What: NV Gallery adapts fashion industry strategies to furniture retail, achieving steady growth in a challenging sector.

Why it is important: The company's successful application of fashion DNVB (Digital Native Vertical Brand) practices to furniture retail shows how traditional sectors can be refreshed through digital-first approaches and lifestyle positioning.

NV Gallery has established itself as a notable player in the furniture industry, developing from a Facebook group in 2016 to reaching €30 million in revenue by 2024. The company's performance, marked by 15% year-on-year growth, contrasts with the broader furniture e-commerce sector's 6% decline. Their approach combines fashion industry techniques with furniture retail, positioning themselves as a lifestyle brand rather than a traditional furniture retailer. The company's showroom behind Place des Victoires complements their digital presence, while their strategy emphasizes design, curated visuals, and carefully chosen influencer partnerships. Their business model enables faster product development, launching new items in 6-9 months compared to the industry standard of 12-18 months, allowing them to respond more quickly to market trends and consumer preferences.

IADS Notes: NV Gallery's approach aligns with broader retail trends observed in 2024-2025. In February 2025, Le Bon Marché demonstrated similar success with its 'Le Patio' concept, showing how lifestyle curation and digital-native brands can enhance traditional retail spaces. The company's approach to influencer marketing reflects effective strategies seen in December 2024, when Celio's targeted marketing campaign demonstrated the value of combining digital influence with physical retail experiences. Additionally, the focus on showroom experiences follows a wider industry shift, as evidenced by Printemps' March 2025 strategy of prioritizing customer experience and dwell time in their new US location.

NV Gallery takes over the furniture sector by adopting the codes... of fashion