by In this interview with Home News Now, the exec shares the strategy behind the move and how it positions the company to better serve its customers in new and existing markets
WINSTON-SALEM, N.C. — Bob’s Discount Furniture’s 20-store expansion this year, which falls on the heels of a 19-store expansion last year, easily designates the company as one of the fastest growing, if not the fastest-growing furniture retailer in the U.S.
The company, which ranks at No. 11 on Home News Now’s 125 Furniture & Bedding Retailers, celebrated the latest of these store openings on Thursday in Winston-Salem, its first of six in North Carolina. This year, the company also is entering the state of Vermont for the first time, with a location in Williston.
The 2025 expansion began President’s Day weekend with new stores opening in Burnsville, Michigan; Winchester, Virginia; Reno, Nevada; and Davenport, Iowa, with additional openings following over the spring in Roseville, Michigan; Bohemia, New York; and Montgomeryville, Pennsylvania.
Other summer and fall openings were slated for locations in Long Island City (Queens), New York; Eatontown, New Jersey; Easton, Pennsylvania; Williston, Vermont; Troy, Michigan; Dorchester, Massachusetts; and Sacramento, California, along with the store in Winston-Salem, and the other North Carolina locations in Durham, Fayetteville, Wilmington, Jacksonville and Cary.
The new stores will bring the company’s total to around 209 this year, the company said. The locations range from 23,000 square feet (Jacksonville, North Carolina) to 43,000 square feet in Cary, North Carolina, which the company said is comparable to its other locations. This year, the company also is relocating stores within Newington, Connecticut, and Mays Landing, New Jersey.
In this interview with Home News Now, company Chief Operating Officer Ramesh Murthy explains the strategy behind this major expansion and how it addresses the needs of its customers in some 200-plus locations across 26 states.
Home News Now: How did Bob’s go about selecting the states/regions where it is expanding this year?
Murthy: Bob’s consistently uses a blend of population and customer analytics, market research and customer feedback when considering and/or prioritizing opportunities and locations for expansion. The Bob’s brand began in the Northeast. Thus adding a retail location in Vermont allows us to be closer to a population that has known and loved Bob’s for a lengthy amount of time. North Carolina also has a deep pedigree in furniture history and is augmented by solid population growth metrics. We are confident that our value proposition will resonate in this region. Overall, the addition of these new territories allows Bob’s to make a direct impact on more communities by generating jobs and providing support to local schools and nonprofits that are truly deserving. These initiatives have been at the core of Bob’s Discount Furniture since our founding in 1991.
What precipitated this expansion? Was there a gap in the marketplace created by other retailers that have closed or consolidated operations?
Murthy: Bob’s is a brand that continues to be compelling in all economic environments primarily because there are no sales or gimmicks, just everyday low prices. Continuing to bring our unbeatable blend of quality and style at everyday low prices to new customers and markets is something we are passionate about. Adding new territories to our retail footprint is also exciting because it allows us to introduce ourselves to consumers who may not be as familiar with Bob’s wide assortment of furniture, mattresses and home accents.
Is there a particular customer you are trying to reach in these markets from a demographic, income or age perspective?
Murthy: Bob’s is a brand that serves all demographics regardless of budget. We have something for everybody and every price range. That’s the beauty of Bob’s.
Will these new stores look different from the existing stores in terms of their respective layouts?
Murthy: Our stores have the same look and feel across our brand with a consistent layout and an emphasis on an omnichannel shopping experience for guests. That’s what they have come to expect of Bob’s, and we aim to routinely deliver.
Will there be any new features that you would like to mention such as design centers, coffee/beverage or snack bar area, a play area for the kids, etc.?
Murthy: Each Bob’s Discount Furniture store features the Bob’s Café, which offers more than just free goodies and gourmet coffee; it’s also one of the ways that Bob’s gives back to the community. Each Café participates in Bob’s Café Collections for a Cause, a program in which donations from customers are collected in store, matched 100% by the company and donated to a different charity each quarter. We are proud to share that we are giving back to the USO (United Service Organizations) to support North Carolina operations in two ways at all our North Carolina locations. The USO will be the recipients of our Café Collections for a Cause program and will receive $5 from the sale of each Little Bob plushie sold in any of our North Carolina stores. Both fundraising efforts will be effective through Dec. 31, 2025. In addition, we are kicking off our partnership with the USO by donating $25,000 to support their North Carolina Operations.
Can you identify any core brands that will be on the floor such as mattresses?
Murthy: Bob’s is proud to offer guests our very own private-labeled Bob-O-Pedic mattresses. Two of our mattresses, the Treasure Dual and the Copper Radiance Extra Firm, have even been recommended by Consumer Reports. We carry a similar assortment across other Bob’s locations with some regional variation, such as more smaller-space solutions in metro areas like New York.
What is the biggest challenge associated with this type of expansion? Is it marketing, educating the consumer about the brand, filling the stores with new product, making sure there is adequate distribution?
Murthy: When Bob’s Discount Furniture expands into a new region, especially one where the brand doesn’t have long-standing name recognition, the biggest opportunity we have is educating consumers about who Bob’s is, what makes the value proposition unique and why customers should give the store a try. It relies on delivering a consistent in-store experience so first-time customers become loyal fans, ensuring the supply chain is ready so the new stores have the right inventory and can meet demand, and training teams well so they embody the Bob’s culture and communicate it effectively. In short, it’s about building brand trust from scratch in new communities and making sure every part of the business backs up the promise.
Will Bob’s serve these stores from an existing warehouse distribution footprint?
Murthy: Bob’s Discount Furniture has a robust infrastructure to support our expansion and will utilize existing distribution centers and third-party delivery partners to ensure a seamless customer experience in these new markets.
We know retail has been soft. How challenging will it be in this environment to be a success in these respective markets?
Murthy: Bob’s focus on great furniture with everyday low prices, no phony gimmicks or sales, and delivery in days (not weeks) continues to resonate with customers in all our markets. In North Carolina, we believe the growing population and rich furniture market will be a great fit for our value-driven customer-centric approach to furniture shopping.
Any final thoughts about the opportunity this presents Bob’s and its customers in these respective markets?
Murthy: Expanding our store footprint is a key part of Bob’s overall growth strategy. Expansion is an integral component of how we plan to grow our brand, deepen customer relationships and continue to drive long-term success. New store expansion will remain a key pillar of our blueprint for the future, alongside continued investments in e-commerce and the customer experience.
We are especially excited to see how North Carolinians respond to Bob’s vast assortment and laid-back approach to furniture shopping without phony gimmicks or sales. Our core belief is that everyone deserves a home that they love, and Bob’s will continue to evaluate additional opportunities in the Southeast and beyond so we can help turn that belief into reality for customers all over the United States.
