What Beliani does

Beliani is a Swiss-headquartered direct-to-consumer furniture and home goods retailer, founded in 2009 and based in Baar, Switzerland. The company sells furniture, mattresses, garden furniture, kitchenware, lighting, rugs, and home accessories through 18 country-specific European e-commerce domains spanning Austria, Belgium, Switzerland, the Czech Republic, Germany, Denmark, Spain, Finland, France, Hungary, Italy, the Netherlands, Norway, Poland, Portugal, Romania, Sweden, Slovakia, and the United Kingdom. The catalog comprises 500,000+ SKUs at unit prices ranging from approximately £39.99 for accessories to £1,459.99 for premium garden dining sets, with free delivery and a 365-day return policy offered across the assortment. Beliani claims 10 million+ customers and 476,072+ product reviews averaging 4.63 stars on its UK storefront alone, generating significant social proof in a category where buyers rely on peer validation.

The company's go-to-market is direct-to-consumer e-commerce, with Meta (Facebook/Instagram) advertising as the primary customer acquisition channel. In 2025, Beliani entered a partnership with Meta's Marketing Science team and adopted Analytic Edge's marketing mix modeling platform to calibrate channel attribution; the exercise revealed that prior data-driven attribution had undervalued Meta's impact by up to 64%, and Meta ultimately demonstrated 20% higher ROI than any other channel — driving a doubling of Meta advertising budget allocation in 2025. CEO Stephan Widmer (with co-founder Michael Widmer) leads the company, which acquired German online furniture retailer avandeo in 2014. Beliani is privately held with no disclosed funding rounds or institutional investors, and remains operationally independent.

The underlying technology stack is conventional e-commerce infrastructure augmented by third-party marketing analytics rather than proprietary platforms; no mobile app, public API, AI-driven merchandising features, or in-house AI/ML systems are disclosed. Customer-facing financing options (Klarna-style installment plans) and a broad category mix across indoor and outdoor furniture position Beliani as a pan-European value-positioned D2C retailer competing on selection, service terms, and price rather than on differentiated technology.

Name

Beliani

Legal name

Beliani

Website

https://beliani.co.uk

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Beliani is a Swiss direct-to-consumer online furniture retailer selling furniture, garden, bedroom, kitchen, and home accessories across 18 European country domains, serving 10 million+ consumers with free delivery and 365-day returns.

Ownership category

akta.pro rank

Product category

Home Furniture Retail

NAICS

Furniture and Home Furnishings Retailers (4491), Home Furnishings Retailers (44912)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700), Retail-Furniture Stores (5712)

akta.pro primary industry

Home & Kitchen Value Variety Stores (Small Housewares & Décor) (CRAEAGAH)

Keywords

• Online furniture retail
• Home furnishings e-commerce
• Direct-to-consumer furniture
• Garden outdoor furniture
• Bedroom living room furniture

Headquarters

HQ city

Baar

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. Direct-to-Consumer Furniture Sales: Beliani generates revenue through direct online sales of luxury furniture and home accessories to consumers across European markets. Products are sold through owned e-commerce storefronts in 18 countries.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels2 records

Core offering

Beliani is a Swiss-based direct-to-consumer online retailer that designs, sources, and sells indoor and outdoor furniture, mattresses, bedding textiles, kitchenware, lighting, rugs, and home accessories through 18 country-specific European e-commerce storefronts. Products are sold with free delivery, 365-day returns, and financing installment options, supported by an inventory of approximately 500,000 SKUs.

Product overview

Beliani is a Swiss-based direct-to-consumer (D2C) luxury furniture company operating e-commerce platforms across 18 European countries. The company offers a comprehensive furniture and home furnishings portfolio organized by room/lifestyle categories: Garden & Outdoor (dining sets, furniture), Living Room (sofas, chairs, tables, storage), Bedroom (beds, mattresses, bedside tables), Textiles (duvets, pillows, bedding), Kitchen (tableware, cookware), Lighting, Rugs, and Accessories. Product lines include named collections such as BOISSET (LED-integrated beds), SABRAN (storage beds), OLENDON (Scandinavian beds), and various garden furniture sets. The company emphasizes free delivery, 365-day returns, and maintains approximately 500,000 products in stock with over 10 million customers.

Differentiator

Problem solved

Functional benefit

Products and services

• Garden & Outdoor Furniture Collection Outdoor furniture including multi-seater dining sets (ORISTANO concrete, VERNIO aluminium, OMBRIANO acacia wood, COMO plastic-wood, MAUI II with parasol), bar sets (AVETRANA metal), and GROSSETO basalt options, targeting European consumers furnishing gardens, patios, and balconies.
• Beds & Bedroom Furniture Bedroom furniture including LED-integrated wooden bed frames (e.g., BOISSET with adjustable headboard and motion sensors), Scandinavian-style storage beds (SABRAN, OLENDON), rattan bed frames with Viennese braid headboards (BOUSSICOURT), and bedside tables in multiple EU sizes.
• Mattress Collection Diverse mattress range including ROOMY and DUO pocket spring mattresses, PLEASANT and SPONGY gel memory foam mattresses, WHISPER and CHEER memory/foam mattresses, FANTASY latex foam mattresses, and BREEZ memory foam pocket spring mattresses, available in multiple firmness levels (H2/3 medium, H3/4 firm) and EU sizes.
• Living Room Furniture (Sofas, Armchairs, Chairs) Sofas, armchairs, and accent chairs designed for living room use across Beliani's European e-commerce storefronts.
• Coffee & Side Tables Living room tables including BRADLEY retro sliding door coffee tables, AMMON travertine effect tables, CONZA modern decorative tables, ILIOS rattan boho tables, NOBRES and ASIERIO travertine effect tables, and LEONA marble options.
• Storage & Cabinet Collection Storage furniture including BRADLEY retro sideboards with sliding doors, DELORAINE Japandi-style sideboards, PEROTE rattan-front cabinets, MARLIN minimalist highboards, and chests of drawers in wood and metal finishes.
• Duvets & Bedding Textiles Bedding collection including CHAPCHA polyester duvets (7.5-9 TOG), KOUTRA microfibre duvets (10 TOG), CERVINO and EIGER duck feather/down duvets (6-8 TOG), TELENO double-layered microfibre duvets, SERRATO feather/down layered duvets, and KORAB polyester layered options.
• Bed Pillows Collection Pillow range featuring MUIR memory foam pillows, ERRIGAL microfibre pillows (low/high profile), VIHREN and FELDBERG duck feather/down pillows, PELISTER microfibre pillows, ANETO and ETNA down pillows with 3-chamber construction, and KANGTO memory foam options.
• Tableware & Kitchenware Kitchen and dining collection including CHERVIL and CLOVES handmade stoneware dinnerware sets (12-24 piece), SALTBUSH jute placemats and coasters, MINYA mango wood bowls, BIGOLI gold cutlery sets, and CASTORA/CASTINO enamelled cast iron cookware sets.
• Lighting Lighting products sold alongside furniture across Beliani's European online storefronts.
• Rugs Rug assortment sold as part of Beliani's whole-home furnishings portfolio.
• Home Accessories & Decor Home accessories and decorative items sold as smaller-ticket add-ons across Beliani's European e-commerce storefronts, with prices starting from approximately £39.99.

Quantifiable outcome

• Meta delivered 20% higher ROI than any other marketing channel
• +1 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Two partnerships are on record, tiered core.

• Meta Marketing Science TeamcoreTechnology or Integration · 18 December 2025Beliani partnered with Meta's Marketing Science team to implement marketing mix modeling (MMM) and Meta Conversion Lift studies. The partnership revealed that data-driven attribution had undervalued Meta's impact by up to 64%, demonstrating the effectiveness of Meta advertising for the D2C furniture brand.
• Analytic EdgecoreTechnology or IntegrationBeliani adopted marketing mix modeling (MMM) with Analytic Edge to better understand the contribution of various marketing channels to sales. The analysis influenced budget reallocation to Meta advertising based on demonstrated ROI.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Wayfair: The largest pure-play online furniture and home goods retailer in the West. Directly comparable to Beliani as a multi-category online furniture storefront serving consumers with broad SKU assortment and direct delivery.
• Home24 (XXLutz): European-headquartered online furniture retailer operating across multiple EU markets. Closest direct competitor to Beliani given shared European D2C furniture focus, multi-country storefront model, and overlapping mid-market positioning.
• Westwing Group: European D2C home and living retailer with country-specific storefronts across 10+ European markets. Directly comparable to Beliani on geographic model, customer base, and home-category focus.
• Made.com: UK-origin online design furniture retailer (now under Next ownership after 2022 administration). Was a direct peer to Beliani in the online designer furniture segment serving European consumers.
• Article: North American D2C online furniture brand offering mid-market designer-style furniture direct to consumers. Comparable business model to Beliani: vertical sourcing, online-only, no retail middleman.
• AMARA: UK-based online luxury home furnishings retailer. Directly comparable to Beliani's premium positioning, online-only model, and pan-European shipping capability for higher-end home goods.

Broad incumbents

• IKEA: Global furniture and home furnishings incumbent with extensive European footprint and growing e-commerce. Overlaps with Beliani on category and geography but at vastly larger scale, with own-brand manufacturing and store network.
• West Elm: Williams-Sonoma-owned modern home furnishings retailer with strong e-commerce. Overlaps with Beliani on category and design-led positioning but operates at larger scale with U.S. retail roots and expanding European presence.

Emerging players

• Joybird: D2C mid-market furniture brand (La-Z-Boy subsidiary) focused on customizable sofas and case goods. Comparable to Beliani on D2C online furniture model and mid-market price band.
• Swyft Home: UK-based D2C sofa-in-a-box brand with strong direct-to-consumer online motion and Meta-led marketing. Comparable to Beliani on D2C model, UK market overlap, and digital-first acquisition strategy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Beliani
• Xx.com/Beliani_uk
• LinkedInlinkedin.com/company/11657712

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Beliani