Schaefer's

Appliance and Consumer Electronics Retailschaeferstv.com

Schaefer's is a privately held, locally-owned appliance, electronics, and mattress retailer serving residential and small-business customers across the Lincoln, Nebraska metro via a showroom, pickup warehouses, an in-house service center, and an e-commerce site listing over one million items.

Company typePrivate
Founded1946
HeadquartersLincoln, United States
Headcount51–100
GTM typeB2C
OfferingHardware or Manufacturing

What Schaefer's does

Schaefer's (also doing business as Schaefer's TV & Video) is a privately held, locally-owned retailer of home appliances, consumer electronics, and mattresses headquartered in Lincoln, Nebraska. The company operates four physical sites in the Lincoln MSA: a sales showroom at 4700 R Street open seven days a week, an Appliance PickUp Warehouse at 601 North 66th Street, an Electronics PickUp Warehouse at 4700 R Street, and an Appliance Service Center at 601 North 66th Street. Schaefer's carries a broad assortment spanning mass-market lines (Whirlpool, LG, Frigidaire, Samsung, KitchenAid, Maytag, Amana), premium lines (JennAir, ASKO, Sony, Sonos, Klipsch, Yamaha, Denon), ultra-premium lines (Sub-Zero, Wolf, Thor Kitchen, Marvel, U-Line), commercial-grade equipment (Speed Queen), and mattress brands (Serta, Simmons/Beautyrest), and lists over one million items on its e-commerce site schaeferstv.com.

The company's business model is a hybrid retail-and-service operation. Revenue is generated through in-store and online sales of branded appliances and electronics, supplemented by a service stack that includes delivery, installation, custom installation, Express Connect for electronics setup, and an in-house appliance repair center. The company offers manufacturer rebate programs, an in-house Low Price Guarantee, customer financing, and a free personal-shopper service for customers with disabilities. There is no third-party marketplace presence; all sales flow through the company's own storefront, phone sales line ((402) 464-8888), and physical locations. Digital marketing footprint is limited to organic social channels (Facebook, X, YouTube) and a brand/locator-driven website.

No public filings, investor relations materials, funding rounds, executive roster, or M&A activity were disclosed. Pricing is not publicly posted for individual items, with the company noting its million-item catalog is too large for item-level price transparency and directing customers to phone or in-store inquiries. The company's primary customer segment is residential/home consumers in and around Lincoln, with a secondary commercial/business segment served through commercial-grade laundry and contractor-grade premium appliance purchases.

Schaefer's firmographics

Firmographics

Name: Schaefer's
Legal name: Schaefer's
Website: https://schaeferstv.com
Company type: Private
Founded year: 1946
Operating status: Operating
Headcount range: 51–100 employees
Short description: Schaefer's is a privately held, locally-owned appliance, electronics, and mattress retailer serving residential and small-business customers across the Lincoln, Nebraska metro via a showroom, pickup warehouses, an in-house service center, and an e-commerce site listing over one million items.
Ownership category
akta.pro rank

Schaefer's industry classification

Industry

Product category: Appliance and Consumer Electronics Retail
NAICS: Electronics and Appliance Retailers (449210)
SIC: Retail-Home Furniture, Furnishings & Equipment Stores (5700)
akta.pro primary industry: Kitchen & Cooking Major Appliance Retail (Ranges, Ovens, Cooktops, Microwaves) (CRACACAA)
akta.pro secondary industries: Refrigeration & Freezer Retail (Refrigerators, Freezers, Wine/Beverage Coolers) (CRACACAB), Appliance Service Plans, Extended Warranties & Maintenance Retail (CRACACAK)

Keywords

Appliance retail
Consumer electronics store
Home appliances
Mattress retail
Appliance delivery service

Where Schaefer's is headquartered

Location

Headquarters

HQ city: Lincoln
HQ country: United States
HQ region: North America

Offices4 records

Markets served

Schaefer's business model

Business model

GTM type: B2C
Offering type: Hardware or Manufacturing
Cost components: Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Distribution channels5 records

Marketing channels3 records

Schaefer's product offering

Product offering

Core offering

Schaefer's is a locally-owned appliance and consumer electronics retailer that sells major home appliances, TVs, audio equipment, and mattresses both in-store in Lincoln, Nebraska and online via schaeferstv.com. The retailer offers brand-name products from manufacturers such as Whirlpool, LG, Samsung, Sony, Sonos, Bosch, and GE, and provides in-house delivery, installation, custom installation, and appliance service/repair to support its sales.

Product overview

Schaefer's is a locally-owned retail appliance and electronics store operating in Lincoln, Nebraska. The company offers a comprehensive portfolio of products across multiple categories: major home appliances (refrigeration, cooking, laundry, dishwashers), consumer electronics (TVs, audio systems), mattresses (Serta, Simmons Beautyrest), and home air control products. They carry numerous branded product lines including Whirlpool, LG, Frigidaire, KitchenAid, Samsung, JennAir, Wolf, Sub-Zero, Speed Queen, Sony, Sonos, Klipsch, Yamaha, and Denon. Beyond product sales, Schaefer's provides complementary services including appliance repair and maintenance, delivery and installation, custom installation, and Express Connect services for electronics setup. The company also offers financing options and maintains a Low Price Guarantee policy.

Differentiator

Problem solved

Functional benefit

Products and services

Laundry Appliances Washers, dryers, and laundry pairs sold by Schaefer's in-store and online for residential customers in the Lincoln, Nebraska market.
Kitchen Cleanup (Dishwashers) Dishwashers and related kitchen cleanup appliances sold to Lincoln-area homeowners through Schaefer's retail showroom and e-commerce site.
Cooking Appliances Cooking appliances such as ranges, wall ovens, cooktops, and microwaves sold to residential customers in the Lincoln, Nebraska market.
Refrigeration Appliances Refrigerators and freezers from brands such as Whirlpool, LG, Samsung, and GE sold through Schaefer's showroom and online.
Home Air Control (Air Conditioners) Room and home air conditioners sold to residential customers in the Lincoln, Nebraska market.
TV & Video and Audio Equipment Televisions, home audio components, and related consumer electronics from brands such as Sony, Sonos, Denon, and Samsung sold in-store and online.
Mattresses Mattresses offered alongside appliances and electronics in Schaefer's retail showroom and e-commerce site.
Appliance Service and Repair In-house service and repair of appliances performed at Schaefer's Service Center at 601 North 66th Street, Lincoln, NE, available to customers who purchased units from the retailer.
Delivery & Installation Delivery and standard installation of purchased appliances and electronics to residential customers in the Lincoln, Nebraska market, with free standard delivery available on qualifying orders.
Custom Installation Custom installation services for complex appliance or electronics setups, performed by Schaefer's Service Center team for local customers.
Express Connect Setup Setup and connection service for connected/IoT-capable appliances and electronics purchased from Schaefer's, including Wi-Fi configuration and device pairing at the customer's home.

Companies that use Schaefer's

Customer profile

Segments2 records

Ideal customer profiles1 record

Schaefer's technology and API

Technology

Technology focussed No

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Schaefer's partnerships and signals

Strategic signal

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Schaefer's competitors and assessment

Company assessment

Direct peers

Conn's HomePlus: Multi-state specialty retailer of furniture, mattresses, appliances, and consumer electronics with in-house financing and delivery. Comparable to Schaefer's in product mix (appliances + mattresses + electronics) and full-service home-goods positioning.
Best Buy: National specialty retailer of consumer electronics and major appliances, directly competing with Schaefer's across TV, audio, refrigeration, cooking, and laundry categories. Both operate showroom-led models supplemented by e-commerce, delivery, installation, and Geek Squad-style service arms.
ABC Warehouse: Family-owned regional electronics and appliance retailer in Michigan with multiple showrooms, in-house delivery, and installation services. Comparable to Schaefer's in scale, brand mix, and locally-owned full-service positioning.
Crutchfield: Specialty retailer of consumer electronics (TV, audio, home theater) known for deep product expertise, installation support, and content-driven selling. Comparable to Schaefer's electronics categories and emphasis on expert-led service rather than pure discount.
P.C. Richard & Son: Family-owned regional retailer of appliances and consumer electronics across the Northeast, with multiple showrooms, in-home delivery, and installation. Closely mirrors Schaefer's locally-owned, full-service appliance/electronics model at a larger regional scale.
RC Willey: Berkshire Hathaway-owned regional home furnishings, electronics, and appliance retailer across the Western U.S. with showrooms, delivery, and installation services. Comparable to Schaefer's full-service independent appliance/electronics model at a larger regional scale.
Yale Appliance: Independent appliance specialist in the Boston metro with showrooms plus a high-profile in-house service and installation operation. Closely comparable to Schaefer's premium-brand mix (Sub-Zero, Wolf, Miele) and emphasis on post-sale service revenue.

Broad incumbents

Lowe's: National home-improvement big-box retailer carrying major appliances, kitchen packages, and installation services. Overlaps Schaefer's assortment but operates in a much wider home-improvement category where appliances are one of many departments.
Home Depot: National home-improvement big-box retailer with a sizable appliance department and in-store installation services. Competes with Schaefer's across major appliances and home air, but as part of a much broader building-products assortment rather than a specialty retailer.

Regional players

Nebraska Furniture Mart: Berkshire Hathaway-owned big-box home furnishings and appliance retailer headquartered in Omaha, NE. Competes for the same Nebraska customer base with a much larger store and broader home-goods assortment, making it a direct regional competitor to Schaefer's despite the broader scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Schaefer's financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Schaefer's leadership team

Management profile

Number of profiles

Schaefer's funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

Schaefer's M&A and investment

M&A and investment

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Schaefer's

What does Schaefer's do?

Is Schaefer's a public or private company?

Schaefer's is a private company. It is classified as founder individual operated bootstrapped and is currently operating.

When was Schaefer's founded?

Schaefer's was founded in 1946. It employs 51 to 100 people.

Where is Schaefer's based?

Schaefer's is headquartered in Lincoln, United States, in the North America region.

Who are Schaefer's's main competitors?

Direct peers on record are Conn's HomePlus, Best Buy, ABC Warehouse, Crutchfield, P.C. Richard & Son, RC Willey and Yale Appliance. Broad incumbents are Lowe's and Home Depot. Nebraska Furniture Mart is listed as a regional player.

Does Schaefer's have an API?

No public API is recorded for Schaefer's.

What industry is Schaefer's in?

Schaefer's's product category is Appliance and Consumer Electronics Retail. Its primary akta.pro industry code is CRACACAA, Kitchen & Cooking Major Appliance Retail (Ranges, Ovens, Cooktops, Microwaves), with a secondary code of CRACACAB, Refrigeration & Freezer Retail (Refrigerators, Freezers, Wine/Beverage Coolers). Its NAICS code is 449210 and its SIC code is 5700.