A homeware importer on a Dutch furniture marketplace
Own brands in porcelain, glass and textiles entered a marketplace channel where decorative goods compete with furniture.
The client
An importer and distributor of homeware with its own brands: porcelain, table glassware, textiles and decorations. The core business is wholesale. Retail and online sales run through a separate company in the group. The engagement ended in June 2026, and the client agreed for it to stand as a reference.
Where it started
On a foreign furniture marketplace, homeware follows a different logic than on Allegro, Poland’s dominant marketplace. The categories are built for furniture, so porcelain and glass slot in awkwardly. Each item needs its parameters in the platform’s language, which rarely matches the manufacturer’s. The Dutch market added its own language and support load.
Two things took most of the work here:
- the platform’s categories and parameters are built for furniture, so tableware and decorations fit awkwardly,
- a foreign market needs translated product cards, and that is a separate job in its own right.
What we did
- We listed and managed the client’s range on home24, including the Dutch market.
- We prepared product card translations for that market.
- We built category and parameter mappings for homeware: pots, accessories, tableware. We still use them today with other clients in this sector.
- We also handled listings in additional furniture channels from the same family.
Results
The client sold on a foreign furniture marketplace, with the range translated and mapped to the platform’s categories. The homeware category mappings we built then stayed with us. Today they shorten entry for other clients in this sector.
What this means for you
Importers of home furnishings look at foreign furniture marketplaces and see furniture only. The categories can be mapped. Once the mapping is built, it works for the whole range. See how we launch sales on home24: home24 – a guide
