Is a Swivel Chair a Good Business?

Media ASKT
5 days ago
4 min read

Swivel dining chairs have grown from a quirky novelty into a design staple in contemporary dining environments. But from a business perspective, especially for B2B buyers and furniture importers across Europe, is the swivel chair trend worth the investment?

As the CEO of ASKT Furniture, a leading dining furniture manufacturer in China with deep roots in the European market, I’d like to offer a strategic, data-backed perspective on why swivel chairs are more than just a stylish choice – they represent a sound business opportunity.

1. Market Demand: The Rise of Functional Comfort

Over the last five years, we’ve observed a significant shift in buyer preferences in Germany, the Netherlands, and the UK. Consumers are prioritizing functionality in furniture – not just looks. Swivel dining chairs answer this demand by offering:

Ease of movement: Especially at larger dining tables or in smaller spaces, the ability to rotate rather than scoot improves convenience.
Modern lifestyle compatibility: Open-concept living has merged dining and working zones, and swivel chairs adapt easily to multifunctional needs.
Appeal to younger demographics: Millennials and Gen Zs appreciate hybrid usage (e.g., dining + remote work), and swivel chairs fit this role.

Data from our European buyers indicate that listings with swivel functions on platforms like OTTO and Amazon consistently perform better in click-through and retention rates. In fact, most customer reviews on e-commerce platforms such as Amazon are overwhelmingly positive when a chair includes a swivel function. Shoppers often highlight the convenience and comfort of the 360-degree rotation as a key factor in their satisfaction.

2. Higher Margins for Retailers

Swivel chairs, due to their added functionality and perceived sophistication, often command higher retail prices. For B2B partners, this translates to:

Increased average order value (AOV)
Upsell potential in showrooms and online bundles
Higher profit margins per unit

While standard dining chairs often retail between €59-€79, swivel chairs can easily retail from €99 to €149 or higher, especially when premium fabrics and steel bases are involved.

3. Technical Viability: Challenges and Solutions

Swivel chairs do present manufacturing and logistical challenges:

Precision welding for the swivel base
Durability and stability under rotation
Packaging for protection during transport

This is where ASKT's infrastructure provides assurance. We’ve invested over $20,000 in 12 pieces of durability testing equipment to simulate long-term use. Each swivel chair design undergoes tests for:

Front-end static and dynamic loads
Seat and back impact resistance
Durability of the swivel mechanism (backward drop test, forward static load)

Our internal QA team, equipped with live video recorders, ensures transparent and accurate quality checks for each unit before shipment.

4. Why Swivel Chairs Make Sense for Group Buyers

For wholesalers and chain stores, buying swivel chairs in volume makes business sense due to:

Repeat demand and low return rates (when quality is ensured)
Strong differentiation in competitive online platforms
Versatility across markets: Dining, home office, contract/hospitality
Customization options: At ASKT, we offer over 50 fabric types, including pet-proof, waterproof, OEKO-TEX certified, and even one made from recycled bottles to align with European sustainability standards.

5. Sustainability as a Competitive Edge

With Europe’s tightening plastic packaging regulations and green procurement preferences, offering swivel chairs with sustainable packaging enhances your business credibility.

ASKT’s zero-plastic packaging initiative replaces all plastic components with recyclable honeycomb paper and paper tape. This has helped our partners:

Save up to 15% on packaging costs annually
Pass customs audits with zero tax risk
Improve port logistics speed by 30%

6. Sample Production and Time-to-Market

Swivel chairs, being more complex, require an agile sampling and prototyping process. At ASKT, we can create a fully functional prototype within 10 days thanks to:

Our 1,200 sqm R&D center
In-house sample rooms and living scene simulation for showrooming
Experienced pattern cutters and welding engineers

This drastically reduces lead time for our European B2B buyers seeking to test new collections.

7. Real Use Case: Success in Germany

After launching a 360-degree swivel dining chair model tailored for the German market in Q1 2024, one of our retail partners reported:

A 42% increase in Q2 sales compared to non-swivel variants
70% higher Instagram engagement when promoting the swivel collection
Reduced after-sales complaints due to improved quality control and durability

8. Competitive Table: Standard vs. Swivel Chair

Feature	Standard Dining Chair	Swivel Dining Chair
Average Retail Price	€59-€79	€99-€149
Multifunctional Use	Low	High
Appeal in Small Spaces	Moderate	High
Home Office Compatibility	Low	High
Assembly Complexity	Low	Moderate
Packaging Costs	Low	Slightly Higher
Return Rates (ASKT data)	3.8%	2.1%
Customer Reviews (Avg Score /5.0)	4.2	4.7
Sustainability Option at ASKT	Yes	Yes

9. Final Thoughts: What I’ve Learned as CEO

Having worked with over 20 factories and served the European furniture market for more than 20 years, I’ve learned that trends alone don’t build a successful business. Execution, durability, innovation, and responsiveness do.

Swivel dining chairs are not just a fad – they represent the future of multi-use, sustainable, design-forward furniture. And when done right, they deliver measurable value to every link in the supply chain, from factory floor to end customer.

So yes, swivel chairs are a good business – if you partner with a manufacturer who understands not just how to make a good chair, but how to help you grow a better business.

If you want to learn more about our swivel models or see how ASKT can support your market expansion, I’d love to talk. You can reach me directly at sales@sinoaskt.com or on WhatsApp +86 18912605997.