Case study · Wayfair + Home24 + eMAG
4 new markets in 9 months for a furniture manufacturer
An upholstered furniture manufacturer with a strong position in Polish wholesale wanted to diversify into international B2C channels. Within 9 months we launched sales on home & living platforms in four new countries, without building local structures.
The client
- A Polish upholstered furniture manufacturer with its own factory
- Previously B2B only (wholesale, furniture chains), zero foreign B2C channels
- Name withheld at the client’s request; numbers published with consent
Starting point
- Product data in spreadsheets: none of the attributes platforms require
- Oversized logistics: furniture does not fit standard fulfillment models
- No experience with home & living platforms (Wayfair, Home24)
Strategy
Our approach: step by step
In furniture, platform entry is decided by product data and logistics, not advertising. So the first months were groundwork: catalog, dimensions, photos and an oversized shipping process.
Months 1–3
Catalog & product data
- Catalog structuring: attributes, dimensions, materials, fabric variants
- A packshot and interior photo session compliant with Wayfair and Home24 requirements
- One source feed in Apilo powering all platforms
Months 2–4
Platform onboarding
- Applications and onboarding at Wayfair and Home24 (both select their suppliers)
- Oversized delivery setup: furniture carriers, delivery times per country
- A price-with-delivery policy consistent across platforms
Months 4–9
Market launches & scaling
- Entry order: Germany (Home24), then Wayfair DE/AT, finally eMAG (RO)
- Content localization into German and Romanian
- Assortment expansion based on sales data from the first collections
Ongoing
Operations & reports
- Returns and transport damage monitoring (the key cost in oversized items)
- Weekly KPIs: sales per market, margin after logistics, production lead time
Results
- 4 markets
- new countries in 9 months
- 3
- home & living platforms: Wayfair, Home24, eMAG
- 1 feed
- one source catalog powers every channel (Apilo)
The factory did not change a single production process; the entire expansion happened in the data, logistics and platform layer.
„For years we said eCommerce would not work in furniture because of the oversized items. It works; you just have to start with data and logistics, not with ads."
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We know how to bring oversized items to home & living platforms. We will analyze your catalog and logistics for free.