Parrott Group

What Parrott Group does

Parrott Group, formally The Parrott Group of Companies, LLC, is a privately held, family-owned multi-store furniture retailer founded in 1991 by Burk Parrott in Sumter, South Carolina, and currently headquartered in North Charleston. The company operates 13 retail locations across South Carolina, North Carolina, and Georgia, comprising 11 Ashley Homestores, 2 Ashley Outlets, and Parrott's Furniture in Florence. It sells home furnishings and a multi-brand mattress portfolio (Ashley Sleep, Purple, Sealy, Tempur-Pedic, Serta, Nectar, Beautyrest) directly to residential consumers through in-store shopping, curbside pickup, and delivery, with a stated mission to "inspire the love of home and enrich the lives around us." Burk Parrott serves as CEO and co-owner with Dawn Parrott; headcount is reported in the 251-500 range, and the company has been recognized as a top 100 US furniture retailer.

The business model is direct-to-consumer furniture retail under authorized dealer agreements with Ashley Furniture Industries, the world's largest home furnishings manufacturer. Parrott Group does not own manufacturing, proprietary technology, or branded IP beyond its Parrott's Furniture sub-brand; instead it monetizes Ashley's supply chain scale through physical retail, capturing margin on product sales plus delivery and design services. Distribution is regional across three Southeast states via owned storefronts, supported by community-driven marketing (Hope to Dream bed donations since 2010, St. Jude Dream Home, Habitat for Humanity) and a modest digital layer consisting of social media, an online mattress quiz, and SMS-based availability notifications. No external equity funding, M&A activity, public listing, or material technology build-out is documented; growth has been organic and bootstrapped over 31 years.

Name

Parrott Group

Legal name

The Parrott Group of Companies, LLC

Website

https://parrottgroup.com

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

251–500 employees

Short description

Parrott Group is a family-owned, authorized Ashley Furniture retailer operating 13 home furnishings and mattress storefronts across South Carolina, North Carolina, and Georgia, selling directly to residential consumers through in-store shopping, curbside pickup, and delivery.

Ownership category

akta.pro rank

Product category

Furniture Retail

NAICS

Furniture Retailers (449110), Furniture Retailers (44911), Furniture and Home Furnishings Retailers (4491)

SIC

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

akta.pro primary industry

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

Keywords

• Home furniture retail
• Mattress sales
• Ashley Homestore
• Home furnishings stores
• Furniture outlet

Headquarters

HQ city

Florence

HQ country

United States

HQ region

North America

Offices13 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Furniture Retail Sales: Parrott Group generates revenue through direct retail sales of home furnishings from their Ashley Homestore locations. The company sells furniture, mattresses, and related home products directly to consumers through their physical retail locations in South Carolina, North Carolina, and Georgia.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Parrott Group operates 13 furniture retail locations across South Carolina, North Carolina, and Georgia as part of the Ashley Furniture network, selling home furnishings, mattresses, and home accessories directly to consumers. The portfolio includes 11 Ashley Stores, 2 Ashley Outlets, and Parrott's Furniture in Florence, SC, offering in-store shopping, curbside pickup, and delivery services.

Product overview

Parrott Group is a furniture retail company operating as part of the Ashley Furniture network, running 13 retail locations across South Carolina, North Carolina, and Georgia. The company sells a wide range of home furnishings through Ashley Homestore locations and Ashley Outlet stores, with a particular focus on mattresses featuring multiple nationally recognized brands (Ashley Sleep, Purple, Sealy, Tempur-Pedic, Serta, Nectar, and Beautyrest). Parrott Group also maintains Parrott's Furniture as a separate retail brand in Florence, SC, and operates charitable initiatives including the Hope to Dream program providing beds to underprivileged children.

Differentiator

Problem solved

Functional benefit

Products and services

• Ashley Sleep Mattresses A line of mattresses sold through Ashley stores, including memory foam and innerspring options for better sleep, available to consumers shopping for home furnishings.
• Purple Mattresses Purple mattresses featuring proprietary GelFlex polymer grid technology with over 30 patents for cushioning comfort and support, sold to consumers through Ashley retail locations.
• Sealy Mattresses Sealy mattresses engineered to exceed industry testing standards, offering next-level support and all-over comfort, sold to consumers through Ashley retail locations.
• Tempur-Pedic Mattresses Tempur-Pedic mattresses using TEMPUR material for pressure relief and motion cancellation to help users fall asleep faster and stay asleep longer, sold through Ashley retail locations.
• Serta Mattresses Serta mattresses including the award-winning Perfect Sleeper and iComfort collections with zoned comfort technology, sold to consumers through Ashley retail locations.
• Nectar Mattresses Nectar mattresses designed for better sleep, marketed as part of Ashley's mattress portfolio and sold through Parrott Group retail locations.
• Beautyrest Mattresses Beautyrest mattresses available in multiple configurations for different sleep styles including back, stomach, and combination sleepers, sold through Parrott Group retail locations.
• Ashley Outlet An Ashley retail outlet brand offering comfort, quality, and ease at potentially reduced prices, operated as part of the Parrott Group retail portfolio.
• Parrott's Furniture A furniture retail store operated in Florence, S.C. as part of the Parrott Group portfolio, offering home furnishings to local consumers.

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

One partnership is on record.

• Ashley Furniture Industries / Ashley IndustriescoreChannel Partner/ Reseller/ DistributorParrott Group operates as an authorized Ashley Furniture retailer, operating 11 Ashley Stores, 2 Ashley Outlets, and Parrott's Furniture under the Ashley brand umbrella. They leverage Ashley's tools, training programs, and the brand's position as the #1 furniture brand in the world for their retail operations.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Rooms To Go: Rooms To Go is one of the largest US furniture retailers with a strong Southeast presence, offering a similar mix of living, dining, bedroom, and mattresses through company-owned showrooms. Direct competitor in the same category and overlapping geographies.
• Ethan Allen Interiors: Ethan Allen operates a network of company-owned and designer-licensed retail stores selling premium home furnishings, including bedroom, dining, and upholstery. Directly comparable retail furniture model with vertically integrated manufacturing.
• Bob's Discount Furniture: Bob's Discount Furniture operates a multi-state network of value-oriented furniture showrooms with in-house financing and a similar product mix. Directly comparable model as a multi-store furniture retailer focused on accessible price points.
• American Furniture Warehouse: American Furniture Warehouse is a regional big-box furniture retailer operating large showrooms with broad home furnishings assortments including mattresses. Highly comparable showroom-driven business model to Parrott Group, though concentrated in different states.
• Raymour & Flanigan: Raymour & Flanigan is a large family-owned furniture retailer operating showrooms in the Northeast and Mid-Atlantic with a similar full-home assortment and mattress offering. Comparable operating model though geographic footprint differs from Parrott's Southeast focus.
• La-Z-Boy Incorporated: La-Z-Boy operates a network of company-owned and independent La-Z-Boy Furniture Galleries stores selling upholstery, occasional furniture, and bedroom. Comparable vertically integrated furniture manufacturer-retailer model with showroom distribution.
• Havertys: Havertys is a regional furniture retailer with showrooms across the Southeast and Mid-Atlantic, directly overlapping with Parrott Group's geography and product assortment (living, bedroom, dining, mattresses). Both operate a showroom-led, in-store-delivery model in adjacent Southeast markets.
• Bassett Furniture Industries: Bassett operates a mix of company-owned and licensed Bassett Home Furnishings stores selling upscale custom furniture, including bedroom and dining. Comparable as a furniture retailer with a curated assortment and selective store network.

Emerging players

• Wayfair: Wayfair is the largest US online furniture and home furnishings retailer. While not a showroom competitor, it competes directly for the same consumer furniture purchase occasion and is reshaping category economics, making it a critical structural comparison for any multi-store furniture retailer.

Broad incumbents

• Macy's (Home Furnishings division): Macy's operates broad-assortment department stores with significant home furnishings and mattress departments. It overlaps with Parrott Group on the same consumer occasions (bedroom refresh, mattress purchase) but is a much larger and more diversified incumbent rather than a furniture specialist.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ashleyfurnituremountpleasantsc
• LinkedInlinkedin.com/company/the-parrott-group-of-companies-d.b.a-as-ashley-homestore
• Instagraminstagram.com/ashleyfurniture_mountpleasant

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 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 Parrott Group