form32 specializes in the needs of the carpenter and the kitchen furniture industry. Due to their exclusive trade partnerships with renowned companies in the fields of table fittings, kitchen cabinet pull-outs, solid wood tables & seating, flap fittings, form32 is able to offer customers selected premium products.
Interview with Timo Ulrich, E-Commerce/SEO Manager at FORM32.
A brief description of the company and its activities.
Timo Ulrich: Our company form32 is a leading B2B online shop and distributor for high-quality furniture fittings from renowned and innovative brands. We have made it our mission to offer every customer a precise shopping experience so that they can quickly find the right product for their project. We attach great importance to only including high-quality fittings in our range in order to ensure high stability, durability and functionality. The customer is our focus and we convince with personal advice.
What are the main areas of activity of the company?
T.U: Our main areas of activity include online and offline sales for carpentry supplies with brand quality. Our sales team visits our existing and potential customers on site, while we make our entire range available online.
What’s the news about new products/services?
T.U: At form32, the items from Vibo, Pöttker and Scheulenburg are particularly in demand. These products are innovative and make optimal use of the available space for flexible and innovative solutions. The Scheulenburg connectors are of the highest quality, easy to assemble and disassemble, which is sustainable for our customers. Shipping takes up less space and allows for easy repairs in case of any errors.
What are the ranges of products/services?
T.U: Our product range focuses on furniture construction and interior design. In addition, we offer consulting services to get the most out of every project.
What is the state of the market where you are currently active?
T.U: The furniture market in Germany is currently difficult to assess, which also affects the fittings trade. However, since we also sell our products internationally, other markets can compensate for these fluctuations. Nevertheless, it is currently more difficult to bring products to market because many manufacturers are no longer replenishing their stocks as much. That is why our online shop was the right solution to be able to deliver quickly from quantities of 1.
What can you tell us about market trends?
T.U: As an e-commerce manager, I have observed that purchasing behavior for complete furniture has decreased, while the demand for DIY projects and individual panels for own projects has increased. There is an increasing search for solutions that make perfect use of even the smallest corners to save space. Lightweight and modular solutions are also in great demand. Sustainability plays a major role, as durable individual parts make it possible to get the most out of a piece of furniture. Rental furniture and furnished living are also becoming increasingly popular.
What are the most innovative products/services marketed?
T.U: For me, the most innovative products are those that break the norm and make it possible to use furniture in a variety of ways, such as leisure and home office furniture at a table. Solutions that do not waste space but make optimal use of everything and become perfect organizers are particularly valuable. Robust and lightweight furniture is of interest to the rental furniture market. In the furnished living sector, furniture and solutions that are easy to repair are in demand.
What estimations do you have for 2024?
T.U: My assessment for 2024 remains cautious. So far, the year has been very quiet and, in some cases, declining. People’s purchasing behavior in Germany is very cautious due to sharply increased living costs and uncertainties. 2024 will be exciting for the furniture trade and will provide an outlook for 2025. I think that major investments will initially be held back and entrepreneurs will focus on security in order to protect existing values.