Lorell

What Lorell does

Lorell Furniture is a private commercial office furniture brand, operated as a subsidiary brand of S.P. Richards Company and headquartered in Atlanta, Georgia. The company manufactures and distributes a broad portfolio of workplace products spanning executive office suites, modular desking, steel filing and storage, ergonomic seating, lounge and reception furniture, training tables, classroom furniture, and workspace accessories (chairmats, task lighting, boards). Product depth is significant: 900+ seating SKUs, 299+ Essentials Series items, 121+ Prominence 2.0 products, and 78+ office suite configurations organized across 20+ branded series (Prominence 2.0, Chateau, Essentials, Relevance, Quadro, SOHO, Active Office, Wellness by Design, Classroom by Lorell, Fortress, ErgoMesh, Conjure, Chadwick, Quintessence, Fuze Modular, and others).

The underlying technology is mechanical and materials-based rather than software-based: sliding ball-bearing drawer systems in steel desking and Fortress storage, dual-motor Quadro electric height-adjustable bases that travel 1.3 inches per second across 24-50 inches and synchronize to compensate for uneven loads, sit-to-stand desk shells ranging 29-49 inches, tempered-glass chairmats rated to 1,000 lbs, and Prominence 2.0 laminate construction using 30% post-consumer and 70% post-industrial recycled wood fiber. Manufacturing is split between the U.S. (Classroom by Lorell) and Canada (Prominence 2.0). The company has no API, no SDK, no app, and no disclosed AI/ML capabilities.

The business model is a hardware-only, one-time-purchase revenue model with no subscription or recurring component. Pricing is per unit, per carton, or per pack, spanning from under $100 (accessories, basic chairmats) to over $4,000 (premium Quintessence Collection sofas and loveseats; Prominence 2.0 double-pedestal desks at $2,128-$3,139). Go-to-market is B2B/D2C hybrid: customers browse and configure products on lorellfurniture.com, build project lists, and submit them to S.P. Richards' sales team, with parallel distribution through S.P. Richards' national wholesale dealer network. Customer segments are diverse — business offices (primary), government facilities, educational institutions (Classroom by Lorell), healthcare reception areas, and home offices (SOHO by Lorell) — across the United States and Canada. Marketing relies on the annual Lorell Catalog (2026 edition via ActivePoint), product brochures, finish/fabric/typicals resource downloads, and a customer service hotline.

Name

Lorell

Legal name

Lorell Furniture

Website

https://lorellfurniture.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Lorell Furniture is a private commercial office furniture brand under S.P. Richards Company, manufacturing and distributing desks, seating, filing, classroom, and lounge furniture for business, government, education, healthcare, and home-office customers across the United States and Canada.

Ownership category

akta.pro rank

Product category

Commercial Office Furniture

NAICS

Office Furniture (including Fixtures) Manufacturing (33721)

SIC

Office Furniture (2520)

akta.pro primary industry

Office Furniture & Workspace Accessories Retail (CRALABAE)

akta.pro secondary industry

Home Office Furniture Retail (Desks, Office Chairs, Bookcases, Filing/Storage) (CRAIAAAD)

Keywords

• Commercial office furniture
• Office desking solutions
• Ergonomic office seating
• Classroom furniture
• Filing storage systems

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Office Furniture Hardware Sales: One-time purchase of office furniture products including desks, seating, filing cabinets, and accessories. Products are sold at various price points from under $100 to over $4,000 per unit. No subscription or recurring revenue model.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Lorell manufactures and distributes commercial-grade office furniture including desks and office suites, task and lounge seating, electric height-adjustable workstations, filing and storage cabinets, classroom furniture, training tables, and office accessories. The line spans entry-level SOHO products through premium suites such as Prominence 2.0, and is sold primarily through the S.P. Richards Company distribution network to businesses, government, education, and healthcare buyers.

Product overview

Lorell Furniture is an office furniture manufacturer offering a comprehensive portfolio of workplace solutions spanning office suites, seating, storage, and accessories. The product lineup includes multiple branded series: the premium executive Prominence 2.0 (made in Canada with recycled materials), the mid-range Essentials Series and Active Office wellness line, the elegant Chateau Series with reeded-edge detailing, and the mid-century modern Relevance Series and SOHO for home offices. Seating offerings encompass Big & Tall, Fabric, Leather, Mesh, Lounge, Outdoor, and Wellness-focused categories with various ergonomic technologies. Additional categories include Filing & Storage with Fortress Series steel solutions, Classroom by Lorell (American-made with lifetime warranty), Boards & Board Accessories, Office Accessories (clocks, chairmats, lighting), and Training Tables. The products are distributed through S.P. Richards Company with a 2026 catalog available via Activepoint platform.

Differentiator

Problem solved

Functional benefit

Brands

• Lorell: Core office furniture brand including desks, seating, and storage solutions
• Classroom by Lorell
• SOHO by Lorell
• Wellness by Design
• Active Office
• Prominence 2.0
• Quadro
• Essentials Series
• Chateau Series
• Relevance Series
• Fortress Series
• ErgoMesh Series
• Conjure Series
• Chadwick Series
• Quintessence Collection
• Fuze Modular Series
• Arctic Series

Products and services

• Active Office Series
• Chateau Series
• Essentials Series
• Prominence 2.0
• Relevance Series
• Quadro Series Electric Adjustable-Height Workstation
• Sit-to-Stand Workstations
• SOHO by Lorell
• Big & Tall Seating
• Fabric Seating
• Leather Seating
• Mesh Seating
• Lounge & Reception Seating
• Outdoor Seating
• Stools
• Wellness by Design
• Classroom by Lorell
• Fortress Series Filing & Storage
• Training Tables
• Boards & Board Accessories
• Office Accessories (Wall Clocks, Desk Accessories, Chairmats, Task Lighting)

Quantifiable outcome

• Quadro Electric bases adjust 1.3 inches per second from 24 to 50 inches high
• +2 more outcomes

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Steelcase: Steelcase is the largest North American office furniture manufacturer, with a premium positioning across seating, desking, and architectural interiors. While Lorell competes with Steelcase's lower-tier offerings, Steelcase's scale, brand, and contract channels define the category's competitive frame.
• Kimball International: Kimball International is a broad commercial furniture manufacturer serving workplace, education, and healthcare markets with branded lines (Kimball, National, Etc.). It is a large incumbent that competes for the same contract and dealer-driven RFPs as Lorell.
• Haworth: Haworth is a global office furniture manufacturer with broad portfolios in seating, casegoods, architectural interiors, and technology-integrated workspaces. As a broad incumbent it competes across multiple Lorell price points, especially in contract and enterprise accounts.

Emerging players

• Fully (by Knoll): Fully is a D2C ergonomic office furniture brand best known for the Jarvis adjustable-height desk; it was acquired by Knoll/Herman Miller. It directly overlaps Lorell's Quadro sit-stand line in end-market and pricing tier, exemplifying digitally native competition.
• Branch Furniture: Branch is a venture-backed D2C office furniture brand specializing in ergonomic desks, chairs, and panels for offices and home offices. It targets the same sit-stand and SOHO buyer that Lorell's Quadro and SOHO sub-brands serve, but with a sharper digital brand.
• IKEA (Office / Marketo): IKEA's office-focused Marketo line and Markus/Bekant desks compete in the value end of office and home-office furniture. While not a contract-grade competitor, IKEA's price pressure defines the floor on which Lorell's Essentials Series competes.

Direct peers

• Office Star Products: Office Star Products designs and distributes office seating, desking, and folding furniture across commercial and home-office channels. Its broad seating line and D2C/wholesale hybrid go-to-market closely mirror Lorell's Essentials-to-Prominence portfolio range.
• Flash Furniture: Flash Furniture is a high-SKU, value-priced office and commercial furniture distributor selling direct through its own website. Comparable to Lorell in breadth of catalog (hundreds-to-thousands of SKUs) and emphasis on mid-market commercial buyers.
• The HON Company (HON Industries): The HON Company is a mid-tier commercial office furniture manufacturer producing desks, seating, filing, and workstations at similar value-to-mid price points. HON's broad catalog across business, government, and education verticals directly overlaps with Lorell's positioning and vertical mix.
• Global Furniture Group: Global Furniture Group manufactures commercial office and workplace seating, desking, and casegoods for dealers and contract customers. Its multi-brand approach and tiered product architecture parallels Lorell's Prominence/Essentials/Chateau segmentation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/lorellfurniture
• Facebookfacebook.com/Lorellfurniture
• LinkedInlinkedin.com/company/lorellfurniture

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Lorell