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KauflandFurniture manufacturer on Kaufland.de: 6,000% sales growth in 4 months
Upholstered furniture
manufacturer
About the client
The company we began working with is a Polish upholstered furniture manufacturer specialising in the design and production of high-quality beds, including box spring models. It serves both consumers (B2C) and business customers (B2B).
The brand’s core values:
- Comfort and functionality,
- High quality built on many years of manufacturing experience.
In December 2024, the company decided to expand abroad, choosing Kaufland.de as its first step into the German market.
The client’s product range
| Category | Example products |
|---|---|
| Upholstered furniture | upholstered beds, corner sofas, sofas, armchairs, sofa beds |
The upholstered furniture market
The upholstered furniture market in Germany is one of the most demanding segments of e-commerce. Before buying an expensive piece of furniture, shoppers compare dozens of listings, and as they cannot touch the fabric for themselves, a brand has to communicate quality and comfort precisely, right there on the product page.
On the marketplace itself, however, the picture is different. Kaufland is still building its position in Germany, so competition there is less established than on mature platforms such as Allegro or Amazon. For a new brand, this creates a real opportunity to build visibility from scratch more quickly.
The client’s challenges
No experience in international markets – until then, the company had operated solely in Poland.
No track record of selling on marketplaces – the need to understand and adapt to how the platform works.
Strong competition – the need to stand out from hundreds of similar listings.
No process automation – stock and order management was handled manually.
Sudden surge in orders – an operational and logistical challenge.
What we did
Goals and objectives
- Building furniture sales in the German market without having to run its own online shop,
- Launching optimised product listings on Kaufland.de,
- Increasing the visibility of the furniture brand and recognition of its products,
- Testing the effectiveness of Kaufland Ads campaigns and promotional tools,
- Developing a complete process for serving German-speaking customers and fulfilling orders.
Implementation stages
November 2024 – operational kick-off
Registering a seller account on Kaufland.de and configuring the basics: company details, VAT number, logistics settings, delivery zones, terms and conditions.
December 2024 – January 2025 – creating and launching the product listings
Preparing the product pages:
- SEO-optimised titles and descriptions, tailored to the language and preferences of German customers,
- Infographics showing key product features (e.g. H3 firmness, mattress type, components included),
- Professional lifestyle photography – a key driver of conversion in the upholstered beds category,
- Selecting the right categories and keywords to match search behaviour in the German market,
- Uploading the listings to the system – integration with the Kaufland Seller Portal.
February–April 2025 – sales optimisation
- Adapting the pricing strategy to the market and the competition,
- Simplifying and standardising how product features are communicated, with a focus on clarity for the customer (e.g. visual diagrams of features and bed construction),
- Introducing product variants (sizes, colours) to make choosing easier and drive larger basket sizes,
- Launching Sponsored ADS campaigns,
- Enabling discount coupons.
Advertising campaign – Sponsored ADS
From January 2025, our work with Kaufland Ads tools included:
- Automatic campaigns with varying daily budgets (€40–100),
- Testing multiple ad group variants,
- Monitoring ROAS and selecting the best-converting campaigns.
Advertising campaign results
- Average ROAS (Return on Ad Spend): 8.57
- Average TACoS (Total Advertising Cost of Sales): 4.26%
- A decision to hold the budget steady, given strong organic sales and the need to keep logistics stable.
| January 2025 | 579 | 2.26 % | 44.16 |
|---|---|---|---|
| February 2025 | 9,803 | 21.25 % | 4.7 |
| March 2025 | 19,437 | 11.74 % | 8.52 |
| April 2025 | 28,066 | 8.47 % | 11.81 |
| May 2025 | 12,649 | 19.65 % | 5.09 |
| June 2025 | 18,630 | 12.38 % | 8.07 |
| July 2025 | 25,329 | 10.89 % | 9.18 |
| August 2025 | 20,477 | 16.75 % | 5.97 |
| September 2025 | 10,043 | 20.56 % | 4.86 |
| October 2025 | 11,023 | 17.55 % | 5.7 |
| November 2025 | 21,026 | 12.67 % | 7.9 |
| December 2025 | 13,330 | 15.6 % | 6.41 |
| January 2026 | 10,353 | 19.14 % | 5.23 |
| February 2026 | 8,187 | 25.59 % | 3.91 |
| March 2026 | 14,867 | 13.47 % | 7.42 |
| April 2026 | 12,470.58 | 23.24 % | 4.3 |
| May 2026 | 14,757 | 19.56 % | 5.11 |
| June 2026 | 10,074.62 | 26.14 % | 3.83 |
| July 2026 | 17,461 | 16.64 % | 6.01 |
| August 2026 | 13,894 | 22.72 % | 4.4 |
| September 2026 | 22,242 | 14.74 % | 6.78 |
Results
- Sales growth of over 6,000% in 4 months,
- Advertising campaigns achieving an average ROAS of 8.57,
- Successfully standing out from the competition – thanks to high-quality listings tailored to a competitive market,
- Smooth operational adaptation – despite rapid sales growth and challenges with on-time delivery, our customer service team (as part of our service package) kept standards high, which led to a positive reception among buyers and minimised the risk of negative reviews. Thanks to effective communication and a transparent approach, customers were very understanding about the delays.
| January 2025 | 1,717 | 3 orders |
|---|---|---|
| February 2025 | 48,636 | 83 orders |
| March 2025 | 111,752 | 184 orders |
| April 2025 | 104,412 | 167 orders |
| May 2025 | 58,503 | 93 orders |
| June 2025 | 55,641 | 88 orders |
| July 2025 | 107,631 | 176 orders |
| August 2025 | 101,943 | 163 orders |
| September 2025 | 72,223 | 113 orders |
| October 2025 | 52,085 | 81 orders |
| November 2025 | 84,401 | 133 orders |
| December 2025 | 46,887 | 71 orders |
| January 2026 | 53,820 | 85 orders |
| February 2026 | 36,750 | 60 orders |
| March 2026 | 50,403 | 75 orders |
| April 2026 | 42,914.66 | 67 orders |
| May 2026 | 46,197 | 73 orders |
| June 2026 | 70,749.67 | 117 orders |
| July 2026 | 80,702.34 | 134 orders |
| August 2026 | 64,712 | 111 orders |
| September 2026 | 83,938 | 138 orders |
Customer service and its impact on brand image
Despite the intense pace of sales growth and the logistical challenges of the first few weeks in the German market, the brand earned customers’ trust thanks to high-quality products and professional after-sales service.
Key actions and observations:
- No negative ratings relating to delivery delays – thanks to proactive communication and regular updates for customers from our customer service team,
- We made sure delivery details were correct, including phone numbers, which was crucial for delivering bulky items,
- Direct contact with customers after delivery – we asked whether they were happy with their purchase and whether they would be willing to leave a review on the platform,
- The first positive reviews to come in highlighted the beds’ high level of comfort, their solid build quality and the fact that the products matched their descriptions.
High-quality service and well-planned, active communication with customers – both before and after the sale – helped build a positive brand image in the new market. A deliberate approach to collecting reviews and attention to detail (such as a contact number for delivery) resulted in high customer satisfaction and a positive shopping experience.
Summary and future plans
- Expanding into other markets via Kaufland (including Austria and the Czech Republic),
- Automating sales and warehouse processes,
- Scaling up advertising with larger budgets while keeping ROAS high,
- Broadening the product range – plans include adding more variants of sofa beds, corner sofas and armchairs.
Our work with the client is ongoing, which means we are constantly adapting and optimising every element to the ever-changing conditions marketplace sellers face. This case study demonstrates that, as an agency, we can guide an upholstered furniture manufacturer through the entire process of entering a new marketplace – from account setup, through selling corner sofas, armchairs and sofa beds on Kaufland, to building stable, repeatable sales.
We believe our joint efforts will deliver measurable benefits for our clients. Thank you for your trust!
Want to achieve similar results for your furniture business?
We specialise in helping furniture manufacturers and distributors sell on Kaufland and other marketplaces. For many years, we have worked with companies in the furniture industry to increase the visibility of their listings, improve conversion and scale their online sales.
If you’re wondering whether your business has the potential to grow on marketplaces – let’s talk. We’ll analyse your situation and tell you honestly whether, and how, we can increase your profits.
- €1,376,018sales on Kaufland.de
Jan 2025 – Sep 2026 - 2,215orders on Kaufland.de
Jan 2025 – Sep 2026
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