About Us

Our History

At age 16, our Founder, Larry Kozin had luckily entered the furniture industry as he worked at his friend’s father’s furniture store in 1973 unloading trucks and helping overflow customers on weekends. He was trained by Art Van in professional furniture selling, dropping out of University of Michigan in 1977. Furniture was always with success, as he mentored under Henry Kraus of Electropedic Beds until Mr. Kraus loaned him the money for his first store ownership in 1982. This family-run business continues to operate out of the same location in San Juan Capistrano, California, by Larry’s son. Over the course of more than 40 years, Larry could count on Furniture and Mattresses to provide his bread and butter. Knowing how difficult it is to enter into furniture, Larry began a crusade to recruit brokers nationwide to learn just how profitable and successful the furniture industry really is.

Our Vision

To provide the person with the Entrepreneurial spirit a vehicle to replace a full time income or create financial freedom by utilizing a simple, proven and successful business model. Experienced in business or not will not be a factor in your journey. By diligently working a program that has worked for many before you, can assure you the resources to attain anything and everything you desire.

There is nothing wrong with trying to create JOBS, however iDealFurniture believes that there has never been a better time to leave the insecurity of being an employee and join the ranks of the self-employed Americans with the entrepreneurial spirit that makes our Country great. We have revolutionized the traditional furniture business, eliminating the risk and overhead normally associated with a retail location. And now with over 34 years of experience, we have the resources, buying power and proven strategies to empower you with a way to make 6 or 7 figure dreams become your reality.

Our Mission

Our Pledge is to consistently exceed our Owner’s expectations, provide superior value and long term support while maintaining the highest ethical standards. The company recognizes that the professionalism and dedication of each staff member are keys to the Owner’s success.

  • To reduce the amount of startup costs involved in starting a business, enhanced and expedite growth and profitability.
  • To promote your business through innovative, inexpensive and FREE methods of advertising while keeping operating costs to a minimum.
  • To provide quality merchandise to your clients at bargain prices while still remaining profitable.
  • To undercut the competition because you don’t have the overhead and expenses of retail rent, utilities, payroll, traditional advertising, etc.

Our Objectives

By following our system and working a proven action plan, it is our opinion that Return on Investment should take place within a short period of time from the start of operations. The income you desire on a weekly, monthly and annual basis will be indicative of the time and effort you put into your business. Our objective is to provide a 100% turnkey package which includes training, support, infrastructure, professional website, inventory and much more.


FOUNDER – Larry Kozin

Larry Kozin is very involved with his businesses, family, and helping others. He is the Founder and CEO of: NewEconomyMarketingGroup, Inc. Holdings, include many other companies he founded, including iDeal Furniture, with over 100 locations, Perfect Dreamer Mattress, BigTicketBroker, KozyFurniture, FurnitureBroker and many others in different stages of development. Through these involvements and putting his life experiences and skills into practical application, Larry has built sales teams of thousands of individuals in multiple organizations. He also currently serves as CEO of the Furniture Chamber of Commerce.

Previously, Larry founded and served as President of the National Chamber of Commerce and Federal Chamber of Commerce from 1999-2002. He also founded the MainStreetChamber of Commerce in 2006, serving as  CEO until its sale in 2014, after establishing over 150 chapters. He also owned and/or operated over 250 mattress and furniture stores, while his ex-wife and son have operated the original conception out of the same residence in San Juan Capistrano, California since 1982.

Today, Larry is excited to keep broadening his horizons and growing through helping others. Showing individuals how you can blend spirituality with business ownership and create multiple streams of income with better results in less time is the foundation of much of his work—as well as what allows him to be involved in so many opportunities. He is also a co-author for the upcoming book, Cracking the Code to Success, with renowned author and sales expert Brian Tracy. 

Larry lives in Los Cabos, Mexico, with his wife Angie and their beloved gato, Kozy!

CEO – John Bellave

John has demonstrated his passion to improve lives by empowering entrepreneurs with innovative products, rewarding business opportunities and an enriching and uplifting culture.

He has assembled a seasoned and passionate leadership team that has the company’s Network Partners best interest in mind. John realizes the long-term success of iDealFurniture is directly related to the success of its team. He has surrounded himself with a team of veteran leaders and visionary thinkers poised to take iDealFurniture to the top of the industry. An ambitious goal no doubt, but one that the entire team shares and will pursue with unbridled passion, while honoring the company’s values and goals with absolute integrity.

John’s entrepreneurial spirit and leadership help drive the vision of iDealFurniture.  A dynamic speaker, he is well respected in the relationship marketing industry and is considered by many, to be one of the most effective trainers and motivators in the industry.

John’s experience, passion and vision will allow for future expansion into some of the strongest markets in the world.


Angie brings over 7 years of furniture & mattress industry experience to iDealFurniture. Angie understands and served as a local iDealFurniture Broker and also served as Vice President of a large custom furniture chain in Las Vegas.

Prior to the furniture business, Angie served as the Office Manager of a prestigious, New York Dental practice for 15+ years and brings that organizational experience and leadership to iDealFurniture.

She is a world class furniture designer, and an expert at showroom layout strategies. Angie also brings to iDealFurniture; humor, organization, professionalism and that Team Player mentality.


A 15 year IT veteran with a wide range of skills and experience, is a man who somehow manages to combine high levels of experience and competence in the IT world, with a down to earth and easy to talk to demeanor. One of those rare individuals who really understands the nuts and bolts of technology, and who can also sit down and talk business with anyone. Able to take complex topics and make them easy for anyone to understand, Sean is the perfect CTO who has the ability to Plan, procure, and implement robust networks for any size operation, and who can also then keep them running, train a staff to keep running, or just let the boss know what “needs to be done”. Sean is a subject matter expert on; Web Design and Development, Programming, Server Operating systems (Microsoft, Unix, Etc), Personal Computing, Networking, Internet Hosting.

For a business that loves technology as we do, Sean is a fantastic asset to our team, and is a cornerstone of our plans for the near future.