Amart Furniture Pty Ltd

What Amart Furniture Pty Ltd does

Amart Furniture Pty Ltd is an Australian privately-held furniture and homewares retailer founded in 1970, operating 65 physical retail stores across Australia's major cities and regional centres alongside a national e-commerce storefront. The customer base is Australian households, with explicit targeting of value-conscious families, homeowners and property investors, and renters, all served via horizontal segmentation across lounges, dining, bedroom, mattresses, outdoor, office, and home décor categories. The retailer differentiates through omnichannel convenience, including in-store pickup, Australia-wide home delivery, and flexible financing at the point of sale.

The company's technology backbone is the Salesforce Commerce Cloud (Demandware) e-commerce platform, paired with a dedicated Brisbane-based warehouse facility that fulfills an Online Exclusive assortment shipped directly to consumers with tiered delivery windows by geography. The product catalog spans Sealy, Orthokinetic, Dream Elegance, and Llama mattress brands, alongside Signature Collection and Designer Series premium sub-brands, gaming and home-office furniture, and the Perago Home, Perago Baby, and Perago Kids décor sub-brands. SmartCare protection plans attach service revenue to core lounges and mattresses.

The business model is omnichannel retail with one-time furniture and homewares sales as the primary revenue stream across price points from approximately A$31 accessories to A$4,999+ premium lounge suites, supported by a heavy promotional cadence including EOFY, Black Friday, and Boxing Day events offering 20-60% discounts. Secondary revenue flows from financing partnerships with Latitude Finance (60-month interest-free plans), Afterpay, Humm, and Zip, generating transaction fees, while the free Amart Club loyalty program drives repeat visitation through 10% off full-price purchase incentives. Distribution is single-country/domestic, with community engagement via a charitable partnership with Ronald McDonald House Charities.

Name

Amart Furniture Pty Ltd

Legal name

Amart Furniture Pty Ltd

Website

https://amartfurniture.com.au

Company type

Private

Founded year

1970

Operating status

Operating

Short description

Amart Furniture is a privately held Australian furniture and homewares retailer, founded in 1970, operating 65 retail stores and an e-commerce platform serving value-conscious Australian households with flexible financing and omnichannel delivery across lounges, dining, bedroom, outdoor, and home décor categories.

Ownership category

akta.pro rank

Product category

Furniture Retail

NAICS

Furniture and Home Furnishings Retailers (4491), Furniture Retailers (449110), Home Furnishings Retailers (44912)

SIC

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

akta.pro primary industry

Home, Furniture & Home Improvement Online Retailers (CRAFADAE)

Keywords

• Furniture retail
• Home furnishings
• Outdoor furniture
• Mattress sales
• Home decor

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Furniture and Homewares Retail Sales: Core revenue from selling furniture products including lounges, sofas, dining sets, bedroom furniture, outdoor furniture, mattresses, office furniture, and home decor through 65 physical stores and e-commerce website. Products sold at various price points from budget to premium.
2. Online Exclusive Products: Direct-to-consumer online-only product range delivered from Brisbane warehouse, offering expanded selection at competitive prices not available in physical stores.
3. Financing Services Revenue: Revenue generated through financing partnerships with Latitude (Gem Visa), Humm, and Afterpay, earning transaction fees on installment payments and interest on extended payment plans.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Amart Furniture sells indoor and outdoor furniture, mattresses, bedding, home décor, and home office furniture directly to Australian consumers. The company operates 65 physical retail stores across Australia and an e-commerce platform offering the full catalogue plus online-exclusive products shipped from a Brisbane warehouse. Sub-brands include the Signature Collection (premium), Designer Series, Online Exclusive range, and Perago Home décor line, with payment facilitated through Latitude Finance, Afterpay, Humm, Zip, and PayPal.

Product overview

Amart Furniture operates as a multi-channel furniture and homewares retailer across Australia, offering a comprehensive portfolio organized around core product categories. The main offerings span Lounges & Sofas (including recliners, modular lounges, and home theatre seating), Living Room (coffee tables, TV units, storage), Dining Room (suites, tables, seating), Bedroom Furniture and Mattresses (featuring brands Sealy, Orthokinetic, Dream Elegance, and Llama), Outdoor Furniture (dining sets, lounges, chairs, tables), Office & Storage (desks, ergonomic chairs, gaming furniture), and Home Decor (accessories, rugs, curtains, Perago sub-brand). The company differentiates through its Signature Collection (premium designer pieces), Designer Series, and Online Exclusive line available only via website delivery from Brisbane warehouse. Additional services include SmartCare protection plans and Amart Club loyalty program. The business integrates with multiple payment providers including Latitude Finance (60-month interest-free plans), Afterpay, Zip, PayPal, and major credit cards for customer convenience.

Differentiator

Problem solved

Functional benefit

Brands

• Signature Collection: Premium furniture line featuring high-end dining, living room, bedroom, and outdoor furniture.
• Online Exclusive
• Perago Home

Products and services

• Lounges & Sofas Range of seating furniture including 2-4 seater sofas, sofa sets, futons, sofa beds, armchairs, accent chairs, compressed sofas, and fabric and leather options for Australian household living rooms.
• Recliners Power and manual reclining chairs and sofas including electric recliners, recliner chairs, recliner sofas, recliner suites, fabric and leather options, and lift chairs for accessibility.
• Modular Lounges Customizable sectional sofas with configurable modules, chaise options, and flexible arrangements for living rooms.
• Home Theatre Lounges Media seating designed for home theatre experiences, often featuring built-in elements such as drop-down tables and electric recline.
• Living Room Furniture Complete living room solutions including coffee tables, TV units, entertainment units, hallway tables, lamp tables, side tables, bookcases, and display cabinets.
• Dining Room Furniture Full dining collection including dining suites, tables in various shapes and sizes, dining chairs, bench seats, bar stools, and storage solutions such as buffets and pantries.
• Bedroom Furniture Complete bedroom solutions including bed frames, bases, headboards, bedside tables, chests of drawers, tall chests, dressing tables, wardrobes, and mirrors.
• Mattresses Mattress range in all standard sizes (Single to Super King) plus ensembles, adjustable bases, memory foam, mattress-in-a-box, and kids/cot mattresses, featuring brands including Sealy, Orthokinetic, Dream Elegance, and Llama.
• Bedding & Manchester Bed linens including quilts, quilt covers, bed sheets, pillows, mattress and pillow protectors, and kids bedding.
• Outdoor Dining Sets Weather-resistant outdoor dining configurations in various sizes (2-11 piece) featuring durable materials suited for Australian climate conditions.
• Outdoor Tables Outdoor tables including dining tables, bar tables, and side tables in various shapes (round, square, rectangular) with weather-resistant finishes.
• Outdoor Chairs Outdoor seating including dining chairs, lounge chairs, bar stools, tub chairs, bench seats, daybeds, and egg chairs in various weather-resistant materials.
• Office & Storage Furniture Home office and commercial workspace furniture including desks (home office, corner, with shelves), ergonomic office chairs, storage solutions, and gaming furniture.
• Gaming Furniture Specialized gaming furniture including gaming chairs and gaming desks designed for extended gaming sessions.
• Home Decor & Accessories Decorative items including mirrors, lamps, cushions, throws, decorative accessories, pet items, indoor rugs, wall art prints, wall mirrors, plants, vases, and planters.
• Curtains & Blinds Window treatments including curtains, roller blinds, venetian blinds, and curtain accessories.
• Signature Collection Premium furniture line featuring high-end dining, living room, bedroom, and outdoor pieces with designer styling and superior quality materials.
• Designer Series Designer-curated furniture collections featuring exclusive designs and styling.
• Online Exclusive Collection Products exclusively available for purchase online with delivery from Brisbane warehouse, featuring an expanded range at competitive prices not available in physical stores.
• Storage Benches Upholstered benches with hidden storage compartments for living rooms, bedrooms, and entryways, featuring tufted designs, varied finishes, and tapered timber legs.
• Timber Wax Water-based outdoor furniture wax providing water repellent and antistatic protection for timber outdoor furniture.
• SmartCare Protection Furniture protection plans for lounges and mattresses covering care, cleaning, and maintenance services.
• Amart Club Membership Free membership program offering 10% off next full-priced purchase, exclusive deals, and member-only benefits.
• Perago Home Home decor sub-brand including Perago Baby and Perago Kids product lines for specialized home and child furnishings.

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature2 records

Partnerships

One partnership is on record.

• Ronald McDonald House CharitiesminorOthersCommunity partnership supporting families of seriously ill children. Amart Furniture supports RMHC through product donations and fundraising initiatives.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/superamart1
• Facebookfacebook.com/AmartFurniture
• Instagraminstagram.com/amartfurniture
• Pinterestpinterest.com.au/amartfurniture
• LinkedInlinkedin.com/company/amart-furniture

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Amart Furniture Pty Ltd