Contract furnishing
Whoever gets into the architecture studio before the specification wins the project
In contract furnishing (offices, hotels, public spaces, ships), the decision is almost never made by whoever pays. It is made by architects, interior designers and general contractors, often months before the order goes out. If your product is not in the designer's mind when they draw, it is not there at tender time.
The starting point
The challenges we meet most often
Challenges 1
You Sell to the Designer, Not to the End Client
The architect specifies, the contractor buys, the client pays. Three counterparts with three logics, and almost all suppliers cover only one.
Challenges 2
Projects visible too late
When a project becomes public the products have already been chosen. The real work is done earlier, when the concept is still open.
Challenges 3
Showrooms and the Salone Are Not Enough
The Salone del Mobile brings visibility one week a year. The rest of the year designers choose from what they remember.
The method in the industry
How we work in this industry
We work on architecture and interior design studios that do projects of your type, by size and intended use, and on the general contractors who build them. We look for project signals: competitions won, new offices announced, chain refurbishments. The message to the designer is visual and technical, brings a similar completed project and proposes a showroom visit or a presentation of the materials. Before the Salone we use the same work to set up meetings with the studios on the list.
Who we talk to
Architect or interior designer
Specifies the products in the project. Wants quality, customisation and a supplier who responds quickly on samples and variants.
General contractor or fit-out company
Buys and coordinates installation. Cares about delivery times, reliability and the ability to handle changes along the way.
Client's facility or real estate manager
On office and chain projects they look at durability, maintenance and consistency across sites.
Procurement of hotel groups or chains
They manage projects across several sites and look for suppliers able to replicate a standard.
The objection we hear most often
«Architects choose the suppliers they know, and they don't read companies' emails.»
Architects read what helps them design better: a new material, a completed project, a technical solution to a problem they have on the table. They ignore company presentations. Our job is to write the former, and bring you into the studio with a real reason.
Case studies
The method in this industry
Recommended services
The channels we use here
Account Based Marketing
Surgical targeting on a named list of companies you want to win. Multi-decision-maker, multichannel, zero waste.
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LinkedIn Lead Generation
Sequences of targeted requests and personalised, professional messages, from your company’s LinkedIn profiles. This builds your pool of potential clients, which we nurture over time to create connections with decision makers.
Discover the service →
Frequently asked questions
Questions about the industry
How to find new projects in contract furnishing?
By covering whoever specifies, that is architecture firms and interior designers, before the project becomes public. We build a list of firms that do compatible projects and propose a meeting with a completed project as a reference.
Does outbound work towards architecture firms?
It works if the message is well crafted and brings something useful to the project. Architects are a demanding audience on form, so the copy has to be written with care and the first step has to be light, like a visit or sending samples.
How does the Salone del Mobile prepare to sell in contract furnishing?
By showing up with an already full agenda. In the weeks before, we contact the firms and contractors on the list and propose meetings at specific times. Someone who stops by the stand for a meeting is a different counterpart from someone who stops by by chance.
Your market is in the industry contract furnishing? Let's talk.
In the Feasibility Study we tell you honestly whether it makes sense to get started in your industry, and how.