What Ubique Group does

Ubique Group, operating under the legal entity Belnick, LLC, is a Canton, Georgia-based e-commerce home furnishings company founded in 2003. The company has grown from fewer than 10 employees in its first year to approximately 281-500 employees operating four US distribution warehouses in Georgia, Ohio, Mississippi (Olive Branch), and California (Ontario), enabling nationwide fast shipping and product availability across four continents. It sells primarily through a multi-brand portfolio of more than ten registered sub-brands, including flagship Flash Furniture (broad residential and commercial furniture), Merrick Lane (elevated design), Emma+Oliver (style-focused), Black Arc (gaming furniture), HBCY Creations (rustic décor), Masada Rugs and Taylor & Logan (rugs and home essentials sold via Amazon), BizChair (commercial furniture), and Upgorilo (innovation products). The company also operates Ubique Acquisitions as a vehicle to acquire and develop e-commerce and Amazon businesses.

Name

Ubique Group

Legal name

Belnick, LLC

Website

https://theubiquegroup.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

251–500 employees

Short description

Ubique Group (Belnick, LLC) is a Canton, GA-based e-commerce furniture company operating a portfolio of 10+ home furnishings brands, serving residential and commercial customers across four continents through owned websites, Amazon, and major retailers.

Ownership category

akta.pro rank

Product category

Online Home Furnishings

NAICS

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

SIC

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

akta.pro primary industry

Home & Furniture Omnichannel (CRAFAEAD)

Keywords

• Online furniture retail
• Home furnishings e-commerce
• Multi-brand home décor
• Commercial furniture supply
• Amazon marketplace furniture

Headquarters

HQ city

Canton, GA

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Furniture Product Sales: One-time transaction-based sales of furniture products to consumers and businesses through e-commerce channels. Multiple branded websites and marketplace listings generate revenue through product sales.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels3 records

Core offering

Ubique Group is an online home furnishings retailer that curates and markets a portfolio of nine branded lines of residential and commercial furniture, rugs, and décor (including Flash Furniture, Merrick Lane, Emma+Oliver, Black Arc, Masada Rugs, Taylor & Logan, HBCY Creations, and Upgorilo), selling them through the company's own e-commerce sites, Amazon, and major online retailers. It also operates Ubique Acquisitions, which acquires and develops third-party e-commerce and Amazon businesses. Products ship nationwide from warehouses in Georgia, Ohio, Mississippi, and California.

Product overview

Ubique Group is an e-commerce furniture company operating as a multi-brand portfolio, curating and marketing nine distinct furniture and home décor brands. The portfolio includes flagship brand Flash Furniture (affordable quality furniture), Merrick Lane (elevated designs), Emma+Oliver (style-focused), Black Arc (gaming furniture), Masada Rugs (rugs and décor), Taylor & Logan (home essentials), HBCY Creations (rustic décor), and Upgorilo (innovative products). The company also operates Ubique Acquisitions, which acquires and develops e-commerce businesses. Ubique Group pioneers online home furnishings with over 20 years of industry leadership, offering products across chairs, sofas, patio, and office furniture through partnerships with major online retailers and directly to consumers.

Differentiator

Problem solved

Functional benefit

Brands

• Flash Furniture: Top quality, stylish furniture at great prices for both residential and commercial spaces.
• Merrick Lane
• Emma+Oliver
• Black Arc
• Masada Rugs
• Taylor & Logan
• HBCY Creations
• Ubique Acquisitions
• Upgorilo

Products and services

• Flash Furniture Primary brand of Ubique Group offering top quality, stylish furniture at great prices, featuring chairs, sofas, patio, and office furniture for residential and commercial spaces.
• Merrick Lane Elevated design brand offering a curated collection of on-trend, in-style furnishings at comfortable prices for style-conscious consumers.
• Emma + Oliver Style-focused brand offering real life designs that are affordable, characterized by lots of style with a contemporary, sassy aesthetic.
• Black Arc Gaming furniture brand offering performance-focused chairs and desks designed for gamers looking to upgrade their gaming setups.
• Masada Rugs Rug and décor brand offering designer-inspired rugs, accent furniture, and home décor items available through Amazon.
• Taylor & Logan Home essentials brand offering a collection combining form, function, and style for inspired home décor.
• HBCY Creations Rustic-styled décor brand offering thoughtfully designed products including chalkboards, coat racks, storage, mirrors, and flag cases for home and business.
• Upgorilo Innovation-focused brand dedicated to building revolutionary products designed to make daily life easier and better.
• BizChair Commercial furniture e-commerce site serving offices, restaurants, schools, healthcare facilities, churches, and event venues with bulk furniture needs and warranty support.
• Ubique Acquisitions E-commerce and Amazon business acquisition and development service, leveraging 20+ years of knowledge and experience to develop acquired businesses into world-class brands.

Quantifiable outcome

• Products available across four continents
• +2 more outcomes

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

Seven partnerships are on record, tiered minor.

• Toys for TotsminorOthersUbique Group partners with Toys for Tots as a donating partner, contributing over 700 toys annually with over 1,000 toys donated in 2021. This is part of their Ubique Cares community outreach program.
• Must MinistriesminorOthersProud supporter of Must Ministries who offer food, housing programs, workforce development and clothing to those in need. Part of Ubique Cares community engagement.
• Mid-South Food BankminorOthersCommunity partnership with Mid-South Food Bank as part of Ubique Cares outreach program supporting local communities.
• Gateway CenterminorOthersUbique Group volunteers donate numerous hours to alleviate transportation burdens for those experiencing homelessness, working with Gateway Center.
• Humble DesignminorOthersUbique Group supplies quarterly donations of home furnishings for individuals, families and veterans emerging from homelessness through Humble Design.
• Cherokee County Homeless Veterans ProgramminorOthersRecently donated over 16 pallets of furniture and mattresses for veterans moving into permanent housing through Cherokee County Homeless Veterans program.
• Palmer Home for ChildrenminorOthersFaith-based organization providing family and community to children in need, supported through Ubique Cares program.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Wayfair: Wayfair is the largest pure-play online furniture and home furnishings retailer in North America, operating a multi-brand marketplace platform. It directly competes with Ubique's Flash Furniture, Merrick Lane, and other D2C furniture brands across the same consumer and assortment economics.
• Article: Article is a DTC online furniture retailer offering mid-priced, design-forward furniture direct to consumers. It competes with Ubique's Merrick Lane and Emma+Oliver brands on style, assortment, and price, but is a smaller, single-brand operator versus Ubique's portfolio model.
• Overstock (Beyond, Inc.): Overstock/Beyond is a publicly traded online home furnishings and furniture retailer selling through its own site and marketplace partners. It directly overlaps with Ubique's value-oriented Flash Furniture and décor brands, both targeting affordable home furnishings across an online-only or hybrid model.

Emerging players

• Burrow: Burrow is a venture-backed DTC furniture brand focused on modular sofas and seating sold online. It competes with Ubique's Flash Furniture and Merrick Lane brands in the upholstered furniture category, but emphasizes a more narrowly defined, premium-positioned product line.

Broad incumbents

• Amazon: Amazon is both a critical distribution channel for Ubique (Masada Rugs, Taylor & Logan sold on Amazon stores) and a direct competitor in the furniture and home furnishings category. The overlap is most acute in commoditized furniture, rugs, and home décor where Ubique and Amazon compete for the same price-sensitive online shopper.
• Target (Home category): Target is a major mass-market retailer with a significant online furniture and home furnishings assortment sold through Target.com and shipped from its own distribution network. It overlaps with Ubique's value brands and competes in the same omnichannel home shopping behavior Ubique targets.
• RH (Restoration Hardware): RH is a luxury home furnishings retailer with an integrated online and gallery showroom model. It is a less direct competitor to Ubique but operates in the same online home furnishings category and shares Ubique's multi-channel distribution philosophy, though at a much higher AOV.
• IKEA: IKEA is the global leader in affordable, ready-to-assemble home furnishings and has aggressively expanded its e-commerce capabilities. It competes with Ubique's value-priced brands in furniture, rugs, and home essentials, and is a relevant benchmark for category scale and supply chain.
• Williams-Sonoma (West Elm): Williams-Sonoma, through West Elm and its parent brands, sells premium and mid-market home furnishings online and through stores. It competes with Ubique's Merrick Lane and Emma+Oliver brands in the style-segment of furniture and home décor, but operates at a meaningfully higher price point.
• Ashley Furniture Industries: Ashley is one of the largest U.S. furniture manufacturers and retailers with both physical stores and a strong online presence. It overlaps with Ubique's residential and commercial furniture assortment and competes through its own e-commerce site and marketplace listings, though its scale and store footprint are far larger.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/theubiquegroup
• LinkedInlinkedin.com/company/ubiquegroup
• Instagraminstagram.com/ubique_group

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Ubique Group