Pierce Furniture Co.

What Pierce Furniture Co. does

Pierce Furniture Co. (DBA: Pierce Furniture & Mattress) is a privately held, family-owned furniture and mattress retailer founded in 1900 and headquartered at a single showroom at 141 Colorado St, Muscatine, Iowa. The company sells living room, bedroom, dining room, and home office furniture, mattresses, and home accents across approximately 22 employees, sourced from a broad portfolio of national brand partners including Ashley Furniture, La-Z-Boy (82 SKUs), Flexsteel, Liberty Furniture (45 SKUs), Daniel's Amish (18 SKUs), Archbold, England, UltraComfort, Serta, and Beautyrest. Its technology stack is non-technical by design; the differentiators are operational — proprietary in-home delivery with 3-day fulfillment and full assembly/setup, a custom order program for made-to-handcrafted specifications, no-minimum financing, and a Low Price Promise that matches local competitors. Revenue is generated primarily through one-time retail sales of furniture and mattresses with a secondary revenue stream from delivery and setup services. The go-to-market is a hybrid of physical showroom retail and e-commerce, supported by design quizzes, email marketing, and word-of-mouth referrals. Customer segments are horizontal: general consumers and homeowners in Iowa and surrounding regions seeking quality home furnishings without high-pressure sales tactics.

Name

Pierce Furniture Co.

Legal name

Pierce Furniture & Mattress

Website

https://pierce-furniture.com

Company type

Private

Founded year

1900

Operating status

Operating

Headcount range

11–50 employees

Short description

Pierce Furniture & Mattress is a family-owned furniture and mattress retailer founded in 1900, operating a single showroom in Muscatine, Iowa with 22 employees and serving Iowa-area consumers with national-brand furniture, mattresses, custom orders, and in-home delivery.

Ownership category

akta.pro rank

Product category

Furniture Retail

NAICS

Furniture and Home Furnishings Retailers (4491), Furniture Retailers (449110)

SIC

Retail-Furniture Stores (5712), Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro industry

PRIMARYCRAIABAA

Mattress & Bed Retail (Innerspring, Foam, Hybrid)

Consumer Products & Retail/Home & Furniture Retail/Mattresses & Sleep Products Retail

SECONDARYCRAIAAAC

Bedroom Furniture Retail (Beds, Dressers, Nightstands, Armoires)

Consumer Products & Retail/Home & Furniture Retail/Furniture Retail (Living, Dining, Bedroom)

Keywords

• Retail furniture sales
• Mattress retail store
• Home furnishings retailer
• Custom furniture orders
• In-home delivery services

Headquarters

HQ city

Muscatine

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Furniture Retail Sales: Direct retail sales of furniture products including living room, bedroom, dining room, and home office furniture. Revenue generated from one-time purchases of furniture items at marked prices.
2. Mattress Sales: Retail sales of mattresses including major brands like Serta, Beautyrest, and specialty brands. Mattresses include 120-night sleep trial with mattress protector purchase.
3. Delivery and Setup Services: In-home delivery service where orders are fully inspected and placed exactly where customers want. All items assembled, set up, and packaging materials removed. Delivery charge added for new purchases.
4. Custom Order Program: Custom order programs allowing customers to specify size, stain color, wood type, and other customizations. Special order returns subject to 20% restocking fee.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Pierce Furniture & Mattress is a family-owned home furnishings retailer operating a single showroom in Muscatine, Iowa, plus an e-commerce site, selling living room, bedroom, dining room, home office, and home accent furniture together with mattresses from national brand partners such as Ashley, La-Z-Boy, Flexsteel, Liberty, Daniel's Amish, Archbold, England, UltraComfort, Serta, and Beautyrest. The company supplements product sales with a custom order program (size, stain, wood type), in-home delivery and full setup, financing with no minimum purchase, and a Low Price Promise that matches local competitors.

Product overview

Pierce Furniture Co. operates as a family-owned furniture and mattress retail store established in 1900, located in Muscatine, Iowa. The company offers a comprehensive portfolio of furniture products organized across seven core categories: Living Room Furniture (sofas, sectionals, loveseats, chairs, recliners, lift chairs, sleeper sofas, tables, entertainment units, and accents), Bedroom Furniture (beds, nightstands, dressers, chests, mirrors, bedroom sets), Dining Room Furniture (dining tables, chairs, benches, dining storage, dining sets), Mattresses (available by size, comfort level, and type with 120-night sleep trial), Home Office Furniture (desks, office chairs, storage, bookcases), and Home Accents & Decor. The company carries multiple brand partners including Ashley Furniture, La-Z-Boy, Flexsteel, Liberty Furniture, Daniel's Amish, Archbold Furniture, England Furniture, and UltraComfort. Additional services include a Custom Order Program for made-to-order handcrafted pieces with custom sizes, stains, and wood types; Design Quizzes to help customers identify their interior style; Financing Services with no minimum purchase and no-interest options for credit-qualified buyers; and In-Home Delivery with 3-day or less turnaround for in-stock items. The store emphasizes customization capabilities through custom order programs and offers special orders from most vendors.

Differentiator

Problem solved

Functional benefit

Products and services

• Living Room Furniture Complete living room seating and surface solutions for residential customers, including sofas, sectionals, loveseats, chairs, recliners, lift chairs, sleeper sofas, tables, entertainment units, and accent pieces sourced from brand partners.
• Bedroom Furniture Bedroom furnishings for residential customers including beds, nightstands, dressers, chests, mirrors, bedroom sets, and complementary home decor items for full bedroom solutions.
• Dining Room Furniture Dining furniture collections for residential entertaining, including dining tables, chairs and benches, dining storage, dining sets, and complementary home decor accessories.
• Mattresses Retail mattress line including gel memory foam, hybrid, innerspring, memory foam, pillow top, and euro top options from brands such as Serta and Beautyrest, available by size, comfort level, and type, with a 120-night sleep trial offered with mattress protector purchase.
• Home Office Furniture Home office solutions for remote and professional residential use, including desks, office chairs, office storage, and bookcases.
• Home Accents & Decor Decorative accessories and accent pieces for residential interiors, including mirrors, ottomans, and home decor items intended to complement furniture purchases.
• Custom Order Program Made-to-order custom furniture service allowing customers to specify size, stain color, wood type, fabric, and other customizations with selected vendors, including Amish and domestic craft lines; special order returns are subject to a 20% restocking fee.
• In-Home Delivery Service Proprietary delivery service for purchased furniture and mattresses, with in-stock items typically delivered within 3 days or less; orders are fully inspected, placed exactly where the customer wants, assembled, set up, and packaging materials are removed, with a delivery charge added to new purchases.
• Financing Services No-minimum-purchase consumer financing for furniture and mattress purchases, including no-interest financing options for credit-qualified customers, with applications accepted online or in-store.

Quantifiable outcome

• In-stock items delivered in 3 days or less
• +2 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

14 partnerships are on record, tiered core, major and minor.

• Ashley FurniturecoreChannel Partner/ Reseller/ DistributorMajor furniture brand carried in store. Ashley is one of the largest furniture manufacturers. Pierce offers Modern and Sleek styles from Ashley. Products include sofas, sectionals, bedroom sets, and more.
• La-Z-BoycoreChannel Partner/ Reseller/ DistributorPremier recliner and upholstery brand. Pierce carries 82 La-Z-Boy products including recliners, sofas, loveseats, and chairs. La-Z-Boy has been manufacturing recliners since 1928 and is known for comfort and quality.
• FlexsteelcoreChannel Partner/ Reseller/ DistributorLeading manufacturer of upholstered furniture with over 130 years of experience. Known for proprietary Blue Steel Spring technology. Pierce offers customizable leather and fabric furniture from Flexsteel.
• Liberty FurniturecoreChannel Partner/ Reseller/ DistributorMajor furniture manufacturer known for quality craftsmanship and enduring style. Pierce carries 45 Liberty Furniture products including bedroom sets, dining tables, and accent furniture.
• SertamajorChannel Partner/ Reseller/ DistributorMajor mattress brand available at Pierce. Serta is one of the largest mattress manufacturers in the industry.
• BeautyrestmajorChannel Partner/ Reseller/ DistributorPremium mattress brand available at Pierce. Beautyrest is known for pocketed coil technology and sleep innovation.
• England FurnituremajorChannel Partner/ Reseller/ DistributorQuality upholstered furniture manufacturer. England offers customizable sofas, chairs, and ottomans. Pierce carries England products with custom fabric options.
• Daniel's AmishcoreChannel Partner/ Reseller/ DistributorHand-crafted Amish furniture made by skilled woodworkers. Products include bedroom furniture, dining tables, and chairs built from North American hardwoods using traditional techniques. Pierce carries 18 Daniel's Amish products.
• UltraComfortmajorChannel Partner/ Reseller/ DistributorSpecialty recliner and lift chair manufacturer. UltraComfort offers power recliners, lift chairs, and massage recliners. Pierce carries UltraComfort products featuring power options and adjustable comfort.
• Archbold FurnituremajorChannel Partner/ Reseller/ DistributorAmerican-made solid wood furniture manufacturer since 1900. Archbold partners with Amish finishers for custom Amish finishes. Pierce carries Archbold bedroom and storage furniture.
• Best Home FurnishingsminorChannel Partner/ Reseller/ DistributorCustom upholstered furniture manufacturer. Best Home Furnishings offers customizable chairs, recliners, and sofas made in the USA with local family and community support.
• Vaughan BassettminorChannel Partner/ Reseller/ DistributorBedroom furniture manufacturer. Vaughan Bassett produces solid wood bedroom sets and storage furniture. Pierce carries dovetail chests and bedroom furniture from Vaughan Bassett.
• HammaryminorChannel Partner/ Reseller/ DistributorHome furniture and accent pieces manufacturer. Hammary produces tables, case goods, and accent furniture. Pierce carries Hammary chairside tables and storage pieces.
• UttermostminorChannel Partner/ Reseller/ DistributorHome accent and decor manufacturer. Uttermost produces accent furniture, mirrors, lighting, and wall decor. Pierce carries Uttermost hobby cupboards and accent pieces.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Mattress Firm: Mattress Firm is the largest U.S. specialty mattress retailer with showrooms across the country. Comparable to Pierce's mattress business, including the sleep-trial and brand portfolio approach (Serta, Beautyrest, etc.), but operates at much larger scale.
• Bob's Discount Furniture: Bob's Discount Furniture is a national value-oriented furniture and mattress retailer with showrooms across the U.S. Comparable to Pierce's lower-end price positioning, multi-category assortment, and in-home delivery offering, but at greater scale.
• Wayfair: Wayfair is the largest U.S. online retailer of furniture, mattresses, and home furnishings. Directly competes with Pierce on product assortment and price, and serves as the dominant alternative channel for the same customer base.
• Havertys: Havertys is an established regional furniture retailer with showroom locations across the Southeast and Midwest. Comparable to Pierce in offering a curated mid-to-upper assortment of living room, bedroom, and dining furniture with delivery and design services.
• Raymour & Flanigan: Raymour & Flanigan is a large Northeast and Mid-Atlantic furniture retailer with showrooms offering furniture and mattresses plus delivery and design services. Comparable to Pierce in the showroom-plus-delivery model and broad furniture/mattress assortment.
• Rooms To Go: Rooms To Go is a large multi-category U.S. furniture retailer selling living room, bedroom, dining, and mattress products. Comparable to Pierce in product breadth and showroom-driven model, but operates at vastly greater scale across multiple states.

Direct peers

• Ashley Homestore: Ashley Homestore is the dedicated retail banner of Ashley Furniture, one of Pierce's core brand partners. They compete directly with Pierce for Ashley and adjacent furniture sales across the U.S. and represent the most direct head-to-head competitive threat in Pierce's assortment.

Regional players

• Nebraska Furniture Mart: Nebraska Furniture Mart is a regional big-box home furnishings retailer based in the Midwest with stores across Iowa, Nebraska, Kansas, and Texas. Comparable to Pierce on Midwest geography and broad furniture/mattress assortment, though at far larger scale.
• Steinhafels: Steinhafels is a family-owned furniture retailer headquartered in Wisconsin with showrooms across the upper Midwest. Closely comparable to Pierce in family-run heritage, regional Midwestern footprint, multi-brand furniture and mattress assortment, and in-home delivery model.

Others

• Sleep Number: Sleep Number is a vertically integrated mattress retailer with owned showrooms and a sleep-trial program. Comparable to Pierce's mattress consumer experience orientation (120-night trial, educator-led sales), though Sleep Number sells only its own branded product.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/pierce-furniture-co.

Revenue estimate

Valuation estimate

Number of profiles

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 Pierce Furniture Co.