Cultura
Cultura is a privately-held, full-service commercial furniture dealership and workplace design firm founded in 2009 in San Diego, California. As a 16-year preferred Haworth dealer, it serves enterprise, mid-market, and SMB clients across Southern California with design, furnishing, installation, and culture consulting services.
- Company typePrivate
- Founded2009
- HeadquartersSan Diego, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Cultura does
Cultura is a full-service commercial furniture dealership and workplace design firm founded in 2009 and headquartered in San Diego, California, with a secondary office in Temecula serving the broader Southern California market. The company operates as a 16-year preferred dealer for Haworth, a leading global office furniture manufacturer, and has been recognized nine times with Haworth's Best in Class award, most recently in 2026. Cultura delivers end-to-end services spanning space consultation, 3D renderings, furniture specification, project management, transportation, installation, warranty support, and culture-building consulting. Its customer base of more than 1,200 companies since inception spans enterprise, mid-market, and SMB clients across industrial, commercial, hospitality, retail, healthcare, education, government, and nonprofit segments, with disclosed projects including Stater Bros, Superior Court North County, The Bishop's School, Copley Rice YMCA, and Kinnate Biopharma.
The underlying technology stack is conventional rather than proprietary: Cultura sells and specifies third-party furniture (primarily Haworth plus 19 other manufacturer partners), operates a physical Workshop showroom in San Diego, and has integrated digital channels including a website with WCAG 2.0 AA accessibility compliance, email-based sales and warranty intake, and LinkedIn. Its product and service portfolio includes Office Furniture Design and Furnishing Services, Return to Office Solutions, Warranty Management (12-hour response, 97% claim coverage), a Biocom Member Discount Program (80%+ discounts on Haworth), Government and Enterprise Discount Contracts, Responsible Sourcing (10% of spend on reuse, 100% of top 20 manufacturers sustainability-vetted), and Cultivating Culture consulting delivered in part through Vistage executive peer advisory groups.
Cultura generates revenue primarily through one-time sales of commercial office furniture bundled with design, installation, and ancillary services, with quote-based, non-publicly disclosed pricing. Its go-to-market is enterprise field sales supported by a network of group purchasing organization and cooperative contracts (Biocom California exclusive supplier since 2014, plus GSA, CBRE PEP, Omnia Partners, JLL Synergy, Vizient, CMAS, and FCCC) that channel demand from government, healthcare, education, and life sciences buyers. The company is privately held with no external investors disclosed, holds WBENC Women's Business Enterprise certification, and operates with a leadership team of approximately 20-25 named professionals across CEO, CFO, SVP, VP of Operations, VP of Design, project management, design, and specialist roles.
Cultura firmographics
Firmographics- Name
- Cultura
- Legal name
- Cultura
- Website
- https://wearecultura.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Cultura is a privately-held, full-service commercial furniture dealership and workplace design firm founded in 2009 in San Diego, California. As a 16-year preferred Haworth dealer, it serves enterprise, mid-market, and SMB clients across Southern California with design, furnishing, installation, and culture consulting services.
- Ownership category
- akta.pro rank
Cultura industry classification
Industry- Product category
- Commercial Furniture Dealership
- NAICS
- Furniture Merchant Wholesalers (42321)
- SIC
- Wholesale-Furniture & Home Furnishings (5020)
- akta.pro primary industry
- Furniture (Residential & Commercial) Wholesale Distribution (CRAOAFAA)
Keywords
Where Cultura is headquartered
LocationHeadquarters
- HQ city
- San Diego
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Cultura business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Furniture Dealership Sales: Cultura generates revenue through the sale and installation of commercial office furniture as a preferred Haworth dealer. They design, furnish, and create workplace solutions for companies across Southern California. Revenue is derived from furniture sales, design services, installation, project management, and ongoing warranty support services.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Cultura product offering
Product offeringCore offering
Cultura is a full-service commercial furniture dealership and preferred Haworth dealer providing workplace furniture design, specification, project management, installation, and post-installation warranty services for commercial clients. They sell and install office furniture primarily in Southern California, with cultural consultation informing their design approach.
Product overview
Cultura is a full-service furniture dealership offering a comprehensive portfolio of office furniture design, furnishing, and installation services. The core offering centers on Haworth preferred dealer partnership (16 years) supplemented by relationships with 20+ manufacturer partners. Key service modules include space design and consultation, Return to Office solutions, warranty management, and culture-building consulting. The company also offers exclusive discount programs through Biocom California and various government/enterprise purchasing contracts. All services are delivered through their San Diego and Temecula locations serving Southern California businesses.
Differentiator
Problem solved
Functional benefit
Products and services
- Office Furniture Design and Furnishing Services
Quantifiable outcome
- 97% of warranty claims covered 100% with responses within 12 hours
- +4 more outcomes
Companies that use Cultura
Customer profileNamed customers8 records
Segments5 records
Ideal customer profiles3 records
Cultura technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Cultura partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered flagship, core and minor.
- HaworthflagshipCultura is a 16-year preferred Haworth dealer and 9-time Haworth Best in Class recipient. Haworth is a leading global furniture manufacturer specializing in innovative products for optimal workplace performance. Founded in 1948, Haworth operates in more than 150 countries through 400 dealers and 8,000 employees with $2.57 billion USD in sales.
- Biocom CaliforniacoreSelected as the exclusive, vetted supplier of office furniture for Biocom members in 2014. Biocom has presence in 40+ states and more than $350 million in annual member savings. Cultura offers exclusive benefits to members including 80%+ discounts on Haworth furniture.
- CBRE PEP (Partner Excellence Program)corePartner Excellence Program through CBRE, a leading global commercial real estate services firm, providing access to their extensive client network.
- GSA (U.S. General Services Administration)coreGovernment purchasing contract allowing federal agencies to procure furniture through Cultura's services.
- Omnia PartnerscoreNational cooperative purchasing organization providing publicly solicited contracts for goods and services, expanding Cultura's market reach.
- JLL SynergycorePartnership with JLL (Jones Lang LaSalle) Synergy program for commercial real estate and workplace solutions.
- CMAS (California Multiple Award Schedules)minorCalifornia Multiple Award Schedules contract providing California state and local government agencies access to pre-approved vendors.
- FCCC (Foundation for California Community Colleges)minorPartnership with Foundation for California Community Colleges providing furniture solutions to educational institutions.
- VizientminorHealthcare group purchasing organization partnership providing access to healthcare industry clients.
- Sustainable Manufacturerscore100% of Cultura's top 20 manufacturers are driving sustainable manufacturing practices and products. Partners include Haworth, 9 to 5 Seating, AIS, Humanscale, Kimball International, OFS Brands, and others committed to sustainability.
- VistageminorCultura uses Vistage to help young leaders reach conscious competency through peer advisory groups and executive coaching.
- WBENC (Women's Business Enterprise National Council)coreCultura is certified as a Women's Business Enterprise through WBENC, recognizing women-owned businesses for corporate and government supply chain diversity.
Scale indicators9 records
Recent moves6 records
Expansion highlights5 records
Cultura competitors and assessment
Company assessmentBroad incumbents
- Knoll (MillerKnoll): Knoll is a high-end commercial office furniture manufacturer (now part of MillerKnoll) whose products are specified and installed through a network of dealerships analogous to Haworth dealers. Knoll-aligned dealers serve the same premium workplace segment that Cultura targets via Haworth.
- MillerKnoll: MillerKnoll (parent of Herman Miller, Knoll, Design Within Reach, and others) is the third major global office furniture manufacturer. Its dealer network performs the same specification, design, and installation role in the contract furniture channel that Cultura performs as a Haworth dealer.
- Gensler: Gensler is a global architecture and design firm with a large workplace interiors practice that frequently specifies and procures commercial furniture for enterprise clients. While not a dealer per se, Gensler competes for the design-led specification work that anchors Cultura's full-service offering.
- Steelcase: Steelcase is a leading global office furniture manufacturer that competes head-to-head with Haworth and operates its own network of independent dealers. Like Cultura, Steelcase-aligned dealers sell, design, and install workplace solutions for enterprise clients, making Steelcase the closest ecosystem-comparable incumbent.
- Interior Architects: Interior Architects is a global commercial interior architecture firm specializing in workplace design. It overlaps with Cultura on the workspace-design and furniture-specification side of the deal, particularly for enterprise clients who integrate design services with FF&E procurement.
- Allsteel: Allsteel (a brand of HNI Corporation) manufactures office furniture and operates a dealer network that competes with Haworth and Steelcase-aligned channels. Allsteel-equivalent dealers compete with Cultura for the same enterprise and mid-market commercial furniture deals.
- Haworth: Haworth is Cultura's flagship supplier (16-year preferred-dealer relationship) and the global office furniture manufacturer whose products Cultura specs, sells, and installs. Haworth also operates its own direct-dealer network of 400 dealers across 150+ countries, making it both supplier and the broader competitive context.
Direct peers
- OfficeScapes: OfficeScapes is an office furniture dealership that provides workplace furnishings, design, and project services to commercial clients. It operates on a similar dealer model to Cultura, though focused on different geographic markets, making it a directly comparable contract-furniture peer.
- National Business Furniture (NBF): NBF is a national commercial furniture provider serving businesses and institutions with office furniture and related services. While more distributed/e-commerce than Cultura's full-service design-install model, it competes for the same commercial-furniture buyer budgets and serves similar B2B customers.
- Tangram Interiors: Tangram is a California-based full-service commercial furniture dealership offering design, specification, project management, and installation across workplace interiors — directly mirroring Cultura's Haworth-dealer model. As a fellow California contract dealer, it is the closest direct competitor in geography and service mix.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Cultura social profiles
Digital presenceCultura compliance and trust
Trust signalCompliance3 records
Cultura financial estimates
Financial estimateRevenue estimate
Valuation estimate
Cultura leadership team
Management profileNumber of profiles
Profiles6 records
Cultura funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Cultura M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Cultura
What does Cultura do?
Cultura is a full-service commercial furniture dealership and preferred Haworth dealer providing workplace furniture design, specification, project management, installation, and post-installation warranty services for commercial clients. They sell and install office furniture primarily in Southern California, with cultural consultation informing their design approach.
Is Cultura a public or private company?
Cultura is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Cultura founded?
Cultura was founded in 2009. It employs 11 to 50 people.
Where is Cultura based?
Cultura is headquartered in San Diego, United States, in the North America region.
How does Cultura make money?
One revenue line is on record: furniture Dealership Sales.
Who are Cultura's main competitors?
Broad incumbents on record are Knoll (MillerKnoll), MillerKnoll, Gensler, Steelcase, Interior Architects, Allsteel and Haworth. Direct peers are OfficeScapes, National Business Furniture (NBF) and Tangram Interiors.
Does Cultura have an API?
No public API is recorded for Cultura.
What industry is Cultura in?
Cultura's product category is Commercial Furniture Dealership. Its primary akta.pro industry code is CRAOAFAA, Furniture (Residential & Commercial) Wholesale Distribution. Its NAICS code is 42321 and its SIC code is 5020.