TSB Living

What TSB Living does

TSB Living is a New Zealand-based direct-to-consumer retailer of home and living products, founded in 2011 and headquartered in Auckland with the legal name TSB Living. The company operates a hybrid omnichannel model combining a Shopify-powered e-commerce storefront at tsbliving.co.nz with three physical retail stores in Auckland (East Tamaki), Wellington (Lower Hutt), and Christchurch (Wigram), supported by nationwide delivery and depot collection. Its assortment spans more than 1,577 SKUs across mattresses and bedding, bedroom and living room furniture, dining, kitchen and laundry appliances, heating and cooling, lighting, home decor, outdoor and garden goods, farming and forestry supplies, fitness and health equipment, kids' furniture and toys, and pet products, with the proprietary Xclusive sub-brand covering value-tier mattresses, bed frames, drawers, gazebos, and walking-pad treadmills.

Name

TSB Living

Legal name

TSB Living

Website

https://tsbliving.co.nz

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

TSB Living is a New Zealand online and three-store omnichannel retailer of home furnishings, mattresses, appliances, fitness, outdoor, kids, and pet products, serving mass-market Kiwi households with value-tier pricing under its Xclusive sub-brand.

Ownership category

akta.pro rank

Product category

Home Furnishings Retail

NAICS

Furniture, Home Furnishings, Electronics, and Appliance Retailers (449), Furniture and Home Furnishings Retailers (4491), Home Furnishings Retailers (44912), Electronics and Appliance Retailers (44921), Sporting Goods Retailers (45911)

SIC

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

akta.pro primary industry

Home, Furniture & Appliances C2C (CRAFAKAD)

Keywords

• Home furnishings retail
• Mattress sales
• Fitness equipment retail
• Outdoor furniture
• Home appliances

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: TSB Living generates revenue through direct product sales of furniture, appliances, fitness equipment, outdoor goods, and home essentials. Products are sold at fixed retail prices with periodic promotions and discounts. The majority of revenue comes from one-time purchase transactions rather than subscriptions.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

TSB Living is a New Zealand-based omni-channel retailer of home furnishings, mattresses, fitness equipment, outdoor goods, and home appliances. The company sells both its own Xclusive sub-brand and third-party brands (Samsung, Midea, Toshiba, Parmco, Zuru) through an e-commerce storefront and three physical retail stores in Auckland, Wellington, and Christchurch, with nationwide delivery.

Product overview

TSB Living is a New Zealand online furniture and home living retailer operating as a unified e-commerce platform with a proprietary sub-brand. The product portfolio centers on mattresses (including Bonnell spring, pocket spring, Euro Top, memory foam/gel, and latex constructions under brands like Xclusive X20, GEL30, 3 Way, and the NZ-made premium line), bed frames and bases, and extends across bedroom furniture (bunk beds, drawers, tallboys, wardrobes), living room (sofas, sofa beds, coffee tables, entertainment units), dining (tables, chairs, sets), kitchen appliances (featuring Samsung, Midea, Toshiba, Parmco, and Imprasio brands), fitness equipment (treadmills, rowing machines, exercise bikes), outdoor furniture and gazebos, kids furniture, and office furniture. The company also sells third-party brands alongside its own Xclusive sub-brand (mattresses from $155, bed frames from $85, drawers from $139, gazebos from $109). The platform operates through physical retail locations in Auckland, Wellington, and Christchurch with nationwide delivery.

Differentiator

Problem solved

Functional benefit

Brands

• Xclusive: Value-focused in-house brand offering affordable mattresses, bed frames, drawers, and gazebos at competitive price points.

Products and services

• Mattresses Range of mattresses including Bonnell spring (Bon Series), Euro Top (PIL20, G31, K34, L30, B34, DOU36), Memory Foam/Gel (GEL30), flippable 3-Way, Latex, Cocoa Fibre, and NZ-made premium pocket spring models with up to 5-year warranty. Prices range from approximately $125 (entry-level Bonnell spring singles) to $929+ for premium options, with the Xclusive X20 as the #1 best-selling mattress.
• Bed Frames and Bases Bed frames and bases including Xclusive value-priced sub-brand options starting from $85.00, plus Enkel and other bed base models.
• Bunk Beds Space-saving bunk beds including Mateo (convertible oak/white), Xclusive Polli Mid-Sleeper (white, pink, grey), Triple Bunk (single over double, 65-300kg capacity), Easy Fix Metal, and Dolly/Gilly pine models with guardrails.
• Sofas and Sectionals Sofas ranging from $170 to $900+ including the Kaveah Velvet Sectional Sofa with left chaise (blue), Cozza Linen 3-seater (blue, light grey).
• Sofa Beds Convertible sofa beds including the Klika in white and grey, providing dual-purpose seating and sleeping furniture.
• Bedroom Storage (Drawers, Tallboys, Cabinets) Bedroom storage furniture including Xclusive drawer units starting from $139.00, DS Kian 7-Drawer Cabinet (120cm, white finish).
• Coffee Tables and Entertainment Units Coffee tables, entertainment units, and TV stands including DS Vilda coffee table in wood or black veneer finish.
• Electric Fireplaces Mantel electric fireplaces available in white or black with LED light effects and 2000W heating power.
• Refrigeration Appliances Third-party brand refrigerators including Samsung 655L smart side-by-side (Bespoke AI Energy Mode), Samsung 310L RB4000N, 387L 1-door, 323L freezer models, plus Midea, Toshiba, Parmco, and Imprasio brand kitchen appliances.
• Treadmills Treadmills ranging from $305 to $755 including Xclusive Walking Pad (1.0 HP, manual incline), Electric Treadmills (27.5cm-45cm belt width, 6-16 programs), and Multifunction Electric Treadmill (42cm, 15-level auto incline, app connectivity).
• Gazebos and Outdoor Shade Outdoor gazebos, awnings, pergolas, shade sails, tents, and patio shade structures under the Xclusive sub-brand starting from $109.00.
• Coordinated Furniture Collections Matching furniture collections including Olveston (sideboard 155cm, entertainment unit 200cm, coffee table, 5-drawer tallboy), Marama Tambour (buffet 140cm, entertainment units 120/160cm), Cambre (entertainment units 120/180cm, 6-drawer chest, 3-door sideboard), and Simona (buffet 160cm, 3-drawer chest, 2-door shoe cabinet).
• Bedroom and Dining Bundle Combos Bundle and combo products including bed and mattress combos, dining table and chair sets (e.g., 180cm white dining table with PU dining chairs set of 6), bedroom combos, guest room combos, and living room combos with combo discounts typically saving 10-15% versus separate purchases.
• Pet Products Pet beds, baskets, cages, crates, kennels, hutches, chicken coops, rabbit hutches, and bird netting for dogs, cats, rabbits, chickens, and birds.

Named customers1 record

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered key brand partner, minor, key payment partner and payment partner.

• Samsungkey brand partnerTechnology or IntegrationSamsung is a featured brand partner with dedicated product collection page. TSB Living carries Samsung appliances including refrigerators (310L to 655L), freezers, and other electronics. Samsung products include promotional offers such as $100 off next order with any Samsung purchase.
• ZuruminorChannel Partner/ Reseller/ DistributorZuru is featured as a brand partner in the Kids section, specifically for toys including ride-on vehicles (tractors, trucks, jeeps, cars, motorbikes, karts, bumper cars, ATV quad bikes, and police vehicles).
• Afterpaykey payment partnerTechnology or IntegrationAfterpay is the primary Buy Now Pay Later partner, offering installment payment options. TSB Living runs Afterpay Day promotional events with early access sales.
• Klarnapayment partnerTechnology or IntegrationKlarna provides Buy Now Pay Later payment options as an alternative to Afterpay for flexible customer payments.
• Auckland FCminorGTM or Marketing PartnerAuckland FC is a football club partnership with dedicated branding on the TSB Living website. Appears to be a sponsorship/marketing relationship.
• Gem Visapayment partnerTechnology or IntegrationGem Visa is a retail finance partner offering deferred payment options for customers purchasing furniture and appliances.
• Q Cardpayment partnerTechnology or IntegrationQ Card provides retail installment financing options as part of the payment method ecosystem.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Mighty Ape: NZ-based online general merchandise retailer selling toys, home goods, fitness, and outdoor products with nationwide delivery. Comparable to TSB Living's e-commerce-first model and its expansion into toys, fitness, and outdoor categories.
• Mocka: NZ online-first kids and family furniture retailer specializing in bunk beds, bedroom furniture, and home goods. Comparable to TSB Living on kids furniture, bedroom bundles, and online DTC model targeting Kiwi families.
• Noel Leeming: Major NZ electronics and home appliances retailer with brick-and-mortar and online channels. Comparable to TSB Living's appliance and electronics assortment, particularly the Samsung, Midea, and Toshiba ranges TSB Living carries.
• Briscoes: New Zealand homeware and general merchandise retailer with nationwide physical stores and an online channel. Comparable to TSB Living as a Kiwi retailer selling home furnishings, kitchenware, and household goods to value-conscious families.
• Harvey Norman: A large multi-category electronics, furniture, and appliance retailer operating physical superstores across New Zealand with online ordering. Directly comparable because TSB Living competes for the same furniture, mattress, and appliance purchases, though Harvey Norman has a much larger store footprint and broader assortment.
• Smiths City: New Zealand retailer of furniture, appliances, electronics, and homewares with physical stores and online. Comparable to TSB Living across furniture, appliance, and home goods categories and its nationwide NZ footprint.
• Target Furniture: NZ-focused online furniture retailer offering beds, sofas, dining, and bedroom furniture. Directly comparable to TSB Living's core mattress, bed, and sofa range served online nationwide.

Broad incumbents

• Amazon: Global e-commerce marketplace including home, furniture, fitness, outdoor, and pet categories. Comparable as a competitor in NZ for many of the same product categories TSB Living sells, though Amazon's scale, logistics, and breadth far exceed TSB Living's.
• Wayfair: Global online home goods and furniture marketplace. Comparable in product categories (furniture, mattresses, outdoor, pet) and e-commerce model, though Wayfair is global and TSB Living is much smaller and NZ-only.

Regional players

• Citta Living: NZ-based homeware and furniture retailer with stores and online presence. Comparable in assortment of bedroom, dining, and living room furniture and its positioning toward design-conscious Kiwi consumers, though Citta leans more premium than TSB Living.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/TSBLIVINGAKL
• Facebookfacebook.com/tsblivingfurniture
• Instagraminstagram.com/tsb_living
• TikToktiktok.com/@tsb_living
• LinkedInlinkedin.com/company/tsb-living

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 TSB Living