What Beliani Group does

Beliani Group is a direct-to-consumer e-commerce retailer of furniture and home goods, headquartered in Baar, Zug, Switzerland, and founded in 2009. The company serves individual consumers across more than 20 European countries, operating country-specific localized online storefronts spanning Western, Northern, Central, and Eastern Europe (including markets such as Germany, France, the UK, Italy, Spain, the Nordics, the Benelux region, Poland, the Czech Republic, Romania, Croatia, Hungary, Slovenia, Slovakia, Finland, and Switzerland).

The core product offering is furniture and home goods sold through owned digital channels. The platform architecture consists of approximately 20+ top-level localized domains (e.g., beliani.de, beliani.fr, beliani.co.uk, beliani.it), each tailored to the language, currency, and likely logistics requirements of its target market. The company does not operate a mobile application and does not expose a public API, indicating the storefront is the primary commercial surface. No proprietary technology, in-house manufacturing, or patented product innovations are disclosed in the input.

The business model is DTC e-commerce retail: Beliani sources furniture (no in-house production is evidenced) and resells it to end consumers via its localized websites, with revenue generated per transaction at retail prices. Pricing is not publicly disclosed. The primary customer segment is European consumers shopping for furniture and home goods online. There is no B2B or enterprise customer base, no disclosed wholesale or marketplace channel, and no recurring subscription or SaaS component to the revenue mix. Beliani employs approximately 318 people, the majority of whom are likely allocated to sourcing, logistics, localized marketing, and customer operations across its European footprint.

Name

Beliani Group

Website

https://beliani.com

Company type

Private

Operating status

Operating

Headcount range

251–500 employees

Short description

Beliani Group is a Swiss-headquartered direct-to-consumer e-commerce retailer selling furniture and home goods to consumers across 20+ European markets via country-specific localized online storefronts. Founded in 2009, it employs approximately 318 people and serves end consumers in furniture retail.

Ownership category

akta.pro rank

GTM type

B2C

Offering type

Services

Cost components

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

Distribution channels1 record

Core offering

Beliani Group operates a direct-to-consumer e-commerce retail business selling furniture and home goods through country-specific localized websites across more than 20 European markets. Customers browse and purchase home furnishings directly via Beliani-owned country storefronts such as beliani.de, beliani.fr, and beliani.co.uk.

Differentiator

Problem solved

Functional benefit

Products and services

• Online Furniture & Home Goods Storefronts

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves3 records

Expansion highlights3 records

Direct peers

• Westwing Group: Westwing is a European-focused online home and living retailer operating localized storefronts across multiple European countries. Directly comparable to Beliani in target market (European consumers), product category (home and living), and pure-play DTC e-commerce distribution model.
• Wayfair: Wayfair is a global pure-play online furniture and home goods retailer serving consumers directly via owned e-commerce platforms. It is the closest large-scale analogue to Beliani's DTC online furniture model, though operating at significantly larger scale and broader geographic reach.
• Made.com: Made.com was a UK-based DTC online furniture retailer serving European consumers. Directly comparable to Beliani in product category, target customer, and direct-to-consumer online model (brand wound down in 2023 after Next acquisition).
• Home24: Home24 was a European online furniture retailer operating in DACH, Benelux, and other European markets. Highly comparable to Beliani in product category, customer segment, and country-specific e-commerce approach (acquired by XXXLutz in 2023).
• Maisons du Monde: Maisons du Monde is a French home furnishings retailer with strong European presence across multiple countries. Comparable to Beliani in product category (furniture and home decor), European consumer focus, and multi-country retail footprint, though with a heavier physical-store mix.
• VidaXL: VidaXL is a European online retailer of home, garden, and furniture products operating across multiple European countries. Comparable to Beliani in cross-border DTC model, broad home category assortment, and value-oriented positioning.

Broad incumbents

• La Redoute: La Redoute is a French home and fashion retailer with strong European DTC e-commerce presence. Comparable to Beliani in target European consumer and online-first distribution, but with a broader category mix including apparel.
• Amazon (Home category): Amazon's Home and Furniture category competes directly with Beliani for European online furniture shoppers. While not a specialist, Amazon's scale, Prime logistics, and marketplace breadth make it a structural competitive incumbent in Beliani's category.
• OTTO: OTTO is one of Germany's largest online retailers with a significant home and furniture category presence. Comparable to Beliani in product category and DACH market focus, but operates as a multi-category broadliner rather than a furniture specialist.
• IKEA (Ingka Group): IKEA is the dominant global furniture retailer with significant European presence through physical stores and an expanding e-commerce offering. It operates in the same product category and European consumer segment as Beliani but at vastly larger scale and with an omnichannel showroom-based model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks4 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/beliani-group

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Beliani Group