Adairs

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.

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

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

• Home furnishings retail
• Bedding and bathware
• Homewares retail
• Furniture retail
• Loyalty program retail

Headquarters

HQ city

Scoresby

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. 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.
3. 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.
4. Buy Now Pay Later Services: Revenue from BNPL payment options including Afterpay and ZipPay, generating transaction fees from customer installments.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core 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

Named customers1 record

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature1 record

Partnerships

Four partnerships are on record, tiered core and minor.

• Focus on FurniturecoreOthers · 25 November 2021Adairs 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.
• QantascoreGTM or Marketing PartnerAdairs 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 SkyminorGTM or Marketing PartnerAdairs supports Orange Sky charity through its gifting program, offering customers the opportunity to purchase gifts that benefit the organization.
• Corporate PartnersminorChannel Partner/ Reseller/ DistributorAdairs 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

Direct 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

• YouTubeyoutube.com/c/adairs
• Facebookfacebook.com/AdairsRetailGroup
• Instagraminstagram.com/adairs
• Pinterestpinterest.com.au/AdairsOnline
• TikToktiktok.com/@adairs

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Adairs