--- title: "Home and furniture benchmarks from annual reports" description: "What 6 US-listed companies selling furniture, mattresses and home goods report: a median gross margin of 42.1%, from 30.2% to 56.4%. Read 13 October 2026." url: https://offersuite.io/benchmarks/home updated: 2026-10-13 --- # Home and furniture benchmarks from annual reports What 6 US-listed companies selling furniture, mattresses and home goods report: a median gross margin of 42.1%, from 30.2% to 56.4%. Read 13 October 2026. Gross margin, home and furniture: gross profit over revenue in each company's latest annual report. 1. The Lovesac Company 56.4% 2. Williams-Sonoma 46.2% 3. RH 44.1% 4. Purple Innovation 40.2% 5. Arhaus 38.9% 6. Wayfair 30.2% Median 42.1%, marked on each bar. What each annual report states. A dash: the report gives no such figure. | Company | [Gross margin](https://offersuite.io/benchmarks/gross-margin) | [Average order value](https://offersuite.io/benchmarks/average-order-value) | [Return rate](https://offersuite.io/benchmarks/return-rate) | [Subscription share of sales](https://offersuite.io/benchmarks/subscription-share) | [Fulfilment cost as a share of sales](https://offersuite.io/benchmarks/fulfilment-cost) | | --- | --- | --- | --- | --- | --- | | Wayfair W [Form 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)](https://www.sec.gov/Archives/edgar/data/1616707/000161670726000027/w-20251231.htm) | 30.2% Revenue $12.46 billion, gross profit $3.77 billion | $312 | Not stated | Not stated | 16.1% | | RH [Form 10-K for the year ended 31 January 2026, read 13 October 2026 (opens in a new tab)](https://www.sec.gov/Archives/edgar/data/1528849/000110465926037992/rh-20260131x10k.htm) | 44.1% Revenue $3.44 billion, gross profit $1.52 billion | Not stated | Not stated | Not stated | Not stated | | Williams-Sonoma WSM [Form 10-K for the year ended 1 February 2026, read 13 October 2026 (opens in a new tab)](https://www.sec.gov/Archives/edgar/data/719955/000071995526000059/wsm-20260201.htm) | 46.2% Revenue $7.81 billion, gross profit $3.60 billion | Not stated | Not stated | Not stated | Not stated | | Arhaus ARHS [Form 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)](https://www.sec.gov/Archives/edgar/data/1875444/000187544426000010/arhs-20251231.htm) | 38.9% Revenue $1.38 billion, gross profit $536.4 million | Not stated | Not stated | Not stated | Not stated | | The Lovesac Company LOVE [Form 10-K for the year ended 1 February 2026, read 13 October 2026 (opens in a new tab)](https://www.sec.gov/Archives/edgar/data/1701758/000162828026022929/love-20260201.htm) | 56.4% Revenue $697.1 million, gross profit $393.2 million | Not stated | Not stated | Not stated | 19.2% | | Purple Innovation PRPL [Form 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)](https://www.sec.gov/Archives/edgar/data/1643953/000121390026036974/ea0274767-10k_purple.htm) | 40.2% Revenue $468.7 million, gross profit $188.6 million | Not stated | Not stated | Not stated | Not stated | ## What the filings state Beyond the income statement, these are the figures the reports give, in their own words. - **Wayfair: average order value $312** Average order value (4) $312 $300 $292 [Form 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)](https://www.sec.gov/Archives/edgar/data/1616707/000161670726000027/w-20251231.htm) - **Wayfair: fulfilment cost as a share of sales 16.1% (shipping and fulfillment, as rounded in the filing)** Shipping and fulfillment costs were $2.0 billion, $1.9 billion and $1.9 billion, for the years ended December 31, 2025, 2024 and 2023 [Form 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)](https://www.sec.gov/Archives/edgar/data/1616707/000161670726000027/w-20251231.htm) - **The Lovesac Company: fulfilment cost as a share of sales 19.2% (shipping and handling)** Shipping and handling costs were $133.9 million, $116.0 million and $133.2 million in fiscal 2026, 2025 and 2024 [Form 10-K for the year ended 1 February 2026, read 13 October 2026 (opens in a new tab)](https://www.sec.gov/Archives/edgar/data/1701758/000162828026022929/love-20260201.htm) ## Use these figures Open a calculator with this vertical’s figures already entered, then replace them with your own. - [Free shipping threshold calculator, at this vertical's median gross margin](https://offersuite.io/calculators/free-shipping-threshold?productMargin=42.2) 42.1% as the margin on product revenue. Gross margin is before picking and card fees, so lower it by yours. - [Gift with purchase calculator, on home goods brands' figures](https://offersuite.io/calculators/gift-with-purchase-profit?price=229.00&unitCost=136.94&giftCost=14.95&refundRate=19.3) $229.00 pillow, unit cost $136.94, a pillowcase at $14.95, 19.3% refund reserve. Offers priced on these costs, with their sources and the offer document for each: - [Bundle pricing for home goods brands](https://offersuite.io/playbooks/bundle-pricing-for-home-goods-brands) - [Gift with purchase for home goods brands](https://offersuite.io/playbooks/gift-with-purchase-for-home-goods-brands) - [Free shipping threshold for home goods brands](https://offersuite.io/playbooks/free-shipping-threshold-for-home-goods-brands) - [Quantity discounts for home goods brands](https://offersuite.io/playbooks/quantity-discounts-for-home-goods-brands) ## How to read them Gross profit divided by revenue, both from the income statement of the annual report. Companies differ in what they put in cost of sales: some include store occupancy, warehousing or shipping to the customer, others report those below gross profit. Read a company's margin next to its own accounting policy before comparing two. The median of these 6 companies is 42.1%, between Wayfair at 30.2% and The Lovesac Company at 56.4%. They are whole companies, most with stores or wholesale beside their own site, so treat the figures as reference points for your own costs. ## Embed this chart Paste this where you want the chart. It carries its sources and a link back to this page. **Show the embed code** ``` ``` ## Related - [Benchmarks **DTC benchmarks from public filings** Gross margin, order value, returns, subscription share and fulfilment cost at 60 US-listed consumer companies, each figure linked to its annual report.](https://offersuite.io/benchmarks) - [Calculator **Free shipping threshold calculator** Price a free-shipping threshold with the shipping you give away on orders that already reach it, and the share of smaller orders that must top up to pay for it.](https://offersuite.io/calculators/free-shipping-threshold) - [Calculator **Gift with purchase profit calculator** What a free gift costs per order, after its unit cost, its extra pick and its handling, and how much conversion it has to add to pay for itself.](https://offersuite.io/calculators/gift-with-purchase-profit) - [Playbook **Bundle pricing for home goods brands** Packs of one, two and three for home goods brands, priced by the margin engine on sourced costs: margin per order and the conversion each pack can lose.](https://offersuite.io/playbooks/bundle-pricing-for-home-goods-brands) - [Playbook **Gift with purchase for home goods brands** What a free gift costs home goods brands per order on sourced costs, and how much conversion it has to add to pay for itself.](https://offersuite.io/playbooks/gift-with-purchase-for-home-goods-brands) - [Benchmark **Gross margin of consumer brands, from annual reports** The gross margin 60 US-listed consumer companies report: a median of 48.4%, from 28.1% (PetMed Express) to 79.4% (ThredUp). Each links to its filing.](https://offersuite.io/benchmarks/gross-margin)