CRACACAA, Kitchen & Cooking Major Appliance Retail (Ranges, Ovens, Cooktops, Microwaves), with a secondary code of CRACACAH, Built-In & Integrated Appliance Retail (Built-In, Panel-Ready, Compact). Its NAICS code is 449210 and its SIC code is 5700.