No. 1
Europe's leading furniture market. A gateway, not a single country.
Strictly B2B · Germany
Make Germany your market.
We build and run the market approach for European furniture and interior brands, from first entry to market leader.
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.
We build and run the market approach for European furniture and interior brands, from first entry to market leader.
01 · The market
Germany is worth the trouble.
Europe's leading furniture market. Its own industry has been shrinking since 2023, and almost 60 percent of the furniture sold here is imported.
59.8 %
of the furniture sold in Germany is imported. Around 30 percent of that comes from China.
€10.7 bn
of furniture imported into Germany in 2025, up 10.3 percent in one year.
96.5 %
of German buyers say quality is important. Only about half say the same of origin.
02 · The routes
Six routes in. Five of them cost you something you cannot see.
| 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 | €110,000 to 146,000 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, no commission | 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 volume justifies 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
03 · The structure
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
04 · The report
Specimen · Q3 2026
This is what lands on your desk.
Every contact, touchpoint and signal.* Ranked. Exportable as CSV and PDF. Illustrative specimen, names changed.
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 | |
| Einrichtungshaus Lorvenz | Specialist dealer | München | 6 | High | Visit | |
| Quarzel Objektplanung GmbH | Contract planner | Düsseldorf | 5 | Medium | Send sample | |
| Wohnatelier Brisvel | Specialist dealer | Stuttgart | 4 | Medium | Follow-up mailing |
You decide. Tick the contacts worth a visit, and we arrange the appointment and report back.
* All contact data is collected, stored and processed according to German law.
05 · The Datenkern
When the contract ends, the German market knowledge stays with your brand. Not with an agent.
One shared data core per brand. Every contact, mailing, sample, call and visit is written into it, and it belongs to you.*
- Contact universe & segmentLive
- Mailing history & responseLive
- Sample & catalogue logLive
- Call & enquiry transcript summaryLive
- Visit reports & agreed next stepsLive
- Quarterly export, CSV & PDFOn demand
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.
06 · The investment
All prices net, excl. VAT
Five plans. One decision a quarter.
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
€500monthly · per area*Same price in every area
- Onboarding
- €1,500
- Contacts
- up to 500
- Mailings
- 1 / qtr
- Postcards
- –
- Pool campaigns
- add-on
- Visits
- add-on
- Strategy calls
- –
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.
Choose planFirst German sales
Challenger
from€1,000monthly · per area*North/East €1,000 West €1,100 South €1,200
- Onboarding
- €3,000
- Contacts
- up to 1,500
- Mailings
- 2 / qtr
- Postcards
- 2 / yr
- Pool campaigns
- 1 / yr
- Visits
- 1 / qtr
- Strategy calls
- –
For brands with first sales that want a running pipeline.
Choose planSales team in place
Established
from€1,500monthly · per area*North/East €1,500 West €1,750 South €2,000
- Onboarding
- €4,000
- Contacts
- up to 2,500
- Mailings
- 2 / qtr
- Postcards
- 1 / qtr
- Pool campaigns
- 2 / yr
- Visits
- 1 / mo
- Strategy calls
- 2 / yr
For brands whose sales team needs a steady flow of warm contacts.
Choose planCategory leader
Market Leader
from€2,000monthly · per area*North/East €2,000 West €2,500 South €3,000
- Onboarding
- €5,000
- Contacts
- uncapped
- Mailings
- 2 / qtr
- Postcards
- 1 / qtr
- Pool campaigns
- 1 / qtr
- Visits
- 2 / mo
- Strategy calls
- 1 / qtr
For brands treating Germany as a core market.
Choose planMarketing only
Ruler
from€500per project · up to €5,000*Same price in every area
- Onboarding
- included
- Contacts
- custom
- Mailings
- custom
- Postcards
- custom
- Pool campaigns
- custom
- Visits
- none
- Strategy calls
- included
Your marketing strategy for Germany, implemented directly. From a single campaign to a full market launch, priced to your goals.
Scope a project* Monthly plans are priced per sales area: North/East, West and South. All of Germany is the sum of the three. 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. Ruler is priced per project, adjusted to your goals.
Minimum term
12 months on Pioneer, Challenger and Established, 24 months on Market Leader, then renewing by 12 months. Ruler is booked per project.
Flat fee, no commission
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. Only full representation, where we sell for you, is paid by commission.
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 · any plan
- 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
- Postcard mailing on Pioneer, up to 500 recipients
- €600 / mailing
- Trade-fair staffing
- €900 / day
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.
07 · Year one
Annual cost, side by side.
Twelve months of flat fee plus the one-time onboarding, for North/East, for North/East and West, or for all of Germany, against what one field representative costs before the first order. We work your leads, follow them up and represent your collection at the visits you choose.
Onboarding charged once for all areas · Excludes sample freight and agreed travel · Field rep fully loaded, year one
08 · Who
People who have sold Italian, Spanish, Dutch, Danish and Norwegian furniture in Germany for years.
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, working in German and 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.
- Datenkern. Already in place, together with the mailing engine and the reporting. Nothing is built from scratch on your budget.
We build sales structures. You keep the decisions.
Where we are headingThe first port of call in Germany for premium furniture and interior brands from around the world.
09 · Next step
From signature to the first ranked list in 13 weeks.
Week 1–2
Onboarding
Collection, price list, delivery terms and target segments captured. German sender identity set up.
Week 3–4
First mailing
Contact base built and cleaned. First German-language mailing approved by you and sent.
Week 5–10
Cadence running
The cadence of your plan runs: mailings, samples and inbound handling, plus postcards from Challenger up. What you get depends on your plan. Responses land in the Datenkern.
Week 11–13
First report
Ranked contacts on the table. You choose the first visit, and decide whether to change the plan.
10 · The honest questions
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.
Why does the price depend on the area?
Because visits take time. We are based in Hamburg and Berlin, so a visit in the West or South takes longer, and plans with visits cost more there, in step with the visits they include. Pioneer and Ruler cost the same in every area. Travel costs outside Hamburg and Berlin are agreed with you in advance.
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.
Do you know my product well enough to sell it?
We have represented design furniture in this market for years and know how Italian, Spanish, Dutch, Danish and Norwegian collections sell here. Onboarding captures your collection, price list and terms before the first mailing goes out.
What happens to the contacts when we stop?
They are yours. The Datenkern is exported in full on termination. In classic representation the book usually stays with the agent.
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.
What happens when we outgrow the plans?
Then you are where we want you. Once we take on the selling and your German business outgrows the plans, you move into full, personally managed representation with us, paid by commission instead of a flat fee. The Datenkern and the contact history come along, so nothing starts from zero.
Is Germany worth entering right now?
The domestic industry has been shrinking since 2023, while imports rose by 10 percent in 2025 alone. Almost 60 percent of the furniture sold in Germany is already imported. German dealers are buying from abroad. The question is whether they hear from you.
What is the right way into the German furniture market?
It depends on where your brand stands. With proven volume, a classic commercial agent or a distributor can work well. If you first need to find out which dealers and architects respond, a structured, measurable presence is the better start: German-language mailings and samples, a ranked report every quarter, and visits only where the signal is strong. That is what Squarehouse is built for, from first entry to market leader.
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