Overview
Beliani is a Swiss online furniture and home furnishings retailer that sells its own affordable, design-led range in 19 European countries. It sells sofas, beds, tables, chairs, garden furniture, lighting and home accessories through its own country websites and through marketplaces such as Amazon and Galaxus. For brands, Beliani is mainly a fast-growing competitor and an example of a successful online-only furniture business.
Who is behind Beliani
Beliani was founded in 2009 by the brothers Stephan and Michael Widmer and is headquartered in Baar, Switzerland. It has grown its revenue by around 25% a year since 2014, which put it on the Financial Times list of Europe's fastest-growing companies. In 2024 revenue was EUR 133 million, and the company expected EUR 150 to 160 million for 2025. Beliani has more than 700 employees, with large operations in Poland and Germany, while Switzerland remains its strongest market. It added Belgium and Romania in early 2025.
How Beliani works
- Online only. Beliani sells only online and skips physical stores and intermediaries to keep prices low.
- Own range, sourced directly. It sources products directly from manufacturers around the world, with central quality control and a reported return rate of about 3%.
- Fast-moving assortment. Beliani uses AI and real-time sales data to replace up to a third of its range each year, which it compares to a fast-fashion model.
- Multichannel. Besides its own websites, it sells on Amazon and Galaxus and planned to go live on Temu in 2026.
What this means for brands
Beliani sells mainly its own products, so it is not a typical channel for outside brands to list on. For furniture and home brands, it is a strong price competitor across Europe and shows how much of the furniture market has moved online. Manufacturers of furniture and home products may find it a potential sourcing customer.
How eBrands looks at Beliani
eBrands works with brands on marketplaces and retail channels across Europe and North America. If you have a home or furniture brand and want to understand how to compete with online players like Beliani, we are happy to talk it through.
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