A European furniture brand is entering the Polish market with an innovative strategy aimed at professional distributors, combining mobile showrooms with long‑term B2B collaboration. The initiative demonstrates a shift in how furniture brands engage both trade partners and their end customers.
© Vilmers
Leading this initiative is Vilmers, a Lithuanian manufacturer specialising in handcrafted soft furniture. To introduce itself to the Polish market, Vilmers will deploy a specially equipped demo truck that functions as a mobile showroom. The vehicle will travel across the country, allowing distributors and their clients to experience products firsthand without visiting a traditional store. The approach is designed to strengthen distributor relationships while providing an interactive sales tool for B2B partners.
Vilmers emphasises that the mobile concept is part of a broader, long‑term collaboration strategy with Polish dealers. Beyond product demonstrations, the brand will support partners with marketing tools, shared events and training, ensuring they can offer expert guidance and tailored solutions to their customers. The demo truck will be staffed by product specialists who can answer technical questions and help visualise how systems integrate into client projects.
The project highlights a growing trend in furniture retail where experiential, trade-focused marketing is used to build lasting B2B partnerships while also supporting end-user engagement.
Source: www.biznes-meble.pl
