BLACK RED WHITE
NEW DESIGN STRATEGY

A design strategy for a leader on Poland’s furniture market

BLACK RED WHITE
NEW DESIGN STRATEGY

A design strategy for a leader on Poland’s furniture market

TOUCHIDEAS’ ROLE

  • behavioral segmentations
  • measurement of stylistic preferences
  • defining areas of growth
  • product development strategy
  • furniture design

Black Red White is the largest chain of furniture stores in Poland and one of the largest furniture manufacturers in Europe.

The task assigned to Touchideas was to identify market opportunities and gaps in the product range offered by Black Red White, create a comprehensive product development strategy and design new furniture lines.

The strategic work was preceded by cross-sectional research on how Polish people live and what their needs related to household furnishings are.

The collaboration between Black Red White and Touchideas resulted in new collections of storage and upholstered furniture, including over one hundred new products.

”New is coming. And it’s big. I can safely call this a milestone in the history of Black Red White”

– Michał Jaskulski, Marketing Director at Black Red White