New Tendency
Berlin-based design studio founded under creative direction of Manuel Goller, handcrafting Bauhaus-inspired contemporary furniture and accessories in Germany for design-conscious consumers, trade professionals, and enterprise brand clients across 18 countries.
- Company typePrivate
- Founded2012
- HeadquartersBerlin, Germany
- Headcount1–10
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What New Tendency does
NEW TENDENCY GmbH is a Berlin-based design studio founded under the creative direction of Manuel Goller, applying Modernist design principles in the Bauhaus tradition to contemporary furniture and accessories. Products are handcrafted in Germany and span seating (Standard Sofa, Ayo collection, Atlas Barstool), tables (Meta Side Table, Masa Table System, December Side Table), storage (Click Shelf, Apex Shelf, Float Shelf), coatracks, lighting, and accessories, with price points ranging from EUR 14 (Meter Stick) to EUR 6,800 (Click Brass limited edition). The company operates four distinct revenue channels: direct-to-consumer e-commerce through newtendency.com; wholesale to a curated global network of stockists across 18 countries; the NEW TENDENCY Pro trade program providing inventory access and trade pricing to design professionals; and NEW TENDENCY+, a bespoke design services offering creative direction, spatial design, prototyping, and product design for agencies, architects, and enterprise brands such as Nike, Volkswagen Group, Rimowa, and Soho House.
The business model is built on a hybrid go-to-market approach combining DTC, B2B trade, B2B services, and selective wholesale distribution. The studio maintains a consistent design language derived from Bauhaus geometry and functional minimalism, supported by collaborations with external designers (Sigurd Larsen, Judith Haase & Pierre Jorge Gonzalez, Christian Metzner, Anthony Guex) and material partnerships (Raf Simons for Kvadrat textiles, Fenix Nano HPL surfaces). Brand positioning is reinforced through editorial press coverage in Wallpaper*, Hypebeast, Architectural Digest, and The New York Times, participation in design trade events (IMM Cologne, Wallpaper* Handmade Milan), and collaborations with fashion and luxury brands (1017 ALYX 9SM, Études Studio, Rimowa). NEW TENDENCY is privately held by founders Manuel Goller and Christoph Goller as Managing Partners, with no external institutional investment or parent company, operating from a single headquarters in Berlin-Kreuzberg.
New Tendency firmographics
Firmographics- Name
- New Tendency
- Legal name
- NEW TENDENCY GmbH
- Website
- https://newtendency.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Berlin-based design studio founded under creative direction of Manuel Goller, handcrafting Bauhaus-inspired contemporary furniture and accessories in Germany for design-conscious consumers, trade professionals, and enterprise brand clients across 18 countries.
- Ownership category
- akta.pro rank
New Tendency industry classification
Industry- Product category
- Contemporary Designer Furniture
- NAICS
- Industrial Design Services (54142), Home Furnishings Retailers (44912)
- SIC
- Household Furniture (2510), Retail-Home Furniture, Furnishings & Equipment Stores (5700)
- akta.pro primary industry
- Industrial/Product & Furniture Design (BPAHAKAM)
Keywords
Where New Tendency is headquartered
LocationHeadquarters
- HQ city
- Berlin
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
New Tendency business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Direct Product Sales: Sale of contemporary design furniture and accessories through e-commerce website. Products include seating, tables, storage, lighting, accessories, and printed matter. One-time purchase model with products shipped to customers globally.
- Trade/Professional Sales: Sales to design professionals including architects and interior designers through New Tendency Pro program with trade pricing and personalized terms.
- Bespoke Design Services (NEW TENDENCY+): Creative direction, research, spatial design, prototyping, product design and bespoke products for select agencies, architects and brands. Custom project-based engagements.
- Wholesale to Stockists: Products sold wholesale to selected retailers and stockists in major cities globally including design stores and high-end furniture retailers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level accessories and printed matter |
| Unit Pricing | Pay-as-you-go | Drinkware and functional accessories |
| Unit Pricing | Pay-as-you-go | Wall-mounted storage and organization |
| Unit Pricing | Pay-as-you-go | Signature side tables |
| Unit Pricing | Pay-as-you-go | Lighting products |
| Unit Pricing | Pay-as-you-go | Premium seating |
| Unit Pricing | Pay-as-you-go | Table systems |
| Unit Pricing | Pay-as-you-go | Limited edition and premium materials |
| Other | Multi-year contract | Trade pricing for design professionals |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
New Tendency product offering
Product offeringCore offering
NEW TENDENCY is a Berlin-based design studio that designs, manufactures, and sells a collection of contemporary furniture and accessories in the tradition of Bauhaus Modernism. Products are handcrafted in Germany and include seating, tables, storage systems, coatracks, lighting, and functional accessories, sold directly to consumers, to design professionals through a dedicated trade program, to international stockists, and to enterprise clients through bespoke design services.
Product overview
NEW TENDENCY is a Berlin-based design studio applying Modernist design principles in Bauhaus tradition to contemporary furniture and accessories. The product portfolio consists of the core furniture collection and two service offerings: NEW TENDENCY Pro (trade pricing and inventory access for design professionals) and NEW TENDENCY+ (bespoke creative direction and product design services). The furniture collection spans seating (Standard Sofa, Atlas Barstool, Ayo/Ayo Barstool/Ayo Barstool 4), side tables (Meta Side Table, December Side Table, Ayo), tables (Masa Table System, Corporate Table, Discussion Table), storage (Click Shelf, Click Brass, Apex Shelf, Float Shelf), coatracks (Hash Coatrack, Loop Coat Hook), lighting (December Standard Lamp, Yuhi Lamp), and accessories (Rien Glass, Hoist Toolbox, Bureau Desk, Torei Tray, Hold Bookend, Meter Stick, Throw Blanket, Display Stand, New Tendency Gear). The collection also includes extensive printed matter (Möbel catalog, Raw Essentials, Truth to Materials, various posters) and numerous limited editions and collaborations (with 1017 ALYX 9SM, Études Studio, and special material editions of the Meta Side Table). Products are handcrafted in Germany with a focus on conceptual design, clean aesthetics, and functional form.
Differentiator
Problem solved
Functional benefit
Brands
- NEW TENDENCY+: Bespoke service for design professionals providing access to inventory, quotes, orders with trade pricing and personalized terms
Companies that use New Tendency
Customer profileNamed customers15 records
Segments4 records
Ideal customer profiles3 records
New Tendency technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
New Tendency partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered minor and core.
- 1017 ALYX 9SMminorFashion brand collaboration resulting in special edition Meta Side Table. 1017 ALYX 9SM is known for technical materials and love for details, aligning with New Tendency's design philosophy.
- Étienne StudiocoreLong-standing collaboration with Études Studio on Meta Side Table editions. Both studios rely on collaboration and conversation between artists and designers to enhance their work. Multiple editions released since 2015.
- Raf Simons for KvadratcorePremium upholstery partnerships for Standard Sofa (Vidar 3 fabric) and Atlas Barstool (Vidar 2 fabric). Kvadrat is a leading textile manufacturer known for high-quality designer fabrics.
- RimowaminorCollaborated on Rimowa's Traveling 'As Seen By' Installation at Kant Garagen in Berlin (2022). Part of ongoing creative collaborations between the brands.
- Wallpaper*coreParticipated in Wallpaper* Handmade at Milan 2016, creating Atlas Barstool. Long-standing relationship as client and media partner.
- Actual SourceminorJoint product and publishing venture with Provo-based design studio Actual Source. Created Hold Bookend and upcoming board book series (2020-2021).
- Polymer WorkshopminorCreated Display Stand (2025) designed for modern race bikes developed for and with Polymer Workshop, which specializes in progressive equipment for high-performance bicycles.
- Christian MetznerminorDesigner of Rien Glass (2015), a borosilicate drinking glass combining delicacy with stackability.
- Anthony GuexminorDesigner of Hoist Toolbox (2021), a playful take on the classic toolbox.
- Judith Haase and Pierre Jorge GonzalezcoreDesigners of Ayo stool (2022), Ayo Barstool (2023), and Ayo Barstool 4 (2024). The Ayo collection derives its plan view from intersection of circle with triangle and square, concealing Bauhaus principle of geometric primitives.
- Sigurd LarsencoreDesigner of Click Shelf (2014), a boltless shelving system. Also designed Click Brass version (2016) in brass material.
- Spassky FischerminorParis-based graphic design studio that designed Möbel publication (2024), a meticulously crafted 84-page hardcover catalog.
- Mike MeiréminorCreated 'Redefining Natural' installation (2017) and 'Ideas for the Now' (2019) publications with New Tendency.
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
New Tendency competitors and assessment
Company assessmentDirect peers
- SCP: British contemporary design retailer and brand working with international designers. Comparable curated-design positioning and designer-collaboration model.
- Muuto: Scandinavian contemporary design brand with a strong contract/commercial channel and signature product family (e.g., Outline, Fiber). Operates in overlapping price points and trade-professional programs.
- HAY: Danish contemporary design brand with broad furniture and accessory catalog, designer collaborations, and global stockist distribution. Comparable aesthetic positioning and price tier.
- e15: Frankfurt-based contemporary designer furniture brand with a similar German design-led, premium-positioned, signature-product-driven business model. Comparable price points, materials emphasis, and stockist distribution make e15 the closest peer in positioning.
- Menu Space: Scandinavian contemporary design brand selling furniture, lighting and accessories through a global stockist network. Overlaps with New Tendency on designer collaborations, premium AOV, and architecture/interior-design channel focus.
- Magis: Italian contemporary furniture brand with strong designer-collaboration pipeline and global contract/retail distribution. Comparable designer-led approach and price tier.
- &Tradition: Copenhagen-based contemporary design brand combining iconic reissues with new designer collaborations. Comparable pricing, designer-collaboration pipeline, and global stockist distribution to New Tendency.
- Established & Sons: London-based contemporary design brand focused on limited-edition and designer-collaboration furniture and lighting. Closely comparable in launch model, materials experimentation, and designer partnerships.
Broad incumbents
- Knoll: American modernist furniture company with deep catalog of mid-century and contemporary pieces sold through a contract-specification channel. Competes for the same architect/interior-designer trade customers at premium price points.
- Vitra: Swiss design and manufacturing company with iconic classic and contemporary furniture catalog, broad contract and residential channels, and the Vitra Design Museum. A larger, more diversified incumbent operating in the same contemporary/modernist design space.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
New Tendency social profiles
Digital presenceNew Tendency financial estimates
Financial estimateRevenue estimate
Valuation estimate
New Tendency leadership team
Management profileNumber of profiles
Profiles2 records
New Tendency funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
New Tendency M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about New Tendency
What does New Tendency do?
NEW TENDENCY is a Berlin-based design studio that designs, manufactures, and sells a collection of contemporary furniture and accessories in the tradition of Bauhaus Modernism. Products are handcrafted in Germany and include seating, tables, storage systems, coatracks, lighting, and functional accessories, sold directly to consumers, to design professionals through a dedicated trade program, to international stockists, and to enterprise clients through bespoke design services.
Is New Tendency a public or private company?
New Tendency is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was New Tendency founded?
New Tendency was founded in 2012. It employs 1 to 10 people.
Where is New Tendency based?
New Tendency is headquartered in Berlin, Germany, in the Europe region.
How does New Tendency make money?
Four revenue lines are on record. Direct Product Sales are the primary driver. The others are trade/Professional Sales, bespoke Design Services (NEW TENDENCY+) and wholesale to Stockists.
Who are New Tendency's main competitors?
Direct peers on record are SCP, Muuto, HAY, e15, Menu Space, Magis, &Tradition and Established & Sons. Broad incumbents are Knoll and Vitra.
Does New Tendency have an API?
No public API is recorded for New Tendency.
What industry is New Tendency in?
New Tendency's product category is Contemporary Designer Furniture. Its primary akta.pro industry code is BPAHAKAM, Industrial/Product & Furniture Design. Its NAICS code is 54142 and its SIC code is 2510.