Seattle's victory in Super Bowl XLVIII has cost a Houston furniture store mogul about $7 million.
Jim McIngvale is the owner of one of the nation's largest independent furniture stores, Gallery Furniture.
He promised customers who spent at least $6,000 in the past two weeks, and took delivery before Sunday's game, that he'd refund their purchase cost if Seattle won.
The Seahawks routed Denver 43-8.
McIngvale said Monday his accountant is "pulling his hair out" and that the promotion was not covered by insurance.
McIngvale said he didn't do well financially, but did build his brand.