Emma Mason

What Emma Mason does

Emma Mason is a New York City-based, direct-to-consumer online furniture retailer founded in 2010. The company sells residential and commercial furniture, mattresses, lighting, rugs, decor, kids furniture, and home appliances through its e-commerce website (emmamason.com), supported by a 24/7 phone-sales desk staffed by furniture specialists and a single physical showroom operated as "Furniture To Go" in Brooklyn, NY. Its catalog spans over 200 third-party brands (including AICO, Hooker Furniture, Bernhardt, Caracole, and Signature Design by Ashley) with 43,000+ SKUs in the living room category alone, alongside its wholly-owned private-label sub-brand Emma Mason Signature.

The business operates a single-platform e-commerce model on unit-priced transactions, with no recurring software or subscription revenue. Pricing ranges from approximately $165 to over $9,000 per item; the company offers free White Glove Delivery (in-home delivery, unpacking, assembly, and placement) on orders above $1,999, and complements its offering with financing through Affirm and Acima and an Emma Members Club loyalty program. Go-to-market is multi-channel: paid and organic SEO on the website, content marketing via the company blog, email newsletter, and organic social on Facebook, Instagram, and Pinterest.

The company is privately held with no disclosed venture or institutional funding, no parent company, and no management-team disclosures in the source materials, indicating a founder-operated, self-funded posture. It serves US consumers exclusively, with no international footprint, and competes in the online furniture category against both national DTC players and traditional retailers offering name-brand home furnishings at warehouse-style pricing.

Name

Emma Mason

Legal name

EmmaMason.com

Website

https://emmamason.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

51–100 employees

Short description

Emma Mason is a New York City-based, direct-to-consumer online furniture retailer founded in 2010 that sells name-brand and private-label residential furniture, mattresses, lighting, rugs, and decor to US consumers through its e-commerce site, phone sales, and a Brooklyn showroom.

Ownership category

akta.pro rank

Product category

Online Furniture Retail

NAICS

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

SIC

Retail-Furniture Stores (5712), Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Home, Furniture & Home Improvement Online Retailers (CRAFADAE)

akta.pro secondary industries

Dining Room Furniture Retail (Dining Tables, Chairs, Bar Stools, Buffets/Sideboards) (CRAIAAAB), Closet & Wardrobe Furniture Retail (Freestanding Wardrobes, Closet Systems, Dressers/Chests) (CRAIAAAH)

Keywords

• Online furniture retail
• Home furniture
• Sofas and tables
• Home decor
• Mattress retail

Headquarters

HQ city

Marlboro

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Furniture Product Sales: Emma Mason generates revenue through direct product sales of furniture and home goods. The company operates as an online furniture retailer selling sofas, bedroom sets, dining furniture, lighting, mattresses, and home decor. Revenue is primarily one-time transaction-based with no recurring revenue model mentioned. The company offers financing options through third-party partners to facilitate larger purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Emma Mason is an online furniture retailer founded in 2010 in NYC that sells sofas, dining tables, desks, lighting, rugs, mattresses, and kid's furniture. The company carries 200+ brands alongside its own Emma Mason signature line and supplements its online storefront with a Brooklyn, NY showroom.

Product overview

Emma Mason is an online furniture e-commerce retailer offering a comprehensive range of home furniture across multiple product categories. The company operates a single-platform e-commerce model featuring living room furniture (sofas, sectionals, chairs, tables), dining room furniture (sets, tables, chairs), bedroom furniture (beds, dressers, nightstands), mattresses, home office furniture, lighting, decor, kids furniture, patio/outdoor furniture, commercial furniture, appliances, and rugs. The company also offers an own private-label brand called 'Emma Mason Signature,' premium White Glove Delivery service, flexible financing options through Affirm and Acima, and an Emma Members Club loyalty program. The product portfolio spans over 43,000 living room items alone, with products available in various materials (fabric, leather, microfiber, wood, metal) and styles (contemporary, traditional, modern, transitional).

Differentiator

Problem solved

Functional benefit

Brands

• Emma Mason Signature: Private label furniture collection brand sold exclusively through Emma Mason

Quantifiable outcome

• Free delivery on all orders above $1999
• +2 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered major.

• AICO (Amini Innovation, Corp.)majorChannel Partner/ Reseller/ DistributorAICO is a featured furniture brand on Emma Mason, known for unique high-quality designs. Founder Michael Amini draws inspiration from travels and fashion to create furniture connecting people emotionally with culture and heritage.
• Hooker FurnituremajorChannel Partner/ Reseller/ DistributorHooker Furniture is a featured brand known for integrity in relationships with employees, customers, suppliers, and communities. The company ensures superior quality through material selection, product design, and multi-step finish process.
• Signature Design by AshleymajorChannel Partner/ Reseller/ DistributorAshley Furniture is one of the world's largest furniture manufacturers and a key brand partner. Emma Mason offers Signature Design by Ashley mattresses and furniture.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Wayfair: Wayfair is the largest pure-play online home goods and furniture retailer in the U.S., carrying millions of SKUs across living, dining, bedroom, outdoor, and decor. It is the most direct comparable to Emma Mason given overlapping assortment, DTC e-commerce model, and customer demographic.
• Overstock: Overstock (now Bed Bath & Beyond) is a major online furniture and home furnishings retailer selling across living, dining, bedroom, and decor categories. Comparable to Emma Mason in broad DTC online furniture positioning, though at significantly larger scale.
• Article: Article is a DTC online furniture retailer specializing in mid-priced modern designs with direct-shipping model. Highly comparable to Emma Mason in target customer (mid-market, style-conscious homeowners), channel (online-only primary), and assortment (sofas, dining, bedroom).
• Burrow: Burrow is a DTC online furniture brand known for modular, easy-assembly seating and living room pieces. Comparable in DTC-first model, demographic (urban millennials furnishing first homes), and curated mid-market positioning similar to Emma Mason's warehouse-pricing value prop.
• Apt2B: Apt2B is an online-only modern furniture retailer focused on small-space and apartment living, selling sofas, sectionals, dining, and bedroom. Comparable to Emma Mason in online DTC furniture model and urban customer base.

Broad incumbents

• Ashley HomeStore / Ashley Furniture: Ashley is the world's largest furniture manufacturer and retailer, operating hundreds of stores plus a major e-commerce site. A key brand partner of Emma Mason (Signature Design by Ashley mattresses and furniture). Comparable as a broad incumbent in the same product categories with omni-channel reach.
• West Elm: West Elm is a Williams-Sonoma-owned modern furniture and home furnishings retailer with strong DTC and store footprint. Comparable in product categories (living, dining, bedroom, outdoor, decor) and style-conscious urban customer base, though at a higher price point than Emma Mason.
• Crate & Barrel: Crate & Barrel is a multi-category home furnishings retailer with national stores and a robust e-commerce site, owned by Euromarket Designs. Comparable to Emma Mason in assortment breadth across furniture and home decor, though at a more premium positioning.
• Rooms To Go: Rooms To Go is one of the largest U.S. furniture retailers, operating dozens of showrooms with a coordinated-room-set model and in-house delivery. Comparable to Emma Mason in mid-market value positioning, complete-room merchandising, and U.S. geographic focus.
• World Market: World Market (Cost Plus) is a U.S. retailer of furniture, home decor, and gifts with stores and e-commerce. Comparable in mid-market value pricing, eclectic curated assortment across furniture and decor, and multi-channel DTC-plus-store presence.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/EmmaMasonOfficial
• Instagraminstagram.com/emmamasonofficial
• Pinterestpinterest.com/EmmaMLifestyle

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 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 Emma Mason