Holland MacRae
Holland MacRae is a privately held Atlanta showroom retailer specializing in custom English reproduction furniture, antiques, and multi-brand upholstery, serving affluent residential buyers and interior designers through exclusive named-designer collaborations and high-ticket bespoke orders.
- Company typePrivate
- Founded-
- HeadquartersAtlanta, Georgia, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Holland MacRae does
Holland MacRae is a privately held custom English furniture and antiques retailer headquartered in a single showroom at 345 Peachtree Hills Ave NE, Suite 100, in Atlanta's Buckhead design district. Founded by Mary Holland, the company operates with 1-10 employees and specializes in custom English reproduction furniture handcrafted in UK workshops, with typical lead times of 20-24 weeks. The business also runs an In House Program offering guaranteed in-stock inventory with eight-week delivery, broadening the assortment beyond fully bespoke work.
The product portfolio combines bespoke English case goods and antiques with multi-brand upholstery from Cisco Home, Coley Home, Chaddock, Mulligan's, Lee Industries, and Verellen. Holland MacRae has built an exclusive roster of named designer collaborations — McAlpine House, Robert Brown, Clinton Smith, Barbara Westbrook, and Anna Booth — which anchor both product attribution and trade-channel positioning with interior designers.
The company generates revenue through high-ticket direct showroom sales and trade relationships with interior designers serving affluent residential buyers, primarily in Atlanta and the broader Southeast US. Editorial recognition in House Beautiful (named among Best Homes Stores in America), Business of Home, Traditional Home, Veranda, Atlanta Homes & Lifestyles, and Milieu Magazine (Spring 2024 Clinton Smith feature) functions as the principal marketing channel. There is no disclosed e-commerce platform, no technology stack, and no evidence of AI/ML deployment; the business model is showroom-driven, relationship-driven, and craftsmanship-anchored rather than technology-enabled.
Holland MacRae firmographics
Firmographics- Name
- Holland MacRae
- Legal name
- Holland MacRae
- Website
- https://hollandmacrae.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Holland MacRae is a privately held Atlanta showroom retailer specializing in custom English reproduction furniture, antiques, and multi-brand upholstery, serving affluent residential buyers and interior designers through exclusive named-designer collaborations and high-ticket bespoke orders.
- Ownership category
- akta.pro rank
Where Holland MacRae is headquartered
LocationHeadquarters
- HQ city
- Atlanta, Georgia
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Holland MacRae business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Furniture Sales: Revenue is generated through direct sales of custom English reproduction furniture, antiques, and curated home furnishings via the Atlanta showroom. Sales include both in-stock items and made-to-order custom pieces with extended lead times.
- Antique Sales: Sale of antique furniture and accessories sourced and curated for the showroom.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
Holland MacRae product offering
Product offeringCore offering
Holland MacRae sells handcrafted English-style reproduction furniture (dining tables, accent chairs, beds, cabinets, desks, mirrors, sofas, benches, etc.) and curated antiques from its Atlanta showroom. Custom pieces are manufactured in UK workshops with a 20-24 week lead time and extensive size, finish, hardware, and design customization options, while the In House Program offers guaranteed in-stock items or delivery within eight weeks. The showroom also carries represented upholstery lines, European textiles and wallpapers, original Atlanta artwork, and exclusive designer collaboration collections.
Product overview
Holland MacRae is a custom English furniture showroom and antiques dealer based in Atlanta, Georgia. The company operates a dual-model business offering both benchmade furniture reproductions handcrafted in UK workshops (20-24 week lead time) and an In House Program with guaranteed in-stock availability. The product portfolio spans three core areas: (1) Original Reproductions including dining tables, accent chairs, beds, benches, cabinets, bookshelves, mirrors, chests, desks, sideboards, games tables, coffee/side tables, sofas, lamps, and accessories; (2) Designer Collaborations with McAlpine House, Robert Brown, Clinton Smith, Barbara Westbrook, and Anna Booth; and (3) Curated complementary lines including represented upholstery brands (Cisco Home, Coley Home, Chaddock, Mulligan's, Lee Industries, Verellen), European textiles and wallpapers, and original Atlanta artwork. The company also maintains an Antiques collection and offers Custom Furniture Workshops for bespoke commissions.
Differentiator
Problem solved
Functional benefit
Brands
- Anna Booth Collection: Designer collaboration furniture collection
- Barbara Westbrook Collection
- McAlpine House Collection
- Robert Brown Collection
- Clinton Smith Collection
Products and services
- Original Reproductions (Benchmade English Reproduction Furniture) Handcrafted English-style furniture reproductions made in UK workshops, available in custom sizes, finishes, and hardware with a 20-24 week lead time for new orders. Spans dining tables, accent chairs, beds, benches, cabinets, bookshelves, mirrors, chests, desks, sideboards, games tables, coffee and side tables, sofas, table lamps, and decorative accessories. Sold to homeowners, interior designers, and design professionals via the Atlanta showroom.
- Antiques Curated collection of antique furniture and accessories sourced for the showroom, available for pickup from the Atlanta showroom and warehouse, with shipping available through recommended carriers. Targeted at homeowners, collectors, and interior designers.
- In House Program Guaranteed in-stock or within-eight-weeks delivery program featuring select furniture pieces (e.g., Abbott Bench, Battle tables, Nevin Side Chair, Turner Bench) in curated finishes, designed for customers who need faster delivery than the 20-24 week custom UK lead time.
- Designer Collaborations Exclusive furniture collections designed in partnership with named designers including McAlpine House (signature architectural elements such as corbels and statuary stands), Robert Brown (e.g., Griffin Pedestal), Clinton Smith (e.g., Bruges Bench, featured in Milieu Magazine Spring 2024), Barbara Westbrook (e.g., Wooden Bird House Cabinet), and Anna Booth (e.g., Bitley Mirror).
- Upholstery Lines Represented third-party upholstery collections offered through the Atlanta showroom: Cisco Home, Coley Home, Chaddock, Mulligan's, Lee Industries, and Verellen. Available to homeowners and interior design professionals.
- Textile Collection European textiles, designer fabrics, and wallpaper collections curated for interior design projects and sold through the Atlanta showroom.
- Fine Art Gallery Original artwork from Atlanta artists featured and sold through the showroom.
- Custom Furniture Workshops Bespoke furniture manufacturing service where new custom orders are handcrafted in UK workshops with 20-24 week lead times. Available to homeowners, interior designers, and design professionals.
Companies that use Holland MacRae
Customer profileSegments2 records
Ideal customer profiles2 records
Holland MacRae technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Holland MacRae partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and flagship.
- Cisco HomecoreHolland MacRae represents Cisco Home as an upholstery line partner, offering their furniture collections through the Atlanta showroom.
- Coley HomecoreHolland MacRae represents Coley Home as an upholstery line partner, offering their furniture collections through the Atlanta showroom.
- ChaddockcoreHolland MacRae represents Chaddock as an upholstery line partner, offering their furniture collections through the Atlanta showroom.
- Mulligan'scoreHolland MacRae represents Mulligan's as an upholstery line partner, offering their furniture collections through the Atlanta showroom.
- Lee IndustriescoreHolland MacRae represents Lee Industries as an upholstery line partner, offering their furniture collections through the Atlanta showroom.
- VerellencoreHolland MacRae represents Verellen as an upholstery line partner, offering their furniture collections through the Atlanta showroom.
- McAlpine HouseflagshipExclusive designer collaboration collection created with McAlpine House, featuring signature architectural elements including corbels and statuary stands.
- Robert BrownflagshipExclusive designer collaboration with Robert Brown, featuring signature pieces like the Griffin Pedestal.
- Clinton SmithflagshipExclusive designer collaboration with Clinton Smith, featuring signature pieces like the Bruges Bench. Featured in Milieu Magazine Spring 2024.
- Barbara WestbrookflagshipExclusive designer collaboration with Barbara Westbrook, featuring signature pieces like the Wooden Bird House Cabinet.
- Anna BoothflagshipExclusive designer collaboration with Anna Booth, featuring signature pieces like the Bitley Mirror.
Scale indicators3 records
Recent moves5 records
Expansion highlights3 records
Holland MacRae competitors and assessment
Company assessmentDirect peers
- Lillian August: Designer-led furniture brand with showrooms offering custom upholstery, case goods, and designer collaborations; comparable to Holland MacRae's designer-driven, customizable, multi-category approach.
- Mecox Gardens: Multi-line luxury home furnishings retailer operating showrooms that combine reproduction furniture, antiques, and represented designer lines under one roof — the same consolidated showroom model Holland MacRae runs in Atlanta.
- Bungalow Classic: Atlanta-based classic and traditional furniture retailer offering English-inspired and American-made furnishings; direct Atlanta regional peer competing for the same designer and affluent consumer base.
- Soane Britain: British maker of handcrafted furniture and lighting sold through showrooms and the trade; closely aligned with Holland MacRae's English craftsmanship, heritage positioning, and workshop-made production model.
- Robert Kime: British antiques dealer and designer of fabrics, furniture, and wallpapers; comparable to Holland MacRae's blend of curated antiques with reproduction English furniture and textile offerings.
- Mrs. Howard: Designer home furnishings showroom brand offering curated furniture, upholstery, and accessories through showrooms — a directly comparable designer-curated retail concept.
- Howe London: British-made bespoke and bespoke-to-order furniture with strong interior designer trade channel; comparable production ethos and target buyer to Holland MacRae's custom English reproductions.
Broad incumbents
- Baker Furniture: Heritage maker of upper-end case goods and upholstered furniture sold through to-the-trade showrooms; comparable in quality positioning and trade-channel distribution to Holland MacRae's represented brands.
- RH (Restoration Hardware): Large luxury home furnishings retailer with galleries offering furniture, textiles, and interior design services; broader portfolio and national footprint than Holland MacRae, but overlapping affluent customer base.
- Hickory Chair: Manufacturer of custom upholstery and case goods sold primarily through designer showrooms; comparable trade-channel custom-furniture model even though Holland MacRae is a retailer rather than a maker.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Holland MacRae social profiles
Digital presenceHolland MacRae financial estimates
Financial estimateRevenue estimate
Valuation estimate
Holland MacRae leadership team
Management profileNumber of profiles
Profiles1 record
Holland MacRae funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Holland MacRae 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 Holland MacRae
What does Holland MacRae do?
Holland MacRae sells handcrafted English-style reproduction furniture (dining tables, accent chairs, beds, cabinets, desks, mirrors, sofas, benches, etc.) and curated antiques from its Atlanta showroom. Custom pieces are manufactured in UK workshops with a 20-24 week lead time and extensive size, finish, hardware, and design customization options, while the In House Program offers guaranteed in-stock items or delivery within eight weeks. The showroom also carries represented upholstery lines, European textiles and wallpapers, original Atlanta artwork, and exclusive designer collaboration collections.
Is Holland MacRae a public or private company?
Holland MacRae is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Holland MacRae founded?
Holland MacRae was founded in -1. It employs 1 to 10 people.
Where is Holland MacRae based?
Holland MacRae is headquartered in Atlanta, Georgia, United States, in the North America region.
How does Holland MacRae make money?
Two revenue lines are on record. Furniture Sales are the primary driver. The others are antique Sales.
Who are Holland MacRae's main competitors?
Direct peers on record are Lillian August, Mecox Gardens, Bungalow Classic, Soane Britain, Robert Kime, Mrs. Howard and Howe London. Broad incumbents are Baker Furniture, RH (Restoration Hardware) and Hickory Chair.
Does Holland MacRae have an API?
No public API is recorded for Holland MacRae.