Top 100 retailer City Furniture announces a major rebrand to City Home

Tamarac, Florida – A well-known Florida retailer is entering a new chapter as it expands far beyond traditional furniture sales. City Furniture, a long-standing name in the home retail space and ranked among the Top 100 retailers in its category, is officially rebranding to City Home. The change reflects a broader strategy that goes beyond sofas, beds, and dining sets, and moves into a more complete “whole home” experience.

Based in Tamarac, Florida, the company says the rebrand is not just a new name on the building. Instead, it signals a shift in how the business sees itself and how it wants customers to shop for their homes in the future. CEO Andrew Koenig explained that the change responds directly to how the home retail landscape is evolving, where customers are increasingly looking for complete solutions rather than isolated product categories.

“It’s the natural evolution to our business and where we think we need to go to serve our customer for the future,” Koenig said. “City Furniture is very specific — furniture — even though we sell a lot of mattresses and décor. Moving to City Home makes sense because of the current products we sell, let alone the future products we’re going to sell. It’s a natural evolution. It describes what we do a lot better; we provide a lot more than just furniture.”

That idea of “more than furniture” is now being built into the company’s expansion plans. Under the City Home identity, the retailer is adding a wide range of new product categories that stretch deep into different areas of the home. These include appliances, closets, home electronics, kitchens, bath solutions, fitness equipment, and a full connected home assortment.

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It is a noticeable shift in direction. What was once primarily a furniture and décor destination is now positioning itself as a one-stop hub for almost every major home need. The company is also expanding its service offerings, which now include interior design support, custom cabinetry, storage planning, connected home installation, and dedicated trade services aimed at builders and professional designers.

The goal, according to leadership, is to simplify the home-buying experience. Instead of customers going to multiple stores or working with several contractors, City Home wants to bundle everything under one roof, offering both products and services in a more unified way.

“Our new tagline is to be the first stop for all things home. If we can have more of these categories under one umbrella, we will be that first stop for all things home,” Koenig said. “We’re going to have a beautifully curated, strategic lineup for home in all the popular trends and price points so we serve our customer demographic.”

The rebrand also reflects a broader trend in retail, where companies are moving toward integrated, end-to-end solutions. In the home industry especially, customers are increasingly expecting convenience, coordination, and design support rather than simply buying individual pieces of furniture. City Home is stepping directly into that space with its expanded vision.

This is not the first transformation for the company. Its roots go back to 1971, when brothers Keith and Kevin Koenig founded Waterbed City. At the time, the business focused on a very specific and popular product category. By 1994, the company had already gone through a major identity shift, rebranding to City Furniture as consumer demand moved away from waterbeds and toward broader home furnishings.

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Now, decades later, the company is again adjusting to changing customer expectations. But this time, the shift is less about replacing one product category with another and more about expanding into nearly every corner of the home.

The new City Home identity is already rolling out in select locations. The company’s Plant City and Clearwater showrooms are the first to adopt the updated branding and concept. Over the coming years, additional stores across Florida will transition to the new name and format, with a full rollout planned through 2026 and into 2027.

Customers will begin noticing changes beyond just signage. The company is introducing a refreshed visual identity, including bold red delivery trucks that carry the new City Home branding across communities. Inside stores, the experience is also being reshaped to reflect a more lifestyle-focused approach.

Small but intentional details are part of that shift. Visitors can expect touches like fresh-baked cookies, a wine bar, and showroom environments designed to encourage browsing, lingering, and inspiration rather than quick transactions. The idea is to create a space where customers can imagine full rooms and complete homes, not just individual purchases.

Industry observers see the move as part of a larger evolution in how home retail works. As online shopping, design services, and smart-home technology continue to grow, traditional furniture stores are increasingly repositioning themselves as broader home solution providers. City Home is now placing itself firmly in that category.

For the company, the message is clear: this is not just a name change. It is a restructuring of identity, services, and long-term strategy. And as it expands its offerings across appliances, design, technology, and home systems, City Home is betting that customers want more than furniture—they want a fully connected home experience built in one place.