SONGMICS HOME is one of the world’s largest e-commerce specialists for small furniture. At MOW 2026 the company presents a second side of that business: a portfolio built specifically for stationary retail – with exclusive ranges, individual solutions and a B2B team that can be reached locally in Germany and Europe.
Why stationary retail gets its own portfolio
For years our ranges followed a single logic: B2C, online. It is a channel we know very well – and precisely for that reason we know where its limits are. Articles that are designed and calculated for online marketplaces cannot simply be moved onto the shop floor. The online price positioning is not reproducible in stationary retail, and what remains is too little room for the margins the trade needs to work with.
So we did not take the shortcut of pushing existing B2C bestsellers into the trade. Instead we adjusted our strategy: separate ranges, separate calculation, separate channel logic. This is not a departure from what SONGMICS HOME does well – it is an extension of it, built for a different point of sale.
How our exclusive B2B ranges are developed
Every product in the B2B portfolio comes from one of two development paths, and neither of them ends up in an online listing.
The first is a trend indicator path. Sales data from our online business shows us, with unusual precision, what end consumers are actually buying. Top performers are then reworked in design, material and colour into exclusive B2B variants – proven demand, but without an online equivalent to compare against.
The second is independent trend exploration. Signals from international furniture fairs in China, Milan, Paris and elsewhere, together with direct feedback on the gaps our partners see in their assortments, feed fully original developments that never touch online channels at all.
For the retailer, both paths lead to the same set of advantages: demand that has already been validated in the market, no online price comparison, a stable margin structure, and low after-sales risk. And we do not add a product to the B2B range until several retail partners have told us they need it.
Complete ranges, not single items
Stationary retail does not sell products, it sells rooms. That is why our B2B-exclusive articles are developed as scene-based product families – matching bedside tables, chests of drawers and beds for the bedroom, for example – so that a range can be displayed as a coherent living situation on the shop floor rather than as individual pieces on a shelf.
Local partners, local contacts
Whoever buys from us in Germany or Europe should be talking to someone in Germany or Europe. That is why we are building a dedicated B2B team here – people who know the European trade from the inside, with short lines back into our own supply chain and development.
Robert Löper, responsible for our B2B assortment, is one of the faces of that team – and a good example of the profile we are looking for. He brings more than fifteen years of experience in international sourcing and product development: a career spent moving between European buying offices and overseas production floors, where a range is not simply picked from a catalogue but specified, negotiated, costed and refined until it works at both ends of the chain.
That is the perspective we want in every B2B conversation – not only an understanding of what European buyers want, but of what it takes to source it, build it, ship it, and put it on a shelf at a price that still works.
First inspiration: the new series at MOW 2026
A first look at what we will be showing. The complete ranges, variants and conditions are best discussed at the stand.
Spring Storage – extra storage, quietly integrated. A round metal side table with an integrated fabric storage bag: a slim, minimalist frame and a soft neutral finish that works as a decorative accent, with room for magazines, blankets and everyday items underneath.
Lilea – design meets cosiness. Warm wood finishes, delicate metal frames in muted tones and practical fabric baskets. Side tables that tidy a living room, bedroom or workspace instead of filling it, with a natural decorative touch.
Croma – timeless, elegant, light. Chrome-plated metal with slim glass shelves. A delicate structure and a refined finish that bring airiness to a room – as a side table, a console or a shelving unit for ornaments, books and plants.
Modu – clean lines, contemporary colour. Clean lines, slender metal frames and a modern colour palette, from subtle tones to bold accents. A versatile collection that combines minimalist design with practical storage.
Meet SONGMICS HOME at MOW 2026
All of our latest B2B-exclusive ranges will be on display, and our B2B team will be on site throughout the fair for assortment and conditions discussions.
