Hertz Furniture

What Hertz Furniture does

Hertz Furniture is a privately held furniture distributor and e-commerce retailer founded in 1964 and headquartered in Woodcliff Lake, New Jersey. The company sells school, classroom, office, church, outdoor, and specialty institutional furniture to K-12 schools, higher education, religious organizations, and commercial offices across the United States. Its catalog includes more than 2,700 Made-in-USA items aggregated from over a dozen manufacturer partners including Academia, MooreCo, NPS, Joy Carpets, Carpets for Kids, Tenjam, ultraPLAY Systems, and Marco Group, spanning desks, chairs, tables, storage, lab and makerspace furniture, library and music furniture, classroom rugs, and CTE/inclusive-playground installations. The company has no proprietary technology platform; its core technology stack is a standard e-commerce storefront with filtering, cart, and checkout, supplemented by phone-based and live-chat sales support.

Revenue is generated almost entirely through one-time product sales to institutional and individual buyers, with unit-based pricing, bulk discounts negotiated by phone or chat, and limited financing programs for budget-constrained customers. The go-to-market motion is sales-led and multi-channel: a direct e-commerce website handles bottom-of-funnel transactions, a 1-800 sales line and live chat handle mid- and large-order consultations, and a dedicated Project Solutions team pursues enterprise institutional projects with complimentary design, space planning, and nationwide installation. Recent service extensions such as Hertz AlignED (educational design consulting), Hertz TECH (device procurement and buyback), and CTE Spaces (career and technical education furniture) indicate a deliberate broadening from transactional furniture distribution toward higher-value, project-based services within the education vertical. Geographic reach is United States-only, with explicit exclusions for the European Union and United Kingdom, and the company has 101-250 employees.

Name

Hertz Furniture

Legal name

Hertz Furniture

Website

https://hertzfurniture.com

Company type

Private

Founded year

1964

Operating status

Operating

Headcount range

101–250 employees

Short description

Hertz Furniture is a 60-year-old, privately held U.S. furniture distributor and e-commerce retailer based in New Jersey, selling school, classroom, office, church, and outdoor institutional furniture to K-12, higher education, religious, and commercial office customers across the United States.

Ownership category

akta.pro rank

Product category

Institutional and Educational Furniture

NAICS

Furniture Retailers (449110), Furniture and Home Furnishings Retailers (4491)

SIC

Retail-Furniture Stores (5712), Public Bldg & Related Furniture (2531)

akta.pro primary industry

Classroom & Student Furniture (Desks, Chairs, Tables, Storage) (EDAEAIAA)

akta.pro secondary industry

Office Furniture Moving, Installation & Reconfiguration (Systems Furniture) (HSAKAKAE)

Keywords

• School furniture
• Classroom furniture
• Institutional furniture
• Educational furniture
• Office furniture

Headquarters

HQ city

Ramsey

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, Infrastructure, Technology or R&D

Revenue model

1. Furniture Product Sales: One-time furniture sales to educational institutions, religious organizations, offices, and consumers. Products include school furniture, classroom furniture, office furniture, church furniture, outdoor furniture, and related equipment. Revenue generated through direct purchases with financing options available.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Hertz Furniture is a furniture retailer and distributor specializing in educational, commercial office, and religious institution furniture. The company distributes products from multiple manufacturers including Academia, MooreCo, NPS, Joy Carpets, and Carpets for Kids, offering desks, chairs, tables, storage, classroom rugs, lab and makerspace furniture, outdoor classroom furniture, and specialty items. Sales occur through an e-commerce website, phone, chat, and a dedicated Project Solutions team providing complimentary design, space planning, and nationwide installation services.

Product overview

Hertz Furniture is an e-commerce furniture retailer offering a comprehensive portfolio of educational, commercial, and religious furniture products. The core offerings span School Furniture, Office Furniture, and Church Furniture as the primary categories, supported by extensive sub-categories including Classroom Furniture, Classroom Rugs, Chairs & Seating, Tables, Desks, Storage, and specialized areas like Lab & Makerspace Furniture, Library Furniture, Music Furniture, and Outdoor Classroom Furniture. The company differentiates through specialty programs including Hertz AlignED (design and space planning services for education), Hertz TECH (technology procurement and device buyback), CTE Spaces (career and technical education furniture), Custom Inclusive Playgrounds, and a QuickShip program featuring 872 best-selling items with expedited 2-3 day shipping. Products are sourced from multiple manufacturers including Academia, MooreCo (Hierarchy line), NPS, Joy Carpets, Carpets for Kids, Flagship Carpets, Tenjam, ultraPLAY Systems, and others. The company also offers project solutions including complimentary design services and nationwide installation.

Differentiator

Problem solved

Functional benefit

Brands

• Hertz AlignED: A service offering for educational environments focusing on aligning strategy and space for student success
• Hertz TECH

Products and services

• School Furniture Comprehensive collection of educational furniture including school desks, school chairs, music and library furniture for preschool through university, plus specialty furniture for art, computer, and science labs. For K-12 schools, universities, preschools, and daycares.
• Office Furniture

Quantifiable outcome

• 60 years of delivering furniture solutions to educational and commercial institutions
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

16 partnerships are on record, tiered core and minor.

• AcademiacoreOthersManufacturer partner supplying soft seating, student desks, and collaborative furniture products sold through Hertz Furniture's distribution channel.
• NPS (National Public Seating)coreOthersManufacturer partner supplying folding tables, cafeteria tables, chairs, and portable furniture for educational and commercial settings.
• MooreCocoreOthersManufacturer partner supplying flipper tables, student desks, podiums, and educational furniture products since 1985.
• Joy CarpetscoreOthersManufacturer partner supplying educational carpets and rugs with designs that teach children through engaging visuals and patterns.
• Carpets for KidscoreOthersManufacturer partner supplying educational rugs for daycare centers and schools with adorable designs and top quality manufacturing.
• TenjamminorOthersManufacturer partner supplying modular indoor/outdoor lounge seating for collaborative learning environments.
• ultraPLAY SystemsminorOthersManufacturer partner supplying outdoor recreation furniture including benches, picnic tables, and trash receptacles for over 20 years.
• Marco GroupminorOthersManufacturer partner supplying activity tables and educational furniture products.
• WB ManufacturingminorOthersManufacturer partner supplying collaborative school tables and educational furniture.
• Flagship CarpetsminorOthersManufacturer partner supplying commercial and educational carpet products.
• GresscominorOthersManufacturer partner supplying educational and commercial furniture products.
• Diversified SpacesminorOthersManufacturer partner supplying educational furniture including tables and collaborative workspaces.
• LuxorminorOthersManufacturer partner supplying AV carts and utility furniture for educational and commercial environments.
• Palmer HamiltonminorOthersManufacturer partner supplying outdoor tables with cluster seating for various environments.
• MyTCoat CommercialminorOthersManufacturer partner supplying outdoor commercial furniture including picnic tables and benches.
• Frog FurnishingsminorOthersManufacturer partner supplying outdoor furniture and playground accessories.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• School Specialty: Leading U.S. distributor of educational supplies and furniture to K-12 schools. Most directly comparable on school furniture, classroom, and institutional procurement with multi-category catalogs.
• Virco Manufacturing: Manufacturer and direct seller of school and institutional furniture (desks, chairs, tables) competing for the same K-12 RFPs as Hertz, often as both supplier and competitor.
• Demco: Distributor of school furniture, library, and classroom materials targeting K-12 and higher ed. Overlaps with Hertz on classroom seating, tables, makerspace, and library categories.
• Worthington Direct: Online and catalog K-12 furniture specialist selling classroom, cafeteria, and outdoor furniture. Comparable on e-commerce GTM for schools and educational buyers.
• School Outfitters: Online retailer of classroom and school furniture competing directly on catalog selection, price transparency, and fast shipping for educational buyers.

Broad incumbents

• HON Industries: Large office furniture manufacturer with dealer network; overlaps with Hertz in the office furniture category (desks, chairs, conference tables) while also serving institutional buyers.
• Steelcase: Global office and education furniture incumbent; competes in higher-end contract office and learning environment segments where Hertz's office and AlignED offerings participate.
• Haworth: Major office and institutional furniture manufacturer with a contract dealer channel, comparable on commercial office and active learning furnishing projects.
• Office Depot (Office Furniture): Mass-market office supplies retailer with an office furniture assortment targeting SMBs. Comparable on entry-level office desks, chairs, and storage sold through e-commerce.

Emerging players

• Kaplan Early Learning: Early childhood education supplier with classroom furniture, rugs, and learning materials; comparable with Hertz's preschool, daycare, and rug categories for K-2 buyers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/hertzfurniture
• Facebookfacebook.com/hertzschoolfurniture
• LinkedInlinkedin.com/company/1527968
• Instagraminstagram.com/hertzfurniture
• Xx.com/hertzfurniture

Compliance13 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 Hertz Furniture