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Relaxing Contemporary
Premium Handcrafted
Minimalistic Luxurios
Rational Stand Out High Quality
Comfortable Timeless
What the product does for me? How I would describe the product?
How the brand makes me look? How the brand makes me feel?
Market Profile
sales of home furnishings High End Unique
in germany retail value Emotional
RSP EUR million current Strong Proud
2007 - 2026 Confident Self confident
Stylish Stylish
Explorer Independent Brand Personality
Defining the brand based
on four guiding questions.
