Rooms To Go Kids

What Rooms To Go Kids does

Rooms To Go Kids is a children's furniture retail concept operating as a wholly owned department of Rooms To Go, a privately held, family-owned US furniture retailer founded by Jeffrey and Morty Seaman in 1990 with headquarters in Seffner, Florida. The concept sells furniture for babies, kids, and teens across categories including kids beds (twin, full, bunk, loft, toddler, storage — starting from $199), kids bedroom sets, nursery furniture (cribs, changing tables, gliders, nursery sets), teen furniture (sets, desks, vanities, storage), dressers, study and gaming desks, decor and accessories, and mattresses. The assortment includes exclusive licensed and co-developed sub-brands such as Drew & Jonathan Kids (the Property Brothers' Hidden Hills line), Disney Princess, Disney Baby, Spider-Man, Frozen, plus proprietary collections like Elliot Park, Cottage Colors, Modern Colors, Canyon Lake, and Hilton Head Kids.

The underlying technology is a standard e-commerce storefront with regional distribution centers, real-time inventory availability, online checkout, and delivery scheduling; the company offers no public API and no mobile app. Distribution is omnichannel: more than 200 company-owned showrooms across 10 Southeastern and Texas states (AL, FL, GA, LA, MS, NC, SC, TN, TX, VA), an e-commerce site with free shipping on select online exclusives, dedicated Rooms To Go Outlet clearance locations, and a Business Plus program for enterprise/investor multi-room orders with concierge service and priority delivery.

Revenue mechanics are anchored in one-time furniture hardware sales with average ticket sizes ranging from a few hundred dollars (single twin bed) up to roughly $2,045 for premium nursery sets, supplemented by financing-driven volume. The checkout stack integrates Synchrony (50-month interest-free on purchases of $1,475+ through 8/3/26), Affirm (10–36% APR), Klarna, and Afterpay. Primary customers are families with children from infants through teens; a secondary segment consists of business buyers (property investors and multi-room projects). Marketing is concentrated in organic social (Facebook, Instagram, Pinterest, X, YouTube), content/SEO via the Rooms To Go inspiration blog, email capture, and a creator opportunities program.

Name

Rooms To Go Kids

Legal name

Rooms To Go

Website

https://roomstogokids.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

1–10 employees

Short description

Rooms To Go Kids is a US children's furniture retailer (division of family-owned Rooms To Go, founded 1990) selling beds, nursery sets, teen rooms, decor, and mattresses through 200+ showrooms and e-commerce across 10 Southeastern and Texas states, with exclusive Disney and Drew & Jonathan Kids collections.

Ownership category

akta.pro rank

Product category

Children's Furniture Retail

NAICS

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

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

Kids’ & Nursery Storage Retail (Toy Storage, Closet Organizers) (CRAIAJAL), Kids & Nursery Décor Retail (Décor Accessories, Wall Art, Growth Charts) (CRAIACAH)

Keywords

• Kids furniture retail
• Children bedroom sets
• Nursery furniture
• Teen bedroom furniture
• Furniture showroom

Headquarters

HQ city

Seffner

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Furniture Sales: One-time purchase of furniture items including beds, dressers, nursery furniture, and room packages. The company popularized complete room packages where customers can buy individual pieces or full room sets for savings.
2. Financing Services: Partnered with Synchrony Financial, Affirm, Klarna, and Afterpay to offer financing options including 50 months interest-free financing on purchases of $1475 and up.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Rooms To Go Kids retails children's and teen furniture—including beds, bedroom sets, nursery pieces, dressers, desks, decor, and mattresses—through company-owned showrooms and an e-commerce website as a division of the Rooms To Go furniture retail brand. The assortment spans baby through teen life stages and is anchored on the complete-room-package buying model that bundles coordinated furniture pieces at a discount.

Product overview

Rooms To Go Kids is a children's furniture retail platform offering furniture for babies, kids, and teens. The portfolio includes core products: kids beds (twin, full, bunk, loft, toddler, storage beds starting from $199), kids bedroom sets, nursery furniture (cribs, changing tables, nursery chairs, gliders, nursery sets), teen furniture (full/twin bedroom sets, bunk beds, loft beds, storage beds, trundle beds, daybeds, nightstands, chests, vanity sets, desks, bedding, bookcases, storage, lamps, desk chairs), kids dressers & chests, kids desks & study furniture (including gaming desks), kids decor & accessories (rugs, wall art, lamps, storage lockers, ottomans), mattresses (twin through king sizes, innerspring/memory foam/hybrid), and playroom/gaming room furniture. The platform features exclusive licensed sub-brands including Disney Princess, Disney Baby (Winnie the Pooh), Spider-Man, Frozen, Drew & Jonathan Kids (Hidden Hills collection), Elliot Park teen collection, Shawn O'Neal mattress collection, Cottage Colors, Modern Colors, and Canyon Lake collections. Payment integrations include Affirm, Afterpay, Klarna, and Synchrony financing options.

Differentiator

Problem solved

Functional benefit

Brands

• Drew & Jonathan Kids: Kids furniture collection designed by the Property Brothers (Drew and Jonathan Scott)
• Disney Princess
• Disney Baby
• Spider-Man
• Frozen
• Elliot Park
• Hidden Hills
• Cottage Colors
• Modern Colors
• Canyon Lake
• Cretekside
• Woodland Adventures
• South Bend
• Hilton Head Kids

Products and services

• Kids Beds Beds for children including twin, full, bunk, loft, toddler, and storage beds, with prices starting from $199.
• Kids Bedroom Sets Complete coordinated bedroom collections including twin and full bedroom sets with matching furniture pieces.
• Nursery Furniture Baby nursery furniture including traditional and 3-in-1/4-in-1 convertible cribs, changing tables, changing-table dressers, nursery chairs, gliders, and nursery sets.
• Teen Furniture Furniture for teenagers including full and twin bedroom sets, bunk beds, loft beds, storage beds, trundle beds, daybeds, nightstands, chests, vanity sets, desks, bedding, bookcases, storage, lamps, and desk chairs.
• Kids Dressers & Chests Storage furniture including dressers and chests for children's bedrooms in finishes such as white, gray, navy, and wood tones.
• Kids Desks & Study Furniture Study-space furniture including desks, gaming desks, hutch-style desks, and desk chairs for homework and computer use.
• Kids Decor & Accessories Room decor including rugs, wall art, accent pillows, lamps, storage solutions, lockers, ottomans, and vanity sets for personalizing kids' rooms.
• Mattresses Mattresses in twin, twin XL, full, queen, king, California king, and split king sizes, including innerspring, memory foam, and hybrid types.
• Disney Princess Collection Licensed Disney Princess themed kids furniture collection featuring beds, dressers, and bedroom accessories with Disney Princess characters.
• Disney Baby Collection Licensed Disney Baby nursery furniture collection featuring Winnie the Pooh themed convertible cribs and nursery sets.
• Spider-Man Collection Licensed Marvel Spider-Man themed kids furniture featuring Spider-Man beds and matching bedroom accessories.
• Frozen Collection Licensed Disney Frozen themed kids furniture featuring Frozen character beds and bedroom accessories.
• Drew & Jonathan Kids Collection Designer kids furniture collection by the Property Brothers (Drew and Jonathan Scott) featuring the Hidden Hills collection with convertible cribs and nursery sets in light oak finish.
• Hidden Hills Collection Drew & Jonathan Kids collection with light oak finish convertible cribs, nursery sets, dressers, and changing trays featuring 3-in-1 and 4-in-1 convertible designs.
• Elliot Park Collection Teen furniture collection featuring classic looks with a contemporary twist for teenage bedrooms.
• Cottage Colors Collection Kids furniture collection available in white, gray, and navy finishes featuring 4-in-1 convertible nursery sets, bookcases with changing trays, and bedroom furniture.
• Modern Colors Collection Contemporary kids furniture collection in slate blue, white, light gray, iron ore, and pink finishes featuring 3-in-1 convertible nursery sets and changing tables.
• Canyon Lake Collection Kids furniture collection featuring panel beds and bookcase beds in java and ash gray finishes with smart storage solutions, built from pine and poplar wood with ball-bearing drawer glides.
• Playroom Furniture Furniture designed for playrooms including seating, storage, and decor items for children's play spaces.
• Gaming Room Furniture Furniture for gaming spaces including gaming desks and gaming chairs designed for comfort during extended gaming sessions.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

Three partnerships are on record, tiered core.

• Drew & Jonathan (Property Brothers)coreStrategic or Co-development PartnerExclusive brand collaboration with Drew and Jonathan (The Property Brothers) for Drew & Jonathan Kids furniture collections. The Drew & Jonathan brand includes the Hidden Hills collection featuring convertible cribs, dressers, and nursery sets designed by the Property Brothers.
• DisneycoreStrategic or Co-development PartnerLicensed Disney Princess, Spider-Man, Frozen, and Disney Baby collections featuring themed furniture for children's bedrooms including beds, dressers, and storage solutions with Disney characters.
• La-Z-BoycoreChannel Partner/ Reseller/ DistributorRooms To Go is an authorized La-Z-Boy retailer offering recliners and upholstered furniture from the La-Z-Boy brand through their showrooms and website.

Scale indicators4 records

Recent moves1 record

Expansion highlights6 records

Broad incumbents

• IKEA: Global furniture retailer with significant kids and nursery assortment (e.g., MINNEN, SMÅSTAD). Competes for budget-conscious and first-time parent shoppers via showroom + online + delivery model.
• Ashley Furniture HomeStore: Largest furniture manufacturer-retailer in the US with 1,000+ stores. Overlaps in mid-market complete-room packages and showroom-based furniture sales, including kids bedroom collections.
• Target: Mass-market multi-category retailer with broad kids bedroom and nursery assortment, plus private-label kids furniture brands. Competes on price, convenience, and same-day fulfillment rather than specialty curation.
• Wayfair: Largest pure-play online furniture retailer in the US. Not a direct kids-specialist, but the dominant online destination for kids bedroom sets, cribs, and nursery furniture — primary competitive threat to Rooms To Go Kids' e-commerce channel.

Emerging players

• Babylist: Online baby products marketplace and registry platform with expanding nursery furniture offerings. An emerging player competing for first-time parent share at the top of the kids furniture funnel.

Direct peers

• Crate & Kids: Crate & Barrel's kids and baby furniture and decor division. Competes in the same nursery-to-teen segment with design-forward collections and similar showroom + online omni-channel model.
• Delta Children: Largest US manufacturer of cribs and juvenile products, also selling direct online. Comparable in nursery and crib assortment including licensed Disney and Marvel lines — a direct overlap in product categories.
• RH Baby & Child: Restoration Hardware's kids and nursery furniture line. Direct peer in premium, design-led nursery, kids, and teen room furniture, competing for the same aspirational parent segment at higher AOVs.
• West Elm Kids: Williams-Sonoma's modern/contemporary kids furniture and nursery brand. Competes for design-conscious parents shopping for coordinated bedroom sets in the same $500–$2,000+ price tier.
• Pottery Barn Kids: Williams-Sonoma subsidiary specializing in premium kids and nursery furniture, bedding, and decor. Direct head-to-head competitor in styled, complete-room kids furniture at higher price points.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/RoomsToGo
• YouTubeyoutube.com/channel/UCd77CqGAnGsyDD-lFFkyrNw
• Facebookfacebook.com/roomstogo
• Instagraminstagram.com/roomstogo
• Pinterestpinterest.com/roomstogo
• LinkedInlinkedin.com/company/rooms-to-go-kids

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries4 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 Rooms To Go Kids