Living room showcase, bright oudoor setting in the background, from MG+BW Home Furnishings. A sectional sofa is front and center.

Affirm cuts friction and adds comfort for premium furniture customers

Mitchell Gold + Bob Williams Home Furnishings (MG+BW) is a premium home furnishings brand that aims to make the world a more comfortable place for all. The company achieves its goal in part by elevating American craft and design, focusing on sustainability and healthy homes.

Founded in 1989 by two entrepreneurs Mitchell and Bob, the company maintains its headquarters and factories in North Carolina, with stores around the country and a digital presence at The forward-thinking designs and quality of the furniture have won loyal customers.

“Our customers create high quality one-of-a-kind pieces that meet their needs” said Chief Marketing Officer Emily Xu. “By providing customers abundant options to customize their furniture, we celebrate home as a personal journey.”

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The MG+BW emphasis on customer satisfaction and value of comfort and choices helped influence their decision to offer a pay-over-time option with Affirm.

2-panel bar highlighting sales stats success with Affirm

Xu said that the premium quality of MG+BW products can seem inaccessible for younger shoppers, but partnering with Affirm has helped combat that perception. “Affirm has broadened our access to shoppers—especially the younger generations—who may not want to pay for things with yet another credit card,” she said. “That’s one thing we love about Affirm.”

She and her staff also loved the solid results they saw in the first two months after implementing Affirm. Nearly a third of transactions with Affirm (30%) were in the 18-34 age group. Xu also said the AOV on Affirm orders was 60% higher than orders made with a regular credit card, adding a 3% lift in incremental revenue.

MG+BW‘s e-commerce business has more than doubled in the last year as people invested more in their homes. The company also launched a virtual design service during the pandemic that lets shoppers work with their designers anytime and anywhere to add more function and comfort to their homes. Xu said adding Affirm to the site’s checkout complements the flexibility and innovation that MG+BW wants as part of their customer experience.

“The ease of use that comes with Affirm is really fantastic,” Xu said. “And giving people more flexibility in how they want to pay is a very customer-centric approach that overcomes some hurdles in buying big-ticket items. Having this payment option with Affirm removes some friction in our customer journey, and that’s an important pillar for our growth.”

Learn more how Affirm can help grow sales for your business.

Callout quote from Emily Xu of MGBW Home Furnishings highlighting their success with Affirm.