Austrian furniture retailer hits China

Austrian furniture retailer Team 7 has increased its international reach by expanding into China.

Team 7 has opened its first shop in China in Beijing. The 300sqm shop in Chaoyang district showcases the company’s classic designs and bestsellers from the kitchen, dining, living and sleeping ranges, including high-class kitchens.

“Tapping into new markets and inspiring lots of people around the world with our natural wood furniture is not just a financial goal for us; it also reflects our ideals,” says Team 7 MD Georg Emprechtinger.

Shop proprietor Liu Dong adds: “The pursuit of healthy living ideals and a high level of quality are powerful new status symbols, which makes the Chinese market very attractive to Team 7.”


Team 7 will face competition from its European peer BoConcept, which recently partnered with Chinese company Kinetic to roll out more shops in China.

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