Sherman's

What Sherman's does

Sherman's is an independently owned appliance, furniture, and mattress retailer founded in 1974 in Peoria, Illinois, celebrating 50 years of continuous operation as of 2024. The company operates five showroom locations across Central Illinois (Peoria, Normal, Peru, Peoria Heights warehouse clearance center, and a customer pickup location) and employs 101-250 people. Its product portfolio spans major household appliances (GE, LG, Whirlpool, Maytag, Bosch, KitchenAid, Frigidaire, Electrolux, Speed Queen, Hotpoint), residential furniture (Ashley, England, Liberty, Flexsteel, Ultra Comfort), and mattresses (Tempur-Pedic, Stearns & Foster, Sealy, Therapedic), with price points ranging from entry-level to luxury (up to $14,397 for premium mattress sets).

The business model is primarily transactional retail with one-time sales supplemented by recurring revenue from financing partnerships (Wells Fargo) and ancillary services including delivery, installation, appliance repair, and furniture protection plans. Sherman's serves two primary segments: residential consumers in Central Illinois seeking home furnishings, and commercial customers with dedicated B2B procurement needs. The company differentiates through next-day delivery on 5,000+ in-stock items, a proprietary Comfort Rating System for mattress comparison, lowest-price matching with electronic price tags, and a Sherman's Advantage membership program. Distribution combines physical showrooms with an e-commerce website powered by FurnitureDealer.net, supported by active social media presence across Facebook, Instagram, Pinterest, YouTube, and TikTok.

Revenue is not publicly disclosed. The company maintains independent family ownership with no disclosed institutional investors, private equity involvement, or public ticker. Geographic operations are confined to the Central Illinois region, with no indications of broader expansion outside this market.

Name

Sherman's

Legal name

Sherman's

Website

https://shermansnow.com

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

101–250 employees

Short description

Sherman's is an independently owned Central Illinois retailer selling appliances, furniture, and mattresses across five showroom locations, serving residential and commercial customers with delivery, installation, and financing services.

Ownership category

akta.pro rank

Headquarters

HQ city

Peoria

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales - Appliances: One-time sales of major home appliances including refrigerators, washers, dryers, ranges, cooktops, ovens, dishwashers, and small appliances. Sells nationally recognized brands such as GE, LG, Whirlpool, Maytag, Bosch, KitchenAid, Frigidaire, Electrolux, Speed Queen, and Hotpoint.
2. Retail Sales - Furniture: One-time sales of residential furniture including living room, dining room, bedroom, home office, and entertainment furniture. Carries brands such as Ashley, England, Liberty, Flexsteel, Ultra Comfort, and others.
3. Retail Sales - Mattresses: One-time sales of mattresses including Tempur-Pedic, Stearns & Foster, Sealy, and Therapedic brands. Offers mattress sizing from twin to king, with foundations and bedding accessories.
4. Financing Revenue: Provides financing options through Wells Fargo, allowing customers to pay over time. Generates revenue through financing arrangements and associated fees.
5. Delivery and Installation Services: Provides delivery and installation services for purchased products, including next day delivery options and full service delivery with old item removal.
6. Commercial Sales: Dedicated commercial sales division serving business customers with appliance and furniture needs.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Sherman's is an independently owned Central Illinois retailer selling major household appliances, residential furniture, and mattresses through five physical showrooms and an e-commerce website. The company complements product sales with full-service delivery and installation, in-house appliance repair, flexible financing via Wells Fargo, and a dedicated commercial sales division serving business customers.

Product overview

Sherman's is an independent Appliance, Furniture & Mattress retailer operating in Central Illinois with 4-5 showroom locations (Peoria, Normal, Peru, and Peoria Heights). The company was founded 50 years ago as a microwave side-hustle and has grown into a comprehensive home furnishings retailer. The core offerings consist of three main product categories: major household Appliances (including luxury brands, laundry, refrigeration, cooking, and kitchen cleanup), Furniture (spanning living room, dining room, bedroom, home entertainment, and home office categories with multiple sub-brands), and Mattresses (featuring Tempur-Pedic, Stearns & Foster, Sealy, and Therapedic brands with a proprietary Comfort Rating System). The company differentiates through services including Next Day Delivery (over 5,000 in-stock items), professional Appliance Repair, Commercial Sales, and flexible Financing options via Wells-Fargo. Additional offerings include a Designer's Picks curated collection, a Yard Sale clearance section, Sherman's Advantage membership program, Furniture Care Protection plans, and a Learning Center with buying guides.

Differentiator

Problem solved

Functional benefit

Products and services

• Appliances Major household appliances including luxury appliances, laundry (washers, dryers, combo/stack units), refrigerators (French door, bottom freezer, side by side, top mount, freezers, built-in, specialty), cooking (ranges, ovens, cooktops, range hoods, microwaves, small appliances), and kitchen cleanup (dishwashers, trash compactors, garbage disposals). Sold to residential consumers across Central Illinois from nationally recognized brands including GE, LG, Whirlpool, Maytag, Bosch, KitchenAid, Frigidaire, Electrolux, Speed Queen, Hotpoint, and Cafe.
• Furniture Complete home furnishing solutions including living room (sofas, loveseats, recliners, chairs, lift chairs, ottomans, sectionals, accent cabinets, occasional tables), dining room (table and chair sets, tables, chairs, servers/buffets/sideboards), bedroom (beds, nightstands, dressers, chests of drawers, benches, mirrors), home entertainment (TV stands, entertainment centers), and home office (desks, chairs and seating, bookcases, filing and storage). Carries Ashley, England, Liberty, Flexsteel, Ultra Comfort, Nineteen76, RW Collective, Springfield & Company, Uprooted, Jack & Co, Lakefront, and Umber brands.
• Mattresses Full range of mattresses in Twin, Full, Queen, and King sizes, plus foundations and bedding accessories. Features the proprietary Sherman's Comfort Rating System that uses a machine to test all beds on the same scale for accurate comparison. Carries Tempur-Pedic, Stearns & Foster, Sealy, and Therapedic brands.
• Commercial Sales Dedicated sales program catering to commercial customers and businesses needing appliances and furniture for offices, rental properties, or hospitality operations in Central Illinois, with special ordering, volume pricing, and commercial-grade products.
• Next Day Delivery Same-day ordering service covering over 5,000 in-stock items with delivery available seven days a week; orders placed by 5 PM qualify for next day delivery across the Central Illinois service area.
• Appliance Repair Professional in-house appliance repair service for customers needing assistance with appliances purchased from Sherman's.
• Delivery & Installation Full delivery and installation services for purchased products using in-house professional teams, including full-service delivery with old item removal and free shipping options, with delivery prep guidance.
• Financing Flexible payment options through Wells Fargo Financing, including Buy Today, Pay Over Time programs with no-interest promotions up to 48 months on furniture and appliance purchases.
• Sherman's Advantage Customer loyalty and benefits membership program offering additional value and benefits for repeat shoppers.
• Furniture Care Protection Protection plans available for furniture purchases covering potential damage or defects.
• Designer's Picks Curated furniture and appliance selections chosen by Sherman's designers, including Paul's Picks Appliances and Best Selling Mattresses, presented as a distinct shopping collection.
• Yard Sale Clearance section featuring brand new in-box products at discounted prices, available in limited quantities across appliances, furniture, and mattresses, both online and at the Peoria Heights Warehouse Clearance Center.

Quantifiable outcome

• Next day delivery available for over 5,000 in-stock items
• +1 more outcomes

Named customers4 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

Eight partnerships are on record, tiered major and core.

• GE AppliancesmajorOthersMajor appliance brand partner offering a full line of home appliances including refrigerators, washers, dryers, ranges, and dishwashers.
• LGmajorOthersMajor appliance brand partner offering premium refrigerators, washers, dryers, and kitchen appliances.
• WhirlpoolmajorOthersMajor appliance brand partner offering full line of home appliances.
• Tempur-PedicmajorOthersPremium mattress brand partner offering memory foam and hybrid mattresses with $300 free gift cards on select models.
• Stearns & FostermajorOthersPremium mattress brand partner offering luxury mattresses including Estate, Lux Estate, Studio, and Reserve collections.
• Ashley FurnituremajorOthersMajor furniture brand partner offering living room, dining room, bedroom, and home office furniture.
• SealymajorOthersMattress brand partner offering Posturepedic and other mattress lines across various price points.
• FurnitureDealer.netcoreTechnology or IntegrationE-commerce platform provider powering Sherman's website and online store. Provides the technology infrastructure for product listings, inventory management, and online sales functionality.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Wayfair: Largest US online-only furniture and home goods retailer offering furniture, mattresses, and home decor across all price points. Compares to Sherman's across product categories but competes through e-commerce rather than physical showrooms, representing both a direct substitute and a channel pressure for traditional retailers like Sherman's.
• Nebraska Furniture Mart: Berkshire Hathaway-owned mega-store retailer offering furniture, appliances, mattresses, electronics, and flooring with full-service delivery and installation. Highly comparable multi-category showroom model with strong regional dominance, though operating at substantially larger scale than Sherman's.
• Rooms To Go: Top US furniture retailer specializing in complete room packages for living room, bedroom, and dining room with in-house delivery. Comparable to Sherman's in furniture category leadership, room-package merchandising approach, and integrated delivery services.
• Ashley HomeStore: Ashley Furniture's retail arm and the largest furniture retailer in the US, offering furniture, mattresses, and accessories across 1,000+ store locations. Directly comparable to Sherman's in product mix and showroom-based retail model, though at much greater scale and brand integration.
• American Freight: Discount retailer of furniture, appliances, and mattresses with showrooms across the US. Closely matches Sherman's three-category product mix (appliances, furniture, mattresses) at value-oriented price points, with similar emphasis on in-stock inventory and quick delivery.
• Raymour & Flanigan: Northeast US family-owned furniture and mattress retailer operating 140+ showrooms with full-service delivery and in-house financing. Comparable to Sherman's as a multi-generational independent retailer with strong regional brand presence and integrated service model.

Regional players

• HOM Furniture: Minnesota-based family-owned retailer selling furniture, mattresses, and accessories across the upper Midwest. Similar to Sherman's as an independent regional full-line home furnishings retailer with showroom-plus-service model serving a defined geographic market.
• Steinhafels: Wisconsin-based family-owned furniture and mattress retailer serving the upper Midwest since 1934. Highly comparable to Sherman's as a multi-generation independent regional retailer with showroom locations, delivery service, and community-focused brand identity.

Broad incumbents

• Lowe's: National home improvement big-box retailer offering major appliances, furniture, and home decor alongside building materials. Overlaps with Sherman's on appliances and home furnishings, with comparable delivery and installation services, but is a much broader DIY-focused incumbent.
• Best Buy: National big-box retailer with major appliance showrooms, Geek Squad installation services, and same-day delivery in many markets. Comparable to Sherman's on the appliance category and value-added delivery/installation services, but operates at vastly larger scale with broader category breadth.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/shermansnow
• Facebookfacebook.com/shermansnowdotcom
• Instagraminstagram.com/shop.shermans
• Pinterestpinterest.com/shermanspins
• TikToktiktok.com/@shop.shermans
• LinkedInlinkedin.com/company/shermansnow

Revenue estimate

Valuation estimate

Number of profiles

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 Sherman's