The Europa Möbel-Verbund (EMV) presented its exclusive in-house brands in an ambitious two-day showcase held on 18 and 19 May 2025 at the pioneering Schuster Home Company in Gummersbach. Now in its fourth edition, the event highlighted EMV's continued leadership in product innovation, flexible brand positioning and retail strategy for its shareholders.
© EMV
From left to right: Collection Manager Dirk Bachmann – Contur & Raumfreunde, Sebastian Schlüter – Natura Home & Lebensart, Oliver Hemmerich – EMC, Thomas Garschke – Global Wohnen, Matthias Spettmann – Couchliebe & Couchliebe Lounge.
Hosted at a location that markets only EMV collections, and does so with notable success, the event served as a live demonstration of new introductions, strategic refinements, and targeted updates designed to enhance retail turnover and profitability.
'We see that the furniture trade is, in many ways, in a phase of self-discovery,' observed EMV Managing Directors Knut Albert and Ulf Rebenschütz. 'We're not wasting time; instead, we're leading the way in development. Over these two days, we showcased powerful, cohesive collections. Our brands are true multi-talents, flexibly deployable, they shape retail spaces and activate clearly defined target groups, whether in specialist shops or large-format stores.'
A standout moment was the launch of Couchliebe Lounge, an evolution of the established Couchliebe brand. Targeting a younger, feminine audience, the new line offers contemporary, lounge-style sofas that combine trend appeal with comfort. 'With this floor marketing concept, we aim to create more visibility in the growth segment of modern sofas with lounge character,' explained EMV Sales Director Michael Klessinger. 'Trendy, modern, yet accessible models for the mainstream, with style and charm.'
EMV's premium brands also took centre stage. Contur introduced a refined visual identity and new product lines, including modular storage furniture in a "Tetris" style and a technologically advanced mattress series. 'The updated logo instantly communicates the brand's promise: clean lines and modern elegance,' noted organisers.
Meanwhile, Global Wohnen reaffirmed its foundational role within the EMV network. Sub-brands Global Family, Global Select, and Global Comfort are now more distinctly structured under the Global umbrella. 'Global is and remains a cornerstone for EMV shareholders,' said Klessinger. 'That's why we're reinforcing consistent marketing, with quality products at strong price-performance ratios.'
Natura Home made significant strides with a more cohesive brand image and emotional showroom presence, in line with predicted growth in the solid wood furniture market. Two new programmes were unveiled, reinforcing the brand's wellness-oriented appeal.
The event also spotlighted Lebensart, showcasing the ongoing power of classic country living styles, and Raumfreunde, which impressed with a newly designed area blending urban lifestyle, retro-chic and design mix, a clear move to generate higher sales per square metre with contemporary design.
Other highlights included new models from Comfort Republic and Akad'or Night, all staged with immersive visual merchandising. From wall colours to lighting, every element contributed to a cohesive, inspiring shopping experience.
'The key takeaway from the Rheingold study is that while consumers are keen to furnish their homes, they often feel overwhelmed. The EMV brand portfolio is more than theoretical – it intuitively guides the customer. That's how furnishing works in 2025,' concluded Knut Albert and Ulf Rebenschütz.
More information:
Europa Möbel-Verbund (EMV)
www.emverbund.de