durocher's

What durocher's does

Durocher's is a privately held, for-profit regional retailer of appliances, furniture, and mattresses headquartered in Monroe, Michigan. Founded circa 2009 (per the copyright notice spanning 2009-2026 on its website), the company operates two physical showroom locations — its main store at 222 S. Monroe Street in Monroe, MI and a second store at 5555 Monroe Street in Sylvania, OH — plus an in-house Service Department in Monroe that provides appliance repair, parts, and professional installation. Durocher's carries more than 80 national and specialty brands including GE, Whirlpool, KitchenAid, LG, Samsung, Bosch, Frigidaire, Maytag, JennAir, Sub-Zero, Wolf, Thermador, Sealy, and Tempur-Pedic, and offers catalog breadth of over one million listed items spanning cooking, refrigeration, laundry, kitchen cleanup, home air control, water treatment, vacuums, outdoor grills, living room, bedroom, dining room, home office, and outdoor furniture, plus mattresses.

The business model is a traditional direct-to-consumer retail operation: customers transact through in-store sales staff at one of the two showrooms or browse the e-commerce site at durochersonline.com, with pricing provided on a quote basis and third-party financing available for larger purchases. Revenue streams fall into hardware sales (appliances, furniture, mattresses) and a service/repair stream from the Service Department. Marketing is conducted through organic channels — Facebook, Instagram, Pinterest, YouTube, an email savings club, and in-store events including cooking classes — supplemented by manufacturer-driven promotional campaigns such as Labor Day and summer savings rebates.

Durocher's primary customer segment is residential homeowners purchasing for personal household use, with a secondary segment of individuals with disabilities served through a dedicated, free personal-shopper phone line (734-430-9323). The company holds BBB accreditation and Energy Star authorized-retailer status. Operating geographies are limited to Michigan and Ohio, and no parent company, institutional investor, funding rounds, M&A activity, or named leadership team is disclosed in the available source material, consistent with a family-owned or locally-managed independent regional retailer.

Name

durocher's

Legal name

Durocher's

Website

https://durochersonline.com

Company type

Private

Founded year

2009

Operating status

Operating

Short description

Durocher's is a privately held regional retailer of appliances, furniture, and mattresses operating two showrooms in Monroe, MI and Sylvania, OH, serving residential homeowners with 80+ national brands, in-house appliance repair, installation, and third-party financing.

Ownership category

akta.pro rank

Product category

Home Furnishings Retail

NAICS

Furniture, Home Furnishings, Electronics, and Appliance Retailers (449), Furniture Retailers (44911), Electronics and Appliance Retailers (4492)

SIC

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

akta.pro primary industry

Commercial/Prosumer Appliance Retail (Light Commercial, Prosumer Kitchen/Laundry) (CRACACAI)

akta.pro secondary industries

Refrigeration & Freezer Retail (Refrigerators, Freezers, Wine/Beverage Coolers) (CRACACAB), Built-In & Integrated Appliance Retail (Built-In, Panel-Ready, Compact) (CRACACAH)

Keywords

• Home appliance retail
• Furniture retail
• Mattress sales
• Appliance repair services
• Home furnishings

Headquarters

HQ city

Monroe

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Appliance Sales: Retail sales of major household appliances including cooking, refrigeration, laundry, and kitchen cleanup equipment from brands such as GE, Whirlpool, KitchenAid, LG, Samsung, and others.
2. Furniture Sales: Retail sales of furniture including living room, bedroom, dining room, home office, and outdoor furniture. Products include sofas, sectionals, beds, dining sets, and home entertainment furniture.
3. Mattress Sales: Retail sales of mattresses including Sealy, Tempur-Pedic, and other brands. Products include tight top, euro top, foundations, and adjustable bed frames.
4. Appliance Service and Repair: Appliance repair services and technician support provided through their service department, including parts and repair services.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Durocher's is a regional brick-and-mortar retailer that sells major home appliances (cooking, refrigeration, laundry, kitchen cleanup, outdoor grills), home furniture (living room, bedroom, dining, home office, outdoor), and mattresses (Sealy, Tempur-Pedic and other brands) from more than 80 manufacturers. The company complements product sales with an in-house Service Department that provides appliance repair and parts, a professional Installation Package for purchased appliances, and customer financing options to facilitate larger purchases. Sales and service are delivered through two showroom locations in Monroe, MI and Sylvania, OH, supported by an e-commerce catalog website.

Product overview

Durocher's is a brick-and-mortar appliance, furniture, and mattress retailer operating two locations in Monroe, MI and Sylvania, OH. The company offers a comprehensive portfolio of major home appliances across multiple categories (cooking, refrigeration, laundry, kitchen cleanup, home air control, outdoor), furniture for every room (living room, bedroom, dining room, home office, home entertainment, outdoor), and mattresses (tight top, euro top, foundations, adjustable beds). The offering is organized as a traditional retail store model with three core product lines supplemented by services including appliance repair, professional installation packages, and financing options. Durocher's carries over 80 national and specialty brands including GE Appliances, Whirlpool, KitchenAid, LG, Samsung, Bosch, Frigidaire, Maytag, JennAir, Sub-Zero, Wolf, Thermador, Sealy, and Tempur-Pedic, and features current promotional campaigns such as Labor Day sales events from major manufacturers.

Differentiator

Problem solved

Functional benefit

Products and services

• Major Home Appliances Retail sale of major household appliances including cooking (ranges, cooktops, wall ovens, hoods, microwaves), refrigeration (French door, side-by-side, built-in, top/bottom freezer, specialty), laundry (washers, dryers, combination units, laundry pedestals), kitchen cleanup (built-in and portable dishwashers, disposers, trash compactors), home air control (air conditioners, air purifiers, dehumidifiers, heaters), home appliances (vacuums, water treatment), and outdoor grills (charcoal, LP gas, electric, natural gas, pellet, pro style). Brands include GE, Whirlpool, KitchenAid, LG, Samsung, Bosch, Frigidaire, Maytag, JennAir, Sub-Zero, Wolf, Thermador, and Asko. Targeted at residential homeowners in the Monroe, MI and Sylvania, OH trade area.
• Home Furniture Retail sale of home furniture across living room (sofas, sectionals, recliners, loveseats), bedroom (beds, groupsets, armoires, dressers), dining room (tables, chairs, cabinets, bar stools), home office (desks, chairs), home entertainment, and outdoor patio categories. Targeted at residential customers in the local trade area.
• Mattresses and Bedding Retail sale of mattresses including tight top, euro top, foundations, and adjustable bed frames, featuring brands such as Sealy and Tempur-Pedic. Supported by an online "Find Your Bed" selection tool and the in-store mattress assortment.
• Appliance Service Department (Repair and Parts) In-house appliance repair service and parts department operating from the Monroe, MI location, staffed by trained technicians. Handles repair and parts support for appliances sold by Durocher's. Hours: Mon-Fri 8:00 AM - 5:00 PM; phone (734) 457-9999.
• Professional Appliance Installation Package Professional installation service for appliances purchased at Durocher's, offered as an add-on package with manufacturer delivery-and-install rebates (e.g., SKS Delivery & Install Q3 Rebate 2026). Targeted at customers buying major appliances who need hookup/installation assistance.
• Customer Financing Options Financing options and payment plans provided through third-party financing partners to facilitate large-ticket purchases of appliances, furniture, and mattresses by residential customers.

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

Two partnerships are on record, tiered minor.

• Energy StarminorOthersDurocher's is an authorized retailer of Energy Star certified products. Energy Star certification indicates products meet EPA energy efficiency standards.
• BBB Accredited BusinessminorOthersDurocher's holds BBB (Better Business Bureau) accreditation, indicating commitment to business ethics and customer satisfaction standards.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Howard's: Howard's is a regional appliance, mattress, and furniture retailer in Southern California with multiple showrooms. It operates an analogous multi-category, multi-brand brick-and-mortar model with delivery, installation, and service capabilities, making it one of the closest direct comparable models to Durocher's.
• Don's Appliances: Don's Appliances is a family-owned regional appliance and mattress retailer serving the Pittsburgh metro area. It offers major appliances across cooking, refrigeration, and laundry categories with showrooms, delivery, and service support, closely mirroring Durocher's regional, multi-brand retail model.
• Albert Lee Appliance: Albert Lee Appliance is a regional multi-location appliance retailer in the Pacific Northwest offering major appliances from brands like Sub-Zero, Wolf, Thermador, and Bosch. Its focus on premium and prosumer appliance brands with full-service delivery and installation aligns closely with Durocher's premium-brand retail positioning.
• American Freight: American Freight is a multi-state discount appliance, furniture, and mattress retailer with dozens of showrooms across the Midwest and South. Its combination of value-priced appliances, furniture, and mattresses under one roof with smaller-format stores makes it a relevant direct peer in product mix and target customer.

Broad incumbents

• Ashley HomeStore: Ashley is the largest furniture retailer in the U.S. with national showrooms and a broad furniture and mattress assortment. While it overlaps with Durocher's on furniture and mattress categories, Ashley is a vertically integrated national chain with substantially broader scale.
• Best Buy: Best Buy is a national big-box electronics and major-appliance retailer with omnichannel capabilities. It competes directly with Durocher's in major home appliances (cooking, refrigeration, laundry) and has substantially greater scale, marketing reach, and transactional e-commerce infrastructure.
• Lowe's: Lowe's is a national home-improvement chain that carries major appliances alongside building materials. It competes with Durocher's on appliances and home-furnishing categories and serves overlapping DIY and pro-customer segments with substantially larger physical and digital footprints.
• Home Depot: Home Depot is the largest U.S. home-improvement retailer with major appliances as a growing category. Its store density, brand partnerships, and pricing power make it one of the most significant competitive forces on Durocher's appliance business.
• Wayfair: Wayfair is the leading U.S. online destination for furniture, mattresses, and home goods. While it competes most heavily on furniture, its growing major-appliance assortment and transactional e-commerce model directly overlap with the showroom-plus-website hybrid that Durocher's operates.
• Mattress Firm: Mattress Firm is the largest U.S. mattress specialty retailer with thousands of stores nationwide. It competes directly with Durocher's mattress category, particularly on Sealy and Tempur-Pedic brands that both retailers carry, though at vastly greater scale and geographic reach.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCYL7OPyWM1BiIrCY3JnnEig
• Facebookfacebook.com/durochersappliance
• Instagraminstagram.com/durochersappliance
• Pinterestpinterest.com/durochersappliance
• LinkedInlinkedin.com/company/durochers

Compliance1 record

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 durocher's