Schewel Furniture Co., Inc.

Name

Schewel Furniture Co., Inc.

Legal name

Schewel Furniture Co., Inc.

Website

https://schewels.com

Company type

Private

Founded year

1897

Operating status

Operating

Headcount range

501–1,000 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Lynchburg

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Furniture and Home Furnishings Sales: Direct retail sales of furniture, mattresses, appliances, electronics, and outdoor/lawn & garden products through company showrooms and e-commerce platform.
2. Financing and Lease-to-Own Programs: Company carries its own in-house financing accounts, offering flexible payment options to customers who want to pay over time. Also offers lease-to-own arrangements.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Schewels Home is a multi-category home furnishings retailer that sells furniture, mattresses, appliances, consumer electronics, and outdoor/lawn & garden products through 52 showrooms across Virginia, West Virginia, and North Carolina, alongside an e-commerce website. The company carries nationally recognized brands (Ashley Furniture, Vaughan Bassett, La-Z-Boy, Beautyrest, Bedgear, Catnapper, Corinthian, Spring Air, Crown Mark) and offers in-house financing, lease-to-own programs, custom upholstery, and a 180-night in-home mattress trial.

Product overview

Schewels Home is a furniture retail chain operating 52 showrooms across Virginia, West Virginia, and North Carolina. Founded in 1897, the company offers a comprehensive portfolio of furniture and home goods organized into core product categories: Living Room Furniture (sofas, sectionals, recliners, home theater seating), Bedroom Furniture (beds, mattresses, dressers), Dining Room Furniture (sets, tables, chairs), Home Office Furniture (desks, storage), Entertainment Furniture, Kids Furniture, and Outdoor Furniture. The company also carries complementary product lines including major Appliances (laundry, refrigerators, cooking, dishwashers), Electronics (TVs, speakers, game systems), and Lawn & Garden equipment. Schewels Home functions as a multi-brand retailer carrying both proprietary/custom upholstery options and nationally recognized brands including Ashley Furniture, Vaughan Bassett, Beautyrest, La-Z-Boy, Bedgear, Catnapper, Corinthian, Spring Air, and Crown Mark. The company differentiates through in-house financing options and a 180-night in-home mattress trial. The product ecosystem does not include a unified software platform but rather operates as a traditional brick-and-mortar retail business with an e-commerce presence.

Differentiator

Problem solved

Functional benefit

Products and services

• Living Room Furniture Complete living room furniture including sofas, sectionals, recliners, accent chairs, loveseats, sofa beds, coffee tables, end tables, TV stands, and home theater seating for residential customers.
• Bedroom Furniture Bedroom furniture including beds (queen, king, full, twin), nightstands, dressers, chests of drawers, armoires, and bedroom sets in various styles for residential customers.
• Mattresses Mattresses in various sizes (king, queen, full, twin XL, twin) and comfort levels (ultra plush, plush, medium, firm, extra firm) including Beautyrest and Bedgear brands, supported by a 180-night in-home trial.
• Dining Room Furniture Dining furniture including dining sets (for 2, 4, 6, 8+), tables in various shapes and materials, chairs, bar stools, sideboards, and china cabinets.
• Home Office Furniture Home office furniture including desks (table, pedestal, corner/L-shape, lift, kids), office chairs (task, executive), filing and storage, and bookcases.
• Entertainment Furniture Entertainment centers, TV stands, audio furniture, and home theater seating for living room and media room setups.
• Accents and Decor Accent furniture including tables, ottomans, benches, accent cabinets, wall mirrors, floor lamps, wall art, rugs, hall trees, and decor items.
• Kids Furniture Children's and youth furniture including twin beds, bunk beds, kids desks, and clothing storage with safety features for residential use.
• Appliances Home appliances including washers, dryers, combo/stack laundry, refrigerators (French door, bottom freezer, side by side, top mount, built-in, freezers), ranges, range hoods, microwaves, dishwashers, and small kitchen appliances.
• Electronics Consumer electronics including TVs, speakers, entertainment centers, game systems, and computers and tablets sold to residential customers.
• Lawn & Garden Outdoor power equipment including leaf blowers, snow blowers, lawn mowers, chain saws, trimmers, tillers, and pressure washers.
• Outdoor Furniture Outdoor seating including sofa sets, sectionals, chairs, lounges, benches, and outdoor dining sets in various configurations with firepit and weather-resistant options.
• Custom Upholstery Custom upholstery service allowing customers to choose fabric and features to customize furniture pieces purchased at Schewels Home.
• Financing and Lease-to-Own Programs In-house financing and lease-to-own payment arrangements enabling customers to purchase home furnishings, mattresses, appliances, and electronics over time with recurring payment obligations.

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

Ten partnerships are on record, tiered minor.

• Ashley FurnitureminorOthersFurniture brand carried by Schewels Home. Products include living room sets, sofas, sectionals, and home furnishings sold through Schewels Home showrooms.
• Vaughan BassettminorOthersFurniture manufacturer whose bedroom furniture and other products are sold at Schewels Home locations.
• La-Z-BoyminorOthersRecliner and upholstery brand whose products including recliners and sofa sets are available at Schewels Home.
• CatnapperminorOthersUpholstery and reclining furniture brand carried by Schewels Home.
• CorinthianminorOthersFurniture brand whose products are sold through Schewels Home showrooms.
• Spring AirminorOthersMattress manufacturer whose products including mattresses are available at Schewels Home.
• Crown MarkminorOthersFurniture brand whose bedroom and dining furniture is sold at Schewels Home.
• BedgearminorOthersBedding brand offering performance pillows, sheets, mattress protectors, and adjustable bases sold at Schewels Home.
• Simmons BeautyrestminorOthersMattress brand featured in promotions at Schewels Home, including Beautyrest Black Series products.
• Better Business BureauminorOthersBBB Business Review accreditation for Schewels Home, indicating business legitimacy and customer service standards.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Big Lots: Discount closeout retailer with a sizable furniture and home furnishings category across ~1,400 stores. Adjacent competitor for budget-conscious home furnishing purchases, though furniture is one of many categories rather than the core focus.
• RH (Restoration Hardware): Premium home furnishings retailer with galleries across the U.S. Operates in the same furniture and home category but at significantly higher price points, brand positioning, and digital sophistication than Schewels' mid-market model.

Direct peers

• Bob's Discount Furniture: Value-oriented furniture retailer with ~170 stores across the Eastern U.S. Closely comparable on multi-category furniture offering, financing programs, and middle-income customer base; both compete for the same household-furnishing purchase occasions.
• Rooms To Go: Large regional furniture chain with ~150 showrooms concentrated in the Southeastern U.S. Same multi-brand furniture retailer model, similar product breadth (living room, bedroom, dining, mattresses), and comparable in-store shopping experience for middle-income families.
• Haverty's Furniture Companies: Regional multi-brand furniture retailer operating ~120 showrooms across the Southern and Mid-Atlantic U.S. Closest comparable to Schewels in store format, brand assortment, and target customer; both focus on mid-tier household furniture with in-house financing capabilities.
• Ashley Furniture HomeStore: World's largest furniture manufacturer and retailer with extensive showroom network. Ashley is a key brand Schewels already carries, and Ashley-owned retail stores compete directly in the same regional markets with overlapping product categories.
• American Signature (Value City Furniture): Mid-Atlantic and Midwest furniture chain with stores in similar regional markets. Comparable on multi-brand assortment, mid-tier price positioning, and store-based retail model serving middle-income households.
• Bassett Furniture Industries: Vertically integrated furniture manufacturer and retailer with company-owned Bassett Home Furnishings stores across the U.S. Comparable on multi-category household furniture offering and on the combination of branded manufacturing and retail showroom distribution.

Regional players

• Conn's HomePlus: Furniture, appliance, and electronics retailer with in-house financing serving Southern and Southwestern U.S. markets. Closely comparable business model — multi-category big-ticket home goods plus captive financing — though its geographic footprint does not directly overlap with Schewels.

Emerging players

• Sleep Number: Vertically integrated mattress and sleep technology retailer with company-owned stores. Overlaps with Schewels on the mattress category specifically and competes for the same discretionary mattress purchase occasion, though it does not compete in adjacent furniture categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/schewels
• YouTubeyoutube.com/c/schewels
• Facebookfacebook.com/schewelfurniturecompany
• Instagraminstagram.com/schewelshome
• Pinterestpinterest.com/schewelshome
• LinkedInlinkedin.com/company/schewel-furniture-co.-inc.

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Schewel Furniture Co., Inc.