Furniture City

What Furniture City does

Furniture City Guatemala S.A. (DBA Furniture City) is a privately held, direct-to-consumer furniture and home goods retailer operating in Guatemala. The company sells furniture, mattresses, and home accessories through a WooCommerce/WordPress e-commerce website and two physical retail showrooms in Guatemala City (Diagonal 6 in zona 10 and Deco City on the Carretera a El Salvador). Its product portfolio is anchored by the NEW Verona Collection, a contemporary line aimed at apartment dwellers, alongside an extensive mattress category featuring German vacuum-packed mattresses (Imperial, Firme, Sleep Comfort, Doble Lado, Topper Removal) that ship in compact boxes. The catalog also spans bedroom, living room, home office, dining, bar, and decorative accessory categories, with items priced from Q229 to Q14,179 in Guatemalan Quetzales.

Name

Furniture City

Legal name

Furniture City Guatemala S.A.

Website

https://furniturecity.com.gt

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Furniture City is a Guatemalan direct-to-consumer retailer selling contemporary furniture, mattresses, and home accessories through a WooCommerce e-commerce website and two Guatemala City showrooms, serving residential customers nationwide with free delivery.

Ownership category

akta.pro rank

Product category

Furniture Retail

NAICS

Furniture Retailers (449110)

SIC

Retail-Furniture Stores (5712)

akta.pro primary industry

Living Room Furniture Retail (Sofas, Sectionals, Recliners, Coffee/Side Tables, TV Consoles) (CRAIAAAA)

akta.pro secondary industry

Bedroom Furniture Retail (Beds, Dressers, Nightstands, Armoires) (CRAIAAAC)

Keywords

• Home furniture retail
• Mattress sales
• Home decor accessories
• Interior design services
• Online furniture store

Headquarters

HQ city

Guatemala City

HQ country

Guatemala

HQ region

Latin America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Furniture Retail Sales: One-time sale of furniture products including bedrooms, living room furniture, offices, mattresses, and accessories. Revenue generated through direct consumer purchases via e-commerce website and physical retail stores.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Furniture City operates an omnichannel furniture retail business in Guatemala, selling contemporary home furnishings (bedroom, living room, home office, dining, bar/storage), mattresses, and decorative accessories through its own e-commerce website and two physical showrooms in Guatemala City. The company complements product sales with complimentary interior design services, referral incentives, and free nationwide delivery.

Product overview

Furniture City is a Guatemalan furniture retailer offering a comprehensive portfolio of home furnishings through its e-commerce platform and two physical store locations (Diagonal 6 and Deco City). The product portfolio centers on the NEW Verona Collection, a contemporary furniture line designed for modern apartments, complemented by an extensive Mattress/Colchones category featuring German vacuum-packed mattresses (Mattress Imperial, Mattress Firme, Mattress Sleep Comfort, Mattress Doble Lado, Mattress Topper Removal). The offerings span bedroom furniture (nightstands, display cabinets), living room pieces (coffee tables, TV stands, sofa beds), home office solutions (desks, executive tables), bar/storage items (sideboards, buffets, bookshelves), and decorative accessories (cushions, throws, candles, wall clocks, sculptures, artificial plants, vases). The company differentiates through complimentary interior design services and free nationwide delivery.

Differentiator

Problem solved

Functional benefit

Brands

• NEW Verona Collection: A new collection of furniture pieces designed for apartments, featuring contemporary and modern styles including bedroom furniture, TV stands, buffets, and living room accessories.

Products and services

• NEW Verona Collection A curated collection of contemporary furniture pieces designed for modern apartments, combining elegance and functionality. Includes bedroom furniture, TV stands, buffets, and living room accessories in the Verona aesthetic.
• Free Interior Design Services Complimentary interior design consultation service offered by Furniture City specialists to help customers create homes that reflect their personal style. Accessed via WhatsApp or contact form.
• Colchón Mattress Imperial Individual mattress with Bonnell spring system and massage foam layers, featuring breathable fabric and ergonomic design for pressure relief. German vacuum-packed design delivered in a compact box.
• Colchón Mattress Firme Firm support mattress designed for those who prefer a stable surface that promotes correct posture and restorative rest, available in King, Queen, and Matrimonial sizes.
• Colchón Mattress Sleep Comfort Premium Queen-size compressed mattress featuring independent pocket springs, memory foam with gel, and natural latex for superior comfort, reduced motion transfer, and cool nights.
• Colchón Mattress Doble Lado Double-sided mattress designed for comfortable and durable rest, featuring uniform cushioned surface with stable support that adapts to the body, in King and Queen sizes.
• Colchón Mattress Topper Removal Mattress with removable topper for added softness and comfort, designed for easy cleaning and maintenance while reducing pressure points and improving sleep quality.
• Mesa de noche Hanover Light wood nightstand with two drawers and golden metal frame in contemporary style, featuring smooth-sliding drawers and golden metallic handles.
• Mesa de noche Nightstand with integrated drawer and contemporary design in natural wood finish, featuring open compartment and sleek legs for a modern bedroom.
• Mesa de noche negra Black nightstand with integrated drawer and elegant modern design in matte black wood finish, featuring open compartment and elevated legs.
• Mesa de centro Contemporary coffee table in natural wood with black metal frame and functional two-level design featuring metal mesh lower shelf.
• Mesa de centro ovalada Low oval coffee table in natural wood with organic shape and contemporary design, featuring rounded edges and solid wood legs for modern living rooms.
• Mesa de centro triangular de madera clara (nested set) Set of two nested triangular coffee tables in natural wood finish with contemporary design, featuring rounded corners and cylindrical legs; can be used together or separately.
• TV Stand TV console in natural wood with black metal doors and contemporary design, featuring two side doors and open central compartment with shelf.
• TV Stand (140cm) Contemporary TV stand in natural wood with smooth lines and balanced proportions, featuring open central compartments and lower doors for organized storage.
• Escritorio Moderno Contemporary desk in natural wood with integrated drawers and elegant design, featuring spacious top surface and lower shelf for home office spaces.
• Escritorio moderno Negro Modern black desk with integrated drawers and elegant metallic frame, featuring spacious work surface and lower shelf for contemporary workspaces.
• Escritorio compacto de madera con base negra Foldable compact desk with black metal base, practical solution for small spaces that folds easily when not in use.
• Mesa redonda ejecutiva de color nogal moderna Modern walnut-colored round executive meeting table with metal geometric base in black or white finish, ideal for team meetings and collaboration areas.
• Aparador Dynamic Modern sideboard in natural wood with black metal structure and stylized design, featuring open surface and perforated metal details for contemporary spaces.
• Vitrina Moderna Modern display cabinet in natural wood with black metal mesh doors and lower drawer, featuring open shelves for displaying dishes, glassware, books or decorative objects.
• Buffet Hanover 85x80x37.5cm Contemporary buffet combining design with functionality, featuring rounded edges, ribbed glass doors, and open upper shelf, available in Hanover warm natural or sophisticated Nero finishes.
• Mesa auxiliar lateral decorativa de madera Minimalist Vermont side table with black metal structure and engineered wood surface, C-shaped design for easy sliding next to sofas or armchairs.
• Consola Hanover Console table in natural wood with two drawers and lower shelf in contemporary style, featuring golden metal handles for an elegant accent.
• Estantería Tall industrial-style bookshelf with 6 shelves in wood and black metal structure, featuring open design for displaying books, decorative objects, and sculptures.
• Estantería con base de metal color negro y madera Five-level bookcase shelf with black metal frame and Vermont wood finish shelves, combining modern design with practical storage for homes and offices.
• Bufetera Bar Contemporary bar buffet in natural wood with black metal structure, featuring open compartments and closed areas for organizing bottles, glassware, and bar accessories.
• Sofa cama de una plaza tela gris con borde negro Single sofa bed in gray fabric with black trim, featuring integrated cup holders and side pockets, transforming into a comfortable bed in seconds.
• Figura decorativa de elefante Decorative elephant figure in white finish with natural wood base, featuring smooth lines and geometric reliefs for an elegant sculptural presence.
• Figura decorativa abstracta Abstract sculptural figure evoking a stylized face with geometric lines and defined volumes, in white marble-effect finish.
• Figura decorativa de niñas Decorative figure of three girls in harmonious composition conveying unity and tenderness, featuring soft pink tones with aged gold-effect details.
• Figura Caballo decor Minimalist decorative horse figure with stylized silhouette in natural finish, featuring abstract design for easy integration into various decorative styles.
• Limonero decorativo Large artificial lemon tree with abundant green foliage and yellow fruits in black pot, 180cm height, ideal for adding freshness and Mediterranean elegance to interiors.
• Vela aromática Decorative aromatic candle in blue-green glass jar with frosted finish, designed to create a warm and sophisticated atmosphere with elegant fragrance.
• Vela aromática Verde Decorative aromatic candle in green glass jar with frosted finish and matching lid, featuring fig and gardenia fragrance for a fresh and natural ambiance.
• Cojín decorativo Square decorative cushion with abstract design in burgundy tones on natural background, made from natural-textured fabric with soft touch.
• Cojín decorativo (burdeos y arena) Square textured cushion with striped design in deep burgundy and sand tones, featuring soft textured fabric for a sophisticated and cozy look.
• Cojín decorativo rectangular Rectangular decorative cushion with textured weave in neutral tones featuring relief patterns and fringes, ideal for complementing sofas and armchairs.
• Manta verde Green throw blanket with soft texture in acrylic for living room and bedroom, featuring sherpa-like finish for warmth and comfort.
• Manta celeste Light blue throw blanket with ribbed texture and soft fringes in acrylic, elegant design for a serene and luminous atmosphere.
• Manta lavanda Lavender throw blanket with ribbed texture and soft fringes for interiors, made from high-quality acrylic with gentle lavender tone.
• Manta café Beige decorative blanket with woven stripe design and artisan fringes, natural aesthetic ideal for adding warmth to different home spaces.
• Reloj de pared (dorado 40cm) Circular wall clock with golden metal frame and minimalist dial, featuring linear hour markers and metal hands for an elegant contemporary look.
• Reloj de pared (madera oscura) Round decorative wall clock with dark wood finish and synthetic leather strap for hanging, featuring textured dark dial with raised Arabic numerals.
• Reloj de Arena Decorative sand clock with natural wood structure and transparent glass, 28cm height, featuring white sand flow and warm wood grain finish.
• Florero decorativo (dorado 40cm) Tall decorative vase in golden finish with modern sculptural design and smooth lines, ideal for contemporary interiors and artificial or natural flower arrangements.
• Florero decorativo compacto Compact decorative vase in golden finish with geometric modern design, 25cm height, perfect for side tables and consoles.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Wayfair: Largest pure-play online furniture and home furnishings retailer in the West. Comparable as a broad incumbent operating in the same product category with a far larger catalog, and the most likely long-distance competitive threat to Furniture City's e-commerce business.
• Home Depot: Global home improvement retailer with a sizable furniture and home decor assortment and omnichannel operations. Comparable as a broad incumbent that competes for some of the same household furnishing spend and offers delivery and design-adjacent services.
• Liverpool: Large Mexican department store chain with a substantial furniture and home category. Comparable as a broad incumbent with showroom + e-commerce omnichannel model and similar mid-to-premium residential furniture assortment, though operating primarily in Mexico.
• Coppel: Major Latin American mass-market retailer with home and furniture categories, credit financing, and growing online presence. Comparable as a broad incumbent serving price-sensitive households with furniture and home goods across multiple channels.
• PriceSmart: Membership warehouse club operating across Central America, including Guatemala, with a furniture and home furnishings category. Comparable as a multi-category regional incumbent serving similar household customers, though with a different membership-based model.
• IKEA: Global furniture and home furnishings retailer with showrooms and e-commerce. Comparable as a category-defining incumbent setting expectations on price, delivery, and self-service design — a long-term competitive reference point for any national furniture retailer.

Direct peers

• Cemaco: Major Guatemalan home goods and furniture retailer with physical stores and e-commerce. Most directly comparable peer given overlapping Guatemala market, multi-category furniture + accessories assortment, and similar omnichannel positioning.
• EPA (Almacenes EPA): Guatemala-based home and furniture retail chain with showrooms and delivery services. Closely comparable peer given direct overlap in Guatemalan residential furniture market, big-ticket assortment, and physical-store-led model.

Regional players

• La Curacao: Central American retail chain with stores in Guatemala and neighboring countries selling furniture, mattresses, electronics, and home appliances. Comparable multi-category mid-market positioning serving similar household customers in the region.
• Siman: Central American department store chain with significant home and furniture categories across Guatemala, El Salvador, Costa Rica, and other markets. Comparable multi-category retail model with both showroom and online channels serving similar residential customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Customer concentration

• Xx.com/furniturecitygt
• Facebookfacebook.com/FurnitureCityGT
• LinkedInlinkedin.com/company/furniturecity

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 Furniture City