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International DIY News expands into Germany

Made website

Designer furniture brand has entered the German market with the launch of its local website. Made now operates in five countries in the European market.

Made’s key learning from its entry into the Netherlands, Italy and France is that the internet has democratised design, with Made's customer proposition of unique, design-led furniture at affordable prices having international appeal. The German website carries the full UK range.

Made's social showroom, Unboxed, has also been launched in Germany and is reportedly proving popular, allowing new customers to see how existing ones from other countries have utilised Made’s products to style their homes.

Made offers key differentiations, including original design direct from the makers and a fast-fashion model which allows for two new product collections a week as opposed to the industry average of two a year.

Entry into Germany has been achieved utilising existing infrastructure. The German market will be serviced from Made’s existing logistics hub in France, which has already proven its ability to service customers in Italy and the Netherlands, and has sufficient capacity for further European expansion.

Ning Li, chief executive of, comments: “We have long coveted a presence in Europe’s largest furniture and homewares market, worth an estimated £35b, with all of our learnings from our international expansion to date reflected in our successful German launch. Made’s International sales are fast approaching 30% of group revenues in less than three years, demonstrating that our team can execute our plans brilliantly.

“Made now has a proven highly-scalable platform, increasing brand awareness across Europe and a refined and improved template for further international expansion, as we progress towards our mission to be the number one destination for home design.”

Source : Paul Farley - Furniture News

17 June 2015

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