A year marked by shifting consumer habits and fluctuating footfall could have unsettled many retailers, yet at Biomöbel Genske it became the catalyst for renewed clarity and creative momentum. Described by General Manager Julia Kaps as 'turbulent yet highly enriching', 2025 revealed the power of meaningful engagement and reaffirmed the brand's commitment to ecological, long lasting design. For Julia, one factor stood out: 'Our event marketing activities shaped our year in a very meaningful way,' bringing customers closer at a time when personal connection matters more than ever.
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Reimagining engagement
Julia highlights the establishment of event culture as one of the company's defining achievements. 'We succeeded in establishing our events as an integral part of our business model,' she says, emphasising how these encounters added emotional depth to the showroom while drawing in new audiences. She adds, 'Our events are more than just marketing, they create meaningful moments where customers can connect with sustainable living ideas and with us directly.' This approach clearly resonates, as she observes, 'People are looking for authentic dialogue and experiences that go beyond a simple transaction.'
This shift was reinforced by significant investment in staff development. she stresses that 'well informed service remains one of our greatest strengths,' explaining that product knowledge and sustainable living concepts has been central to offering guidance that aligns with today's more mindful, values driven purchasing behaviours. 'We invested heavily in internal training last year,' she says, 'from enhancing advisory competencies to deepening understanding of sustainable living.' She believes this makes a tangible difference: 'Our customers clearly benefit from having staff who can answer their questions with confidence and integrity.' For Julia, this expertise is vital because 'conscious consumers want more than products; they want advice that supports their long-term values and lifestyle choices.'
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Adaptation to a shifting market
Market volatility brought challenges, particularly early in the year. 'The decline was especially apparent at the beginning of the year,' she notes, referring to reduced customer frequency in store. Rather than waiting for conditions to improve, the team responded by expanding and refining their event formats. These initiatives 'brought considerably more visitors into our showroom' and enabled the company to 'successfully offset the initial decline and even attract many new customers.'
Looking ahead, the momentum continues. 'We will expand our event marketing and test new formats that bring people together around the theme of sustainable living,' she explains. At the same time, service excellence remains non negotiable. 'Excellent advice and high quality service, both before and after the purchase, are essential to long term customer satisfaction.'
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Sustainability as a guiding principle
Julia sees a clear and unmistakable shift in consumer expectations. 'Quality prevails,' she states firmly, noting that customers increasingly prioritise durable materials, ecological production and transparent supply chains. 'People want furniture that accompanies them for many years, not just something disposable,' she adds, highlighting a decisive move towards intentional investment.
This philosophy shapes the company's carefully curated assortment. 'We work exclusively with manufacturers who produce responsibly, offer transparent supply chains and meet clearly defined sustainability criteria,' she explains. While design trends are considered, 'long term relevance always comes first,' she says. 'A piece should never lose its appeal after just a few years.'
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With living space at a premium in the Cologne region, Biomöbel Genske is focusing on modular and space saving solutions. Julia notes that 'everyone can find something suitable at our store, no matter their living space or life situation.' From high quality sofa beds to flexible furniture systems, these options are designed to adapt as needs evolve.
Looking ahead, Biomöbel Genske is optimistic about 2026. She explains, 'We will build on the momentum of last year by expanding our event formats and bringing people together around the theme of sustainable living.' She also stresses that 'internal training will remain a priority, because excellent advice and high quality service, both before and after purchase, are essential for lasting customer satisfaction.' With these priorities, Julia sees Biomöbel Genske evolving as 'a trusted partner for those who value durable, ecological furniture in an ever-changing market.'
She concludes with a thought that captures the brand's enduring commitment: 'Sustainable living is inspiring more and more people. Our goal is to support them on this journey with honest advice, high quality products and service that remains reliable long after the purchase.'
More information:
Biomöbel Johannes Genske GmbH & Co. KG
Subbelrather Straße 24, 50823 Köln
[email protected]
www.biomoebel-genske.de
+49 (0) 221 951 40 60
Germany
