Trump Home
Trump Home is a Trump Organization home-furnishings brand that has licensed furniture, mattresses, tabletop products, lighting, rugs, bedding, bath items, and home fragrances.
Last updated August 25, 2026
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History
Trump Home originated as a licensing-based furniture venture associated with Donald Trump and The Trump Organization. The brand was announced with Lexington Home Brands in September 2006 as a proposed luxury furniture line. Trump stated that he would be involved in the design process, linking the new business to the luxury positioning of his real-estate enterprises. The collection was unveiled in March 2007 at Thomasville Furniture in North Carolina and launched commercially on July 19, 2007, at Macy's flagship store in New York. The initial assortment contained two furniture lines with distinct design directions. Westchester used a formal, traditional vocabulary characterized by substantial scale and decorative materials, while Central Park adopted a more modern interpretation influenced by Art Deco. The products became available through selected Macy's stores and other retailers. Related licensing arrangements covered rugs from Miresco Decorative Rugs and lighting from ELK Lighting. In 2008, Trump Home announced the Mar-a-Lago collection, named after Trump's Palm Beach property, and a separate home-accessories and room-decoration partnership with Imax. By that time, the main furniture collections were sold through hundreds of United States retailers and in more than 15 international territories. The brand continued to add categories. In 2009, it partnered with Serta to create Trump Home mattresses. The range included 12 innerspring beds and five specialty models, manufactured for the United States and Canada. Canadian distribution was handled exclusively through The Brick at launch. A higher-priced Luxury mattress collection followed in 2010. The same year, Trump Home by Rogaska introduced tabletop crystal produced by a Slovenian manufacturer. By 2011, the portfolio also included candles and fragrance diffusers from Aquiesse, with bath and bedding products planned through additional licensing relationships. The first major contraction came in 2011, when Lexington Home Brands decided not to renew its Trump Home license. The original Westchester and Central Park products were consequently discontinued. Trump Home nevertheless continued pursuing new categories and partners. In 2012, it announced a collection of flooring, wall paneling, and custom wood furniture manufactured by New York-based Archetypal Imagery and distributed through ABC Carpet & Home. The company also entered a bedding arrangement with DOWNLITE and continued developing its Serta mattress business, including the iSeries collection introduced in 2012 and redesigned by 2014. In 2013, Trump Home partnered with Dorya International to create a 50-piece contemporary furniture collection. Dorya manufactured the pieces at its facility in Manisa, Turkey. The range was scheduled for presentation in Istanbul in February 2014 and at the High Point Market in North Carolina in April 2014, with plans for broader international distribution. The brand's international presence included two Trump Home galleries opened in the United Arab Emirates in June 2015. The Dorya collection was expanded by 70 pieces in October 2015, with participation from Ivanka Trump's design team. Political events substantially affected the brand's licensing and retail network. After Donald Trump launched his presidential campaign in 2015 and made controversial comments about Mexican immigrants, Serta announced that it would not renew its Trump Home agreement when it expired at the end of that year. In December 2015, after Trump called for a ban on Muslims entering the United States, Lifestyle suspended sales of Trump Home products in 195 stores across the Middle East, North Africa, Pakistan, and Tanzania. Dorya's leadership said in October 2015 that international sales had not yet been affected by the campaign or Trump's comments. After Trump's election in November 2016, additional retailers stopped carrying the brand. Wayfair discontinued its Trump Home listings, while Bellacor removed the products after being targeted by the anti-Trump GrabYourWallet campaign. Sears Holdings confirmed in February 2017 that Sears and Kmart had removed all 31 Trump Home items from their online stores. HSN had also ceased selling the products, although it said the decision was not politically motivated, and Bed Bath & Beyond discontinued Trump Home lighting in March 2017. The available reference material does not establish whether Trump Home remains active, has continuing licensees, or has formally ceased operations.
- 2017
Major retail delistings reported
[1]Sears, Kmart, and Bed Bath & Beyond removed remaining online or lighting products, following other retailer withdrawals.
- 2015
International galleries open and licensing pressure increases
[1]Two United Arab Emirates galleries opened, while Serta and Lifestyle moved away from the brand amid controversies connected to Trump's presidential campaign.
- 2013
Dorya furniture partnership announced
[1]Dorya International became the manufacturing partner for a new contemporary furniture collection.
- 2012
iSeries mattresses and new interiors categories
[1]Trump Home introduced its iSeries mattress range with Serta and announced flooring, paneling, and custom wood products.
- 2011
Lexington license ends
[1]Lexington Home Brands did not renew its agreement, ending production of the original furniture collections.
- 2010
Rogaska crystal collection launched
[1]Trump Home introduced a Slovenian-made tabletop crystal collection under the Trump Home by Rogaska name.
- 2009
Serta mattress partnership begins
[1]Trump Home entered the mattress category through a licensing partnership with Serta.
- 2008
Mar-a-Lago collection introduced
[1]Trump Home announced a furniture collection named after Trump's Mar-a-Lago property and expanded its international availability.
- 2007
Furniture brand formally unveiled and launched
[1]Trump Home was unveiled in March and launched at Macy's Herald Square in July with the Westchester and Central Park collections.
- 2006
Trump Home announced as a luxury furniture line
[1]Donald Trump and Lexington Home Brands announced plans for a Trump-branded luxury furniture line.
Products and positioning
A luxury-oriented, name-led home and interior furnishings brand associated with Donald Trump's real-estate image and distributed through manufacturing and retail licensees.
Furniture · 2007
Westchester
One of Trump Home's two launch furniture collections, Westchester was positioned as a formal and traditional line. Its visual language relied on substantial proportions, burl-oriented materials, brocade-like upholstery, and decorative detailing. The collection was manufactured and distributed through Lexington Home Brands before that licensing relationship ended in 2011.
Furniture · 2007
Central Park
Central Park was the more modern of Trump Home's original furniture collections. It drew on Art Deco references and was described in contemporary coverage as a comparatively sophisticated interpretation of the brand's luxury positioning. Like Westchester, it was produced under the Lexington Home Brands license and discontinued after Lexington chose not to renew.
Furniture and home accessories · 2008
Mar-a-Lago
The Mar-a-Lago collection was named after Trump's private club and residence in Palm Beach, Florida. Announced in 2008, it extended the brand's property-linked luxury strategy and was accompanied by a separate Imax partnership for home accessories and room decorations.
Mattresses · 2009
Trump Home mattresses by Serta
The Serta collaboration launched in 2009 with 12 innerspring mattresses and five specialty models for the United States and Canada. The range was followed by a Luxury collection and the iSeries line, which was later redesigned. Serta ended the licensing relationship after announcing that it would not renew the agreement at the end of 2015.
Tabletop crystal · 2010
Trump Home by Rogaska
Trump Home by Rogaska was a tabletop crystal collection introduced in 2010. The products were manufactured by a Slovenian company and represented the brand's extension from furniture into decorative dining and entertaining products.
Contemporary furniture · 2014
Trump Home by Dorya
The Dorya collection was a contemporary furniture range developed through a partnership announced in 2013. The initial program comprised 50 pieces manufactured in Manisa, Turkey, and was presented in Istanbul and at High Point. It was expanded by 70 pieces in 2015 with participation from Ivanka Trump's design team.
Home decor · 2007
Trump Home home accessories
Beyond furniture, Trump Home licensed a broad range of decorative and household products, including rugs, light fixtures, candles, fragrance diffusers, bath products, bedding, flooring, wall paneling, and room accessories. Manufacturing was handled by specialist partners such as Miresco Decorative Rugs, ELK Lighting, Aquiesse, Hallmart Collectibles, DOWNLITE, Archetypal Imagery, and Imax.
Controversies
2016
Retailer withdrawals after Trump's election
Wayfair, Bellacor, Sears, Kmart, HSN, and later Bed Bath & Beyond discontinued or stopped listing Trump Home products amid political controversy and changing retail decisions.
2015
Retail and licensing backlash following campaign statements
Serta and Lifestyle ended or suspended their Trump Home relationships after Donald Trump's presidential-campaign statements about Mexican immigrants and Muslims. The decisions made the brand's political association a significant commercial issue.
Marketing campaigns
- 2016GrabYourWallet retail pressure campaign
United States
The anti-Trump GrabYourWallet campaign targeted retailers carrying products associated with Donald Trump, including Bellacor's Trump Home listings.
Outcome. Bellacor discontinued Trump Home products after being targeted, while other retailers also removed products during the same period.
Brand decisions
2015
Serta chooses not to renew its mattress licenseOtherBackground
Serta responded to Donald Trump's campaign statements about Mexican immigrants and said that it valued diversity and did not endorse the statements.
Action taken
Serta announced that it would allow the Trump Home licensing agreement to expire without renewal at the end of 2015.
Aftermath
The Serta mattress relationship ended and removed one of the brand's principal licensed product categories.
2015
Lifestyle suspends regional distributionStrategyBackground
Lifestyle responded to Trump's December 2015 call for a ban on Muslims entering the United States.
Action taken
The Dubai-based retailer suspended Trump Home sales across its 195 stores in the Middle East, North Africa, Pakistan, and Tanzania.
Aftermath
The decision reduced the brand's retail presence across several international markets.
2013
Enter a new contemporary furniture partnership with DoryaStrategyBackground
After the end of the Lexington relationship, Trump Home sought a new furniture platform with an international manufacturing partner.
Action taken
The brand partnered with Dorya International to develop a 50-piece contemporary collection manufactured in Turkey.
Aftermath
The collection debuted in 2014, expanded in 2015, and supported the opening of Trump Home galleries in the United Arab Emirates.
2011
Replace the original Lexington furniture platformStrategyBackground
Lexington Home Brands chose not to renew its Trump Home licensing agreement, ending the original furniture platform.
Action taken
The Westchester and Central Park collections were discontinued while Trump Home pursued other product and manufacturing partnerships.
Aftermath
The brand shifted from its initial Lexington-led furniture program toward a broader, more fragmented licensing model.
Recent events
- 2017
Sears and Kmart remove Trump Home online listings[1]
Other
Sears Holdings confirmed that all 31 Trump Home items had been removed from the Sears and Kmart online stores as the retailers focused on more profitable products.
- 2017
Bed Bath & Beyond ends sales of Trump Home lighting[1]
Other
Bed Bath & Beyond discontinued Trump Home light fixtures after a broader period of retail delistings.
- 2015
Serta declines to renew Trump Home license[1]
Leadership change · Other
Serta said it would not renew its Trump Home agreement after Donald Trump's campaign comments about Mexican immigrants; the agreement was due to expire at the end of the year.
- 2013
Trump Home partners with Dorya International[1]
M&A · Product launch
Dorya agreed to manufacture a 50-piece contemporary Trump Home furniture collection at its Turkish factory.
- 2012
Trump Home expands into flooring and custom wood furniture[1]
Product launch
The brand announced a partnership with Archetypal Imagery covering flooring, wall paneling, and custom wood furniture for sale through ABC Carpet & Home.
- 2012
Trump Home and Serta launch the iSeries mattress collection[1]
Product generation · Product launch
The partners introduced a new Trump Home iSeries collection through Serta stores, later redesigning the range.
- 2011
Lexington ends its Trump Home licensing relationship[1]
Other
Lexington Home Brands declined to renew its license, and products from the original Westchester and Central Park furniture lines were discontinued.
- 2010
Trump Home introduces Rogaska tabletop crystal[1]
Product launch
A Slovenian manufacturer produced the Trump Home by Rogaska tabletop crystal collection.
- 2009
Trump Home enters the mattress category with Serta[1]
Product launch
Trump Home and Serta introduced a mattress collection comprising innerspring and specialty models for the United States and Canada.
- 2008
Trump Home expands internationally and introduces the Mar-a-Lago collection[1]
Product launch
The brand announced a third furniture line named after Trump's Mar-a-Lago property and was reported to have entered more than 15 international territories.
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