In an exclusive interview with Sara Nilsson, CEO and part-owner of Stommen Group, InteriorDaily gained valuable insights into the company's history, current market strategies, and future plans as it navigates a challenging global landscape. From its origins in Sweden to its international expansion, Nilsson shared how the company has grown and adapted to shifting industry dynamics.
A legacy of growth and innovation
Stommen Group, which started as Furninova, in 1991, 35 years ago, has been a key player in the Scandinavian and global furniture industry. Nilsson's father was involved in the company from its early days, though he later became the sole owner. In 2001, Stommen Group expanded its operations by acquiring a factory in Poland, marking the start of a new era for the company.
'We bought a factory in Poland, and we now own 49% of it. This allowed us to start designing our own products and control production more closely,' said Nilsson. This step was pivotal, allowing Stommen Group to refine its product offerings and better meet customer needs.
Navigating a volatile market
Today, Stommen Group operates primarily in Scandinavia, Germany, Belgium, the Netherlands, and Canada. However, the company faces the same challenges that have affected many industries in recent years, including economic volatility and supply chain disruptions.
'The market is tough everywhere right now. The world is not the same as it was a few years ago,' Nilsson explained. While the pandemic boosted business for many furniture brands, it was followed by a rapid decline. 'We saw our all-time high during the pandemic, but things dropped pretty quickly afterward. It's difficult, and we're all feeling the pressure,' she added.
Despite these challenges, Nilsson remains optimistic, focusing on adapting to the changing landscape and ensuring that Stommen Group stays ahead.
New office and showroom: enhancing customer experience
One of the most exciting developments at Stommen Group has been the move to a new office and showroom in 2024. Nilsson explained that the decision to consolidate several companies under one roof was made to create a unified experience for both employees and clients.
'We moved to a new location in June last year. We now have a large showroom where all our brands are under one roof, and we can show them to customers in a more accessible way,' she said. The impact has been significant: 'More than half of the customers who visited the showroom initially bought from only one brand, but by the time they left, they were purchasing from multiple brands within our group.'
This change has not only streamlined operations but also improved customer satisfaction and sales.
The Salone debut and future plans
Looking ahead, Nilsson is particularly excited about Stommen Group's debut at the prestigious Salone del Mobile in Milan. The company has been trying to secure a space at the event for many years, and 2025 will finally see them showcase their products.
'We're not only focusing on selling at Salone; but, we also want to offer inspiration. We've designed our booth to resemble a home, with different areas like a living room, kitchen, dining room, bedroom, and terrace. It's about creating an experience rather than just showcasing products,' Nilsson said.
Beyond Salone, Stommen Group plans to attend several other fairs, including a significant outdoor furniture event, Spoga, in June and a second in-house fair in September. The company is also working closely with customers to develop products that truly meet consumer demands, with a new collection set for release in May 2025.
A bright future for Stommen Group
Despite the challenges, Nilsson's focus on customer relationships and innovative strategies positions Stommen Group for continued growth. 'We are working closely with our customers to co-develop products. In this competitive environment, it's essential to stand out by offering something unique.'
With a renewed focus on customer experience, product innovation, and global expansion, Stommen Group is poised to overcome industry challenges and continue its legacy of success.
For Nilsson, the key to thriving in an ever-changing market lies in adaptability. 'It's about listening to our customers and offering them not just products, but experiences that resonate with them,' she concluded.
Stommen Group's commitment to evolution ensures it will remain a prominent name in the furniture industry for years to come.
More information:
Stommen Group
Hallarydsvägen 56A
SE-285 39 Markaryd
[email protected]
www.stommengroup.com
Sweden