Merlino Furniture Imports

What Merlino Furniture Imports does

Merlino Furniture Imports is a privately held, Western Australia-based furniture importer and distributor operating since 1980 from an appointment-only showroom at 5 Sainsbury Road, O'Connor. The company sources products globally with stated Italian heritage, curating a portfolio that spans the Merlino house label alongside imported Italian brands Bonaldo, Alf da Fre, Saporini, and additional brands Natisa and Oliver B. Its catalogue covers living, dining, bedroom, office, and outdoor furniture categories, complemented by accessories such as artwork, rugs, bookcases, and lamps. Named product collections include Berwick, Underline, Basilica, Arbor, Lantine, Penny, Tory, Sally, Vela, and Domo, indicating a deliberate curatorial approach to designer-grade contemporary furniture.

The business serves two distinct customer segments: general public residential buyers, who access the showroom by appointment or submit online quote requests, and a trade channel comprising interior designers, architects, retailers, and commercial project buyers who access dedicated trade pricing, specials, and account-based service via the Trade Account Program. Revenue is generated through one-time furniture sales with pricing that is quote-based and not publicly disclosed; no subscription, recurring, or licensing model is in operation. Distribution is single-geography, concentrated in Western Australia, with no global footprint claim.

The go-to-market combines physical showroom experience with a digital sales layer comprising an e-commerce storefront with quote-request functionality, a curated lookbook, a mood board creator tool, and active organic social media presence across Facebook, LinkedIn, Pinterest, and Instagram. Supporting infrastructure includes standard contact channels ([email protected], 08 9314 3999), no public APIs, SDKs, or proprietary technology platform, and no disclosed management team, headcount, subsidiaries, funding history, or financial performance metrics.

Name

Merlino Furniture Imports

Legal name

Merlino Furniture

Website

https://merlino.com.au

Company type

Private

Founded year

1980

Operating status

Operating

Short description

Merlino Furniture Imports is a privately held, Western Australian furniture importer and distributor, founded in 1980, that curates and sells imported and house-label indoor and outdoor designer furniture to general-public residential buyers and a trade channel of interior designers and retailers via an appointment-only showroom and e-commerce quote platform.

Ownership category

akta.pro rank

Product category

Furniture Retail

NAICS

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

SIC

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

akta.pro primary industry

Living Room Furniture Retail (Sofas, Sectionals, Recliners, Coffee/Side Tables, TV Consoles) (CRAIAAAA)

akta.pro secondary industries

Outdoor Furniture Retail (Patio Seating, Dining Sets, Umbrellas, Outdoor Storage) (CRAIAAAJ), Dining Room Furniture Retail (Dining Tables, Chairs, Bar Stools, Buffets/Sideboards) (CRAIAAAB), Bedroom Furniture Retail (Beds, Dressers, Nightstands, Armoires) (CRAIAAAC)

Keywords

• Imported furniture retail
• Designer home furnishings
• Italian furniture imports
• Outdoor furniture trade
• Trade furniture wholesale

Headquarters

HQ city

O'connor

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Furniture Product Sales: Merlino generates revenue through the sale of imported furniture products including living room, dining, bedroom, office, and outdoor furniture. Sales are primarily one-time transactions with both trade and retail pricing models.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Merlino Furniture Imports sources and retails imported indoor and outdoor designer furniture, lighting, and home accessories through an appointment-only showroom in O'Connor, Western Australia. The catalog spans living, dining, bedroom, office, and outdoor categories under the Merlino house brand and partner Italian brands Bonaldo, Alf da Fre, Saporini, Natisa, and Oliver B. Sales are conducted via showroom appointments, an online quote-request platform, and a dedicated Trade Account Program for designers, retailers, and commercial projects.

Product overview

Merlino Furniture is a single-brand retail platform for imported and house-label furniture, operating since 1980 with Italian heritage. The offering spans living (sofas, lounge chairs, coffee tables, console tables, side tables, TV units, sideboards, mirrors), dining (tables, chairs, barstools), bedroom (beds, bedside tables, dressers), office (desks), and outdoor (dining sets, lounge chairs, sofas, side tables) categories. The portfolio is structured around the Merlino house brand complemented by imported Italian brands — Bonaldo, Alf da Fre, Saporini — and additional brands Natisa and Oliver B. Notable named collections include Berwick (chunky Ash Oak silhouettes), Underline (Smoke Oak with curved lines), Sally and Tory (outdoor lounge collections), Penny (outdoor with tangerine/navy finishes), Arbor (Asian-inspired curved steel rod bases), Lantine (ribbed-base marble tables), and Vela/Domo/Jewel (upholstered dining seating). Supporting services include a trade account program for designers and retailers, a lookbook, and a mood board creator tool. Products are sold via an e-commerce platform with showroom appointments at the O'Connor, WA location.

Differentiator

Problem solved

Functional benefit

Products and services

• Merlino House Brand Collection Merlino's own-label furniture line covering living, dining, bedroom, office, and outdoor categories, positioned as the accessible entry point alongside premium imported brands.
• Bonaldo Brand Collection Italian contemporary-design furniture including sofas, dining tables, sideboards, and coffee tables such as the Dune Sideboard, Flame Dining Tables, and Pisa Coffee Tables.
• Alf da Fre Brand Collection Italian furniture brand offering contemporary furniture pieces across living, dining, and bedroom categories.
• Saporini Brand Collection Italian furniture brand represented by Merlino, specialising in contemporary furniture design.
• Outdoor Furniture Range (Penny, Sally, Tory collections) Weather-resistant outdoor lounge chairs, sofas, dining chairs, dining tables, coffee tables, and side tables across the Penny, Sally, and Tory collections.
• Berwick Collection Chunky sculptural furniture collection in Ash Oak, Dark Bark, Matt Beige, and Black Oak finishes, including dining tables, buffets, TV units, and large/medium coffee tables.
• Underline Collection Sculptural curved dining and side tables in Smoke Oak finish, available in two dining sizes plus a matching side table.
• Dune Sideboard (Bonaldo) Design wooden sideboard with wavy-surfaced front doors and asymmetrical metal base, available in bronze/Canaletto walnut or lead/coal ash colour combinations.
• Valeria 4-Str Sofa Low-profile modular sofa with a bold oversized silhouette, soft rounded edges, channel-tufted seat in honey-toned fabric, suitable for large family rooms.
• Montparnasse Desk Contemporary office desk with elegant simple profile, black oak timber finish and black metal legs for home or commercial workspaces.
• Trade Account Program A dedicated program for designers, architects, and retailers offering account-based access to trade pricing, specials, exclusives, and online quote request capabilities.
• Lookbook Service Visual lookbook feature on the Merlino website showcasing styled room setups and product combinations for interior design inspiration.

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

Five partnerships are on record, tiered core and minor.

• BonaldocoreChannel Partner/ Reseller/ DistributorItalian furniture manufacturer whose products are distributed through Merlino Furniture in Australia. Bonaldo products include sofas, dining tables, and sideboards such as the Dune Sideboard, Flame Dining Tables, and Pisa Coffee Tables.
• Alf da FrecoreChannel Partner/ Reseller/ DistributorItalian furniture brand available through Merlino's distribution network in Western Australia.
• SaporinicoreChannel Partner/ Reseller/ DistributorItalian furniture manufacturer whose products are distributed through Merlino Furniture.
• NatisaminorChannel Partner/ Reseller/ DistributorFurniture brand available through Merlino's product catalog.
• Oliver BminorChannel Partner/ Reseller/ DistributorFurniture brand distributed through Merlino's retail network.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Trit House: Australian premium furniture retailer offering curated designer and imported collections. Comparable to Merlino in mid-to-premium price positioning, designer-friendly assortment, and trade account offerings.
• James Said: Australian designer furniture retailer focused on contemporary European aesthetics with multiple showrooms. Comparable to Merlino in Italian-influenced product curation, premium residential target market and trade-friendly operations.
• Zuster: Australian contemporary furniture brand with showrooms and a strong designer/trade following. Comparable to Merlino in style aesthetic, premium positioning, and emphasis on designer relationships.
• Coco Republic: Australian designer furniture and homewares retailer offering premium imported and house-brand collections across living, dining and outdoor. Highly comparable to Merlino in target customer (design-conscious consumers and interior designers), Italian-and-global sourcing approach, and trade program model.
• Globe West: Australian-owned designer furniture brand and retailer with showrooms across the east coast. Directly comparable to Merlino in offering design-forward indoor and outdoor furniture, serving residential and trade customers with a curated multi-brand portfolio.
• Domo: Australian premium furniture retailer with multiple showrooms and a curated portfolio of designer and imported brands. Comparable to Merlino in designer-led assortment, premium positioning and trade/designer focus, but with a broader national footprint.

Broad incumbents

• Temple & Webster: Australia's largest online-only furniture and homewares retailer (ASX-listed). Comparable to Merlino in product category breadth but competes through a fundamentally different pure-play e-commerce model versus Merlino's appointment showroom approach.
• Adairs: Large Australian specialty home retailer (ASX-listed) with adjacent furniture and homewares alongside its core bedlinen business. Comparable to Merlino in offering furniture as part of a broader home category assortment, but at much larger scale and different price positioning.
• Freedom Furniture: Australia's largest specialty furniture retailer with nationwide showrooms and broad price-tier coverage. Comparable to Merlino in furniture category breadth but operates at materially larger scale and lower price points, making it an incumbent competitor rather than a direct peer.

Emerging players

• BoConcept: Danish-origin designer furniture brand with Australian franchise showrooms. Comparable to Merlino in design-led, urban-dwelling target customer and modular/contemporary aesthetic, but is a single-brand franchise model rather than a multi-brand curator.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/merlino-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 Merlino Furniture Imports