Appliance Plus

What Appliance Plus does

Appliance Plus is a privately held, multi-location regional retailer headquartered in Iowa that sells major home appliances, furniture, mattresses, and outdoor grilling equipment through eight brick-and-mortar showrooms concentrated in Northeastern Iowa (Algona, Charles City, Dyersville, Independence, Marion, Oelwein, Osage, and Webster City), supplemented by an e-commerce website (applianceplusonline.com). The company is an authorized GE Appliances dealer and also retails Ashley Furniture, Spring Air mattresses, and Recteq grills, with a Scratch & Dent and pre-owned inventory channel targeting price-sensitive shoppers. Ancillary revenue is generated through in-store financing subject to credit approval, delivery and installation services, in-house appliance repair and parts, and co-location rental income from U-Haul, Simple Lift, and US Cellular partners operating out of select store footprints.

The core technology stack is conventional retail commerce: no proprietary technology, no AI/ML capabilities, no disclosed patents or data assets. Product margins and assortment are dictated by the manufacturer's brand partnerships rather than first-party R&D. Revenue mechanics are predominantly one-time point-of-sale transactions on durable goods (appliances, furniture, mattresses), with a smaller recurring component from financing fees and co-location rental fees. The customer base is overwhelmingly individual residential consumers in Northeastern Iowa, with a secondary commercial/multi-unit housing segment served through GE commercial laundry units. Marketing is conducted through the company's own website, Facebook and Instagram channels, Google and Yelp reviews (4.8 stars across 154 Google reviews), and word-of-mouth referrals anchored on a long-running community presence dating to the 1950s.

The go-to-market motion is direct-to-consumer, with an explicit emphasis on "local hometown service" and personalized in-store assistance differentiating Appliance Plus from national big-box and pure-play e-commerce competitors. There is no evidence of outside institutional ownership, venture or private-equity backing, M&A activity, or public-market intent; ownership appears to be founder- or family-controlled. The company discloses no revenue, headcount, or financial performance metrics in the source data, and shows no headcount trends, funding events, or executive roster, leaving financial scale and growth velocity inferable only from footprint and assortment signals.

Name

Appliance Plus

Legal name

Appliance Plus

Website

https://applianceplusonline.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Home Appliance and Furniture Retail

NAICS

Furniture, Home Furnishings, Electronics, and Appliance Retailers (449)

SIC

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

akta.pro primary industry

Kitchen & Cooking Major Appliance Retail (Ranges, Ovens, Cooktops, Microwaves) (CRACACAA)

akta.pro secondary industries

Built-In & Integrated Appliance Retail (Built-In, Panel-Ready, Compact) (CRACACAH), Commercial/Prosumer Appliance Retail (Light Commercial, Prosumer Kitchen/Laundry) (CRACACAI)

Keywords

• Home appliance retail
• Furniture retail
• Mattress sales
• Outdoor grills
• Appliance repair services

Headquarters

HQ city

Oelwein

HQ country

United States

HQ region

North America

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Appliance Sales: One-time retail sales of major home appliances including laundry, refrigeration, cooking, and kitchen cleanup products. Revenue generated through point-of-sale transactions at retail locations and online.
2. Furniture Sales: One-time retail sales of home furniture including living room, bedroom, dining room, and outdoor furniture. Products sourced from brands like Ashley Furniture.
3. Mattress Sales: One-time retail sales of mattresses including hybrid and all-foam designs from Spring Air and Ashley brands.
4. Outdoor Products: Sales of outdoor grilling equipment including gas and pellet BBQs from brands like Recteq, plus BBQ accessories.
5. Scratch & Dent Appliances: Discounted sales of appliances with cosmetic damage, providing value-oriented options for price-conscious consumers.
6. Rental Services: U-Haul rentals and Simple Lift rentals offered at select locations.
7. Financing Services: In-store financing options provided to customers, subject to credit approval.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Appliance Plus is a multi-location brick-and-mortar retail chain that sells major home appliances, furniture, mattresses, and outdoor grilling equipment from brands such as GE Appliances, Ashley Furniture, Spring Air, and Recteq. The company also offers scratch-and-dent and pre-owned appliances, in-store financing, delivery and installation, appliance repair, and ancillary rental services (U-Haul, Simple Lift) at select locations across eight Northeastern Iowa showrooms.

Product overview

Appliance Plus is a multi-location retail appliance and furniture store serving northeastern Iowa since the 1950s, operating as a GE authorized dealer with 8 store locations. The company offers a unified retail platform combining major appliance categories (laundry, refrigeration, cooking, kitchen cleanup) with furniture (Ashley Furniture across living room, dining room, bedroom, home office, outdoor categories) and specialty sleep products (Spring Air mattresses). The portfolio includes both new and scratch-and-dent inventory, complemented by services such as financing, delivery/installation, and appliance repair. Key branded partnerships include GE Appliances (including GE Profile and Cafe sub-brands), Ashley Furniture, Spring Air mattresses, and Recteq outdoor grills, with select locations offering rental services through U-Haul and Simple Lift partnerships.

Differentiator

Problem solved

Functional benefit

Brands

• GE Appliances: Authorized GE dealer offering appliances including laundry, refrigeration, cooking, and kitchen cleanup products.
• Ashley Furniture
• Spring Air
• Recteq

Products and services

• Major Home Appliances Retail sales of GE-brand major home appliances across laundry (washers, dryers, GE AiO all-in-one), refrigeration (side-by-side, French door, freezer), cooking (single/double wall ovens, ranges, slide-in, freestanding), and kitchen cleanup (built-in dishwashers) categories. Targeted at residential consumers in Northeastern Iowa.
• GE Commercial Laundry Units GE commercial laundry washers and dryers designed for multi-unit housing, on-premise laundries, or high-traffic settings with generous capacity and user-friendly operation.
• Ashley Furniture Authorized Ashley Furniture retailer offering living room (sofas, sectionals, recliners, loveseats, chairs, tables, sleepers, ottomans, TV stands, bookcases), dining room, bedroom, home office, outdoor/patio, and home accents furniture. Targeted at budget-conscious residential consumers.
• Spring Air Mattresses Retail sales of Spring Air mattresses including copper-infused hybrid and all-foam designs marketed for cooler, cleaner, and more supportive rest. Available at select locations.
• Recteq Outdoor Grills High-powered outdoor grilling equipment including LP gas BBQ and pellet BBQ options from the Recteq brand, plus BBQ accessories. Available at select locations.
• Scratch & Dent Appliances Discounted appliances with cosmetic imperfections offering savings on quality appliances, available across the store network.
• Pre-Owned Appliances Pre-owned appliance options available at select store locations for budget-conscious consumers.
• Delivery & Installation Services Quality delivery and installation services for purchased appliances and furniture, available across the store network.
• In-Store Financing Flexible in-store financing options available on purchases, subject to credit approval, applied for directly through the store.
• Appliance Repair & Parts Repair services and replacement parts for appliances sold at Appliance Plus locations.
• U-Haul Rental Services U-Haul rental services available at select Appliance Plus locations (Algona, Charles City, Independence, Webster City) as a partner service offering.
• Simple Lift Rental Services Simple Lift rental services available at select Appliance Plus locations (Marion, Oelwein, Osage) as a partner service offering.

Named customers1 record

Segments2 records

Ideal customer profiles2 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 core and minor.

• GE AppliancescoreChannel Partner/ Reseller/ DistributorAppliance Plus is an authorized GE Appliances dealer. The partnership involves selling GE major appliances including laundry (washers/dryers), refrigeration, cooking (ovens, ranges), and commercial laundry solutions. GE provides marketing support including rebate programs and promotional materials.
• Ashley FurniturecoreChannel Partner/ Reseller/ DistributorAppliance Plus is an authorized Ashley Furniture dealer selling living room, dining room, bedroom, outdoor, and home office furniture.
• Spring AircoreChannel Partner/ Reseller/ DistributorAppliance Plus offers Spring Air mattresses including copper-infused hybrid and all-foam designs with claims of cooler, cleaner, and more supportive sleep.
• RecteqminorChannel Partner/ Reseller/ DistributorAppliance Plus sells Recteq pellet grills and outdoor grilling equipment at select locations.
• US CellularminorGTM or Marketing PartnerUS Cellular operates stores within Appliance Plus retail locations, creating a co-location partnership that drives foot traffic.
• U-HaulminorGTM or Marketing PartnerU-Haul rental services available at select Appliance Plus locations (Algona, Charles City, Independence, Webster City).
• Simple LiftminorGTM or Marketing PartnerSimple Lift rental services available at select Appliance Plus locations (Marion, Oelwein, Osage).

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Lowe's: National home-improvement retailer carrying a full appliance assortment (GE and others), in-store financing, and installation services — directly comparable in major appliances and increasingly in adjacent furniture categories.
• Nebraska Furniture Mart: Large Midwestern home furnishings and appliance superstore (Omaha-headquartered, founded 1937) carrying the same major appliance and furniture categories at a much larger scale — directly overlaps assortment and customer base, but operates at a wider regional footprint with showroom-pricing economics.
• Home Depot: Largest U.S. home-improvement retailer carrying GE and other major appliances, kitchen packages, and installation services — competing in the same home-replacement occasion with broader assortment and pricing power.
• Best Buy: National consumer-electronics and major-appliance retailer with full assortment, in-house financing, installation, and trade-in services — competing head-on in major appliances (GE, etc.) and now bundled kitchen packages across all 50 states.

Direct peers

• American Freight: Discount appliance and furniture outlet retailer operating a multi-store, scratch-and-dent-focused model across the U.S. — comparable in assortment emphasis on value-priced and open-box merchandise and in serving household replacement-occasion shoppers.
• Slumberland Furniture: Upper Midwestern furniture and mattress retailer (Minnesota-based) operating a multi-store, family-service model comparable in geographic strategy and category emphasis on furniture plus sleep products — overlapping key category mix.
• Conn's HomePlus: Multi-state appliance, furniture, and mattress retailer (Texas-based) with in-house financing as a core differentiator — directly comparable in product mix, financing-led customer acquisition, and value-tier household target customer.
• Homemakers Furniture: Iowa-based regional retailer (headquartered in Urbandale/Des Moines) selling furniture, mattresses, and home appliances under a similar hometown-service, multi-store model targeting Midwestern households — directly comparable in geography, assortment strategy, and brand-authorized dealer positioning.

Regional players

• RC Willey: Intermountain West regional furniture, appliance, and mattress retailer (Utah-headquartered) with a similar hometown-service, multi-store, in-home-delivery model — directly comparable business model, but operating in a different geography (no Iowa overlap).

Emerging players

• Mattress Firm: Largest U.S. specialty mattress retailer carrying Spring Air and other sleep brands via dedicated showrooms — directly comparable in the Spring Air mattress category and adjacent sleep purchase occasion, though narrower in assortment than Appliance Plus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/AppliancePlusOfficial
• Instagraminstagram.com/appliance_plus25
• LinkedInlinkedin.com/company/applianceplus

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 Appliance Plus