Market Overview 

​

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%.

​

Competition with marketplaces. Offline Visiabilities

In the CIS, the online segment has become extremely competitive — a true race for attention. Online traffic is relatively cheap and easy to scale, which has led many brands and marketplaces to invest huge amounts in website optimization, digital ads, and other online campaigns. This creates a strong network effect, driving sales across wide regional coverage. However, competing with major marketplaces online has become extremely difficult, as they can outspend and outperform most brands in digital performance.

As a result, brands have realized that being visible offline is equally important. To be noticed by consumers, it is not enough to focus only on digital channels. Many marketplaces and brands have launched offline campaigns, including physical stores, point-of-sale activations, and offline installations, to attract attention and create memorable experiences. For example, Amazon has opened hundreds of physical stores in various formats since 2015, highlighting the importance of offline presence even for a predominantly online business.

This trend shows that a balanced approach combining online reach with offline visibility is essential in highly competitive markets, especially when competing with large marketplaces.

Marketing Research
Trends 2021-2023  

COVID-19. “I work remotely.” 

Because of the COVID-19 pandemic, hybrid work became not just a norm, but it also completely changed how companies organize office spaces. Offices themselves became hybrid, with different functional zones that allow employees to choose how they want to work depending on their task or mood. Workstations became more flexible, and there are now spaces for focused work, collaboration, meetings, and informal networking — because employees come to the office more often specifically to interact with others, not just to do daily routine tasks.

At the same time, the demand for well-equipped home offices has grown sharply. People started setting up their home workspaces in different areas of the house — in the kitchen, bedroom, or living room — which required adapting furniture and accessories to new conditions. Attention to ergonomics, posture, health, and overall well-being has increased and has become a key factor in choosing furniture and work solutions for both offices and homes.