Bob’s Discount Furniture (BOBS) to start trading on NYSE after IPO
Bill Barton, CEO of Bob’s Discount Furniture, rings the Opening Bell of the New York Stock Exchange on February 5, 2026.
New York Stock Exchange
Shares of Bob’s Discount Furniture opened flat on the New York Stock Exchange on Thursday after the company priced its initial public offering at $17 per share.
This price was in the range Bob expected of $17 to $19 per share, valuing the company at approximately $2.22 billion. The stock will trade on the NYSE under the symbol BOBS.
Founded in 1991, the Manchester, Connecticut-based company had 206 showrooms in 26 states as of Sept. 28, according to its S-1 filing. It plans to more than double its store count to more than 500 locations by 2035, the filing said.
In an interview with CNBC, CEO Bill Barton said Bob’s is seeing demand for furniture purchases from all income brackets, even at a time when the housing market is slow and consumers are hesitant to splurge on some expensive items.
“People still need furniture, but in challenging times they are often looking for good value, and we are the value leader,” he said.
He said many of his clients are motivated by life changes such as building a new apartment, buying a home, having children or downsizing for retirement.
Bob’s has seen more significant customer gains among higher-income households in recent years, Barton said. Approximately 27% of its customers have annual household incomes over $150,000, and this part of the customer base is the fastest growing. Bob’s share of shoppers has increased by about 3% in the past two years, he said.
He said about half of his clients have annual household incomes over $100,000.
Bob’s is known for selling low-priced sofas, rugs, dining room tables and other furniture. Excluding point-of-sale sales, the average order value per transaction is approximately $1,400, according to the S-1 filing. The retailer estimates its prices are on average 10% lower than the lowest promotional prices of its value-focused furniture competitors, or about 20% to 25% lower than their listed prices.
The company said it relied on “a customized sales strategy, long-standing sourcing relationships and efficient supply chain” to keep prices low, according to the filing. It carries roughly one-third fewer products than value-oriented competitors but orders larger quantities, the filing said.
It is also trying to differentiate itself from other furniture retailers with faster delivery. Instead of customers having to wait weeks or months, most purchases can be delivered in as little as three days, the company said in the filing.
Speaking to CNBC, Chief Financial Officer Carl Lukach said Bob’s plans to add to both existing and new markets with its new locations. It plans to open stores in already high-density areas, such as the Midwest and New England region, while also expanding to new states this year, including South Carolina and Tennessee.
