Mömax Österreich

What Mömax Österreich does

Mömax Österreich (legal entity: moemax GmbH) is an Austrian omnichannel furniture and home furnishings retailer operating 23 physical retail stores and a full e-commerce platform at moemax.at. The company serves Austrian B2C households with a horizontal assortment spanning living room, bedroom, kitchen, dining, bathroom, office, and outdoor furniture, alongside home accessories, textiles, lighting, and cookware. The portfolio is organized across multiple differentiated sub-brands covering value (Based), modern lifestyle (MID.YOU), premium (Premium Living), textiles (Modern Living), and outdoor/kids (Bessagi Garden, Bessagi Home, Bessagi Kids), complemented by exclusive collaborations such as Bruce Darnell x mömax.

The underlying technology stack centers on a unified e-commerce platform that integrates 12,000+ in-stock SKUs with omnichannel fulfillment (Click & Collect across all 23 locations, home delivery, free transporter rental, and assembly services). Kitchen is the company's higher-value specialty: 22-23 dedicated kitchen studios offer consultative planning supported by a 3D Kitchen Planner tool, virtual studio tours, and video consultation, with custom and modular kitchens (starting at €499) sourced from manufacturers including Nolte, Nobilia, Pino, Impuls, Bosch, Siemens, AEG, and BORA. The platform integrates Klarna, PayPal, Apple Pay, Google Pay, and other payment providers to reduce purchase friction.

Revenue is generated through one-time product sales (own-brand and third-party), professional kitchen planning and installation services, ancillary in-store restaurant revenue (Mia Cucina), and a recurring-loyalty dynamic-pricing program (Bonus Card / Club-Preis). Go-to-market combines product-led e-commerce (seasonal sales up to -70%) with a consultative field-sales motion for kitchens. Geographic scope is explicitly limited to Austria, and ownership and revenue figures are not publicly disclosed in the available data, representing a material information gap for investment analysis.

Name

Mömax Österreich

Legal name

moemax GmbH

Website

https://moemax.at

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

51–100 employees

Short description

Mömax Österreich is an Austrian omnichannel furniture and home furnishings retailer operating 23 physical stores and moemax.at, offering own-brand and third-party furniture, kitchen planning services, and home accessories to Austrian consumer households and small B2B customers.

Ownership category

akta.pro rank

Product category

Furniture and Home Furnishings Retail

NAICS

Furniture, Home Furnishings, Electronics, and Appliance Retailers (449)

SIC

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

akta.pro primary industry

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

akta.pro secondary industry

Custom Modular Shelving & Cabinetry System Planning (Non-Construction) (HSAFAHAK)

Keywords

• Furniture retail
• Home furnishings
• Kitchen planning
• Garden outdoor furniture
• Omnichannel retail

Headquarters

HQ city

Wels, Wels

HQ country

Austria

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales - Furniture & Home: One-time sale of furniture, home accessories, outdoor, and kitchen products through online and physical retail channels. Products include own-brand (Mömax, Based, MID.YOU) and third-party branded items.
2. Kitchen Planning & Installation Services: Consultative sales of custom and modular kitchens with planning, delivery, and installation services. 24 years of experience serving over 30,000 kitchen customers annually.
3. In-Store Restaurant: Mia Cucina restaurants operating in select mömax stores offering meals and refreshments
4. Bonus Card Loyalty Program: Club-Preis (member pricing) program offering discounted prices to registered customers

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Mömax Österreich is an Austrian omnichannel furniture and home furnishings retailer that sells living, bedroom, dining, kitchen, garden/outdoor and home accessory products through its own e-commerce site moemax.at and 23 physical stores across Austria. Its assortment combines own sub-brands (Mömax, Based, MID.YOU, Modern Living, Premium Living, Bessagi Garden/Home/Kids) with distributed kitchen and appliance brands (Nolte, Nobilia, Pino, Impuls, Bosch, Siemens, AEG, BORA). The company also offers consultative custom kitchen planning, modular kitchen blocks, delivery and assembly, Click & Collect, and a Bonus Card loyalty program.

Product overview

Mömax Österreich is a furniture and home furnishings retailer operating as an omnichannel platform with both online e-commerce (moemax.at) and 23 physical store locations across Austria. The company offers a diverse portfolio of own sub-brands (Mömax, Based, MID.YOU, Modern Living, Premium Living, Bessagi Garden, Bessagi Home, Bessagi Kids) alongside kitchen appliances from branded manufacturers (Nolte, Nobilia, Pino, Impuls, Express, AEG, Bora, Dieter Knoll, Bosch, Siemens). The core offering encompasses furniture for all rooms (living rooms, bedrooms, kitchens, dining, bathrooms, offices), garden and outdoor furniture, cookware and dining products, home textiles, lighting, and decorations. Mömax operates on a unified platform model where the same products are available through the online shop with services including Click & Collect, delivery, assembly, and a loyalty Bonus Card program. The company differentiates through its comprehensive kitchen planning services (both custom built-in kitchens and modular kitchen blocks), exclusive brand collaborations (Bruce Darnell), and value-oriented sub-brands alongside premium offerings.

Differentiator

Problem solved

Functional benefit

Brands

• Based: Budget/value sub-brand offering affordable furniture and home goods.
• MID.YOU
• Modern Living
• Bruce Darnell x mömax

Quantifiable outcome

• 30,000+ kitchen customers served annually
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

AI capability2 records

Feature4 records

Partnerships

Twelve partnerships are on record, tiered core, flagship and minor.

• Gebrüder WeisscoreOthersLogistics and shipping partner for parcel and freight delivery services across Austria
• Austrian PostcoreOthersShipping partner for parcel delivery services to customers
• Bruce DarnellflagshipGTM or Marketing PartnerCelebrity interior designer collaboration featuring exclusive 'Drama, Baby!' home collection with styling tips and inspiration. Exclusive Mömax collection targeting modern home styling.
• NoltecoreChannel Partner/ Reseller/ DistributorGerman kitchen manufacturer whose products are sold through mömax kitchen studios and online
• NobiliacoreChannel Partner/ Reseller/ DistributorGerman kitchen manufacturer - one of the major brands sold at mömax with custom planning options
• PinocoreChannel Partner/ Reseller/ DistributorAustrian kitchen manufacturer whose products are distributed through mömax kitchen studios
• ImpulscoreChannel Partner/ Reseller/ DistributorKitchen brand available at mömax, offering modern and trend kitchen designs
• Express KüchenminorChannel Partner/ Reseller/ DistributorBudget-friendly kitchen brand available at mömax
• BoschcoreChannel Partner/ Reseller/ DistributorKitchen appliances brand sold through mömax, offering built-in ovens, cooktops, and extraction hoods
• SiemenscoreChannel Partner/ Reseller/ DistributorKitchen appliances brand available at mömax for built-in kitchen solutions
• BORAminorChannel Partner/ Reseller/ DistributorPremium cooking appliance brand available at mömax kitchen studios
• AEGcoreChannel Partner/ Reseller/ DistributorHome appliance brand available at mömax for kitchen solutions

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• JYSK: Pan-European value retailer offering furniture, mattresses, and home accessories across DACH. Comparable in value positioning, broad home assortment, and multi-channel retail presence in Austria.
• Roller: German discount furniture and home furnishings chain with broad assortment and value pricing. Comparable in value positioning, sub-brand structure, and promotional intensity, though primarily active in Germany.

Direct peers

• IKEA: Global omnichannel furniture and home furnishings retailer with strong own-brand assortment and in-store planning services. Highly comparable as a mass-market furniture retailer competing on price, range, and showroom experience across Austria.
• XXXLutz: Austria's largest furniture retailer with extensive kitchen, furnishing, and home accessories assortment across DACH. Directly comparable in product categories, omnichannel model, and mid-market Austrian positioning.
• kika: Austrian furniture and home furnishings chain with strong household brand recognition and broad assortment across living, bedroom, and kitchen. Comparable in target market, store footprint, and brick-and-mortar-led retail model.

Emerging players

• Butlers: European home accessories and lifestyle retailer with design-oriented assortment and physical stores. Comparable in home décor and lifestyle sub-brand strategy, though narrower in furniture and kitchen categories.
• Home24: European online furniture and home furnishings retailer with curated assortment and private-label brands. Comparable in home category focus and digital-first customer experience, though lacks Mömax's physical retail depth.
• Wayfair: Global online home goods marketplace with massive SKU breadth and aggressive digital marketing. Comparable in assortment breadth and value-led positioning, primarily competing through digital channels.
• Westwing: European online home and living retailer with curated, design-led assortment and content-driven commerce. Comparable in home accessories/furniture focus and digital GTM, though with a more premium aesthetic.

Regional players

• Porta: German furniture retail chain with full home assortment and kitchen focus. Comparable in store-based retail model and kitchen category emphasis, though primarily operating in Germany rather than Austria.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/m%C3%B6max-%C3%B6sterreich

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 Mömax Österreich