Muvv believes in Expanding Universes – transforming spaces, experiences, and lives through innovative, sophisticated solutions. From concept to completion, the company delivers everything you need to bring your vision to life. They transform spaces and experiences through precision-engineered modular solutions for manufacturers, designers, and distributors. Tested by CATAS.
This is the Muvv moment. Expanding Universes begins now. Forever changing. Forever improving. Forever expanding. For all eternity.
What triggered this transformation, and how would you describe the new direction?
Our full rebranding and strategic repositioning represents a critical inflection point in Muvv’s evolution. We recognised that the industrial furniture market was fundamentally shifting towards premium, engineering-driven solutions that combine technical sophistication with superior user experience.
The trigger was threefold: first, we achieved product market fit with technical validation from industry leaders; second, the market demand for space-optimisation solutions is accelerating as living and working spaces compress globally; and third, our parent group Synere positioned us as a strategic brand to lead their innovation agenda.
Our new direction positions Muvv as a premium engineering partner, not simply a component supplier. We’re shifting from a product mindset to a solutions mindset, focusing on delivering 90% of the technical complexity while empowering our B2B partners to concentrate on design excellence and market positioning. We are Expanding Universes of possibility for our customers.
What improvements will your new platform introduce for customers and partners?
Our new website represents a radical departure from traditional technical documentation. Phase One, now live, transforms how engineering information is communicated: we’ve created an experience-driven platform that balances technical precision with commercial intelligence.
Key improvements include: integrated CAD resources accessible to manufacturers for seamless production planning; real-time technical specifications with visual assembly guides; customisation calculators that help partners understand solution adaptation; and dedicated client portals offering personalised documentation and training materials.
Ultimately, this platform eliminates barriers between engineering intent and commercial execution. Partners can now access the intelligence they need to make confident purchasing and design decisions in real time.
This is just the beginning, more to come in the next few months.
How has Muvv evolved internally, and what are the biggest lessons from this growth phase?
Our growth phase has been transformational. We’ve scaled from a research-focused spinoff to an agile commercial organisation while maintaining deep technical integrity.
The biggest lesson: strategy without alignment creates friction. We invested heavily in ensuring every team member—from engineering to logistics to commercial—internalises our core proposition: we are partners solving engineering challenges, not vendors selling components. This shift in mindset fundamentally changed how we prioritise, decide, and communicate.
Second: in premium segments, trust precedes transaction. We restructured our team to embed client-facing engineers and product specialists directly in sales cycles, ensuring technical credibility and real-time problem solving. This increased close rates and dramatically improved customer satisfaction.
Third: scalability requires infrastructure. We’ve implemented robust CRM systems, standardised processes, and knowledge management tools that allow us to serve expanding markets without compromising quality.
How does Muvv’s repositioning connect with the broader Group evolution?
Muvv is positioned as the flagship innovation brand within the group Synere. As the group executes parallel rebranding initiatives across multiple business units, Muvv embodies the group’s commitment to disruptive innovation, premium positioning, and customer-centric engineering.
Our strategic role extends beyond sectoral leadership in furniture systems; we’re demonstrating the group’s capability to transform product development into strategic business creation. We’re the proof point that Synere can evolve from manufacturing heritage into innovation leadership.
The connection is symbiotic: Synere provides industrial capacity, capital, and strategic guidance; Muvv provides market visibility, international presence, and a contemporary brand narrative that elevates the entire group’s positioning in a market increasingly driven by innovation and sustainability imperatives.
What does the Interzum quality award mean at this stage for Muvv?
The Interzum quality award validates our engineering philosophy and accelerates market positioning at a critical juncture. It’s powerful validation from an industry-leading trade show that our product philosophy—combining technical rigor with user-centric design—resonates with international market gatekeepers.
More strategically, this recognition provides credibility as we enter new markets in 2025. It’s a third-party endorsement that allows us to compress the sales cycle with new potential partners. In B2B engineering-driven segments, recognition from established industry authorities is often decisive in partner selection.
It also signals to our team that their engineering excellence has international resonance, reinforcing our culture of precision and innovation. Award recognition strengthens internal alignment around our premium positioning.
What innovations had you showcase to the international market?
At Interzum 2025, we’d showcased three key innovation pillars:
- Mechanical Engineering Excellence: Live assembly and disassembly demonstrations of our complete system range, highlighting superior smoothness, durability, and precision—characteristics that immediately differentiate us from competitors.
- Modular Architecture & Customisation: We’re presenting our adaptability framework; how our systems accommodate unlimited dimensional variations, materials, and finishing specifications—addressing a key market pain point.
- Technical Partnership Model: Expert sessions with our engineering team demonstrating our capacity for co-development, problem-solving, and integration support, positioning Muvv as a strategic partner, not a supplier.
What gives Muvv a distinctive edge in increasingly competitive markets?
Our competitive advantage rests on four pillars:
Superior Technical Architecture: Our mechanical systems combine cutting-edge engineering with intuitive user experience, a duality that competitors struggle to achieve. Our products are simultaneously sophisticated in engineering and accessible in experience.
European Manufacturing with Scalable Capacity: We manufacture in Portugal with European reliability standards yet maintain cost competitiveness. We’ve partnered with Synere industrial infrastructure, enabling production scaling without quality compromise.
Innovation Pipeline: We’re preparing for next-generation consumer and commercial applications.
Customer-Centric Engineering: Our commercial and technical teams are integrated. When partners present challenges, we solve them collaboratively, creating switching costs and deepening relationships. This isn’t transactional supply; it’s strategic partnership.
What criteria guide expansion, and which markets are priority?
Our market expansion follows strategic criteria: economic development level, premiumisation trends, design culture maturity, and presence of credible distribution partners.
Priority markets are European: Germany, France, Italy and Spain are immediate expansion targets due to proximity, shared design heritage, and existing partner relationships. We´re rolling out others markets which represents a significant opportunity, growing manufacturing sophistication, rising design consciousness, and untapped distribution networks.
We’re pursuing a distribution-partnership model rather than direct operation, leveraging local expertise and reducing operational complexity. We’re identifying exclusive partners who share our premium positioning and understand consultative selling.
Secondary expansion into Northern Europe and Scandinavian countries where design innovation is paramount and price sensitivity lower.
How do rebranding, website, Interzum, and expansion shape the next two-year vision?
Our two-year vision converges around three outcomes:
Brand Positioning: Establish Muvv as the recognised European leader in engineering-driven furniture systems solutions. We want design professionals, manufacturers, and distributors across Europe to think ‘Muvv’ when they think ‘premium, technically superior, reliably innovative.’
International Presence: Establish operational presence in minimum of 5 European countries with credible distribution partners, creating a robust commercial infrastructure that positions Muvv as a genuinely international player.
The rebranding establishes market narrative; the website provides customer infrastructure; Interzum provided us international visibility and third-party validation; market expansion provides revenue and scale. Together, these create a unified momentum that transforms Muvv from promising spinoff to essential industry player.
What message would you send as Muvv enters this growth phase?
To our customers and partners: Muvv represents your opportunity to lead in a market shifting towards quality, innovation, and sustainability. We’re not here to compete on price or volume; we’re here to expand your possibilities. Whether you’re a fabricator seeking differentiation, a distributor targeting premium segments, or a designer pursuing excellence—Muvv is your strategic partner.
To potential partners: The next five years will define market leadership in furniture systems. We’re building leadership through technical excellence, customer commitment, and relentless innovation. If you’re ready to expand your universe alongside us, let’s talk.
To our team and community: This is an extraordinary moment. The infrastructure, support, and market timing are aligning. Your precision, your creativity, and your commitment to excellence are what make expanding universes possible. We’re not just building a company; we’re defining what engineering excellence means in contemporary furniture systems.
