Furniture Row

It was the early 1970s when a young entrepreneur named Barney Visser navigated Denver’s competitive business scene. With a small car dealership and a handful of tire stores, Visser had built a modest career, but something about retail was calling him. As he stared at a stack of unsold waterbed mattresses in one of his tire shops, an idea began to form. Waterbeds were a growing trend, and with ingenuity, Visser could turn his unsold inventory into a profitable new venture. From that simple observation, Visser opened Big Sur Waterbeds in 1974, and with that, the seeds of a furniture empire were planted. Over the next several decades, what started as a waterbed business evolved into Furniture Row—one of the largest furniture retailers in the United States, with over 330 stores across 31 states and a revenue exceeding $1.5 billion annually. Today, Furniture Row is a trusted name in affordable, high-quality home furnishings and a key player in the national retail furniture industry.

The Humble Beginnings: Big Sur Waterbeds

Furniture Row traces its origins to Barney Visser’s first major retail venture, Big Sur Waterbeds, which opened in 1974 in Denver, Colorado. During the 1970s, waterbeds were the ultimate symbol of counterculture and modern living, and Visser capitalized on this trend by offering affordable and trendy products. Visser’s understanding of bulk purchasing and marketing set his company apart from competitors. He had a knack for finding great deals on inventory, and rather than open small boutique stores, he chose large warehouse-style showrooms that could display a wide array of products at once.

Big Sur Waterbeds quickly expanded beyond its original location. By the mid-1980s, the company had dozens of stores in multiple states, becoming one of the largest waterbed retailers in the country. However, as the 1990s approached, the popularity of waterbeds began to wane, and Visser, always the opportunist, started to explore other opportunities in the furniture market.

Expanding Beyond Waterbeds: The Birth of Furniture Row

By the early 1990s, Barney Visser strategically decided to diversify his business. Recognizing that traditional mattresses and home furnishings had a much broader and more sustainable market than waterbeds, he expanded the company’s product line to include a full range of bedroom furniture, living room sets, and home décor. This shift in focus laid the foundation for creating Furniture Row, a multi-brand retail concept that would revolutionize how Americans shopped for home furnishings.

Furniture Row’s unique approach involved grouping multiple specialty furniture stores under one roof. Rather than operate a single large store, Visser created a “row” of individual stores, each specializing in a specific type of furniture. These stores included Sofa Mart (focused on living room furniture), Oak Express (specializing in wood furniture), Bedroom Expressions (bedroom furniture), and Denver Mattress (mattresses and sleep products). This format allowed customers to shop for specific categories in specialized environments while enjoying the convenience of shopping at one location. The concept was a hit with customers who appreciated the variety, affordability, and simplicity of Furniture Row’s shopping experience.

Furniture Row by the Numbers

Since its establishment in the 1990s, Furniture Row has experienced steady growth, becoming one of the largest furniture retailers in the United States. As of 2023, Furniture Row operates over 330 stores across 31 states, making it one of the most widespread furniture chains in the country. The company employs more than 3,000 people and generates annual revenues of over $1.5 billion, according to data from Furniture Today.

Furniture Row’s success is built on its ability to offer various furniture styles at competitive prices. The company’s four brands—Sofa Mart, Oak Express, Bedroom Expressions, and Denver Mattress—cater to diverse customers, from those looking for rustic, wood-crafted pieces to those seeking sleek, contemporary designs. Furniture Row also focuses on quality, partnering with domestic and international manufacturers to offer furniture made from solid wood, high-grade upholstery, and durable construction materials.

What sets Furniture Row apart is its commitment to affordability. The company’s bulk purchasing model allows it to negotiate lower prices with manufacturers, which it passes on to customers. On average, Row furniture is priced 10-15% lower than similar items at competing retailers like Ashley Furniture or La-Z-Boy. This pricing strategy has been a critical factor in the company’s ability to attract value-conscious consumers across the United States.

The Unique Furniture Row Experience

One of Furniture Row’s distinguishing features is its customer-focused shopping experience. The company’s multi-store format allows customers to visit specialized stores for specific needs while enjoying the convenience of a single location. For example, a customer might start by browsing sofas and sectionals at Sofa Mart, then move on to Oak Express for dining room sets, and finally visit Denver Mattress to pick out a new bed—all without leaving the same shopping complex.

This specialization extends to the expertise of Furniture Row’s sales staff, who are trained in the specific product lines of each store. This means that customers can get in-depth advice on mattresses at Denver Mattress or recommendations on wood finishes at Oak Express. The result is a more personalized and informed shopping experience, something that has become increasingly important in an era when many consumers begin their furniture searches online.

Furniture Row’s large showroom format allows customers to see, touch, and experience the furniture before purchasing. This is an advantage over online-only retailers like Wayfair or Amazon, where customers often rely solely on images and descriptions to make purchasing decisions. By combining the benefits of physical showrooms with the convenience of specialized stores, Furniture Row has created a model that appeals to traditional and modern furniture shoppers.

The Role of Denver Mattress: A Key Player in Furniture Row’s Success

While many know Furniture Row for its diverse home furnishings, the Denver Mattress brand deserves special attention. Denver Mattress is one of the most successful components of Furniture Row, and its origins are deeply tied to the company’s overall growth.

Denver Mattress began as an internal brand within Furniture Row, offering high-quality mattresses at competitive prices. Over the years, it grew into one of the most trusted mattress retailers in the U.S., selling in Furniture Row stores and operating as a stand-alone brand in some locations. Today, Denver Mattress is a crucial driver of Furniture Row’s business, generating a significant portion of the company’s overall revenue.

Denver Mattress manufactures its products in-house, allowing the company to control quality and production costs. This vertical integration gives Denver Mattress a competitive edge, as it can offer high-quality mattresses at prices that rival traditional and online mattress retailers. In addition, Denver Mattress frequently appears in consumer rankings for quality and value, further solidifying its reputation in the highly competitive mattress market.

Sustainability Efforts and Community Involvement

Furniture Row has made a concerted effort to adopt sustainable business practices in recent years. The company sources much of its wood from sustainably managed forests, ensuring its Oak Express products are beautiful and eco-friendly. Furniture Row has also implemented energy-efficient lighting and recycling programs across its stores and distribution centers, reducing its environmental footprint.

Additionally, Furniture Row is deeply involved in the communities it serves. The company proudly sponsors local events and charities, including partnerships with organizations such as Habitat for Humanity. In 2022, Furniture Row donated thousands of dollars in furniture and mattresses to families in need across multiple states. These charitable efforts have helped the company build a positive reputation in the areas where it operates, reinforcing its commitment to giving back to the community.

The Future of Furniture Row: Adapting to a Changing Market

Furniture Row is positioning itself for future growth as the furniture industry continues to evolve. The company has embraced e-commerce by expanding its online presence, allowing customers to browse and purchase products through its website. Although Furniture Row’s physical showrooms remain a crucial part of its business model, the company recognizes the importance of integrating online and in-store experiences to meet the needs of today’s consumers.

According to industry analysts, the global online furniture market was valued at $79.2 billion in 2020 and is expected to grow at a compound annual growth rate (CAGR) of 9.7% from 2021 to 2028. Furniture Row is well-positioned to take advantage of this trend, particularly with the strength of its Denver Mattress brand, which continues to perform well both online and in stores.

Furniture Row plans to expand its store footprint, particularly in under-served regions demanding affordable, high-quality furniture. The company is also exploring ways to enhance its sustainability efforts, focusing on reducing its carbon footprint and offering more eco-friendly products.

Conclusion: A Furniture Giant with Hometown Roots

From its humble beginnings as Big Sur Waterbeds to its current status as a national furniture retailer, Furniture Row’s journey is a testament to the power of adaptability, innovation, and a commitment to customer satisfaction. Barney Visser’s vision of offering affordable, high-quality furniture has become a reality, with over 330 stores serving millions of customers nationwide.

As Furniture Row looks to the future, its focus on providing value, maintaining strong community ties, and embracing sustainable business practices will continue to set it apart in an increasingly competitive market. With over $1.5 billion in annual revenue, a growing online presence, and a reputation for excellence, Furniture Row is well-positioned to remain a leading American furniture retail industry for years.