Conforama

What Conforama does

Conforama is a multi-specialist home equipment retailer founded in 1967 in Lyon, France, currently operating 180+ stores across metropolitan France and French overseas territories (Drom-Com) under an omnichannel model. The brand sells furniture, kitchen, bedding, sofas, decoration, and household appliances, paired with an e-commerce platform that pioneered online sales in 1998 and now represents 15% of Conforama revenue and 175M+ annual online visits. The retail operation is supported by exclusive house brands (LOMOCO, 8 HEURES, FAR), concept store formats (Confo Déco, Confo Dépôt), and an in-house after-sales service employing 170+ technicians handling more than 170,000 repairs per year from a technical support center in Compiègne.

In 2024, Conforama was formally merged with sister brand BUT (founded 1972) under Groupe BUT-Conforama, creating France's largest home equipment retail network with 532 combined stores, 14,000+ employees, 350M+ annual web and store visits, and 360,000+ m² of logistics infrastructure across three major French poles. The combined platform carries 350,000+ product references with 30% annual collection refresh and has won the 'Meilleur cuisiniste' award for ten consecutive years. The group is jointly owned by XXXLutz (a European home equipment major with €6.4B revenue across 14 countries) and private equity firm CD&R.

The business model combines owned retail, a franchise network of 150 partners operating 135 BUT and 15 Conforama outlets under Investor (€200K minimum investment) and Location-Gérance formats, and direct e-commerce sales. Customer segments split between mass-market French households seeking affordable furniture/kitchen/bedding and SMB franchise entrepreneurs; revenue streams include one-time product sales, recurring franchise fees, and online transaction revenue. Awards for kitchen design (10 consecutive years) and value-for-money positioning, alongside partnerships with Ecomaison on recycling and Geev on circular-economy donations, anchor the differentiation strategy.

Name

Conforama

Legal name

BUT INTERNATIONAL

Website

https://groupeconforama.fr

Company type

Private

Founded year

1967

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Conforama is France's multi-specialist home equipment retailer, operating 180+ stores and an e-commerce platform under an omnichannel model. Now part of Groupe BUT-Conforama (532 stores, 14,000+ employees), it sells furniture, kitchen, bedding, and decor to French households.

Ownership category

akta.pro rank

Headquarters

HQ city

Marne-la-vallée

HQ country

France

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Core revenue from selling furniture, home equipment, kitchen, bedding, and decor products through owned and franchised stores. More than 350,000 product references with 30% collection renewal annually.
2. Franchise Fees and Royalties: Revenue from franchise partners through licensing of brand, store format, systems, and operational support. 150 franchised stores generating recurring franchise income.
3. E-commerce Sales: Online sales representing 15% of Conforama's total revenue, offering full product catalog through digital channels with seamless integration with physical stores.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Conforama is a multi-specialist French home equipment retailer selling furniture, kitchens, bedding, sofas, decoration and household appliances through 180+ owned and franchised stores and an e-commerce site representing 15% of revenue. The assortment includes 350,000+ product references, refreshed 30% annually, plus exclusive in-house brands (LOMOCO, 8 HEURES, FAR) and concept formats such as Confo Déco and Confo Dépôt. Sales are supported by in-store design advisory, omnichannel integration and a 170+ technician in-house after-sales service performing 170,000+ repairs per year.

Product overview

Groupe BUT-Conforama operates two distinct retail chains under unified governance: Conforama (180+ stores) is a multi-specialist home equipment retailer with 15% online revenue, offering exclusive brands LOMOCO, 8 HEURES, and FAR; BUT (351+ stores) is the leading home equipment network in France with over 350,000 product references. The group also operates concept stores Confo Déco and Confo Dépôt. Both chains serve the French market through an omnichannel model combining physical retail with e-commerce.

Differentiator

Problem solved

Functional benefit

Brands

• LOMOCO: Exclusive brand of Conforama offering accessible home furnishings
• 8 HEURES
• FAR
• Confo Déco
• Confo Dépôt
• Boom Boom

Products and services

• Conforama retail chain (multi-specialist home equipment stores)
• LOMOCO (exclusive Conforama brand)
• 8 HEURES (exclusive Conforama brand)
• FAR (exclusive Conforama brand)
• Confo Déco concept store
• Confo Dépôt discount surface
• Kitchen design and installation service
• Conforama after-sales and repair service
• Conforama franchise program

Quantifiable outcome

• 1st network of home equipment in France
• +4 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Nine partnerships are on record, tiered minor and core.

• Maisons des femmes RestartminorOthersAssociation supporting women in difficulty or victims of violence since 2016. Present in 34 cities in France. Partnership includes RSE team visits, awareness sessions on domestic and sexual violence, and fundraising through checkout round-ups (€51,000+ collected).
• CerHomminorOthersAssociation fighting male cancers. Microdon operation collected €77,600+. RSE teams met with association president Olivier Jérôme to strengthen partnership and plan future awareness actions.
• Banque Solidaire de l'Équipement (Emmaus Défi)minorOthersEmmaus Défi program fighting inadequate housing. Campaign from April 6 to May 23 collected €53,368 with 75,190+ customer donations at checkout. Helps precarious households furnish their homes.
• EcomaisonminorStrategic or Co-development PartnerEco-organization partner for recycling. Deployed 150 collection containers in stores. Achieves 74% sorting rate for BUT and 86% for Conforama in recycling programs.
• GeevminorStrategic or Co-development PartnerPartnership for donations between individuals via the Geev application. Encourages donation reflex to prevent furniture and objects from becoming waste, giving them new homes.
• LazareminorOthersAssociation providing materials and furniture at cost price for renovating homes destined for homeless people, supporting social reintegration.
• Alice LouradourminorOthersExclusive artist collaboration to transform everyday objects into accessible art. Inspired by Matisse, Brittany seascapes, and urban playground energy. Created a graphical puzzle collection with tableware and armchairs featuring free, sunny forms.
• Google Cloud FrancecoreTechnology or IntegrationCloud hosting provider for groupe.butconforama.fr website. Located at 8 rue de Londres, Paris 75008.
• JEDY AGENCYminorImplementation/ SI/ Consulting PartnerWebsite development and design agency for the group. Located at 61 rue de Lyon, Paris 75012.

Scale indicators11 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• La Redoute: Long-standing French home furnishings, decoration, and furniture retailer (part of Kering-owned Group). Competes with Conforama on furniture, soft furnishings, and decoration for the same French consumer, historically catalog-driven and now omnichannel.
• Alinéa: Historic French home furniture and decoration retailer currently under restructuring following recent ownership change. Serves an overlapping mid-market French consumer in furniture and decoration, with a now-smaller physical footprint but a still-recognized French home brand in the same category as Conforama.
• JYSK: Danish-owned European home furnishings retailer with a growing French store footprint. Sells mattresses, furniture, and home goods at accessible prices through a physical-store-led model that parallels Conforama's value positioning and store-based go-to-market.
• IKEA: Global home furnishing leader with major retail and e-commerce operations in France. Sells furniture, kitchen, decoration, and home equipment at value scale, directly competing with Conforama for the same French middle-market consumer across both physical and digital channels.
• Maisons du Monde: French home decoration and furniture retailer operating physical stores and a sizable online business. Targets the same price-conscious French consumers seeking trendy, affordable home furnishings — directly comparable assortment, customer, and omnichannel model to Conforama.

Emerging players

• Westwing Group: European online home and living retailer with strong presence in France. Operates a curated flash-sale and long-tail assortment model, competing with Conforama in online furniture and decoration where Conforama's digital share remains modest relative to specialists.
• Home24: European online furniture and home furnishings retailer acquired by XXXLutz in 2023. Focused on a digital-native shopping experience, overlapping with Conforama's catalog but with much stronger online share — a key peer for the online channel where Conforama only reaches 15% of revenue.

Others

• BUT: Sister brand to Conforama within Groupe BUT-Conforama. Operates 351+ stores with a franchise-heavy model in home equipment. Although under common corporate ownership since the 2024 legal union, the two brands operate as parallel retail networks serving overlapping French consumers.
• Leroy Merlin: Major French DIY and home improvement retailer (part of ADEO / Mulliez group). Adjacent to Conforama in home-related retail, with some overlap in kitchen and home equipment, though its project-oriented DIY focus differs from Conforama's furniture-and-decoration core.

Broad incumbents

• XXXLutz: Austrian parent of Conforama and a major European home equipment retailer operating in 14 countries with 400+ stores and €6.4B revenue. As both parent and broad incumbent competitor, XXXLutz shares Conforama's category but with broader geographic reach and a wider assortment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/conforama
• Xx.com/conforama
• Facebookfacebook.com/conforama

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries2 records

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 Conforama