Adairs
Adairs is an Australian specialty retailer (ASX:ADH) selling homewares, bedding, bathroom, furniture, and kids' furnishings through physical stores, its adairs.com.au e-commerce platform, and the paid Linen Lovers loyalty program, serving Australian consumers across multiple price points via the Adairs, Adairs Kids, Mocka, and Focus on Furniture brands.
- Company typePublic
- Founded1984
- HeadquartersScoresby, Australia
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
What Adairs does
Adairs Limited (ASX:ADH) is an Australian specialty retailer of homewares, bedding, bathroom products, furniture, and children's furnishings, founded in 1984 and headquartered in Chadstone, Victoria. The company operates a multi-brand omnichannel platform — the flagship Adairs brand, Adairs Kids, the Mocka kids/nursery subsidiary, and the Focus on Furniture subsidiary (acquired November 2021 for A$80M) — distributed through a network of physical stores across Australia (and previously New Zealand, exited in 2026) and the adairs.com.au e-commerce site, supported by click-and-collect, multiple BNPL options (Afterpay, ZipPay, PayPal Pay-in-4), and Adyen-processed card payments.
The core technology stack is a conventional retail e-commerce platform integrated with a proprietary paid loyalty database (Linen Lovers, A$19.95 for two years) that delivers 10% off full-price items, 5% off sale items, member-only discounts up to 40%, and 1 Qantas Point per A$1 spent via a partnership with Qantas Frequent Flyer. Product range spans bedlinen (own collections including Vintage Washed Linen, Stonewashed Cotton, Egyptian Cotton, Pure Silk, Bamboo Cotton, Ultrasoft Jersey), bedding (with an exclusive Minijumbuk range), bathroom (towels, bath mats, robes), furniture (sofas, beds, dining, office, with Mark Tuckey collaboration), homewares, kids' themed ranges (Marvel, NBA, dinosaurs, trucks), and a private-label Home Republic tier.
The business model combines one-time retail transactions (store and online) with a small subscription-style revenue line (Linen Lovers membership fees) and transaction-fee economics from BNPL providers. Group sales for FY26 are guided at A$640-641.5M (+3.7% YoY) on the back of H1 FY26 sales of A$329M (+5.9%); however, profitability is under significant pressure, with a guided FY26 net loss of approximately A$43M and a non-cash A$62-68M impairment against Focus on Furniture, where earnings fell 68.3% on a 5.7% sales decline. The core Adairs brand and Mocka (H1 FY26 sales +29.8%, EBIT +45.5% to A$5.6M) are the offsetting growth engines, while Focus on Furniture and the New Zealand exit are the active drag.
Adairs firmographics
Firmographics- Name
- Adairs
- Legal name
- Adairs Limited (ACN 147 375 451)
- Website
- https://adairs.com.au
- Company type
- Public
- Founded year
- 1984
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Adairs is an Australian specialty retailer (ASX:ADH) selling homewares, bedding, bathroom, furniture, and kids' furnishings through physical stores, its adairs.com.au e-commerce platform, and the paid Linen Lovers loyalty program, serving Australian consumers across multiple price points via the Adairs, Adairs Kids, Mocka, and Focus on Furniture brands.
- Ownership category
- akta.pro rank
Adairs industry classification
Industry- Product category
- Home Furnishings Retail
- NAICS
- Home Furnishings Retailers (44912)
- SIC
- Retail-Home Furniture, Furnishings & Equipment Stores (5700), Retail-Furniture Stores (5712)
- akta.pro primary industry
- Kids & Nursery Furniture Retail (Cribs, Toddler Beds, Changing Tables, Bunk Beds) (CRAIAAAE)
- akta.pro secondary industries
- Nursery & Kids Home Textiles Retail (Crib Bedding, Kids Rugs, Kids Bath Textiles) (CRAIALAH), Home Fragrance, Candles & Small Giftables Retail (CRALAJAN)
Keywords
Where Adairs is headquartered
LocationHeadquarters
- HQ city
- Scoresby
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Adairs business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Retail Sales - Physical Stores: Revenue from brick-and-mortar retail stores across Australia and New Zealand. Stores offer the full product range including bedroom, bathroom, furniture, homewares, and kids categories.
- E-commerce / Online Sales: Revenue from adairs.com.au online store. Offers nationwide delivery with free standard shipping for Linen Lovers members on orders over $50.
- Linen Lovers Membership Fees: Paid loyalty program generating direct membership revenue. Priced at $19.95 for two-year membership. Provides recurring revenue and drives customer lifetime value through discounts and exclusive offers.
- Buy Now Pay Later Services: Revenue from BNPL payment options including Afterpay and ZipPay, generating transaction fees from customer installments.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Linen Lovers Membership - Two-year paid subscription |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Adairs product offering
Product offeringCore offering
Adairs is a multi-brand omnichannel home furnishings retailer selling premium bedlinen, bedding, bathroom, furniture, homewares, and kids products through physical stores across Australia and an e-commerce platform (adairs.com.au). The portfolio includes flagship Adairs, Adairs Kids, Focus on Furniture, and Mocka brands, complemented by the paid Linen Lovers loyalty membership program.
Product overview
Adairs operates as a multi-brand omnichannel home furnishings retailer offering premium products across bedroom, bathroom, furniture, homewares, and kids categories. The core Adairs brand serves as the primary platform, complemented by the paid Linen Lovers loyalty program (membership $19.95/two years) that provides 10% ongoing discounts and Qantas Point earning. The portfolio includes subsidiary brands Focus on Furniture (acquired 2021, $80M) for general furniture and Mocka (acquired for A$33.3M) for kids/nursery furniture, alongside private label sub-brands like Home Republic. Products span bedlinen (quilt covers, sheets, pillows), bathroom (towels, bath mats, robes), furniture (sofas, beds, dining), homewares (cushions, lighting, décor), and Adairs Kids (themed children's collections). The company sells through physical stores across Australia and New Zealand (though exited NZ in 2026) and an e-commerce platform, accepting payments via Visa, Mastercard, Amex, PayPal, Afterpay, and ZipPay through Adyen's PCI-compliant platform.
Differentiator
Problem solved
Functional benefit
Brands
- Adairs Kids: Children's range including kids bedlinen, nursery, kids bedding, toys, and decor featuring themes like Marvel Comics, NBA, dinosaurs, trucks, and unicorns.
- Linen Lovers
Products and services
- Adairs (Core Brand)
Quantifiable outcome
- Members save over $240 per year on average through Linen Lovers program benefits
Companies that use Adairs
Customer profileNamed customers1 record
Ideal customer profiles3 records
Adairs technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
Feature1 record
Adairs partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Focus on FurniturecoreAdairs acquired Focus on Furniture for $80 million as part of its strategic expansion plan. The acquisition expands Adairs' product range and strengthens its position in the furniture and bedding market in Australia and New Zealand.
- QantascoreAdairs partners with Qantas Frequent Flyer program allowing members to earn 1 Qantas Point per $1 spent on Adairs purchases (when also a Linen Lovers member). Linen Lovers membership required to earn points. This cross-promotional partnership provides value to loyalty members of both brands and drives customer acquisition for Adairs through Qantas marketing channels.
- Orange SkyminorAdairs supports Orange Sky charity through its gifting program, offering customers the opportunity to purchase gifts that benefit the organization.
- Corporate PartnersminorAdairs offers a dedicated corporate partner program allowing businesses to access products for corporate gifting and bulk orders.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
Adairs competitors and assessment
Company assessmentDirect peers
- Freedom Furniture: Major Australian furniture and homewares retailer with comparable product breadth (sofas, dining, bedroom, homewares) and omnichannel model. Directly competes in the same category where Adairs' Focus on Furniture has struggled.
- Temple & Webster: ASX-listed Australian pure-play online homewares and furniture retailer. Direct competitor on Adairs' e-commerce platform with similar category breadth and digital-first customer acquisition approach.
- Pottery Barn (Australia): Williams-Sonoma-owned premium home furnishings brand with Australian presence. Directly comparable on premium positioning, exclusive ranges, and home styling/lifestyle content marketing approach.
- West Elm (Australia): Williams-Sonoma-owned premium home furnishings brand operating in Australia. Competes with Adairs in the premium/designer end of bedding, furniture, and homewares with comparable designer-collaboration strategy.
- Harvey Norman Holdings: ASX-listed Australian and New Zealand retailer of furniture, bedding, and homewares. Most directly comparable peer given similar geographic footprint (pre-Adairs NZ exit), multi-format store strategy, and breadth of home category.
- Bed Bath N' Table: Australian specialty retailer focused on bedding, bath, and homewares — overlapping substantially with Adairs' core manchester and homewares categories. Comparable mid-market positioning and store footprint.
Broad incumbents
- Big W (Woolworths Group): Mass-market Australian discount retailer with significant bedding, bath, and homewares category. Competes on price for entry-level home shoppers adjacent to Adairs' premium positioning.
- IKEA (Australia): Global home furnishings incumbent with Australian store and online presence. Overlaps with Adairs across bedroom, bathroom, and furniture categories, though at a mass-market price point with much broader assortment.
- Myer Holdings: ASX-listed Australian department store with a meaningful home and furniture category. Indirect competitor through multi-category retail format that competes for the same discretionary home spend.
Emerging players
- Country Road Group (Country Road / Trenery / Mimco): Australian premium apparel and homewares group. Competes with Adairs on lifestyle branding, designer-led product, and premium positioning, particularly in home textiles and gifting categories.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Adairs social profiles
Digital presenceAdairs financial estimates
Financial estimateRevenue estimate
Valuation estimate
Adairs leadership team
Management profileNumber of profiles
Adairs subsidiaries and ownership
Company hierarchySubsidiaries2 records
Adairs funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Adairs M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Adairs
What does Adairs do?
Adairs is a multi-brand omnichannel home furnishings retailer selling premium bedlinen, bedding, bathroom, furniture, homewares, and kids products through physical stores across Australia and an e-commerce platform (adairs.com.au). The portfolio includes flagship Adairs, Adairs Kids, Focus on Furniture, and Mocka brands, complemented by the paid Linen Lovers loyalty membership program.
Is Adairs a public or private company?
Adairs is a public company. It is classified as public and is currently operating.
When was Adairs founded?
Adairs was founded in 1984. It employs 1,001 to 5,000 people.
Where is Adairs based?
Adairs is headquartered in Scoresby, Australia, in the Oceania region.
How does Adairs make money?
Four revenue lines are on record. Retail Sales - Physical Stores are the primary driver. The others are E-commerce / Online Sales, linen Lovers Membership Fees and buy Now Pay Later Services.
Who are Adairs's main competitors?
Direct peers on record are Freedom Furniture, Temple & Webster, Pottery Barn (Australia), West Elm (Australia), Harvey Norman Holdings and Bed Bath N' Table. Broad incumbents are Big W (Woolworths Group), IKEA (Australia) and Myer Holdings. Country Road Group (Country Road / Trenery / Mimco) is listed as an emerging player.
Does Adairs have an API?
No public API is recorded for Adairs.
What industry is Adairs in?
Adairs's product category is Home Furnishings Retail. Its primary akta.pro industry code is CRAIAAAE, Kids & Nursery Furniture Retail (Cribs, Toddler Beds, Changing Tables, Bunk Beds), with a secondary code of CRAIALAH, Nursery & Kids Home Textiles Retail (Crib Bedding, Kids Rugs, Kids Bath Textiles). Its NAICS code is 44912 and its SIC code is 5700.