City Furniture rebrands to provide an all-in-one home shopping experience
Home has always meant something. But what we expect from it, and what it takes to put one together, has quietly shifted.
Today, a home has to earn its keep in countless ways. The spare bedroom doubles as an office. The living room acts as a movie theater on Friday nights. The kitchen isn’t just where meals happen; it’s the backdrop for everything else, too. And the decisions that shape those spaces feel heavier now, because we’re living inside them in a way we weren’t before.
City Furniture has been a fixture in South Florida for more than 50 years. The company got its start in 1971 when founder Kevin Koenig opened a 900-square-foot waterbed store in Fort Lauderdale with $1,500 in savings. After more than two decades of growth, Waterbed City evolved into City Furniture in 1994, broadening its offering to encompass full home furnishings.
This past June, however, the company re-emerged as City Home, a relaunch that reflects both where home retail is headed and what Florida homeowners have actually been looking for.
The new concept expands well beyond furniture, adding appliances, custom cabinetry, closet systems, kitchen design, and connected home technology to a single showroom experience. Rounding it out are interior design services, connected home installation, and dedicated support for builders and designers. The idea is simple: stop coordinating across a dozen vendors and start checking everything off in one place.
“City Home is more than a new name. It’s a new way to shop for home in Florida,” said Andrew Koenig, CEO of City Home. “Our customers are looking for more than furniture. They want an easier, more inspiring way to create a home.”
The research backs that up. A 2024 Furniture Shopping Trends study found that homeowners visit an average of three stores and browse three different websites before committing to a single purchase. That’s a lot of legwork for what should be a rewarding process. City Home is designed to shorten that runway.
“[We are bringing] together more of the categories and services customers need, from the kitchen to the closet to the living room, under one roof,” Koenig said. “City Home is your first stop for all things home, helping people create spaces that are beautiful, functional, and made for real life.”
City Home debuted first at the Plant City and Clearwater showrooms, with a full rollout to additional Florida locations through 2026 and into 2027. The company operates more than 25 showrooms across the state, along with 14 Ashley locations as the brand’s Southeast and Southwest Florida licensee.
At its core, the relaunch is an evolution rather than a departure. The 5% Giving Pledge and 2040 Green Promise remain central to how the company operates, and the quality and value that built the brand over five decades carry forward intact.
For Florida homeowners, City Home arrives at the right moment. The appetite for a more considered, more complete approach to home has only grown, and the expectation of what a retail experience should deliver has risen to meet it. City Home is the answer to a question the market has been asking for a while.
