Madison, WI-based Dwellings opened as a locally-owned furniture store and design studio in the early 1980s, and is now run by the founders’ daughters, Jennifer Haley and Julie Umhoefer. Renamed Dwellings in 2011, the shop has been a longtime member of the Rowe family of retailers for much longer. The shop specializes in custom, American-made furnishings and now includes a brand new showroom as of 2019 that is inspired by the layout of our Rowe showroom in North Carolina. The owners’ goal is to create a fun, friendly and stress-free environment with abundance of creativity and products to inspire unique home interiors.

“As two sisters, we have literally ‘grown up’ in the furniture industry.”

2924 Hardrock Rd, Madison, WI 53719, United States

Special Services:

We are always offering our $150 design consultation service. This includes an in-home visit, all design time needed for the project, and a complete presentation to the client of our ideas.

Dwelling’s Top Tips to Support Local Biz:

Give your local stores a chance! They often have prices and quality you can’t get with online shopping. Your visit will be rewarded by your experience.

What makes your shop unique?

We are always in search of small companies for accessories, unique textiles (which is why we LOVE Rowe), and items/combinations to take the customer out of their "comfort zone." Oftentimes, people come in thinking they know what they want and are inspired to completely change their thoughts. Our affordable in-home design services also differentiate us from others.

How does your shop make customers feel?

Our store is fresh, upbeat, and unlike "big-box" stores. We have polished concrete floors, brick walls, hanging light fixtures, and refreshing textiles on our upholstery. People immediately realize that this is a unique shopping experience, different from anywhere else in town. We LOVE color and aren't afraid to show it!

What's on your store playlist?

Anything from pop to acoustic to soft jazz.

What are you looking forward to showcasing next season?

New samples will be arriving with the freshest colors, textures and styles. We are excited to continue to show people what is really out there in the world of furniture!

If we pop into your store at any given moment, we’re sure to see…

We’re always getting in new things, working with new people, and moving things around on the floor! You will also see customers getting inspired and excited about their own spaces. We LOVE providing inspiration to people and giving them ideas they have never thought of as possible in their own homes.