8 to 12 %
Commission needs volume
Fair once sales are there. Before that, no agent builds your market.
Strictly B2B · Germany
Make Germany your market.
Marketing and sales in Germany for European furniture and interior brands. Flat fee to build the market, commission once your sales carry it.
Every route in has a catch.
- An agent who only signs on once the volume is there.
- A fair that costs a season of margin.
- A payroll a year before the first order.
A German sales presence. No German payroll.
Your platform in Germany: furniture people in Hamburg and Berlin, a curated network of dealers, architects and planners, and a pool of complementary brands. Mailings, samples, calls and visits, in German, on a steady cadence.
You set the target.
Pioneer or market leader: your goals for Germany define the plan. We build the approach and visit only where you say so.
Strictly B2B · Germany
Make Germany your market.
Marketing and sales in Germany for European furniture and interior brands. Flat fee to build the market, commission once your sales carry it.
01 · The catch
Germany is worth the trouble.
German dealers are buying from abroad. But each usual route in has a catch.
59.8 %
of the furniture sold in Germany is imported.
€10.7 bn
of furniture imported into Germany in 2025, up 10.3 percent in one year.
from€110,500
A team costs before it sells
Per head and year, fully loaded. Nine to twelve months to full performance.
€40,000+
Fairs fade fast
Per fair, up to €300,000. Four days of attention, then often silence.
Compare all six routes
| Route | Typical cost | What it does | What it does not do |
|---|---|---|---|
| Classic commercial agent | 8 to 12 % commission, no fixed fee | No fixed cost, existing relationships, pays only on success. | Usually takes a brand on only once volume is proven. Your line competes with six to ten others for attention, and the contact history stays with the agent. |
| Sales outsourcing or Sales Development Representative (SDR) agency | €2,500 to 15,000 a month retainer | Fast start, multilingual teams, structured outbound. | Built for software. No architect or dealer network, no samples, no showroom, no product knowledge. |
| Own subsidiary or field team | €110,500 to 146,500 per head, per year | Full control, full brand alignment, all knowledge in-house. | Nine to twelve months to consistent performance. Six figures committed before the channel is validated. |
| Distributor or multi-line showroom | 25 to 40 % trade margin | Immediate shelf space and local stock, no operational effort. | Price positioning and brand presentation leave your hands. No direct relationship with the specifier. |
| Trade fairs only | €40,000 to 300,000 per fair | Concentrated visibility and a full week of qualified conversations. | Four days of attention, eleven months of silence. Follow-up is unowned, so the leads decay. |
| Squarehouse | €500 to 3,000 a month per area, or per project. Flat fee to build the market, commission once your sales carry it | Furniture-industry agents, German-language cadence, physical touchpoints, reporting you can act on, data you own. And a direct path into full representation once your sales carry it. | Not a substitute for a distributor's warehouse, and not free. The fee is due before the first order. |
Cost ranges · Published 2026 market benchmarks for outsourced sales retainers and German commercial-agent commission practice
02 · The model
Your sales in Germany decide the model.
01 · Build the market
Flat fee
For brands with little or no German sales yet. We run marketing and sales for you: contacts, mailings, samples and visits.
- You pay for the work, not a share of sales
- Plans from €500 per month and area
- A ranked report every quarter
When your sales carry it
02 · Sell on commission
Full representation
For brands whose German sales carry it. We sell for you, pass the orders on to you and are paid on results.
- Commission instead of a flat fee
- Personally managed, in German
- Your data and contact history come along
Already strong in Germany? Start with full representation. We decide it together, based on your numbers.
03 · Your platform
Your platform in Germany.
We give European furniture and interior brands a lasting presence in the German market and, step by step, turn contacts into interested buyers and interested buyers into customers.
- Presence. Furniture people in Hamburg and Berlin who have sold Italian, Spanish, Dutch, Danish and Norwegian furniture here for years. In German, under the Squarehouse name, never in yours.
- Network. Named dealers, architects and planners, built up over multiple collection cycles. Not a purchased list.
- Pools. Up to six complementary brands per pool, so your collection is shown in a project context and never next to a direct rival.
The DatenkernEvery contact, mailing, sample, call and visit goes into one data core per brand that belongs to you, also after the contract.*
Where we are headingThe first port of call in Germany for premium furniture and interior brands from around the world.
Inside the Datenkern
- Contact universe & segmentLive
- Mailing history & responseLive
- Sample & catalogue logLive
- Call & enquiry transcript summaryLive
- Visit reports & agreed next stepsLive
- Quarterly export, CSV & PDFOn demand
The Datenkern is already in place, together with the mailing engine and the reporting. Nothing is built from scratch on your budget.
In classic representation the contact book usually stays with the agency. With Squarehouse it is yours by contract, and it comes with you, including into full representation when you are ready for it.
* Collected, stored and processed according to German law.
04 · How it works
One loop, every quarter.
After a one-time onboarding, the same loop runs every quarter. You keep the decision at the point where it costs money.
01
Operations
Mailings, samples and inbound handling run on the cadence of your plan, in German.
Continuous
02
Reporting
You see the warmest contacts, ranked, with the full contact history.
Quarterly
03
You decide
You choose which contact is worth a visit. Nothing travels without your call.
Your decision
04
On-site visit
We bundle visits into planned tours, handle the appointment in person and report back with next steps.
On request
This is what lands on your desk.
Specimen · Q3 2026
Contacts reached
2,418
Responded
186
Engagement rate
7.7 %
Visits requested
9
| Contact | Segment | City | Touchpoints | Signal | Our recommendation | Your call |
|---|---|---|---|---|---|---|
| Architekturbüro Halvmark & Ostrup | Architect | Hamburg | 7 | High | Visit | |
| Quarzel Objektplanung GmbH | Contract planner | Düsseldorf | 5 | Medium | Send sample |
You decide. Tick the contacts worth a visit, and we arrange the appointment and report back.
Illustrative specimen, names changed. Every quarter, exportable as CSV and PDF.
05 · Plans
All prices net, excl. VAT
A plan for every stage in Germany.
The plan follows where your brand stands in the German market, from first entry to market leader.
Every plan includes Researched contact base · German-language copy · Inbound handling in German · The Datenkern · Quarterly ranked report
New to Germany
Pioneer
€500per month and area*
- Contacts
- up to 500
- Mailings
- 1 / qtr
- Visits
- add-on
First German sales
Challenger
from€1,000per month and area*
- Contacts
- up to 1,500
- Mailings
- 2 / qtr
- Visits
- 1 / qtr
Sales team in place
Established
from€1,500per month and area*
- Contacts
- up to 2,500
- Mailings
- 2 / qtr
- Visits
- 1 / mo
Category leader
Market Leader
from€2,000per month and area*
- Contacts
- uncapped
- Mailings
- 2 / qtr
- Visits
- 2 / mo
SpotlightMarketing only, as a project: €500 to €5,000.Scope a project
* Per month and sales area: North/East, West, South. All of Germany is the sum of the three. Plans are a flat fee; commission applies only in full representation, once your sales carry it.
Market Leader for all of Germany: €95,000 in year one. One field rep: from €110,500.
Next stage: full representation on commissionCompare all details
| Detail | Pioneer | Challenger | Established | Market Leader | Spotlight |
|---|---|---|---|---|---|
| Best for | Up to 500 architects and planners who have signed up for our newsletter, reached in German every quarter, with a report you can act on. | Brands with first sales that want a running pipeline. | Brands whose sales team needs a steady flow of warm contacts. | Brands treating Germany as a core market. | Your marketing strategy for Germany, implemented directly, from a single campaign to a full market launch. |
| North/East, per month | €500 | €1,000 | €1,500 | €2,000 | €500 to €5,000 per project, priced to your goals |
| West, per month | €500 | €1,100 | €1,750 | €2,500 | |
| South, per month | €500 | €1,200 | €2,000 | €3,000 | |
| Onboarding, once | €1,500 | €3,000 | €4,000 | €5,000 | included |
| Contacts | up to 500 | up to 1,500 | up to 2,500 | uncapped | custom |
| Mailings | 1 / qtr | 2 / qtr | 2 / qtr | 2 / qtr | custom |
| Postcards | add-on | 2 / yr | 1 / qtr | 1 / qtr | custom |
| Pool campaigns | add-on | 1 / yr | 2 / yr | 1 / qtr | custom |
| Visits | add-on | 1 / qtr | 1 / mo | 2 / mo | none |
| Strategy calls | none | none | 2 / yr | 1 / qtr | included |
Plans with visits cost more in the West and South, where visits from Hamburg and Berlin take longer. Onboarding is charged once, for all areas. Spotlight is priced per project, adjusted to your goals.
Terms
Minimum term
12 months on Pioneer, Challenger and Established, 24 months on Market Leader, then renewing by 12 months. Spotlight is booked per project.
Flat fee while we build the market
What the fee covers grows with your plan. Mailings, inbound handling and reporting are part of every plan. No share of your revenue, not on new contacts and not on existing German accounts. Commission applies only to full representation, where we sell for you.
Plan change
Upgrade at any month's end, no fee. Downgrade at the end of the term.
Curated pools
Up to six non-competing brands per pool. Pool campaigns present your collection with complementary brands as project proposals for architects and planners. Category exclusivity within your pool. A pool opens once at least three brands fit together.
Data ownership
The Datenkern is yours. Full export on termination.
Annual prepayment
Pay twelve months in advance and you pay for eleven.
Add-ons
- Additional visit on a planned tour, North/East
- €300 / visit
- Additional visit on a planned tour, West or South
- €550 or €800 / visit
- Dedicated German phone number
- €100 / month
- Confirmed contact
- €30 / contact
- Additional mailing, within two mailings per contact a quarter
- €500 / mailing
- Extra pool marketing, max. 4 a year
- €1,000 / campaign
- Postcard recipients beyond 500 per mailing
- €1 / recipient
- Additional postcard mailing, up to 500 recipients
- €1,000 / mailing
- Trade-fair staffing
- €900 / day
- Communication and sales training for the German market
- on request
Postcard print and postage are included in your plan for up to 500 recipients per mailing. Visits run on planned tours. Sample freight is passed through at cost, and for visits outside Hamburg and Berlin we agree travel costs with you in advance, so nothing appears on an invoice you did not expect.
06 · Getting started
From signature to the first ranked list in 13 weeks.
- Week 1–2Onboarding
- Week 3–4First mailing
- Week 5–10Cadence running
- Week 11–13First report
What manufacturers ask us first.
Who actually talks to my dealers?
Furniture-industry agents based in Hamburg and Berlin, in German, under the Squarehouse name and never in yours. Not a call centre, not a script. Inbound email and calls are answered well beyond regular business hours, and anything that needs a person gets one.
Is this automated outreach? Will my brand end up in a spam folder?
All mailings leave with your approval, and the contact universe is finite and curated, not a rented list. German dealers and architects are a small world with no second chances, and we treat it that way.
Cold email is restricted in Germany. How do you reach anyone?
By post, and by email only where it was asked for. Catalogues, postcards and samples by mail are permitted. Our newsletter goes only to architects, planners and dealers who have subscribed, and we call where a relationship exists. It also suits the product: furniture is judged by what you can see and touch, and a catalogue or sample on the desk opens the conversation.
What do I get for the monthly fee if nothing sells yet?
The report. Every quarter you see who was reached, who responded, who asked for samples and who is warm enough for a visit, with the full history. Activity is logged in the Datenkern continuously, not only when there is a hit.
Twelve months is a long commitment for a test.
The first ranked list lands in week 11 to 13, so you see the channel respond well inside the term, and a report follows every quarter. After the minimum term the contract renews by 12 months. You can upgrade your plan at any month's end.
How many brands do you represent at the same time?
Several, and we say so. Brands sit in curated pools of at most six non-competing brands. Pool campaigns show your collection together with complementary brands as complete project proposals, and category exclusivity means your line never appears next to a direct rival, and the attention is paid for by the flat fee, not allocated to whoever pays the highest commission.
Let's talk
Let's talk.
In a thirty-minute conversation we clarify whether, and with which plan, Squarehouse is the right entry into the German market for your brand.
Jann Brunken · Managing director info@squarehouse.eu