At Home
At Home is a US omnichannel home décor and furniture big-box retailer operating through hundreds of physical stores, the athome.com e-commerce site, and iOS/Android mobile apps, serving individual consumers and design professionals with affordable indoor and outdoor home merchandise and a Synchrony Bank-backed loyalty and credit card ecosystem.
- Company typePrivate
- Founded1980
- HeadquartersHarrisonburg, United States
- Headcount5,001–10,000
- GTM typeB2C
- OfferingServices
What At Home does
At Home is a U.S. omnichannel home décor and furniture big-box retailer founded around 1980 and headquartered in Coppell, Texas, operating as At Home Stores LLC / At Home Group Inc. It serves individual consumers and, through its Insider Perks BOSS program, design professionals, offering affordable-to-moderately-priced indoor and outdoor furniture, rugs, wall décor, bedding, bath, kitchen and dining, window treatments, lighting, storage, and seasonal/holiday merchandise.
The company's core platform is its multi-channel retail infrastructure: hundreds of U.S. physical big-box stores supported by the athome.com e-commerce storefront, iOS and Android mobile apps, in-store pickup (free 2-hour), same-day delivery (from $10), and standard shipping. Merchandise is organized around signature patio collections (Haven, Highland, Monaco, Parkview, Paloma), licensed partnerships (Real Simple Housewares Collection launched September 2025), and exclusive designer collaborations (Ty Pennington, Laila Ali, Grace Mitchell). Supporting customer infrastructure includes the Insider Perks loyalty program (Base and $350-spend VIP tier) and the At Home Insider Perks co-branded Mastercard issued by Synchrony Bank, with Klarna offered for buy-now-pay-later checkout and Akamai powering site delivery and security.
At Home's business model is primarily one-time retail merchandise sales across price points from $1.99 entry-level housewares to moderately priced furniture, supplemented by recurring revenue through its private-label credit card and loyalty engagement programs. At time of analysis the company is operating at large scale (nearly 9,000 employees, 272 facilities) under new ownership following its June 2025 Chapter 11 filing and October 2025 emergence, with ~$2 billion of funded debt eliminated via restructuring and a $200 million capital infusion from a syndicate of New York and San Francisco-based hedge funds and investment firms.
At Home firmographics
Firmographics- Name
- At Home
- Legal name
- At Home Stores LLC
- Website
- https://athome.com
- Company type
- Private
- Founded year
- 1980
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- At Home is a US omnichannel home décor and furniture big-box retailer operating through hundreds of physical stores, the athome.com e-commerce site, and iOS/Android mobile apps, serving individual consumers and design professionals with affordable indoor and outdoor home merchandise and a Synchrony Bank-backed loyalty and credit card ecosystem.
- Ownership category
- akta.pro rank
At Home industry classification
Industry- Product category
- Home Decor Retail
- NAICS
- Furniture and Home Furnishings Retailers (4491), Home Furnishings Retailers (44912)
- SIC
- Retail-Home Furniture, Furnishings & Equipment Stores (5700)
- akta.pro primary industry
- Off-Price Home Décor & Accessories Retail (CRAEACAA)
- akta.pro secondary industries
- Off-Price Kitchenware, Tabletop & Housewares Retail (CRAEACAD), Off-Price Furniture & Upholstery Retail (CRAEACAB), Home & Furniture Omnichannel (CRAFAEAD)
Keywords
Where At Home is headquartered
LocationHeadquarters
- HQ city
- Harrisonburg
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
At Home business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Supply Chain, Personnel, Infrastructure, Marketing or Sales, Technology or R&D, Others
Revenue model
- Retail merchandise sales: Sale of home décor, furniture, outdoor furniture, bedding, bath, kitchen, and seasonal products through physical retail stores and online channels. Revenue generated from product sales at various price points from budget to moderate.
- Credit card financing programs: At Home Insider Perks credit card issued through Synchrony Bank offering special financing on purchases of $299 or more, rewards points, and promotional financing options.
- Private label credit card: At Home Insider Perks Mastercard offered through Synchrony Bank with rewards program earning points on purchases.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Insider Perks Base - Free loyalty membership |
| Subscription | Annual | Insider Perks VIP - $350 annual spend threshold |
| Subscription | Monthly | Insider Perks Credit Card |
| Unit Pricing | Pay-as-you-go | Product pricing - Entry level items |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels5 records
At Home product offering
Product offeringCore offering
At Home is an omnichannel home décor and furniture big-box retailer selling indoor furniture, outdoor and patio furniture, rugs, wall art, kitchen and dining, bed and bath, lighting, storage and organization, and seasonal décor to U.S. consumers through hundreds of physical stores, athome.com, and a mobile app. The retailer complements its merchandise assortment with the Insider Perks loyalty program (including a professional BOSS tier for designers), the At Home Insider Perks private label credit card issued by Synchrony Bank, and licensed collections such as Real Simple Housewares. Revenue is generated primarily through one-time product sales across a wide price band (from $1.99 housewares upward), plus recurring contribution from loyalty engagement and credit-card financing economics.
Product overview
At Home is an omnichannel home decor and furniture big-box retailer operating under a unified brand with a platform-plus-program architecture. The core offering consists of a comprehensive product portfolio spanning outdoor furniture and décor, indoor furniture, rugs, wall art, home décor, kitchen and dining, bed and bath, window treatments, lighting, storage and organization, and seasonal décor. This is complemented by the Insider Perks loyalty program (with a professional BOSS tier for designers), the At Home Insider Perks credit card issued by Synchrony Bank, and a mobile app for iOS and Android. The outdoor furniture lineup features five signature collections (Haven, Highland, Monaco, Parkview, and Paloma) designed for different aesthetics and price points, while the recent Real Simple Housewares Collection extends the brand into licensed housewares. The company has also invested in a corporate sustainability program using carbon accounting technology to track environmental impact.
Differentiator
Problem solved
Functional benefit
Brands
- Haven Collection: Solid acacia wood frame with all-weather rope detail - Coastal Relaxation collection
- Highland Collection
- Monaco Collection
- Parkview Collection
- Paloma Collection
- Insider Perks BOSS
- Insider Perks
Products and services
- At Home retail storefront (indoor and outdoor home décor and furniture) Omnichannel home décor and furniture assortment — including indoor furniture, outdoor and patio furniture, rugs, wall art, kitchen and dining, bed and bath, lighting, storage, and seasonal décor — sold to U.S. consumers via hundreds of physical stores, athome.com, and a mobile app.
- Insider Perks loyalty program Free loyalty program for individual shoppers offering a 15% birthday coupon, exclusive deals, 90-day receiptless returns, gift with purchase, sweepstakes, and easy online account access; a paid-equivalent VIP tier is unlocked at $350 annual spend with a 20% birthday coupon, VIP bonus coupon, and priority customer care.
- Insider Perks BOSS professional tier Loyalty tier targeted at interior designers, decorators, and builders that provides an automatic 10% discount on every purchase, yearly purchase summaries for business record-keeping, and inclusion in At Home's designer directory.
- At Home Insider Perks Credit Card Store-branded private label credit card issued through Synchrony Bank, providing 15% off first purchase for new accounts, a $5 reward certificate for every $100 spent, 6 months of special financing on At Home purchases of $299+, and no annual fee.
- At Home mobile shopping app Native iOS and Android application enabling online shopping, in-store pickup ordering, same-day delivery ordering, mobile-exclusive offers, and loyalty account management on the go.
- Real Simple Housewares Collection Licensed housewares collection developed in partnership with Real Simple magazine, offering affordable and stylish cookware, storage, and organization items priced starting at $1.99, sold through At Home stores and online channels under the Real Simple brand.
- At Home gift cards Purchasable At Home gift cards for gifting to consumers, redeemable in-store and online across the home décor and furniture assortment.
- At Home gift registry Gift registry service for weddings and other life events enabling customers to build a registry list of At Home merchandise for friends and family to purchase.
Companies that use At Home
Customer profileSegments2 records
Ideal customer profiles2 records
At Home technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
At Home partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- PersefonicoreAt Home implemented Persefoni's carbon accounting platform to bring its emissions tracking in-house. The implementation processed approximately 600,000 data points across 272 facilities, enabling At Home to calculate 70% of its carbon footprint for the first time and expand tracking to include material Scope 3 product emissions. The retailer now plans to set its first carbon reduction targets and expand its climate risk assessment.
- U.S. Bankruptcy Court for the District of DelawareminorAt Home filed for Chapter 11 bankruptcy protection on June 16, 2025, in this court, reporting $1 billion to $10 billion in both assets and liabilities.
- Real SimpleminorLicensed brand partnership for the Real Simple Housewares Collection launched September 2025. Collection includes cookware, storage, and organization items priced starting at $1.99, combining Real Simple brand appeal with At Home's retail distribution.
Scale indicators6 records
Recent moves8 records
Expansion highlights5 records
At Home competitors and assessment
Company assessmentBroad incumbents
- West Elm: West Elm is a national home furnishings retailer specializing in modern furniture, rugs, and decor sold through stores and online. Overlapping categories with At Home (furniture, rugs, decor) but differentiated by a more design-forward, mid-market-to-premium positioning.
- Crate & Barrel: Crate & Barrel is an established national home furnishings retailer offering indoor and outdoor furniture, rugs, kitchen, and decor through stores and e-commerce. Overlapping core categories with At Home but skews to a higher price point and lifestyle positioning.
- Ross Stores: Ross Stores operates off-price Ross Dress for Less and dd's DISCOUNTS chains with home decor and furnishings as one of several categories alongside apparel. Comparable off-price value positioning but home goods is not the primary focus; broader incumbent in adjacent value-retail space.
- Burlington Stores: Burlington is a national off-price retailer offering home decor, furniture, and housewares alongside apparel and accessories. Comparable off-price model and home category overlap, but home is one of several categories rather than the core focus.
Direct peers
- Bed Bath & Beyond (Overstock / Beyond Inc.): Beyond Inc. (parent of Overstock and the relaunched Bed Bath & Beyond brand) is a national online home furnishings retailer carrying furniture, rugs, decor, kitchen, and bed & bath categories. Directly comparable category mix and online-led home goods model that competes with At Home's e-commerce offering.
- World Market: World Market (Cost Plus) operates a national chain of stores selling eclectic furniture, rugs, wall decor, kitchen, dining, and seasonal home goods at accessible price points. Directly comparable assortment breadth, value positioning, and physical-retail-plus-omnichannel model to At Home.
- HomeGoods: HomeGoods is the closest direct peer: an off-price home decor and furnishings retailer owned by TJX Companies with a rotating assortment of furniture, rugs, wall decor, kitchen, and seasonal items sold at value price points through a national big-box store footprint. Comparable assortment, customer base, and off-price go-to-market model to At Home.
- Big Lots: Big Lots is a national closeout and value-oriented general merchandise retailer with a meaningful home decor, furniture, and seasonal assortment. Directly comparable off-price value positioning and big-box store model to At Home, particularly in core home categories.
- Wayfair: Wayfair is the leading online home goods and furniture retailer and is now opening large physical stores (e.g., the 130,000-square-foot Cincinnati location cited as displacing an At Home store). Comparable core categories (furniture, rugs, decor, outdoor) and overlapping customer base, with an omnichannel model that competes head-to-head with At Home.
- Hobby Lobby: Hobby Lobby is a national big-box retailer with a broad assortment of home decor, furniture, rugs, wall art, seasonal, and craft categories sold at value price points. Comparable store size, category breadth, and value-oriented home decor positioning to At Home.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
At Home social profiles
Digital presenceAt Home financial estimates
Financial estimateRevenue estimate
Valuation estimate
At Home leadership team
Management profileNumber of profiles
Profiles2 records
At Home funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
At Home 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 At Home
What does At Home do?
At Home is an omnichannel home décor and furniture big-box retailer selling indoor furniture, outdoor and patio furniture, rugs, wall art, kitchen and dining, bed and bath, lighting, storage and organization, and seasonal décor to U.S. consumers through hundreds of physical stores, athome.com, and a mobile app. The retailer complements its merchandise assortment with the Insider Perks loyalty program (including a professional BOSS tier for designers), the At Home Insider Perks private label credit card issued by Synchrony Bank, and licensed collections such as Real Simple Housewares. Revenue is generated primarily through one-time product sales across a wide price band (from $1.99 housewares upward), plus recurring contribution from loyalty engagement and credit-card financing economics.
Is At Home a public or private company?
At Home is a private company. It is classified as private equity controlled and is currently operating.
When was At Home founded?
At Home was founded in 1980. It employs 5,001 to 10,000 people.
Where is At Home based?
At Home is headquartered in Harrisonburg, United States, in the North America region.
How does At Home make money?
Three revenue lines are on record. Retail merchandise sales are the primary driver. The others are credit card financing programs and private label credit card.
Who are At Home's main competitors?
Broad incumbents on record are West Elm, Crate & Barrel, Ross Stores and Burlington Stores. Direct peers are Bed Bath & Beyond (Overstock / Beyond Inc.), World Market, HomeGoods, Big Lots, Wayfair and Hobby Lobby.
Does At Home have an API?
No public API is recorded for At Home.
What industry is At Home in?
At Home's product category is Home Decor Retail. Its primary akta.pro industry code is CRAEACAA, Off-Price Home Décor & Accessories Retail, with a secondary code of CRAEACAD, Off-Price Kitchenware, Tabletop & Housewares Retail. Its NAICS code is 4491 and its SIC code is 5700.