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Sofa Mart Is Gone: 5 Shocking Changes Inside Furniture Row's Rebrand To FR Living In 2025

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The iconic name "Sofa Mart" is officially fading into history, marking one of the biggest transformations in the Furniture Row Companies' structure in decades. As of late 2025, the specialized retailer that was the go-to for couches and sectionals has been rebranded and is now operating under the new banner: FR Living. This is more than just a name change; it represents a strategic shift in how the massive, family-owned furniture conglomerate approaches modern interior design and the clustered shopping experience it pioneered. This deep dive reveals the five most significant changes and the vision driving the multi-million dollar rebrand, from its founder's legacy to the hottest 2025 design trends.

The transition to FR Living is a direct response to evolving consumer demands for a more holistic, curated shopping experience that extends beyond just the sofa. With a major new location grand opening in West Jordan, Utah, announced for November 2025, the company continues its aggressive national expansion, proving that its unique retail model—housing four specialty stores under one roof—remains a dominant force in the home furnishings market.

The Visionary Founder and Current Leadership Profile

The sprawling success of Furniture Row Companies, and by extension, the evolution of Sofa Mart into FR Living, is rooted in the vision of its founder, Barney Visser. A true American entrepreneur, Visser established the company on a foundation of specialized retail, which allowed customers to shop for specific needs—like a sofa, a mattress, or an oak table—in distinct stores located side-by-side.

  • Name: Barney Visser
  • Role: Founder and Owner of Furniture Row Companies
  • Birth Year: 1949
  • Background: Denver native and Vietnam veteran
  • Business Philosophy: Pioneered the "Furniture Row" concept, which clusters specialized home furnishings retailers (Sofa Mart, Oak Express, Denver Mattress) into a single, convenient shopping center.
  • Notable Endeavor: Owned and operated the successful Furniture Row Racing team in the NASCAR Cup Series, demonstrating his competitive and ambitious spirit.

While Barney Visser remains the owner and foundational visionary, the company's daily operations and strategic direction are overseen by the current executive team. Dan Visser is listed as the Chief Executive Officer (CEO) of Furniture Row Companies in 2025, leading the charge on the new FR Living rebrand and the company's continued national growth, which includes 111 locations across the United States as of November 2025.

1. The Strategic Rebranding: From Sofa Mart to FR Living

The most immediate and impactful change for shoppers is the disappearance of the Sofa Mart name. This is not a closure but a strategic re-alignment to better reflect the store's actual product scope and modern interior design trends. Sofa Mart is now officially operating as FR Living.

The original name, Sofa Mart, was highly specific but potentially limiting. The new name, FR Living (Furniture Row Living), signals a broader focus on the entire living room experience. FR Living still serves as the company's dedicated hub for upholstered furniture, but it now emphasizes a complete package, including occasional tables, entertainment centers, and accent pieces that tie the whole room together. This move positions the store as a comprehensive living space solution provider, not just a sofa warehouse.

2. Embracing the 2025 'Driftwood and Lace' Design Trend

The 2025 Annual Catalog reveals that FR Living is heavily leaning into a sophisticated, nature-inspired aesthetic, encapsulated by the "Driftwood and Lace" trend. This focus is a significant departure from older, more traditional collections, providing a fresh look for customers seeking contemporary design.

  • Driftwood: Represents the use of natural tones and textures, such as light-washed woods, linen-look fabrics, and organic materials. This trend connects the living space to the natural world, promoting a sense of calm and relaxation.
  • Lace: Symbolizes the softer side of modern design, incorporating plush textures, soft curves, and intricate detailing in upholstery and accent pieces. This helps to balance the rustic feel of the 'Driftwood' elements.
  • Color Palette: Alongside this, the company is highlighting rich tonal layering and colors like "Mocha Mousse" and high-contrast designs, moving away from simple beige or gray palettes to a more saturated, expressive look.

For FR Living, this means a curated selection of sectionals, leather couches, and accent chairs that feature these coastal-inspired decor elements and natural linen textures, ensuring their inventory is on the cutting edge of 2025 interior design.

3. The Evolution of the Furniture Row Cluster Model

The core strength of Furniture Row Companies has always been its specialized cluster model, where customers can find four distinct retailers in one location. While Sofa Mart is now FR Living, the overall structure of the four specialty stores remains intact, offering a streamlined, one-stop shopping experience that is a major competitive advantage over big-box retailers.

The four main entities operating within the Furniture Row cluster are:

  1. FR Living (formerly Sofa Mart): Focus on upholstered living room furniture, occasional tables, and entertainment centers.
  2. Denver Mattress Co.: Dedicated to mattresses, bedding, and sleep accessories, known for manufacturing its own products.
  3. Oak Express: Specializes in wood furniture for dining rooms, home offices, and other case goods.
  4. Bedroom Expressions: Dedicated to bedroom furniture, including beds, dressers, and nightstands.

This model allows each store, especially the newly branded FR Living, to maintain a deep, specialized inventory while benefiting from the traffic generated by the other popular stores like Denver Mattress Co. The recent expansion in West Jordan, Utah, in late 2025 is a testament to the continued success and scalability of this unique retail strategy.

4. A Renewed Focus on Upholstery Technology and Comfort

As FR Living, the store is placing a renewed emphasis on the technology and quality of its upholstered furniture. The 2025 catalog and market trends point to a demand for both functionality and aesthetics in modern seating.

This includes an increased focus on:

  • Performance Fabrics: Upholstery that is durable, stain-resistant, and easy to clean, appealing to families and pet owners.
  • Reclining Sectionals: Advanced motion furniture with power reclining, USB charging ports, and adjustable headrests, blending comfort with technology.
  • Sustainable Materials: Incorporating natural look textures and materials that align with the eco-conscious preferences of 2025 consumers.

The change to FR Living allows the brand to market these technological and material advancements more effectively, shedding the older "mart" image for a more sophisticated "living" concept.

5. The Future of the Customer Experience

The final shocking change is in the overall customer experience. By rebranding to FR Living, the company is signaling a shift from a transaction-focused model to a design-assistance model. The goal is to make the process of furnishing a living room feel less like a chore and more like a collaborative design project.

Sales associates at FR Living are being trained to help customers coordinate their upholstered pieces with the occasional tables and entertainment centers—products now consolidated under the single FR Living banner. This integration ensures that a customer buying a new sectional can seamlessly find a matching coffee table and media console that all align with the latest 2025 trends like 'Driftwood and Lace' and 'soft curves'. The rebrand is a clear move to elevate the in-store experience, positioning FR Living not just as a place to buy a sofa, but as the destination for designing a complete, modern living space.

Sofa Mart is Gone: 5 Shocking Changes Inside Furniture Row's Rebrand to FR Living in 2025
sofa mart furniture row
sofa mart furniture row

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