1. Ziel Home Achieves Strong Overseas Sales

Ningbo is a hub for home furnishing foreign trade, where many cross-border companies cluster, relying on port and industrial belt advantages to capture overseas markets. Over the years it has bred well-known cross-border home furnishing sellers such as Loctek and Aosom.

However, one company broke from this coastal model and headquartered itself in Zhengzhou, yet also became a listed cross-border home furnishing seller: Ziel Home.

Ziel Home owns three proprietary brands, Songmics, Vasagle and Feandrea, covering furniture, household goods, pet supplies and more. Its products are sold to more than 70 countries and regions worldwide, including Europe and North America. In Amazon’s home category, Ziel Home ranks first in Europe and third in the United States in brand influence.

Its latest H1 2026 financial report shows that revenue reached RMB 4.826 billion, up 19.32% year on year, and overseas business accounted for more than 99% of total revenue.

By region, Europe remains its core market with revenue of RMB 3.239 billion, accounting for 67.54% of main business revenue. The U.S. and Canada grew steadily with revenue of RMB 1.3 billion, accounting for 27.08%. Latin America, benefiting from the rapid rise of emerging markets such as Mexico, generated RMB 170 million in revenue, gradually becoming a new growth engine after Europe and the U.S.-Canada market.

Behind the rapid revenue growth, a channel change deserves attention. The report shows that Ziel Home’s accelerating revenue growth mainly came from upgrading its Amazon Vendor Central (VC) business model in Europe and the United States.

The Amazon VC model, in short, means accepting lower supply prices and longer payment terms in exchange for traffic support from Amazon’s first-party operations, thereby releasing price advantages and expanding market share. It has now become a mainstream choice for leading home furnishing export companies.

Benefiting from this model upgrade, in H1 2026 Ziel Home’s Amazon VC channel revenue reached RMB 1.866 billion, surging 406.31% year on year, becoming the core driver of overall revenue growth.

Beyond Amazon, Ziel Home has actively expanded diversified sales channels through overseas online retail platforms such as OTTO, Wayfair and its independent site, as well as offline retailers such as OBI and Bauhaus, selling furniture and home products to consumers in Europe, the Americas, Japan and other markets. At present, Ziel Home has served more than 20 million households and users worldwide.

2. Home Furnishing Companies Build Supply Chain Strength

Ziel Home’s rapid expansion depends not only on choosing the right sales model but also on solving the most difficult fulfillment and supply chain problems in large-item home furnishing exports.

Sofas, dining tables and sideboards are large and heavy. Direct shipping from China leads to high logistics costs and long delivery times, placing extremely high demands on the supply chain. Without solid supply chain capabilities, it is hard to sustain the business over the long term.

It can be said that fulfillment capability is the foundation for home furnishing companies going global.

Ziel Home understood this early and continued to invest in heavy assets, building a global warehousing network and a dual “China + Southeast Asia” supply chain system.

The company optimized its global warehouse network. In Europe, it upgraded from one warehouse in Germany serving all of Europe to one central warehouse plus multiple forward warehouses. In the United States, it established six local warehouses and expanded self-operated facilities, further reducing warehousing costs. It also completed warehouse deployment in Brazil, paving the way for its Latin America business.

On the production side, Ziel Home laid out its Southeast Asian supply chain in advance. By H1 2025, it had completed about 50% of its Southeast Asia capacity transfer for U.S. shipments, and the Southeast Asian order placement rate for U.S.-bound products reached 70%.

Ziel Home is not alone. Many home furnishing export companies are making similar heavy investments.

Loctek has 21 self-operated overseas warehouses worldwide, totaling 787,700 square meters, covering core markets such as the United States, Germany and the United Kingdom. It has built large logistics parks to improve local fulfillment for medium and large furniture.

It has manufacturing bases in Ningbo and Guangxi in China, and a factory in Vietnam mainly for U.S. orders. In 2025, total revenue exceeded RMB 5.2 billion, with overseas revenue accounting for over 90%.

Aosom has also expanded overseas infrastructure, building more than 30 self-operated overseas warehouses. After its self-built warehouse network was put into use, overall inventory costs dropped by 15%. Cross-border delivery used to take about 30 days; now overseas local warehouses can ship within 24 hours and deliver within two days.

In large-item home furnishing exports, fulfillment and supply chain are the real underlying competition. Ziel Home, Loctek and Aosom have all built overseas warehouses and shifted production capacity, trading heavy asset investment for faster delivery and lower inventory costs. This also shows that selling goods alone is far from enough in home furnishing exports; solid supply chain infrastructure can support companies in going further.

SellerHome Review

Ziel Home’s half-year revenue of RMB 4.8 billion and its top position in Europe validate the feasibility of a “supply chain + branding” approach to going global. Sellers should pay attention to its localized operations and multi-channel strategy, and think about how to use industrial belt advantages to build high-premium home furnishing brands.

Source: E-commerce Pai
Original link: https://www.pai.com.cn/p/01m25g1f7yv4yfn5cn37pdcvfd