— This was the very first big order positioned by a specific consumer straight on our site. We were really delighted with that and to this day we are extremely grateful to Fabienne, due to the fact that we found that we can offer big furnishings abroad, through the Internet– state Damian Goliński and Cyprian Bieniarz, co-owners of Nooma, which owns the electronic shop and brand name noo.ma.
Today, after 4 years of operation of the business, which has actually produced among the fastest growing brand names in the house and living area in Europe and exports its furnishings to 20 nations, personal orders do not excite such enjoyment amongst the owners. Feelings were changed by genuine estimations, according to which at the end of 2021 they tape-recorded a threefold boost in earnings compared to 2020– approximately practically PLN 20 million.
— Nooma is a revenue, thanks to which we can continue without external financing. Our objective is terrific development, so a big part of the earnings is designated to the advancement of the brand name– states Cyprian Bieniarz.
In 2022, the creators likewise prepare cooperation with the fund, due to the fact that brand-new capital can speed up the growth of the furnishings business. Its organization design is easy: Nooma makes furnishings and interior devices, the production of which is contracted out to its subcontractors. The completed items are saved, and after that– according to the treatment developed through their site– to Western Europe.
It resembled that from the start. Damian Goliński (28) and Cyprian Bieniarz (29) satisfied on the last day of 2016 at a New Year’s Eve celebration in London. Both were studying: Damian– creative, he studied architecture and city preparation, Cyprian– financial. They rapidly discovered a common language, and a year later on they established the business Nooma, of which Goliński is the president and the primary investor (he owns 57 percent, Bieniarz– 42 percent). Their very first seat was a space in Goliński’s apartment or condo, on the 4th flooring of a tenement in the center of Poznań. It was from there that they sent out a metal rack on a pallet to a client from Belgium.
— We rapidly recognized that running a furnishings business on the 4th flooring without an elevator was a breaking concept. That’s why we relocated to the Jeżyce district of Poznań to larger structures on the ground flooring, where we had workplaces and storage facilities– states Goliński.
The business’s subcontractor was a friendly carpenter, in whose studio the very first basic kinds influenced by Scandinavian looks were developed: a coffee table and a pouffe. There were dining tables and couches– a production that was made possible thanks to the cooperation with one of the financiers.
Nooma exports its furnishings primarily to Western markets: German, English, Dutch and Belgian.
Photo: Media product
— We moneyed the very first collection in collaboration with a financier from the realty market. We organized his home, and in return he offered a number of thousand zlotys for the production of this furnishings– remembers Goliński.
Initially, Bieniarz and Goliński worked just part-time, with no make money from business. They paid themselves the anticipated wages just 2 years from the start– 1.5 thousand. PLN per individual. At that time, their primary income was the sale of welcoming cards and posters in 120 Empik shops, where they were offered in2018 At the exact same time, they were signed up with by Marcelina Gronowska, who has a 1% share and which looked after the structure. Nooma designers take pride in the truth that– unlike the competitors– they have their own style workplace.
Interestingly, although none of the creators had experience constructing a brand name in the house and living classification, from the starting their objective was to develop the very best growing European brand name in this sector.
— If you go to Berlin or Paris and inquire about a Polish furnishings brand name, there is no opportunity that somebody will take one possibility. And we wish to be such a brand name– declares Goliński.
That’s why they concentrated on the growing pattern of electronic commerce, regional production and ecology.
— One of the most crucial worths of our business is to look after the environment, that’s why our items are made from recycled products and delivered flat, without using plastic, and we plant 1 sq m for each furniture piece. to be offered. forest– applauds Bieniarz.
He himself is accountable in the business for functional and monetary matters: devices, accounting and financing. Goliński, on the other hand, apart from creating, has actually supervised of the e-commerce channel and online advancement given that the start. They make the most essential choices together.
— In high school, I had an interest in computer technology and shows, that’s why my very first business, established together with my sibling, was associated with developing sites. After a while, together with Cyprian, we began to find out efficiency marketing, that is, online marketing, Facebook Ads, Google Ads, and so on, which is among the primary sales forces. The truth that today we are a company that is 100 percent offers on the Internet, is a natural outcome of previous experience– he states.
Today, Nooma uses 40 individuals and deals with twenty thousand orders a year. It sends its contemporary furnishings primarily to Western markets: German, English, Dutch and Belgian. All sales go through the e-commerce channel, 85 percent of which is offered. are personal consumers, and 15 percent. organizations. With this in mind, Goliński and Bieniarz released the noo.ma professional system in January 2021, whose receivers are designers and business that create hotels and office complex throughout Europe.
And thanks to the reality that prior to the coronavirus pandemic, i.e. in November 2019, they introduced their e-shop noo.ma in a brand-new variation– brighter, with much better images– they won the pandemic bonus offer, in addition to a 480% boost in earnings. in 2020.– from PLN 1.15 million in 2019 to PLN 6.7 million a year later on. And in 2021, they leapt once again– a threefold boost, as much as practically PLN 20 million in profits. The year 2022 will be even much better– the owners anticipate as much as PLN 70 million, due to the fact that their objective is not just to style, manufacture and offer furnishings, however likewise to provide spaces.
The boost they taped is likewise the outcome of the growing worldwide pattern “whatever @ house”. According to a report by Bain and the Italian high-end brand name association Altagamma, the classification of designer furnishings and interior home furnishings grew by 8 percent in 2020 and another 15 percent in2021 The furnishings market is one of the establishing branches market in Poland, utilizing more than 200,000 individuals. individuals, and its worth is approximated at around PLN 52 billion (GUS information from 2019).
Among the start-ups that wish to gain from this pattern, there is likewise the Polish shop and brand name Tylko, valued today by the market at more than EUR 100 million.
— Tu– a business from our portfolio– has a strong and effective position in the global furnishings market of the brand-new generation. This is a classification that has actually been really beneficial for this epidemic. It appears that this pattern will continue, and the house and living market is certainly a location of numerous gamers who use similarly appealing services to consumers. The difficulty here will be to increase sales in Europe and in other places, specifically in the United States. It will be essential to integrate the very best e-commerce of quality items with ideal production centers– states Tomasz Domogała, owner and chairman of the management board of TDJ.
Currently, Nooma provides about 70 various items in 200 color variations. The majority of them, for instance box furnishings, are developed in a completely automated method, based upon 3D files and production programs. Half of the orders are within 48 hours– this generally uses to little furnishings and devices such as coffee tables, pouffes, flower beds, and so on
— Our objective is fantastic development, so we put a great deal of earnings in brand name advancement– states Cyprian Bieniarz.
Photo: Media product
— Our rivals are western or northern brand names, whose operating design is that the brand name is a link in between designers and subcontractors. In our business, apart from production, all groups are internal, which needs more work, however likewise provides higher control over the procedure, monetary performance and the capability to complete on cost– states Bieniarz.
The benefit of the noo.ma brand name is likewise the intro of imagination in the item packaging system.
— A lot has actually altered because our very first drawers were provided on a pallet by a huge bus to a consumer who resides in an apartment without an elevator in Paris. Now, he gets a piece of furnishings that is flat and does not require any assembly tools, since he gets the kinds set with fittings, which link to each other utilizing smart assembly techniques. The guide concerns the consumer with a QR code. After scanning, it reveals an animation, directing the receiver action by action– discusses Goliński.
In addition, all items are created and gotten ready for delivering to satisfy carrier requirements, so that their transport does not include high expenses. And this is extremely crucial for a business that wishes to rapidly increase its reach and deal provides not just to Europe, however likewise to worldwide consumers.
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