Nowy Styl.
Digital transformation for a furniture Gigant
Market Overview
Nowy Styl is the largest office furniture manufacturer in Europe, with an annual turnover of over €460 million. Nowy Styl has offices in 16 countries. Furniture is manufactured in factories covering a total area of over 230,000 m².
In addition to furniture production, design development is also provided, taking into account the services of the CIS brand Nowy Styl Group.
The CIS market includes Ukraine, Russia, Kazakhstan, Uzbekistan, and Eastern European countries.
The office furniture market in the CIS is mature and highly competitive. In each of the major countries — Ukraine, Kazakhstan, and Russia — two main producers traditionally dominate the market: Nowy Styl and a smaller competitor, while numerous local manufacturers account for 30–35% of the market. On this market, major e-commerce marketplaces are strong competitors among B2C clients, capturing a lion’s share of all furniture sales. At the same time, these marketplaces are also key clients of Nowy Styl, serving as B2B partners and forming a significant part of the company’s business model.
The Nowy Styl, consistently holds a leading position, marketing research conducted prior to the rebranding launch showed that approximately 39% of end consumers are familiar with the Nowy Styl brand, while recognition and loyalty among dealers and distributors reach 82%.
Goals
1. Rebranding and repositioning in the CIS market
Develop a marketing strategy that includes building a strong, recognizable, and emotionally engaging brand for end consumers (B2C) to increase trust and loyalty, thereby facilitating the development of B2B partnerships (with dealers and distributors). Align the new visual style and communications strategy with the international brand image and corporate policy of the Polish headquarters.
2. Digital Marketing Transformation and B2C Profitability
Implement a new marketing strategy with repositioning and updated communications to bring the previously unprofitable B2C digital division to operational profitability.
Results
1. Net profitability of sales to B2C customers increased from -10% to +56%; breakeven achieved within 7 months; digital campaign conversion increased by approximately 25%. Profit increased due to successful sales of mid- and premium- segment products.
2. Brand awareness Nowy Styl increased by 39% to 86%; organic brand searches increased by 15% to 85%; B2C customer base and high-end product sales increased by approximately 40%. Strengthening brand perception among end consumers (B2C). Repeat purchases increased by 60%; Google Analytics showed an 85% increase in brand-focused search queries; Distributor feedback (B2B) confirmed increased trust and loyalty.
Impact of COVID-19
Competition with marketplaces
Implementation of ergonomic and hybrid office solutions. People want to work part-time both in the office and at home. Expanding home office segment; People are looking to set up their home workspaces in different areas of the home (kitchen, bedroom, living room). Everything related to health and well-being influences purchasing decisions.
Implementation of ergonomic and hybrid office solutions. People want to work part-time both in the office and at home. Expanding home office segment; People are looking to set up their home workspaces in different areas of the home (kitchen, bedroom, living room). Everything related to health and well-being influences purchasing decisions.
Online Competition and Offline Visiabilities
High competition in the online segment in the CIS is driving the development of offline marketing campaigns and increasing efficiency in the consumer's physical world. If a brand wants to be noticed online, it must be visible offline. For example, since 2015, Amazon has opened over 640 physical stores of various formats to highlight its offline marketing activity in the market.
Sustainability and eco-friendliness
Sustainability and eco-friendliness have become key factors in the selection of office furniture, reflecting global standards of corporate responsibility and employee well-being.
MARKETING RESEARCH. Trends 2021-2023
The Nowy Styl brand communications platform was built around the central idea that furniture, despite its often underestimated functional importance, plays a crucial role in ensuring a comfortable, productive and well-being life.
The platform emphasized the brand's physical advantages, such as expert knowledge, the company's leadership in production capacity, stability, and extensive experience in office furniture production, including solutions for the HoReCa market, both internationally and nationally.
To define the position and develop the platform, we held extensive strategic sessions with the company's top management. Over the course of four months, we conducted over 10 in-depth marketing studies covering product analysis, competitor behavior, customer needs, partner relationships, distribution channels, and socio-demographic indicators.
Over 1,000 people were surveyed to gain a comprehensive understanding of the audience. Over 25 in-depth interviews were conducted using the Jobs to be Done methodology to better understand customer needs.
MARKETING STRATEGY
Segmentation
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Purchasers (for large companies and enterprises, office furnishings, furniture replacement, turnkey office solutions)
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Government Procurement
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Families (those purchasing furniture for their children's schools)
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Wholesalers (small offices, cafes, etc.)
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Students (4th-5th year students)
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Office Workers (IT professionals)
Target Audience
Intellectual workers who want to create a healthy, ergonomic environment around their work and living space.
Information Audience
Intellectual workers who want to create a healthy, ergonomic environment around their work and living space.
POSITIONING STATEMENT
For people who are intellectual workers who carefully strive to choose products that will become their “good friends”, We are a global home furniture manufacturer with a worldwide reputation Nowy Styl that accompanies you through Wherever you work, create, or innovate — Nowy Styl is there, because we are the largest furniture manufacturer in the CIS region with over 20 years of trusted experience, delivering ergonomic, reliable, well-designed products for offices, homes, and public spaces.
Wherever you work, create, or innovate, Nowy Styl is there.
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Omnichannel Approach for B2C customers
When I started the project, retail sales generated -10% revenue, and the store was mainly used to reduce losses from monthly depreciation charges. Under my leadership, after seven months, sales revenue increased by 58%, resulting in a net profit of +48% from all retail sales.
Home Office. Hybrid Office by Nowy Styl. Offline performance in Hypermarkets
When the online space became oversaturated, with everyone able to advertise online and competing with marketplaces becoming impossible, Nowy Styl decided to take a different path. Instead of struggling through digital noise, we focused on true offline visibility—so customers could see, feel, and truly experience the brand. We created live interaction with our audience, building trust through real experiences.
At the same time, as more and more people began working from home, the company launched a campaign to equip ergonomic home offices. They staged real performances in large, high-traffic hypermarkets—inspiring installations demonstrating how comfort, ergonomics, and style can seamlessly fit into any part of the home—be it the kitchen, bedroom, or living room.
Additionally, given that many are now working a hybrid schedule—a couple of days at home, the rest in the office—Nowy Styl has offered innovative solutions for hybrid offices. These offices allow for remote and private work, allowing for convenient locations for calls and meetings—all without the need for assigned desks. This allows for the most efficient use of the workspace, adhering to all ergonomic principles.
A combined online and offline sales approach was implemented through a website and a branded retail store located on the factory premises. The store initially operated to reduce depreciated inventory and primarily sold discounted or leftover stock, significantly reducing the risk of a negative reaction from existing B2B customers to the manufacturer's entry into the retail market.
Factory experts became sales consultants
Factory specialists—engineers and product developers—personally consulted with customers in the store. They provided professional advice on ergonomics, materials, and product quality, building direct trust with consumers. Through social media and online consultations, these same specialists shared informational and useful content, explaining how to choose furniture, product features, design logic, and principles of use and care in professional language.
Loyalty Programs and Warranty Service on the plant premises
As part of our customer-centric strategy, Nowy Styl implemented comprehensive loyalty programs and a premium warranty service
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Warranty service on the plant premises (continuing from “In-store experience”) :
Unlike competitors and large marketplaces, where warranty support is often fragmented and lacks physical assistance, Nowy Styl established a dedicated service center at the factory offering a 30% discount for clients. The center provides repair services, expert consultations, and prompt resolution of customer requests. -
Loyalty Programs:
Monthly promotions, discounts, and loyalty cards encourage repeat purchases and maintain consistent engagement with both B2C and B2B clients. -
We gave people the opportunity to buy furniture on credit, which increased the purchasing power of our customers by 80%.
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Free delivery and assembly of furniture at home
Nowy Styl Group
In addition to furniture production, the company offers space planning, design projects, material selection, custom manufacturing, delivery, installation, and after-sales service. My primary responsibility was to promote the Nowy Styl Global brand through publications and PR articles targeting directors, company owners, and decision-makers. The communications strategy focused on media coverage of our furniture in iconic projects and our vision for the office of the future, as well as regular updates on social media. Advertising Campaigns: Numerous campaigns aligned with the new brand positioning, including corporate videos and PR articles in leading furniture, design, and business publications, targeting the brand's target audience. Specifically, the following were noted:
Office furniture selection by IT companies, government agencies, and leading organizations. We communicated this to the audience through real projects and work in major media outlets and specialized magazines.
Hybrid Office
Drawing on years of client experience and data from our internal workplace research and consulting department, we implemented the "Hybrid Office" study by Novy Styl in Poland in 2022. This study, conducted using mixed methods (qualitative and quantitative), collected the opinions of employees in various positions, performing various tasks, and at various career stages. The study provides expert recommendations, innovative solutions, and practical advice to help organizations create workspaces that foster productivity, well-being, and collaboration in the modern hybrid office.
Sustainability and eco-friendliness
We also placed a special emphasis on sustainability in our communications materials. We also focused on the production of furniture from recycled plastic and the adoption of a sustainable approach to work organization. Ethics and transparency. These publications influenced not only the development of the Novy Stil Global brand but also the brand's recognition in the B2C segment.
Yuryi Gubarev
CMO Nowy Styl
Anastasiia Zaria is an outstanding marketing professional and leader. She demonstrates exceptional strategic vision, creativity, and expertise in digital marketing, consistently driving high-quality campaigns and inspiring her team. Her professionalism, dedication, and ability to manage complex projects make her a valuable asset to any organization