What Lori Beds does

Lori Beds is a private, family-founded direct-to-consumer furniture company headquartered in Austin, Texas that designs, manufactures, and sells Murphy beds and complementary modular furniture through its own Shopify e-commerce storefront. Its core product line consists of two bed platforms — The Lori Bed (flagship with a proprietary dual-chamber gas-piston lifting mechanism that reduces perceived lift weight to about 5 lbs and is calibrated to specific mattress weights) and The YouLift 2.0 Bed (a lower-priced mechanism-free design using a novel alignment hinge). Beds ship in Queen and Twin sizes with vertical or horizontal orientations and are constructed from 100% cabinet-grade plywood with powder-coated steel hardware, differentiating the brand from competitors using particle board.

The company monetizes exclusively through one-time hardware and accessory purchases (no subscription or recurring component), with bed prices from $2,159 to $3,949 and mattresses from $735 to $1,999, plus modular storage cabinets and bed upgrades (shelves, desks, sofa) priced from $359 to $1,599. Customers are space-constrained homeowners, remote workers converting guest rooms into offices, and multi-purpose room users; the company also extends into the pet-furniture vertical with The Furphy Bed for dogs. Distribution is fully direct via FedEx and LTL freight with 3-7 day shipping, free shipping in the contiguous United States, paid shipping to Canada, and no physical retail or dealer footprint. Brand positioning rests on American-made quality, lifetime warranty, 60-day money-back guarantee, fast in-stock shipping, and an Eden Reforestation Project partnership under which 10 trees are planted per order.

Name

Lori Beds

Legal name

Lori Beds

Website

https://loribeds.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Lori Beds is a private Austin, Texas-based direct-to-consumer furniture brand that designs and sells premium Murphy beds (Lori Bed, YouLift 2.0), companion mattresses, and modular storage and upgrades, serving space-constrained homeowners, remote workers, and pet owners across the United States.

Ownership category

akta.pro rank

Product category

Space-Saving Furniture (Murphy / Wall Beds)

NAICS

Mattress Manufacturing (33791)

SIC

Retail-Furniture Stores (5712), Household Furniture (2510)

akta.pro primary industry

Mattress & Bed Retail (Innerspring, Foam, Hybrid) (CRAIABAA)

akta.pro secondary industries

Bedroom Furniture Retail (Beds, Dressers, Nightstands, Armoires) (CRAIAAAC), Bedding & Bed Linens Retail (Sheets, Duvets, Mattress Protectors) (CRAIABAD)

Keywords

• Wall beds
• Space saving furniture
• Murphy beds
• Folding beds
• Multifunctional furniture

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Murphy Bed Sales: Primary revenue from direct sales of Murphy beds (The Lori Bed and YouLift 2.0 Bed) in various sizes (Queen/Twin) and orientations (Vertical/Horizontal). One-time hardware purchase with lifetime warranty. Prices range from $2,159 to $3,949 for beds.
2. Mattress Sales: Companion mattress sales (Lori Mattress, YouLift Mattress, Green Mattress) in Queen and Twin sizes. These are specifically engineered for Murphy bed vertical storage. Prices range from $735 to $1,999.
3. Bed Upgrades and Accessories: Modular upgrades including desks, shelves, and desk+shelf combinations for The Lori Bed. Also includes storage cabinets (nightstand, side cabinet, overhead cabinet). Prices from $359 to $1,599.
4. Pet Products: The Furphy Bed - a Murphy bed designed for dogs, sold as a bundle with mattress. Prices $359-$449.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Lori Beds designs, manufactures, and sells space-saving Murphy (wall) beds direct-to-consumer through its own e-commerce site. Its core offerings are The Lori Bed (premium gas-piston flagship) and The YouLift 2.0 Bed (mechanism-free economy model), complemented by three purpose-engineered mattresses, modular Lori Storage cabinets, and bed upgrades (shelves, desk, desk+shelf, sofa). All products use 100% cabinet-grade plywood with powder-coated steel hardware and ship directly to customers in the contiguous United States.

Product overview

Lori Beds is a space-saving furniture company offering a portfolio of Murphy beds and complementary products. The core offerings consist of The Lori Bed (premium flagship with gas-piston mechanism) and The YouLift 2.0 Bed (economy manual-lift model), both available in Queen and Twin sizes with vertical or horizontal orientations. The product line extends to The Furphy Bed for dogs, three proprietary mattresses (The Lori Mattress, YouLift Mattress, and Green Mattress) all engineered for vertical storage in Murphy beds, a modular Lori Storage Collection (nightstands, cabinets, overhead units), and functional upgrades (shelves, desk, desk+shelf, sofa) that integrate with The Lori Bed. All products share cabinet-grade plywood construction with powder-coated steel hardware and are available in coordinated Daybreak, White, and Mocha finishes. The company positions itself as a vertically-integrated manufacturer offering in-stock products with fast shipping, DIY assembly, and lifetime warranties on bed frames.

Differentiator

Problem solved

Functional benefit

Products and services

• The Lori Bed

Quantifiable outcome

• Lifting weight feels like only 5lbs with Lori Bed's dual-chamber piston mechanism
• +2 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

One partnership is on record.

• Eden Reforestation ProjectcoreStrategic or Co-development PartnerEnvironmental partnership where every Lori Beds order plants 10 trees in the most deforested parts of the globe. This is a core sustainability initiative aligned with the company's environmental values, demonstrating commitment to carbon offset and reforestation efforts.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Resource Furniture: Premium direct-to-consumer and showroom retailer of transformable, space-saving wall beds and Italian-imported Murphy systems. Directly comparable because both target design-conscious urban buyers seeking high-end wall beds with integrated desks and storage, competing in the same premium niche Lori Beds occupies.
• Wall Bed King: Specialist online retailer of wall beds and Murphy beds in multiple sizes and finishes. Directly comparable because both sell wall beds DTC via an e-commerce storefront with similar size/orientation configuration and complementary mattress pairings.
• Expand Furniture: Online retailer of space-saving and convertible furniture including wall beds, extendable tables, and modular storage. Comparable because both sell DTC through own websites targeting small-space urban dwellers and emphasize modular add-ons.
• The Murphy Bed Company: Specialist wall bed retailer with vertical, horizontal, and cabinet-style Murphy beds. Comparable as a direct niche competitor offering similar configurations, finishes, and bundled mattresses in the same DTC channel.
• Clever Closet (Wall Beds by Wilding): Specialist wall bed maker offering custom and standard Murphy beds with cabinets and desks. Comparable as a direct niche competitor in the premium wall bed category with integrated storage and desk configurations.

Broad incumbents

• IKEA: Global mass-market furniture incumbent that sells daybeds, sofa beds, and select wall-bed mechanisms. Comparable as a broader incumbent competing for the same small-space furniture wallet with a much wider catalog and lower price points, but without Lori's premium Murphy specialization.
• Wayfair: Large online furniture marketplace that aggregates third-party sellers of Murphy beds and wall beds. Comparable as an incumbent channel that competes for the same end customer; customers searching for Murphy beds frequently compare Lori Beds against Wayfair-listed alternatives.

Emerging players

• Casper: DTC mattress brand selling direct online with engineered foam and hybrid mattresses. Comparable because Lori's engineered Murphy-bed mattresses (Lori Mattress, YouLift Mattress, Green Mattress) compete for the same mattress wallet and DTC buyer.
• Article: DTC modern furniture brand selling beds, sofas, and bedroom furniture online with no retail middleman. Comparable as a fellow DTC-native furniture brand pursuing a similar audience and pricing tier with strong digital content and customer review flywheels.
• Burrow: DTC modular furniture brand selling couches and sectionals online. Comparable as a digitally native furniture peer pursuing modular, easy-assembly products sold direct to consumer with strong review-driven acquisition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Lori Beds