Austrian Furniture Industry profile

Based in Vienna, the Austrian Furniture Industry represents the interests of Austrian furniture
manufacturers, who between them produced furniture worth EUR 1.93 billion in 2013. Exports
totalled EUR 788.7 million. The industry's key export markets are Germany, Switzerland, Poland and
Italy.

Information and lobbying

The organisation's main task is to represent the interests of its 47 member companies, who together
employ around 6700 staff. Information and lobbying play a pivotal role in this: up-to-date economic
information, statistics and the preparation of relevant market data are important services for
members, who use the advantage given by this information to increase their competitiveness on an
international level. Using the information from regular surveys carried out by the Austrian Institute of
Economic Research (WIFO), manufacturers are able to compare their order situation, prospects and
other parameters with the industry trend. Here, the legal and regulatory framework is an important
factor in the furniture manufacturers' ability to be competitive, which is why we are particularly
committed to areas such as environmental policy, labour and employment law, training and
research, just name just a few. The Austrian Furniture Industry organisation is also active
internationally for its member companies and will be chairing EFIC, the European Furniture Industries
Confederation, until 2015. One of EFIC's tasks is to campaign for better competitive conditions, such
as greater transparency through a uniform and binding declaration of origin for furniture being sold
on the European market.

Marketing of 'made in Austria'

The Austrian Furniture Industry organisation also helps its members by carrying out important tasks
within public relations: Austrian furniture enjoys an excellent reputation, both at home and abroad,
and is prized for its solid construction, technical sophistication and innovative design. For this reason,
the Austrian Furniture Industry uses the 'made in Austria' label universally to help maintain this
excellent reputation and acts as a contact for the press and other media. Regular press releases
about the member companies, and more generally about commerce, trade fairs, professional
training, furniture trends and other consumer-relevant topics, are used to inform both the general
public and the furniture trade about what is happening in the sector. The website www.moebel.at is
constantly updated with statistics, economic data and further information in these areas. One
highlight on the calendar every year is the Austrian Furniture Industry's appearance on the
international stage as part of a special design exhibition at a trade fair in Milan, which is a
collaboration with the Austria foreign trade agency Aussenwirtschaft Austria.
Quality, design and function

"High-quality products and flexibility, but also consistent management of innovation in terms of
design and functions, are key for Austrian furniture manufacturers and allow them to stand out from
the crowd," explains Dr Emprechtinger, Chairman of the Austrian Furniture Industry. On top of that,
you have powerful logistics, well-educated employees, and the inherent flexibility of small and
medium sized businesses which enables them to quickly and reliably fulfil customers' wishes. The
furniture manufacturers also rank highly when it comes to sustainability. 'Green economy' is a
philosophy to which almost all manufacturing companies subscribe. It is in this area that they are
catalysts for the whole industry.

Tradition meets lifestyle

Austrian manufacturers and producers also score highly with their high-quality craftsmanship, years
of tradition and made-to-measure pieces. For proof of how well these established virtues fit with a
modern lifestyle, you only have to look at the upholstered furniture, beds and sleep systems made by
member companies. Only high-quality materials such as solid steel springs, hi-tech foams and hard-
wearing cover fabrics are used. Many of the ranges also include product lines which are 100% natural
and sustainable. Combined with a real feel for the Zeitgeist and stylish designs, this results in
products that also enjoy success on an international level.

Modern production and highly qualified employees

'Made in Austria' stands for quality, leading environmental standards and ultra-modern technology.
These arguments counterbalance the drawback of higher production costs, something which the
consumer is also aware of: due to their tradition of handcraft, high-quality furniture is being
impacted more and more frequently by the lower-end segment, which includes for example
imported products from Asia. In renowned cabinetmakers, carpenters and upholsterers, centuries-
old knowledge is passed on from generation to generation. New generations of workers are trained
accordingly. At the same time, the businesses benefit from modern manufacturing facilities and
continually invest in technical equipment as well as in the training and further education of their
employees.

Quality over quantity: the customer is king even after their purchase

More and more companies are producing 'just in time' and made-to-measure pieces for individual
customers. Custom-built solutions that are reliably delivered are part of an increasingly sought-after
service. The customer is king even once they have made their purchase: whether replacing individual
elements, supplying new covers or padding or touching up signs of wear, the manufacturers attach
importance to good service and take time to do so. Ultimately it is not about mass production but
about products that hold their value. As such, each individual piece of furniture has its own story to
tell. A craftsman's commitment to the material creates products which already have long-held
premium status internationally. This passion does not end with the last strike of the hammer,
however. On the contrary: "Austrian Furniture Industry manufacturers offer the retail market
branded products which are highly trusted by customers. For the retail market, it's also important to
have a differentiated pricing structure, in order to appeal to various target groups. With their
flexibility and diversity, the furniture manufacturers are offering something for every budget,"
emphasises Dr Emprechtinger.

Inquiry note

Austrian Furniture Industry GeSK Agentur für Public Relations

A-1030 Vienna, Schwarzenbergplatz 4 D-10117 Berlin, Ziegelstraße 29

Inquiry note Ms Andrea Steinegger

E-Mail steinegger@moebel.at E-Mail pr@gesk.info
Web www.moebel.at Web www.gesk.info
Phone +43(0) 1 / 712 26 01 Phone +49(0) 30 / 217 50 460
Fax +43(0) 1 / 713 03 09 Fax +49(0) 30 / 217 50 461
Trends of the 2015 season
The developments that shape our society are reflected in the way we live and furnish our homes.
imm cologne – the international interiors show – will be held in Cologne between 19 and 25 January,
and will forecast trends in the field of home décor for 2015. Members of the Austrian Furniture
Industry will once again be on hand to present the latest trends, demonstrating a keen eye for shape,
colour and materials.

A new level of comfort

In the midst of all the hustle and bustle that characterises the world we live in, we long for time and
space to enjoy some peace and quiet. The home is playing an increasingly important role as a place
of retreat and an antithesis to the stresses of everyday (office) life. It's a place that needs to be made
as cosy as possible – both inside and out. Be it lounge chairs, cushion-laden sofas or cosy seating
designs in the living room, a homely sitting area in the kitchen, a box-spring bed in the bedroom, a
spa-like oasis in the bathroom or a sun lounger on the balcony outside – comfort and well-being are
a major new focus. Every room is being transformed into a haven of relaxation, with the various
areas of the home increasingly merging together, no longer delineated by their functions.

The kitchen as the centre of the home

Most notably, the kitchen is becoming a focal point where family and friends come together. More
than just a place for cooking and dining, it is where people sit together, talk, listen to music or do
homework. Materials, colours and appropriate lighting therefore play an important role. The
overarching idea is to make the kitchen as comfortable as the living room. Nonetheless, cooking of
course remains an important activity that brings family and friends together. Technical features such
as height-adjustable work tops, organiser systems and sound modules are extremely practical; they
make the cooking and housework easy and turn the kitchen into a feel-good part of the home.
Another essential element is the right design. The range of materials on offer encompasses natural
wood, ceramic, stone and even leather, and the mix of colours continues to comprise subtle tones of
white, grey or beige, sometimes combined with radiant tones such as green or blue.
Customised furniture

The range of furniture on offer is so diverse that standardised models barely exist any more.
Individuality is right on trend, as is evident from the way furniture is increasingly being tailored to
individual needs and the growing possibilities to configure or adjust dimensions, colour, functionality,
material and surface. Beauty is in the eye of the beholder when it comes to home décor. After all,
home décor is an expression of your personality and gives a true insight into your way of life, with
different styles, materials and colours mixed together in boundless combinations. Even a set, for
instance a dining table and chairs in various designs, offers plenty of scope for imagination, while
eye-catching stand-alone pieces add their own unique touch. Selected to suit the time of year and
personal taste, a range of accessories such as vases, pictures, textiles, cushions and carpets complete
the overall design.

Natural and durable

The rapid shift towards digital technology is increasing demand for authenticity, naturalness and
originality. At home we are particularly inclined to surround ourselves with things that are authentic
and tell a story: warm, natural materials that are nice to touch, vibrant and soothe the soul.
Untreated wood, thoroughly tanned leather or textiles made of elegant wool and silk, accompanied
by glass or ceramic, are all popular choices. Besides the materials, colours such as green or brown are
used in various shades to bring nature into the home. This 'natural living' trend goes hand in hand
with a desire for quality and durability. Cheap products that often last just a single season are no
longer in demand. What the market wants is furniture crafted by experts that can be enjoyed for
many years to come. In many cases the craftsman's skill is plain to see, with small, but intricate
details bearing impressive testimony to the great care taken by the people who put their heart and
soul into making the furniture. Such products often become favourite pieces and highly valued, long-
term additions to the home.

Technology and convenience

Is it possible to reconcile natural style with modern technology? It certainly is! Technological
advancement is quite simply the way of the world these days and the furniture industry is no
exception. That said, new technologies can be subtlety and inconspicuously integrated into the
interior design, so as to enhance convenience without detracting from aesthetic appeal. The general
trend is towards networking the devices used in the dining room, living room or bedroom so that
they can be controlled from a smartphone. Sofas and other upholstered furniture will also be
presented in 2015 with a number of enhanced functions to ensure ultimate relaxation.
TV units and home entertainment:

Today, televisions and home entertainment systems can be cleverly connected to other devices, such
as games consoles, iPads and Apple TVs. These devices can be accommodated inside a unit where
they are tidily and inconspicuously connected to the television by cables or via a wireless network or
Bluetooth. Large flaps underneath the television allow access to all ports, so that holiday snaps taken
on a digital camera can easily be displayed as a slide show on the TV screen.

Home office:

Well-conceived, detailed solutions are needed to integrate an office environment into your home.
Technical devices and cables can be conveniently stored away and hidden when not in use. And
furniture fitted with clever features such as cable slots and storage compartments can easily
accommodate charging stations for mobile phones, cameras or MP3 players.

Lighting systems:

An increasing number of homes are being fitted with an adjustable lighting system to produce
specific effects for different situations. Motion detectors note when people enter the room and can
turn the light off again when everyone has left, thus helping to save energy. Electronic appliances
and domestic installations can also be linked up inside these 'smart homes'.

Sofas and armchairs:

Thanks to modern technology and pull-out mechanisms, sofas can be folded out in just a matter of
seconds to sleep on either lengthways or sideways, while also offering various features such as
adjustable armrests and footrests. The neck supports, backrests and footrests on reclining chairs can
also be adjusted using motorised control systems to ensure a comfortable sitting position for the
user. In addition, more and more sofas are being fitted with concealed ports for devices such as MP3
players and smartphones.

Colour trends in 2015

2015 will be characterised by vibrant colours such as red, pink, violet, orange and yellow, contrasted
with light turquoise or various shades of blue. If you're after a more subtle look, these colours can be
combined with paler pastel colours such as sky blue, sage, mustard, salmon pink or beige. Tones of
white, ranging from chalk to cream, also go well with black. Two of last year's colours – green and
grey – will continue to play a part in 2015, but this time they are blended to produce tones such as
slate green, seaweed and lime. A dark shade of red or light azure will create a great contrast. An
array of natural colours will also once again be in demand this year. And metallic colours will provide
accents, with copper – a big trend in 2014 – being replaced by the new tones of bronze, silver and
gold.
AURORA in natural water buffalo leather, photo: sedda / Austrian Furniture Industry

Marian, photo: haapo 1910 / Austrian Furniture Industry

Botanic chaise longue, photo: Joka / Austrian Furniture Industry

ErgoGlide function, photo: ADA / Austrian Furniture Industry

Liv with optional headrest, photo: Wittmann / Austrian Furniture Industry

Adele bed with accessory furniture, photo: Wittmann / Austrian Furniture Industry
KING Boxspring bed, photo: sedda / Österr. Möbelindustrie

pure belt, photo: Viteo / Austrian Furniture Industry

VaoLinee island worktop, photo: TEAM 7 / Austrian Furniture Industry

Lucca kitchen, Photo: Ewe / Austrian Furniture Industry

The Austrian Furniture Industry is part of the Association of the Austrian Wood Industries. It comprises 47
member companies with approximately 6,700 employees. Most of these member companies are medium-sized
and privately-owned enterprises. Furniture ‘made in Austria’ stands for traditional craftsmanship and industrial
precision. They guarantee the consistently high level of quality of this industry’s products. www.moebel.at

Inquiry note

Austrian Furniture Industry GeSK Agentur für Public Relations

A-1030 Vienna, Schwarzenbergplatz 4 D-10117 Berlin, Ziegelstraße 29

Contact Person Ms. Andrea Steinegger

E-Mail steinegger@moebel.at E-Mail pr@gesk.info
Web www.moebel.at Web www.gesk.info
Phone +43(0) 1 / 712 26 01 Phone +49(0) 30 / 217 50 460
Fax +43(0) 1 / 713 03 09 Fax +49(0) 30 / 217 50 461
Member enterprises of the Austrian Furniture
Industry

ADA Möbelfabrik GmbH

www.ada.at

Assmann Ladenbau Leibnitz Ges.m.b.H.

www.assmann-ladenbau.com

Bene AG
www.bene.com

Blaha Sitz- und Büromöbel Industriegesellschaft m.b.H.

www.blaha.co.at

Braun Lockenhaus GmbH

www.braunlockenhaus.at

Conform Badmöbel GmbH

www.conform-badmoebel.at

Dan-Küchen Möbelfabrik, M. Danzer GmbH

www.dan.at

Drahtwaren Herbert Enzi Gesellschaft m.b.H.

www.enzi.at

Eduard Sachseneder Gesellschaft m.b.H.

www.sachseneder.at

Elastica Matratzen - Schaumstoffe-Zubehör GmbH

www.elastica.at

Brege Möbel, Andreas Bregenzer

www.brege-moebel.at

ewe Küchen GmbH

www.ewe.at
fm Küchen Gesellschaft m.b.H.
www.fm-kuechen.at

Franz Priesching & Sohn GmbH & Co KG

www.priesching.com

Friedrich Otto Schmidt KG

www.fos.at

GASPO Sportartikel und Gartenmöbel GmbH

www.gaspo.at

HAAPO 1910 GmbH

www.haapo.at

hali büromöbel gmbh

www.hali.at

Ing. A. Streitner Gesellschaft m.b.H.

www.streitner.at

Ing. Walter Furthner Gesellschaft m.b.H.

www.schultafeln.at

Johannes Neubauer Gesellschaft m.b.H.

www.holz-neubauer.at

Joka-Werke, Johann Kapsamer GmbH & Co KG

www.joka.at

Josef Grill Möbelfabrik GmbH

www.grill-moebel.at

Karnische Massiv-Möbel Ges.m.b.H.

www.km-moebel.at

Katz & Klumpp Ges.m.b.H.

www.katzklumpp.at

Klinger Möbelbau GmbH & Co KG

www.klinger-moebelbau.at
Mayr - Schulmöbel Gesellschaft m.b.H.
www.mayschulmoebel.at

Messner Ges.m.b.H.
www.messner-graz.at

Möbel Feichtenschlager GmbH & Co KG

www.feichtenschlager.eu

Neuberger Holzverarbeitung GmbH

www.neuberger-holz.at

Neudoerfler Office Systems GmbH

www.neudoerfler.com

Optimo Schlafsysteme Gesellschaft m.b.H.

www.optimo.at

Peter Max Produktionsgesellschaft m.b.H.

www.petermax.at

Schweitzer Ladenbau GmbH

www.schweitzer.at

sedda Polstermöbelwerke, Hans Thalermaier GmbH

www.sedda.at

sembella GmbH
www.sembella.at

Spar Österr. Warenhandels AG Abteilung Ladenbau

www.spar.at

Speedmaster GmbH
www.speedmaster.at

St. Karasek & Co

www.karasek.co.at

Standfest Wohnen im Bad Ges.m.b.H.

www.standfest.com
TEAM 7 - Natürlich Wohnen GmbH
www.team7.at

Umdasch Shopfitting GmbH

www.umdasch-shopfitting.com

Villeroy & Boch Badmöbel GmbH

www.villeroy-boch.com

VITEO GmbH
www.viteo.at

Wertheim Gesellschaft m.b.H.

www.wertheim.at

Wiesner-Hager Möbel GmbH

www.wiesner-hager.com

Wittmann Möbelwerkstätten GmbH

www.wittmann.at