Mobelli
Mobelli Furniture + Living is a privately held South African retailer selling indoor and outdoor furniture, décor, and home accessories to individual consumers and hospitality end-users through five showrooms and an e-commerce site with AR visualization.
- Company typePrivate
- Founded2006
- HeadquartersCape Town, South Africa
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Mobelli does
Mobelli Furniture + Living is a privately held South African furniture and home décor retailer, founded around 2004–2005 and headquartered in Cape Town, that operates across indoor and outdoor furniture categories for residential and commercial end-users. The company runs five owned retail showrooms in Illovo, Fourways, Paarden Eiland, Sea Point, and Umhlanga, complemented by an e-commerce storefront at mobelli.co.za with augmented reality (AR) product visualization and 3D immersive viewing. Its product portfolio spans outdoor living (lounge, dining, pool, shade), living room (sofas, seating, tables, storage), dining room (tables, chairs, home bars), and home décor (vases, sculptures, rugs, lighting, mirrors, art, botanics), with the Couture Jardin sub-brand positioned as the premium outdoor line exclusive to Mobelli. South African-made items such as shelving units and mirrors supplement imported goods sourced from Europe and Asia.
Mobelli firmographics
Firmographics- Name
- Mobelli
- Legal name
- Mobelli
- Website
- https://mobelli.co.za
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Mobelli Furniture + Living is a privately held South African retailer selling indoor and outdoor furniture, décor, and home accessories to individual consumers and hospitality end-users through five showrooms and an e-commerce site with AR visualization.
- Ownership category
- akta.pro rank
Where Mobelli is headquartered
LocationHeadquarters
- HQ city
- Cape Town
- HQ country
- South Africa
- HQ region
- Africa
Offices5 records
Markets served
Mobelli business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Furniture and Décor Product Sales: One-time product sales of furniture and home décor items including sofas, outdoor lounge sets, dining furniture, rugs, vases, lighting, and accessories. Products are sold at fixed prices with optional financing through Float (12 months interest-free credit) and PayJustNow (3-month instalments).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Individual product purchases at fixed retail prices |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Mobelli product offering
Product offeringCore offering
Mobelli is a South African furniture and home décor retailer that imports and sells indoor lounge, dining, and outdoor patio furniture (including the premium Couture Jardin sub-brand) along with home décor items such as vases, rugs, lighting, and wall art. The company operates an e-commerce website (mobelli.co.za) and five physical showrooms across South Africa (Illovo, Fourways, Paarden Eiland, Sea Point, Umhlanga), offering white-glove delivery in metro areas, AR-based product visualization, third-party financing options, and a 25% Buyback upgrade program.
Product overview
Mobelli Furniture + Living is a South African furniture and home décor retailer specializing in indoor and outdoor living spaces. The company operates as a unified retail platform offering four core product categories: Outdoor Living (patio furniture, pool furniture, shade solutions, and accessories), Living Room (sofas, seating, tables, and storage), Dining Room (dining furniture and home bars), and Decor (vases, sculptures, wall art, mirrors, rugs, lighting, botanics, and scatter cushions). The portfolio includes the Couture Jardin premium outdoor sub-brand and South African-made shelving units. The company also provides repair and maintenance services through its Customer Delight Team and offers financing options via Float, PayJustNow, and Mobicred payment integrations. An Augmented Reality feature enables customers to visualize furniture in their spaces.
Differentiator
Problem solved
Functional benefit
Brands
- Couture Jardin: A premium sub-brand collection of outdoor furniture including lounge pieces, tables, chairs, and pool accessories featuring French-inspired elegant designs.
Products and services
- Outdoor Living Furniture
- Living Room Furniture
- Dining Room Furniture
- Decor & Home Accessories
- Couture Jardin Outdoor Furniture
- Decor Bundles
- Customer Delight Team (Repairs & Maintenance)
Companies that use Mobelli
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles1 record
Mobelli technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability2 records
Mobelli partnerships and signals
Strategic signalScale indicators2 records
Recent moves6 records
Expansion highlights5 records
Mobelli competitors and assessment
Company assessmentDirect peers
- @home: South African furniture and home retailer offering indoor and outdoor furniture and home décor. Direct competitor to Mobelli in the same geographic market with overlapping product categories and similar DTC retail model.
- Pottery Barn: Premium furniture retailer with multi-channel approach (catalog, online, stores) and curated home décor. Comparable to Mobelli's premium positioning and omnichannel strategy.
- West Elm: US-based premium furniture retailer with designer indoor/outdoor furniture collections and DTC e-commerce. Comparable to Mobelli's premium positioning and multi-channel retail model.
- Weylandts: Premium South African furniture retailer with sophisticated design focus and curated indoor/outdoor furniture collections. Comparable to Mobelli's premium positioning through the Couture Jardin sub-brand.
- Coricraft: South African furniture retailer specializing in indoor furniture including sofas, dining sets, and bedroom furniture. Direct competitor with similar DTC retail model and South African footprint.
- Crate & Barrel: Premium home furnishings retailer with curated design aesthetic and indoor/outdoor furniture offerings. Comparable to Mobelli's premium positioning and product mix across indoor and outdoor living.
- Patio Warehouse: South African outdoor furniture specialist offering patio furniture, lounge sets, and outdoor décor. Direct competitor in Mobelli's core outdoor living segment with similar geographic focus.
- Home24: European online furniture retailer with similar DTC model and indoor/outdoor furniture focus. Comparable to Mobelli's e-commerce approach and premium brand positioning.
Broad incumbents
- Wayfair: Global e-commerce furniture retailer with massive catalog. Comparable to Mobelli's online DTC model but at much larger scale and broader (less premium) positioning.
- Restoration Hardware (RH): Premium home furnishings retailer with strong luxury brand and gallery showroom concept. Comparable to Mobelli's premium Couture Jardin sub-brand strategy and elevated retail experience.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Mobelli social profiles
Digital presenceMobelli financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mobelli leadership team
Management profileNumber of profiles
Profiles1 record
Mobelli funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mobelli 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 Mobelli
What does Mobelli do?
Mobelli is a South African furniture and home décor retailer that imports and sells indoor lounge, dining, and outdoor patio furniture (including the premium Couture Jardin sub-brand) along with home décor items such as vases, rugs, lighting, and wall art. The company operates an e-commerce website (mobelli.co.za) and five physical showrooms across South Africa (Illovo, Fourways, Paarden Eiland, Sea Point, Umhlanga), offering white-glove delivery in metro areas, AR-based product visualization, third-party financing options, and a 25% Buyback upgrade program.
Is Mobelli a public or private company?
Mobelli is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Mobelli founded?
Mobelli was founded in 2006. It employs 11 to 50 people.
Where is Mobelli based?
Mobelli is headquartered in Cape Town, South Africa, in the Africa region.
How does Mobelli make money?
One revenue line is on record: furniture and Décor Product Sales.
Who are Mobelli's main competitors?
Direct peers on record are @home, Pottery Barn, West Elm, Weylandts, Coricraft, Crate & Barrel, Patio Warehouse and Home24. Broad incumbents are Wayfair and Restoration Hardware (RH).
Does Mobelli have an API?
No public API is recorded for Mobelli.