17.–23.01.2022 #immcologne

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Interior design

The best online shops for furnishings and decor

Until several years ago, the assumption was still that furniture would not sell well online. Since then, it has become abundantly clear that the opposite is true. Whether it’s a new bed, quirky decor for the living room or a complete home makeover, the range of online shops in the world of interior design is almost infinite. As a result, it is increasingly important for furniture manufacturers and retailers to ensure they are correctly positioned in the e-commerce sector.

Woman with laptop

With an almost endless range of online interior design shops, interior designers and customers are spoilt for choice.

Furnishing ideas: five inspiring online shops

Online retail is growing steadily in the interior design sector and is highly competitive. IKEA, OTTO, Amazon and many other suppliers have been racing for years to be the leaders in online shopping. Amid this endless choice, customers and manufacturers alike often find it difficult to keep abreast of developments. Online retail in the furniture industry will continue to grow and make up a large proportion of sales in future.

And yet, given that in order to set up its own online sales system, a business needs plenty of money and staff, the big players in the interior design industry will continue to be at a clear advantage. As a result, it is even more important for interior designers and manufacturers without their own online shop to find the best placement for their furniture pieces. We have selected five interior design platforms to suit various needs and requirements.

Garden furniture from Westwingnow

Get that holiday feeling on your own patio – Westwingnow offers a wide range of furniture and accessories for outdoors as well as indoors. Photo: Westingnow

Milanari: an interior design journey across the globe

From oriental lamps to shabby chic furniture – Milanari offers lots of quirky rarities from around the world, as well as classic basics, and is still a little-known secret in the interior design sphere. Alongside rattan and bamboo furniture, at Milanari you can find nautical-style decorative cushions, minimalist lounge chairs and pale wood stools.

Founders Jutta Syben and Nicole Mahnel place particular emphasis on quality and authentic materials. This is reflected to some extent in the prices, with many of the pieces of designer furniture and accessories selling for four-figure sums. That said, the range for smaller budgets is also diverse and includes plenty of unusual individual pieces.

Westwing & Westwingnow: online shop and exclusive club

In 2011 Delia Fischer founded the exclusive online shopping club, Westwing. Registering by e-mail is quite straightforward, and once part of the club, members can enjoy an ever-changing range of interior inspiration and designer furniture at discounted prices.

The shopping club also has a sister shop, Westwingnow , where Delia Fischer offers a permanent range of high-end furniture and home accessories for indoors as well as outdoors. This includes well-known brands such as HAY and MENU, as well as smaller labels. The products are categorised under various themes, like “living by the sea” or “Asia style”, so customers can quickly and easily find the perfect vase to match their new sofa.

Minimarkt: from small concept store to online shop

Established in 2011 as a small concept store in Hamburg’s trendy Schanzenviertel district, Minimarkt has since become one of the go-to destinations for high-end, unconventional interior design. Alongside a small selection of designer furniture, owner Xenia Ast has specialised in home accessories, with a particular emphasis on sustainably manufactured products and small to medium-sized labels, which she discovers as she travels around Europe. Her focus is very much on the Scandinavian style, with its characteristic straight lines.

In addition to this, through her interior design agency she is now passing on her many years of experience in interior design, advising furniture producers and designers on brand development, distribution and communication.

Blue sofa from the brand Muuto

For anyone looking for luxury and that certain something, Amara has the trendsetters in the interior design sector. Photo: Muuto

Amara: luxury as far as the eye can see

Amara carries luxury designer homeware from labels such as Muuto, Ted Baker and Versace. With a range of more than 300 brands, it offers interior design inspiration for indoors and outdoors, and from the kitchen to the living room. Every week, new collections and trends for interior living are showcased in the online shop. Thanks to close collaboration with various designers, Amara also regularly offers unique, limited-edition designer pieces.

Wayfair: a wide choice to suit every budget

In the USA, Wayfair has for a long time been one of the most successful online sellers in the interior design sector. The online shop is enjoying increasing popularity in Germany too, thanks to its diverse product range. From furniture and decor to kitchen devices, carpets and even irons, it offers customers everything they need for their home. Wayfair draws on a wide choice of products from different manufacturers to suit any budget, enabling it to meet the needs of a broad range of customers.

Choose the right online shop

The variety of online shops just goes to show that there is a suitable platform for every designer and producer, through which to sell their pieces. It is important not only to have an online presence in general, but also to ensure that products are easy to find and properly positioned . As the saying goes, birds of a feather flock together. A mid-priced piece of furniture will not sell as well in an online shop exclusively for high-end, luxurious designer brands and vice-versa.

Still looking for the right online shop? At ambista , customers and producers can always find the latest trends in interior design.