In the first half of 2026, the furniture market (excluding kitchen and bedroom furniture) declined by 4.1% (IPEA), and 52% of French consumers postponed major purchases (VML, Future Shopper 2025). With customers waiting for the next sale, simply running more promotions is no longer enough: a price is justifiable only when it can be explained.
White paper
Move away from permanent promotions and restore meaning to your prices
This white paper shows how to restore meaning to furniture pricing: a “good, better, best” product line with carefully managed price differentials—differentials justified by verifiable evidence (materials, manufacturing, origin, warranty, services)—price tags and product descriptions that speak for themselves, salespeople who make a case for the product rather than just offering discounts, and two or three credible promotional highlights per year. Verified figures from 2025 and 2026 (IPEA and L’Ameublement français, Ipsos BVA for Bonial, VML, Shopfully, YouGov).
By downloading it, you will discover
- Why a single promotion is enough to disrupt a "good, better, best" product lineup, and how to set minimum price differentials that hold up
- How can we justify every euro of the price difference with evidence that customers can verify, given that 53% of French people say they are willing to pay more for a product made in France?
- How can we make product labels and descriptions speak for themselves when 76% of French people research products online before going to a store?
- How to transition from offering a discount to presenting a sales pitch with the sales teams, and respond to customers who are waiting for the sales without offering a discount
- What timeline of key milestones should be established, and what metrics should be tracked during the transition?
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