TAMARAC, Fla. — Top 100 retailer City Furniture is rebranding to City Home to reflect an emphasis on the whole home, and CEO Andrew Koenig told Furniture Today that the new name is the retailer’s answer to changes in the home retail experience.

That added emphasis means the Tamarac, Fla.-based retailer is adding a slew of new categories, including appliances, closets, home electronics, bath, fitness, kitchens and a full connected home assortment. Customers can also access an expanded suite of services, including interior design, custom cabinetry and storage solutions, connected home installation and dedicated trade services for builders and designers.

“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.”

It’s the second major evolution for the retailer, which got its start when brothers Keith and Kevin Koenig founded Waterbed City in 1971. In 1994, it rebranded to City Furniture, reflecting the shift away from waterbeds in the 1990s. This launch reflects a broader shift in home retail toward more integrated, end-to-end solutions that simplify the customer experience.

“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 City Home name and expanded concept debut at the company’s Plant City and Clearwater showrooms, with a full rollout to additional Florida locations throughout 2026 and into 2027. Beginning immediately, customers will start to see the new City Home logo icon across the brand, along with bold bright red trucks on the road that bring the new identity to life. Other touches, including fresh-baked cookies and a wine bar set the tone: This is a place to linger, explore and leave inspired.