SAUDER FURNITURE, INC

What SAUDER FURNITURE, INC does

Sauder Furniture, Inc. is a privately held, family-owned furniture retail business operating as "Sauder Furniture and Design Studio" from a 20,000 square foot showroom at 317 N. Main Street in downtown Roanoke, Illinois. Founded in 1907 by Grandpa Sauder and now in its 4th and 5th generation of family ownership (led by Wade Sauder as President and Jeff Sauder as co-owner), the company sells residential furniture including sofas, loveseats, chairs, recliners, sectionals, dining room sets, bedroom furniture, and mattresses, complemented by flooring, Hunter Douglas blinds, and interior design consultation services. The showroom carries multiple premium and mid-tier brands such as La-Z-Boy, Norwalk Furniture, Bradington Young, Hooker Furniture, Canadel, Parker House, and Simmons Beautyrest, alongside flooring brands including Tuftex, Mohawk, Shaw, and Provenza.

The business operates a direct-to-consumer retail model with three intertwined go-to-market motions: in-showroom sales from in-stock inventory, custom ordering from brand partners, and sales-led design consultations (both in-store and in-home at $200, with a $100 rebate on orders of $2,500 or more). Revenue is generated through one-time furniture and flooring sales, professional design and installation services, $50 delivery within a 40-mile radius (extended to 50 miles total coverage area), and financing referrals to Synchrony offering 6 or 12 month 0% interest terms. A subsidiary sub-brand, Main Street Collective, launched in 2018, extends the assortment into boutique home decor, clothing, and body care products.

The customer base is concentrated in Central Illinois — including Roanoke, Peoria, Bloomington Normal, Morton, Washington, Eureka, Dunlap, and surrounding communities — serving residential homeowners and design-conscious consumers seeking personalized furniture selection, professional design guidance, and integrated flooring and window treatment installation. With a small team of approximately 7 employees combining design, delivery, installation, and customer relations functions, the business operates a community-engaged, event-driven local marketing approach supplemented by a blog, social media presence, and email newsletters. There is no disclosed revenue, no external investment, and no parent company; the operation is entirely family-controlled.

Name

SAUDER FURNITURE, INC

Legal name

Sauder Furniture, Inc

Website

https://sauderfurnitureinc.com

Company type

Private

Founded year

1907

Operating status

Operating

Headcount range

1–10 employees

Short description

Sauder Furniture, Inc. is a family-owned residential furniture, flooring, and window treatment retailer operating a 20,000 sq ft showroom in Roanoke, Illinois, serving Central Illinois homeowners since 1907 with in-house design consultation and installation services.

Ownership category

akta.pro rank

Headquarters

HQ city

Roanoke, Illinois

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Furniture Sales: One-time sales of furniture items including sofas, loveseats, chairs, recliners, sectionals, dining room sets, bedroom furniture, and mattresses. Both in-stock items and custom orders available.
2. Interior Design Services: Professional interior design consultation services at $200 per session, with $100 rebate on purchases of $2,500 or more. Includes space planning, fabric selection, color consultation, and custom recommendations.
3. Flooring Installation: Installation services for carpet, LVP, wood, and tile flooring products. Carries brands including Tuftex, Mohawk, Shaw, Dreamweaver, Provenza, and Hallmark.
4. Window Treatment Services: Measurement and installation of Hunter Douglas window treatments including blinds and shades.
5. Delivery Services: Delivery within 50 miles of Roanoke for $50 within 40 mile radius. Includes inspection, delivery, placement, and packaging disposal.
6. Financing: Partnered with Synchrony to offer 6 or 12 month 0% interest financing with 25% down payment (minimum purchase required).

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels6 records

Core offering

Sauder Furniture operates a 20,000-square-foot showroom in downtown Roanoke, Illinois, selling residential furniture (sofas, chairs, recliners, sectionals, dining sets, bedroom sets, and mattresses), flooring (carpet, LVP, wood, tile), and Hunter Douglas window treatments. The company pairs these products with professional in-home interior design consultations, flooring and window treatment installation, and delivery within a 50-mile radius covering Peoria, Bloomington Normal, and other Central Illinois communities. The business has been family-owned since 1907, currently in its 4th and 5th generation of family leadership.

Product overview

Sauder Furniture and Design Studio is a family-owned furniture retail business offering a comprehensive range of home furnishing products and services. The company operates a 20,000 square foot showroom in Roanoke, Illinois, serving Central Illinois since 1907. Their product portfolio centers on living room, bedroom, and dining room furniture including sofas, chairs, recliners, sectionals, and mattresses from brands such as La-z-boy, Norwalk Furniture, Bradington Young, Hooker Furniture, Parker House, Canadel, and Simmons Beautyrest. The business extends beyond traditional furniture retail by offering complementary products including flooring (carpet, LVP, wood, tile) from Tuftex, Mohawk, Shaw, and other brands, as well as Hunter Douglas window treatments. The company provides integrated services including interior design consultations, professional flooring and window treatment installation, and delivery within 50 miles. A boutique sub-brand called Main Street Collective offers home decor, clothing, and body care products.

Differentiator

Problem solved

Functional benefit

Brands

• Main Street Collective: A boutique-inspired home decor, clothing, and body care line featuring vintage, handmade, and one-of-a-kind products, including soaps, beard balms, and fashionable clothing.

Products and services

• Sofas and Loveseats

Named customers2 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

Partnerships

19 partnerships are on record, tiered major and minor.

• Beautyrest (Simmons)majorOthersCarries Beautyrest mattresses by Simmons, a flagship brand for the bedroom category. Regular promotional sales on Beautyrest products.
• Hunter DouglasmajorTechnology or IntegrationAuthorized dealer of Hunter Douglas window treatments including blinds and shades. Offers measurement and professional installation services for Hunter Douglas products.
• American DrewminorOthersFurniture brand carried for bedroom collections
• Hooker FurnitureminorOthersFurniture brand carried for bedroom and other home furnishings
• Wolfcraft FurnitureminorOthersFurniture brand carried for bedroom collections
• KincaidminorOthersFurniture brand carried for bedroom collections
• La-Z-BoymajorOthersMajor furniture brand carried with over 50 in-stock items including recliners, sofas, sectionals, and chairs. Regular promotional sales offered.
• Norwalk FurnituremajorOthersPremium American-made furniture brand featuring hardwood frames and extensive customization options. Regular sales events and promotions. Made in Norwalk, Ohio.
• Bradington YoungmajorOthersHigh-end leather upholstery brand specializing in quality leather furniture with wide selection of colors, textures, and finishes. Featured brand highlight with leather education.
• Parker HouseminorOthersFurniture brand carried for sectionals and chairs
• TuftexminorOthersFlooring brand carried for carpet products
• MohawkminorOthersFlooring brand carried for carpet and hard surface flooring
• ShawminorOthersFlooring brand carried for various flooring products
• DreamweaverminorOthersFlooring brand carried for carpet products
• ProvenzaminorOthersFlooring brand carried for hard surface flooring
• HallmarkminorOthersFlooring brand carried for hard surface flooring
• CanadelmajorOthersNorth American-based furniture company specializing in dining furniture. Family-owned company focused on bringing families together. Offers extensive customization options including table shape, size, legs, tops, colors, and finishes. Available for custom ordering.
• Capri BlueminorOthersCandle and fragrance brand. Dealer of Capri Blue products including the popular Volcano scent.
• LeFleur Floral DesignminorOthersLocal floral design partner for custom centerpiece creations and arrangements.

Scale indicators6 records

Recent moves5 records

Expansion highlights3 records

Broad incumbents

• Bob's Discount Furniture: National value-oriented furniture chain offering furniture and mattresses with financing. Competes with Sauder in the same accessible-pricing segment and offers the same Synchrony-style financing that Sauder partners with.
• Rooms To Go: National furniture retailer offering room-coordinated packages of furniture and accessories. Overlaps with Sauder's packaged room sets, financing, and showroom-based sales model, though at much larger scale and broader geographic reach.
• La-Z-Boy: Furniture manufacturer and retailer with its own branded store network. Sauder is a major La-Z-Boy dealer; La-Z-Boy competes with its own retail outlets and website, making it a partial competitor, partial supplier.
• Ashley HomeStore: Largest furniture retailer in the U.S., selling furniture, mattresses, and home décor across hundreds of stores. Competes with Sauder in the same customer value-tier of mid-market furniture; significant scale and pricing advantage.
• American Furniture Warehouse: Large regional furniture big-box retailer with broad assortment of furniture, mattresses, and flooring. Comparable in selling multiple home-furnishing categories under one roof, but operates at much larger scale and geography.

Direct peers

• Mathis Brothers Furniture: Family-owned regional furniture retailer with showrooms and an in-house design studio offering furniture, mattresses, and home décor. Comparable in its family-run, experience-led, multi-category home furnishings retail model.
• Ethan Allen: Vertically integrated furniture retailer and manufacturer with design services and made-to-order offerings. Comparable in premium positioning, in-house design consultation, and customization-heavy selling model — though operating at national scale.
• Slumberland Furniture: Regional furniture retailer with stores across the Upper Midwest. Comparable as a multi-store, family-positioned furniture retailer offering furniture, mattresses, and design services in small-to-mid-sized markets.
• Havertys Furniture: Public regional furniture retailer operating showrooms across the southeastern and midwestern U.S. Same showroom-based retail model selling furniture, mattresses, and home décor, with in-house design services available — directly comparable as a multi-store, vertically oriented furniture retailer.

Emerging players

• Wayfair: Largest online-only home furnishings and furniture retailer. Operates in the same product categories (sofas, dining, bedroom, flooring, window treatments) but via a fundamentally different pure-play e-commerce model — represents the structural digital disruption Sauder faces.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCwkt6vlwrafG1WyMhgLpIlg
• Facebookfacebook.com/shopsauderfurniture
• Instagraminstagram.com/shopsauderfurniture
• LinkedInlinkedin.com/company/sauder-furniture-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 record

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 SAUDER FURNITURE, INC