M.O.W. 2025: Key Furniture Trends & Buyer Insights

As someone who has spent many years in the furniture industry, attending trade shows is more than just business—it is an opportunity to see where our market is heading. This year’s M.O.W. Furniture Fair in Bad Salzuflen, held from 21–25 September 2025, confirmed once again why this event matters so much to the European middle market. Over 500 exhibitors from 40+ countries filled the 17 halls and 85,000 square meters of Messezentrum, turning the town into a true hub of decision-making for our industry.

I would like to share my observations from this year’s fair—what impressed me, what I believe is most relevant for buyers, and how these trends connect to our own practices at ASKT.

Outdoor Living Takes Center Stage

For the first time, Outdoor Living became its own product category. More than 20 exhibitors showcased concepts that treated the garden and terrace as a “second living room.” Companies like Stern and Hartman displayed weather-resistant lounge systems that could easily blend into an indoor setting. The message was clear: outdoor is no longer a seasonal afterthought. It is becoming a year-round business category with high lifestyle appeal.

Services Gain Visibility

A new feature, the Input Zone, placed between Halls 11 and 12, gave service providers their own stage. From logistics partners to software developers, exhibitors showed solutions that are becoming just as important as the products themselves. The use of AI for planning tools and catalog creation stood out—it is now common to see technology helping retailers reduce returns and improve customer journeys.

A Stronger Brand Mix

Another highlight was the arrival of big names like SCHÖNER WOHNEN-Kollektion, Kare, Jan Kurtz, Bizzotto, Stern, Hartman, Ronald Schmitt, and even the revived Hülsta. Their presence raised the overall level of the show and confirmed that the mid-market is trading up. At SCHÖNER WOHNEN’s booth in Hall 21, the complete home concept—from furniture to textiles—demonstrated how consumers want coordinated solutions, not just single items.

Kitchens Leading the Way

Among the many product launches, Nolte Küchen’s Matrix800 stood out. By increasing the carcase height to 800 mm, Nolte has created more storage and improved ergonomics. This is a small change with a big impact, and it reflects how kitchen innovations are influencing living and dining categories as well.

Leonardo Living: The 24-Hour Home

LEONARDO LIVING impressed with its “24-hour lifestyle” presentation. Programs like AVIGNON for bedrooms and VINCI for living areas showed how a consistent design language can flow through an entire home. Buyers can clearly see the appeal of packages that give customers a complete look instead of isolated products.

The 2025 Look

From walking the halls, these key trends became evident:

• Simplified modularity: fewer SKUs, but more combinations, with tool-free assembly.

• Materials and finishes: subtle oaks, glossy glass, corduroy, bouclé, and vegan leather.

• Colors and forms: clear lines, rounded shapes, neutral tones with blue accents.

• Category growth: hallway, bathroom, and hybrid dining solutions.

• Digitalization: AI applications are now standard across product planning and marketing.

These elements combine functionality with lifestyle, reflecting the needs of today’s consumer.

How This Connects to ASKT

At ASKT, we see our own strategy aligning with many of the fair’s themes:

• We have developed a zero-plastic packaging program, helping customers reduce costs and logistics risks while supporting sustainability.

• Our fabrics are OEKO-TEX® certified, resistant to stains and scratches, and even include options made from recycled plastic bottles, supporting the European green policy.

• With our KINEXA™ quick-connect chair system, buyers can mix and match up to 30 combinations of seats, fabrics, and bases—simplifying orders and reducing inventory risk.

• Our factories are BSCI-certified, and we ensure worker safety with protective gear and environmentally friendly adhesives

• Earlier this year, I had the honor of appearing on the cover of möbelmarkt magazine, where I spoke about our commitment to design, quality, and innovation.

These efforts are part of our broader mission: to deliver high-quality, contemporary dining furniture that makes family life more enjoyable.

Closing Thoughts

M.O.W. 2025 was not just a place to place orders—it was a clear signal of where the industry is heading. Outdoor living, simplified modularity, stronger branding, and digitalization are all shaping the future of the mid-market. For me, the fair reaffirmed that success lies in combining functionality, sustainability, and design appeal.

At ASKT, we are proud to be part of this journey and to support our partners with solutions that reflect these values. I left Bad Salzuflen confident that the industry is evolving in the right direction—and ready to play our role in shaping it.

Sunbin Qi

CEO, ASKT Furniture