What Homechoice does

HomeChoice (legally operated as Get-It-Now, LLC d/b/a Home Choice) is a Minnesota-focused retail installment chain and wholly owned subsidiary of Upbound Group, Inc. (formerly Rent-A-Center, Inc.; NASDAQ: UPBD). The company operates 21 physical showrooms across Minnesota selling furniture, appliances, electronics, computers, smartphones, jewelry, and tires under an in-house financing model that approves nearly all applicants. Its core differentiation is a captive credit decisioning and servicing stack, combined with a same-day-delivery and in-home-setup capability that competitors in the subprime retail-finance niche struggle to replicate.

The technology backbone is the homechoicestores.com e-commerce catalog integrated with the ginhc.com proprietary account management portal, which together support online product browsing, application submission, automated credit and identity verification, and digital payment servicing. AI-adjacent features include an AI-powered Digital Assistant for 24/7 customer chat, a recommendation engine for personalized product discovery, and automated fraud-detection profiling. The merchandise mix blends recognizable national brands (Ashley, LG, Maytag, HotPoint, Acer, Hisense, Sony, Samsung, JBL, Skytech) with proprietary private-label lines (Genuine Elegance 10K gold jewelry, Comfort Sleep mattresses) and co-branded programs (Nectar mattresses).

Revenue is generated primarily through installment sale contracts (APRs ranging from 21.76% to 31.97%, 50-81 payments typical), supplemented by a $25 non-principal processing fee per financing application, delivery and setup fees, optional Same As Cash promotional interest accrual, and add-on coverage plans such as Home Choice Benefits Plus. The go-to-market is direct-to-consumer and sales-led, channeled through physical showrooms, the e-commerce website, email marketing, and organic social, targeting credit-challenged and credit-building households in Minnesota (with contract validity extending to Wisconsin).

Name

Homechoice

Legal name

Get-It-Now, LLC d/b/a Home Choice

Website

https://homechoicestores.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

1–10 employees

Short description

HomeChoice is a Minnesota-based retail chain operating 21 showrooms as a subsidiary of Upbound Group (formerly Rent-A-Center), selling furniture, appliances, electronics, computers, smartphones, jewelry, and tires through in-house installment financing targeted at credit-challenged and credit-building consumers.

Ownership category

akta.pro rank

Product category

Consumer Retail Financing

NAICS

Furniture, Home Furnishings, Electronics, and Appliance Retailers (449), Consumer Electronics and Appliances Rental (532210)

SIC

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

akta.pro primary industry

Rent-to-Own Home Furnishings (Store-Based) (CRAIAOAE)

akta.pro secondary industry

Home Décor, Housewares & Soft Goods Rental (Rugs, Lamps, Linens) (CRAIAOAM)

Keywords

• Retail consumer financing
• Furniture appliances retail
• Lease to own
• Consumer electronics sales
• Home goods financing

Headquarters

HQ city

Plano

HQ country

United States

HQ region

North America

Offices19 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Installment Sales Revenue: Revenue generated from installment sale agreements on merchandise including furniture, appliances, electronics, computers, smartphones, and jewelry. Customers make payments over time with interest (APR ranging from 21.76% to 31.97%).
2. Same As Cash Program Interest: Interest begins accruing on contract date; if full amount is paid within the promotional period (3-6 months), all interest paid is applied to principal, effectively making it interest-free during the promotional period.
3. Processing Fee: $25 processing fee charged for financing applications, not applied to principal or Same As Cash amount.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

HomeChoice operates a regional chain of 21 retail stores in Minnesota that sells furniture, appliances, electronics, computers, smartphones, jewelry, and tires directly to consumers. The company provides in-house lease-to-own and installment payment financing, allowing customers to take possession of household and personal goods immediately and pay over time. It is a subsidiary of Upbound Group, Inc. (formerly Rent-A-Center), operating under the legal entity Get-It-Now, LLC d/b/a Home Choice.

Product overview

Home Choice is a retail chain operating 21 stores in Minnesota, offering furniture, appliances, electronics, computers, smartphones, jewelry, and tires through a flexible financing model. The company provides in-house financing where customers are approved for installment payment plans, a Same as Cash program (3-6 months interest-free), and free layaway. The product portfolio includes: Furniture (living rooms, bedrooms, dining rooms, mattresses from brands like Comfort Sleep), major Appliances (LG, Maytag, HotPoint for washers/dryers, refrigerators, ranges, freezers, dishwashers, generators), Computers (Acer gaming laptops and desktops), Electronics (LG/Hisense TVs, smartphones, audio systems from brands like JBL and Polk), Jewelry (Genuine Elegance Collection of 10K gold pieces), and Tires. Key services include credit building through on-time payment reporting, free delivery and setup, and service coverage on electronics and appliances. The company operates digital channels including an online store (homechoicestores.com), MyAccount portal for online payments, and an AI-powered Digital Assistant for customer support.

Differentiator

Problem solved

Functional benefit

Brands

• Genuine Elegance Collection: Jewelry collection featuring gold chains, rings, and fashion jewelry

Products and services

• Furniture retail Furniture sold through company-operated Minnesota stores to individual consumers, available for cash purchase or financed through in-house lease-to-own and installment plans.
• Appliances retail Major and small household appliances sold directly to consumers through 21 Minnesota stores, available with cash purchase or in-house lease-to-own financing.
• Consumer electronics retail Consumer electronics products sold to individual buyers through Minnesota retail locations, with cash or financed purchase options.
• Computers retail Personal computers sold directly to consumers through Minnesota retail locations, with cash purchase or in-house lease-to-own financing.
• Smartphones retail Smartphones sold directly to individual consumers through Minnesota retail locations, available for cash purchase or in-house installment financing.
• Jewelry retail Jewelry sold to individual consumers through Minnesota retail locations, with cash purchase or financed payment options.
• Tires retail Tires sold directly to consumers through Minnesota retail locations, with cash purchase or in-house lease-to-own financing.
• In-house lease-to-own and installment financing Consumer financing product offering installment payment and lease-to-own agreements for merchandise purchased at HomeChoice Minnesota stores, allowing buyers without full upfront capital to acquire household goods and pay over time.

Quantifiable outcome

• 3-6 months interest-free payoff period available on qualifying purchases
• +2 more outcomes

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature2 records

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Rent-A-Center: Rent-A-Center is the flagship rent-to-own brand of HomeChoice's parent company Upbound Group. It offers the same core proposition - furniture, appliances, electronics, and computers on weekly/bi-weekly/monthly installments - and shares in-house financing infrastructure with HomeChoice, making it the closest sibling peer.
• Aaron's Company: Aaron's is the largest direct competitor in store-based rent-to-own home furnishings and electronics in the United States. It targets the same subprime/credit-challenged consumer with similar lease-to-own payment structures and product categories, making it the primary head-to-head competitor.
• Buddy's Home Furnishings: Buddy's Home Furnishings is a national rent-to-own retailer offering furniture, appliances, electronics, and computers with flexible payment plans for credit-challenged customers. It competes directly with HomeChoice in store-based rent-to-own retail using the same weekly installment model.
• Acima Leasing: Acima (also part of Upbound Group) provides lease-to-own financing for furniture, appliances, electronics, and tires through a retailer network rather than owned stores. It serves the same subprime customer base with similar installment economics but via a digital-first, partner-based distribution model that contrasts with HomeChoice's owned-store footprint.
• Progressive Leasing: Progressive Leasing is a leading virtual lease-to-own provider for furniture, appliances, electronics, and tires through retailer partnerships. It serves the same subprime customer profile as HomeChoice and competes for the same credit-driven retail demand, though primarily via embedded retailer distribution rather than owned stores.

Broad incumbents

• Wayfair: Wayfair is a major online-only retailer of furniture, appliances, and home goods serving a broad national customer base. While not a rent-to-own operator, it competes for aspirational furniture purchases and now offers Affirm-powered installment plans, making it a partial substitute in the same product categories.
• Best Buy: Best Buy is a national electronics, appliance, and computer retailer that competes with HomeChoice in the TV, smartphone, computer, and major appliance categories. While Best Buy's prime-credit customer base differs from HomeChoice's subprime focus, it represents the alternative destination for adjacent product categories.
• Ashley HomeStore: Ashley HomeStore is a national furniture retailer (and the manufacturer of HomeChoice's Signature Design by Ashley line). It offers credit financing for furniture purchases and competes for the same furniture-spending customers, though it does not target credit-challenged consumers with the same inclusivity as HomeChoice.

Emerging players

• FlexShopper: FlexShopper is a digital-first lease-to-own platform offering furniture, appliances, electronics, and computers on weekly installments to subprime consumers. It is a direct peer in product and customer but operates without physical stores, making it a digital competitor to HomeChoice's brick-and-mortar rent-to-own model.
• Fingerhut: Fingerhut is a credit-based consumer products retailer serving subprime and credit-building customers through installment payments. While focused on general merchandise rather than home furnishings, it serves a structurally similar credit-challenged customer and competes for the same household credit relationships.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

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 Homechoice