It was the 1940s, and the United States was on the cusp of post-war economic recovery. In Columbus, Ohio, a man named E.L. Schottenstein had an idea born out of a simple necessity: families across America needed affordable home furnishings. Furniture at the time was often expensive, and many required households to help balance budgets with the need for comfort. E.L. Schottenstein, a first-generation American with an entrepreneurial spirit, saw an opportunity. By offering well-made, affordable furniture to middle-class families, he could build a business to help people create homes filled with warmth and comfort without breaking the bank. From this vision, Value City Furniture was born in 1948, rooted in the idea that stylish, quality furniture didn’t need to come with an outrageous price tag. Over the next several decades, the brand would grow from a single store to a nationwide chain, becoming one of the leading furniture retailers in the United States.
The Foundation: Value City Furniture’s Early Years
Founded by E.L. Schottenstein, Value City Furniture started as a family-owned business, providing affordable furniture solutions to middle-class families in post-war America. The goal was simple: to offer quality products at a lower price than the competition. In the 1950s, most furniture retailers operated with high margins, catering primarily to wealthier customers who could afford to pay top dollar for home furnishings. Schottenstein disrupted this model by negotiating directly with manufacturers, purchasing in bulk, and cutting down on unnecessary overhead. These savings were passed on to customers, making Value City Furniture a go-to destination for stylish yet affordable home décor.
By the 1960s, the business had grown significantly, and Value City Furniture expanded its footprint with more stores in Ohio and the surrounding states. The brand’s name became synonymous with affordability, and its reputation spread as more customers realized they could furnish their homes without straining their finances. The company’s core philosophy—providing high-quality furniture at a price people could afford—helped it grow steadily in the competitive retail landscape.
A Chain with National Reach
By the late 20th century, Value City Furniture had grown from a regional player into a national powerhouse. Throughout the 1980s and 1990s, the company opened new locations across the Midwest and East Coast, building a loyal customer base. The company’s ability to adapt to changing consumer needs, economic conditions, and retail trends helped it expand and establish itself as one of the leading furniture retailers in the U.S.
One of the keys to the company’s expansion was its strong relationship with manufacturers. Like many discount retailers, Value City Furniture thrived on purchasing furniture directly from factories in bulk. This bulk purchasing allowed the company to secure favorable pricing, passed on to customers. In addition, the company’s efficient distribution and logistics systems meant that stores could offer a wide range of products without the long lead times that many smaller furniture stores faced.
By the 1990s, Value City Furniture had over 50 stores, and its revenue soared as it became a well-known name in the furniture industry. As of 2023, Value City Furniture operates over 125 stores in 19 states, making it one of the largest furniture chains in the country. Today, Value City Furniture’s stores collectively cover over 2 million square feet of showroom space, showcasing thousands of furniture options for living rooms, dining rooms, bedrooms, and home offices.
The Numbers: Sales, Growth, and Market Share
According to Furniture Today, Value City Furniture is one of the top 20 furniture retailers in the U.S. In 2022, the company generated an estimated $1.2 billion in revenue, placing it alongside other industry giants like Ashley Furniture, Bob’s Discount Furniture, and Rooms To Go. Despite the fierce competition in the furniture retail space, Value City Furniture has managed to carve out a sizable market share, particularly in the discount segment. Its focus on affordable pricing and stylish furniture has helped it remain competitive even as e-commerce platforms like Wayfair and Amazon have entered the space.
One of the reasons for Value City Furniture’s continued success is its ability to offer a wide range of products at various price points. While the company primarily targets value-conscious consumers, it also provides higher-end items through its Designer Looks collection. This premium line of furniture, launched in the mid-2010s, was created to meet the needs of customers looking for upscale, fashionable pieces without the luxury price tag. The Designer Looks collection has allowed Value City Furniture to attract a broader customer base, contributing to its growing market share.
Innovation and E-Commerce Expansion
As consumer preferences shifted toward online shopping in the early 21st century, Value City Furniture adapted by investing heavily in its digital presence. While the company’s brick-and-mortar stores remain a crucial part of its business, e-commerce has become an increasingly important sales channel for the brand. As of 2023, online sales account for roughly 15-20% of Value City Furniture’s total revenue, which continues to grow as more customers embrace online shopping.
The company’s website offers a seamless shopping experience featuring high-quality images, detailed product descriptions, and user-generated reviews. Value City Furniture has also introduced augmented reality (A.R.) features that allow customers to visualize how furniture will look in their homes before purchasing. This technology has helped bridge the gap between online shopping and the tactile experience of browsing furniture in a showroom.
In addition to expanding its online presence, Value City Furniture has invested in omnichannel retail strategies that allow customers to move seamlessly between online and offline shopping. Customers can browse and purchase products online, pick up their orders at a nearby store, or deliver them home. This flexibility has helped the company remain competitive in an increasingly digital retail.
Value City Furniture’s Commitment to Customer Satisfaction
From its early days, Value City Furniture has strongly emphasized customer service, contributing to its long-term success. The company offers several services that make it easier for customers to buy furniture, including flexible financing options and protection plans that cover accidental damage or wear and tear. These offerings have resonated with customers, particularly those who may be hesitant to make large purchases without a safety net.
In addition, Value City Furniture’s commitment to affordability continues beyond the initial purchase. The company offers white-glove delivery services, ensuring that furniture is delivered, assembled, and set up in customers’ homes. This service gives customers peace of mind, knowing that their new furniture will arrive in perfect condition and be ready to use without hassle.
Furthermore, Value City Furniture’s Price Match Guarantee ensures that customers always get the best deal. If a customer finds a lower price for the same item at another retailer, Value City will match that price, reinforcing the company’s commitment to providing value to its customers.
Challenges and Competition
Despite its successes, Value City Furniture faces the same challenges as other furniture retailers. One of the biggest hurdles is competition from online retailers like Wayfair and Amazon, which offer an almost endless variety of furniture at competitive prices. The convenience of shopping online has made it harder for traditional brick-and-mortar furniture stores to maintain their market share.
However, Value City Furniture has adapted to this new landscape by offering customers a hybrid experience—combining the best of online and in-store shopping. The company’s emphasis on a customer-centric experience, from hassle-free delivery to product warranties and protection plans, sets it apart from many online-only retailers. Additionally, its vast showroom spaces allow customers to interact with products in person, which purely digital companies cannot provide.
The Future of Value City Furniture
Looking ahead, Value City Furniture shows no signs of slowing down. The company continues to open new stores in untapped markets while expanding its online presence and strengthening its supply chain capabilities. The combination of brick-and-mortar and e-commerce strategies is helping Value City Furniture adapt to the shifting retail landscape.
Moreover, Value City Furniture is committed to sustainability and making environmentally conscious decisions in its supply chain and product sourcing. The company has begun incorporating more eco-friendly materials into its furniture and reducing waste. As consumer demand for sustainable products grows, these initiatives will position Value City Furniture as a forward-thinking leader in the industry.
Conclusion: Value City Furniture’s Legacy of Affordability
From its humble beginnings in post-war Ohio to its status as a nationwide furniture powerhouse, Value City Furniture has maintained a singular focus: providing high-quality, stylish furniture at affordable prices. As a family-owned business, the company’s values of transparency, affordability, and customer satisfaction have been at the core of its success. With over 125 stores, $1.2 billion in annual revenue, and a growing online presence, Value City Furniture thrives in a competitive industry while staying true to its roots as a company that helps families make their houses into homes.
