entos
entos is a privately held Greek omnichannel furniture and home furnishings retailer, founded in 2006, operating 28 physical stores and an e-commerce platform to sell mattresses, bedroom, living room, dining, office, outdoor furniture, and decor to Greek consumers and B2B professionals including hotels, architects, and real estate agencies.
- Company typePrivate
- Founded2006
- Headquarters—
- Headcount—
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What entos does
entos is a privately held Greek omnichannel furniture and home furnishings retailer founded in 2006, operating 28 physical retail stores across mainland Greece, the Peloponnese, Crete, and multiple island groups, alongside an e-commerce platform at entos.gr. The company sells approximately 60,000 product codes spanning seven core categories: mattresses and sleep products, bedroom furniture, living room and seating, dining room, office furniture, decoration, and outdoor/garden furniture. Its portfolio is anchored by globally licensed premium mattress brands (King Koil, Serta) and complemented by proprietary sub-brands (Royal Crown mattresses, Ocean sleep products, SATOline office furniture developed with SATO), supported by fabric customization with 190+ color combinations meeting OEKO-TEX standards and FSC-certified wood products.
The business operates a hybrid go-to-market model. On the consumer side, entos serves individual Greek homeowners through its 28-store retail network and online storefront, with pricing that ranges from budget to premium (e.g., mattresses €139–€2,040, sofas €569–€3,070) and is supplemented by tbi bank installment financing. On the professional side, the entos Pro program and a dedicated Hospitality/Hotel & Airbnb program target real estate agencies, architects, interior decorators, construction companies, hotels, restaurants, and offices with exclusive pricing and project support. Revenue is generated almost entirely through one-time product sales; the company is privately held with no disclosed funding rounds, parent company, or institutional investors, and reports no revenue figures publicly.
entos firmographics
Firmographics- Name
- entos
- Legal name
- entos
- Website
- https://entos.gr
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Short description
- entos is a privately held Greek omnichannel furniture and home furnishings retailer, founded in 2006, operating 28 physical stores and an e-commerce platform to sell mattresses, bedroom, living room, dining, office, outdoor furniture, and decor to Greek consumers and B2B professionals including hotels, architects, and real estate agencies.
- Ownership category
- akta.pro rank
entos industry classification
Industry- Product category
- Home Furniture Retail
- NAICS
- Furniture and Home Furnishings Retailers (4491), Furniture Retailers (449110)
- SIC
- Retail-Home Furniture, Furnishings & Equipment Stores (5700), Retail-Furniture Stores (5712)
- akta.pro primary industry
- Mattress & Bed Retail (Innerspring, Foam, Hybrid) (CRAIABAA)
- 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), Office Furniture & Workspace Accessories Retail (CRALABAE), Sleep Accessories Retail (Toppers, Pads, Wedges, Blankets, White Noise) (CRAIABAF)
Keywords
entos business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
Revenue model
- Furniture product sales: One-time purchase model for furniture products including mattresses, beds, bedroom furniture, living room furniture, dining room furniture, office furniture, outdoor furniture, and home decoration items. Products sold through 28 physical stores and e-commerce platform.
- B2B Professional services (entos Pro): Dedicated B2B program offering exclusive pricing and services for professionals including real estate agents, hotels, restaurants, architects, interior decorators, offices, and construction companies.
- Hospitality sector: Specialized program for hotels and Airbnb properties, providing furniture solutions for hospitality businesses.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | One-time purchase with financing options |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
entos product offering
Product offeringCore offering
entos sells home furniture, mattresses, sleep products, office furniture, outdoor furniture, and home decoration accessories through a network of 28 physical retail stores across Greece and a WooCommerce-based e-commerce platform (entos.gr). The company offers both own-brand mattress lines (Royal Crown, Ocean) and SATOline ergonomic office furniture, alongside licensed premium brands (King Koil, Serta), with customization options including 190+ OEKO-TEX certified fabric combinations.
Product overview
entos is a Greek furniture e-commerce retailer founded in 2006 with 28 physical stores across Greece and a modern e-shop. The product portfolio centers on a unified omnichannel furniture platform encompassing seven core categories: (1) Mattresses & Sleep (featuring own brands Royal Crown and Ocean alongside licensed King Koil and Serta premium mattress lines, plus pillows and sleep accessories); (2) Bedroom Furniture (beds, nightstands, wardrobes, dressers); (3) Living Room / Seating (sofas in multiple configurations, coffee tables, armchairs); (4) Dining Room (tables and chairs); (5) Office Furniture under the proprietary SATOline brand; (6) Decoration (art, mirrors, lighting, textiles); and (7) Garden/Outdoor Furniture. The company also operates entos Pro, a B2B program serving hospitality, real estate, and design professionals, and a dedicated Hotel & Airbnb program. Fabric offerings include 190+ color and material combinations with OEKO-TEX certification, and FSC-certified wood products support sustainability positioning.
Differentiator
Problem solved
Functional benefit
Brands
- King Koil: Premium mattress brand featuring independent pocket springs, Euro Top, and Gel Memory foam technology. Marketed as synonymous with luxury 7-star hotel sleep experience worldwide.
- Serta
- Royal Crown
- Ocean
- SATOline
Companies that use entos
Customer profileSegments7 records
entos technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
entos partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core.
- King KoilcorePremium mattress brand partnership featuring luxury hotel sleep experience. King Koil is one of the most recognized mattress brands worldwide, synonymous with 7-star hotel sleep experience. Products include pocket spring mattresses with premium materials like Cool/Wool Side, Cotton, Gel Memory, Silk, and Diamond Pocket technologies.
- SertacorePremium mattress brand partnership with 95 years of history focused on exceptional sleep quality. Serta designs mattresses meeting the most strict standards and is recognized as a top symbol of everyday comfort. Products feature 5-zone Pocket Springs, Memory Foam, Latex, and Euro Top constructions.
- Royal CrowncorePremium mattress brand growing with the support of entos in one of the largest factories worldwide. Royal Crown focuses on research and technological innovation to enhance sleep experience. Products feature 7-zone Pocket Springs, Gel Memory, Latex, and SensICE technologies.
- OceancoreMattress and sleep accessory brand featuring SEA CELL technology. Ocean products include anatomical mattresses with pocket springs and proprietary SEA CELL technology, as well as pillows and sleep accessories.
- SATOline (SATO)coreErgonomic office furniture partnership bringing over 60 years of ergonomic design experience. SATOline products combine premium materials and advanced mechanisms for office comfort and proper posture support, increasing productivity. Includes office chairs and desks designed with contemporary design and durable materials.
Scale indicators4 records
Recent moves5 records
Expansion highlights4 records
entos competitors and assessment
Company assessmentDirect peers
- Sklavounakis: Greek furniture retailer with national presence and a comparable multi-category assortment including bedroom, living room, and mattresses; the closest local competitor to entos in the domestic furniture retail channel.
- JYSK: Scandinavian value furniture and home goods retailer with a strong store network across Europe; directly comparable to entos as a mid-market omnichannel furniture retailer serving broad household needs with own-brand and third-party product mixes.
- IDOGEO: Greek home furnishings retailer carrying mattresses, bedroom, and living room furniture; competes for the same Greek consumer wallet and overlaps with entos's mid-market positioning and product breadth.
Emerging players
- Home24: European online furniture retailer active in adjacent geographies; competes with entos's online channel and benchmarks its e-commerce merchandising, delivery, and own-brand strategy.
- Westwing Group: European online home and living retailer with curated assortment; comparable to entos's e-commerce site as a digital-only furniture and décor destination, particularly relevant for entos's decoration and accessories lines.
Broad incumbents
- IKEA: Global furniture retail incumbent operating large-format stores and digital channels across Europe; competes with entos in bedroom, living room, and mattress categories and sets the pricing benchmark for the Greek mid-market.
- Wayfair: Largest pure-play online furniture and home retailer; competes with entos.gr in the same Greek consumer digital purchase path and pressures pricing on standardized categories like mattresses and bedroom furniture.
- Leroy Merlin: Home improvement and furnishings retailer with established presence in Greece; competes with entos at the intersection of home furnishings, decoration, and outdoor/garden categories.
- XXXLutz: Large European furniture retail group with multi-brand store concepts; relevant as a pan-European incumbent with comparable omnichannel furniture strategy and similar category breadth to entos.
Regional players
- Saloni: Greek home and lifestyle brand offering furniture and decoration; relevant as a domestic competitor and brand alternative in the same Greek market entos serves, particularly in mid-to-premium home décor positioning.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
entos social profiles
Digital presenceentos compliance and trust
Trust signalCompliance3 records
entos financial estimates
Financial estimateRevenue estimate
Valuation estimate
entos leadership team
Management profileNumber of profiles
entos funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
entos M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about entos
What does entos do?
entos sells home furniture, mattresses, sleep products, office furniture, outdoor furniture, and home decoration accessories through a network of 28 physical retail stores across Greece and a WooCommerce-based e-commerce platform (entos.gr). The company offers both own-brand mattress lines (Royal Crown, Ocean) and SATOline ergonomic office furniture, alongside licensed premium brands (King Koil, Serta), with customization options including 190+ OEKO-TEX certified fabric combinations.
When was entos founded?
entos was founded in 2006.
How does entos make money?
Three revenue lines are on record. Furniture product sales are the primary driver. The others are B2B Professional services (entos Pro) and hospitality sector.
Who are entos's main competitors?
Direct peers on record are Sklavounakis, JYSK and IDOGEO. Emerging players are Home24 and Westwing Group. Broad incumbents are IKEA, Wayfair, Leroy Merlin and XXXLutz. Saloni is listed as a regional player.
Does entos have an API?
No public API is recorded for entos.
What industry is entos in?
entos's product category is Home Furniture Retail. Its primary akta.pro industry code is CRAIABAA, Mattress & Bed Retail (Innerspring, Foam, Hybrid), with a secondary code of CRAIAAAJ, Outdoor Furniture Retail (Patio Seating, Dining Sets, Umbrellas, Outdoor Storage). Its NAICS code is 4491 and its SIC code is 5700.