A breath of fresh air in challenging times: 3C Gruppe wows visitors at its in-house exhibition

As part of the MÖBELMEILE trade fair from 20 to 24 September, 3C Gruppe showcased new models in its showroom in Rheda-Wiedenbrück and presented concepts designed to guide trade visitors and retail partners across the entire upholstered furniture segment. After all, in an increasingly stagnant furniture market, fresh impetus is needed to break the deadlock. 3C Gruppe is focusing precisely on colours, shapes, materials and displays that make a difference at the point of sale and create engaging shopping experiences.

“All these measures are designed to enhance the experiential aspect and, in doing so, increase the amount of time customers spend in the furniture stores. After all, when people feel at ease in an inspiring environment, they take their time – to explore products, ideas and their own home décor. This is precisely where we come in,” says Carl-Christoph Held, Managing Director of 3C Gruppe.

Carl-Christoph Held is also mindful of the current reluctance to spend in the upholstered furniture sector. According to the Association of the German Upholstered Furniture Industry, turnover in the first seven months of the year was 10.4 per cent below the previous year’s level. “It doesn’t have to stay that way. If we can ensure that it’s not just a holiday that stands for positive moments, but also the purchase of a piece of furniture and enjoying it every day – then we can also bring about a turnaround in home furnishings.”

3C Candy: Slowing down on the show floor

A first glance at 3C Candy stand makes it clear where the trend is heading: things are becoming soft and cosy. Organic shapes, fluffy rugs, light cream and sand-coloured upholstery, soft-to-the-touch chenille fabrics and inviting seating sets featuring longchairs quickly create a sense of slowing down. The KIDNEY model is a prime example of this. “With its soft, flowing, organic design language, KIDNEY has what it takes to be everyone’s favourite,” says Tanja Roß, Head of Sales at 3C Candy.

3C Carina: functional upholstered furniture reimagined

This approach now also shapes the presentation of 3C Carina. Whilst functional furniture had previously been presented in a rather matter-of-fact and product-oriented manner compared to 3C Candy, the display area looked significantly different this year.

Platforms and booths deliberately interrupt the lines of sight, more colour has been introduced, selected models play with mix-and-match concepts, and the overall look of the presentation is much more distinctive. In this way, 3C Carina is positioning itself as a trendsetter for the entire product segment.

“With self-contained display areas, 3C Carina is placing greater emphasis on its functional expertise. In this way, technical possibilities are not merely explained, but can be experienced within the context of the space – clearly, to a high standard, and with the aim of seamlessly combining function and design,” says Frank Scheddien, Head of Sales at 3C Carina.

A constant stream of new stories for the point of sale

In addition, the 3C Gruppe continuously provides retailers with new themes and selling points for marketing and sales. Highlights at this year’s trade fair included pet-friendly fabrics, multifunctional backrests and upholstered furniture with zip-off covers, as well as a total of 18 washable covers. This creates different narratives for different target groups – and constantly provides new opportunities at the point of sale to engage with the upholstered furniture.

The mix-and-match concept is also constantly evolving. Just how emotionally effective this can be was demonstrated during MÖBELMEILE by a display area created by 3C Candy, consistently styled in shades of red and coral. At the same time, the network of partner companies is growing: alongside Rietberger Möbelwerke, Niehoff is now also on board.

3C Candy Sleep further expands its range

Development is also continuing at 3C Candy Sleep. The upholstered beds combine stylish designs with the seating and lying comfort typical of 3C. In doing so, the group is consistently extending its commitment to emotional appeal and comfort from the sofa into the bedroom, thereby transforming the bedroom into an extended living space.

The experience is not a question of floor space

To ensure that the concepts showcased in Rheda-Wiedenbrück subsequently become a reality in retail outlets, the 3C Gruppe once again promoted joint space planning with its retail partners. The 3C Gruppe supports retailers with its planning team, whatever the shop size, region or architectural layout. After all, the nature of the experience need not be a question of square metres.

Display stands, alongside the renewed presence of partners Diomex and Trickpark with their VR solutions, simultaneously demonstrated the valuable supporting role that technology can play at the point of sale. The brand identity is also being consistently extended into the digital sphere: the look and feel characteristic of 3C now defines the newly designed website as well. In this way, the Group is creating a consistent brand identity here too.

“The 3C Gruppe doesn’t just make beautiful furniture. We want to turn furnishing into an experience and thereby rekindle end customers’ enthusiasm. We have been delighted by the positive reactions from the retail sector, and this makes us confident that, by joining forces, we can now turn the tide in the upholstered furniture sector again in the coming weeks and months – the traditional furnishing season,” says Markus Kemming, Managing Director of the 3C Gruppe.

About the 3C Gruppe

The 3C Gruppe is based in Rheda-Wiedenbrück, the heart of the German furniture industry in East Westphalia-Lippe. The foundations were laid there more than 30 years ago. Behind the company name 3C lie three major brands: 3C Carina, 3C Candy and 3C Candy Sleep. In 2008, the trading company expanded to include its own production facilities. The former trading agency quickly became one of the leading upholstered furniture manufacturers. A conscientious approach to materials and processes is part of 3C’s corporate identity. With 3C Candy Sleep, the 3C Gruppe is gradually making inroads into the sleep segment as well. Furthermore, since 2020, 3C Candy has specifically expanded its range to include the dining sector.