König + Neurath focuses its transformation on growth and the market

König + Neurath is embarking on the next phase of its strategic reorientation. With BLOOM.COLLECTION, seKNd.life, new dialogue and trade fair formats, and the further development of its seating portfolio, König + Neurath is increasingly translating its transformation into concrete market initiatives. Following the stabilisation of operations, the strategic development of the company is now taking centre stage even more. König + Neurath’s aim is to tap into new market potential, further develop its positioning as a solutions provider, and align its product and market strategies even more closely with specific customer requirements. In doing so, the company is relying on close dialogue with its specialist retail partners. Their market and customer knowledge is to be incorporated at an early stage into the development of new concepts and offerings.

“We have stabilised König + Neurath over the past few months and laid important foundations for the future. Now the next phase begins: we want to tap into new market potential, further develop our portfolio in a targeted manner and reposition König + Neurath more strongly as a driving force behind modern working environments. It is crucial for us that our transformation becomes increasingly visible and tangible in the market. We are deliberately involving our partners in this process, as their direct experience from customer projects and their market knowledge are a key component of our joint development,” says Patrick Heinen, CEO of König + Neurath AG.

The German office furniture industry continues to operate in a challenging market environment. According to the German Office and Working Environment Industry Association (IBA), turnover among member companies fell by 5.6 per cent in the first half of 2026, and by 8.5 per cent in the domestic market . Overseas business performed well, recording growth of 5.0 per cent.
Hybrid working, digitalisation and sustainability are changing the requirements for modern working environments. For König + Neurath, this creates new market opportunities through holistic solutions that combine space, culture, collaboration and service.

The strategic development of the portfolio is therefore to be based even more consistently on specific customer applications and market requirements. The experience of specialist retail partners is to be specifically incorporated into development and design processes. The aim: to translate solutions into concrete customer offers more quickly.

A key component of the new market agenda is the Autumn 2026 trade fair season. König + Neurath is focusing specifically on formats offering direct access to HR, architecture, planning, sustainability, workplace decision-makers and specialist retailers.

In doing so, the company is deliberately expanding its market reach and seeking greater direct dialogue with those who plan, design and strategically develop working environments. The selected events are also intended to provide immediate market feedback and open up new contacts with decision-maker groups that are becoming increasingly important for König + Neurath’s future positioning.

The initiative kicked off with the company’s successful participation at Zukunft Personal Europe from 15 to 17 September 2026 in Cologne. König + Neurath exhibited for the first time in Hall 4.1, Stand B.77. Under the overarching theme ‘TEAM, HUMAN x AI’, the focus is on people transformation, new ways of working, collaboration and corporate culture. At ARCHITECT@WORK Berlin on 7 and 8 October 2026, Stand 84, and at ARCHITECT@WORK Frankfurt on 2 and 3 December 2026, Stand 169, König + Neurath will present the BLOOM.COLLECTION, with its focus on acoustics, design and spatial quality. At GREENTERIOR 2026 in Berlin on 18 and 19 November 2026, Hall 8, Stand G.07, the focus will be on sustainable product development, modularity, circularity and seKNd.life.

In parallel with the autumn trade fair season, König + Neurath is strategically developing its seating portfolio further. In early 2027, the company will launch a reoriented seating strategy onto the market. The aim is to create a clearly structured and easily communicable product range for different working environments, usage profiles and comfort requirements. This will enable specialist retailers and sales staff to identify the right seating solution more quickly for each workplace situation and to advise customers specifically on application, function, ergonomics, design and budget.

The new seating strategy is not a stand-alone project, but part of a broader product and portfolio agenda. In the coming years, König + Neurath intends to align its range more closely with specific customer applications, clearly defined market segments and holistic workplace solutions.

“For us, product development is a key driver of transformation. We want to make our portfolio more focused, relevant and easier to communicate. It is crucial that we focus on future market developments. That is why we involve our partners at an early stage and combine our product expertise with their direct experience from client projects and consultancy. The new seating strategy is the first visible building block of this portfolio development; further steps will follow,” said Heinen.

The selection of trade fair and dialogue formats also reflects this strategic realignment. ORGATEC remains an important international industry platform for König + Neurath. In 2026, however, the company will deliberately focus its resources more strongly on selected formats that enable particularly direct access to defined target and decision-maker groups. The focus is on formats that facilitate direct dialogue with specialist retailers, architects, planners, HR professionals and workplace decision-makers, whilst also providing concrete market feedback for further product and corporate development. This decision therefore represents a shift in the approach to market engagement: a greater focus on clearly defined target groups, topics and formats offering concrete strategic added value.

The autumn trade fair season of 2026 marks the start of a new phase of transformation for König + Neurath. Following months of stabilisation, the company is increasingly looking ahead: to growth, market development, portfolio renewal and a stronger positioning as a solutions provider. Dialogue with specialist retailers remains an essential component of market development. Partners are to be involved at an early stage wherever their customer and market experience can make a concrete contribution to the development of new products, offerings and market access. BLOOM.COLLECTION, seKNd.life, the targeted approach to additional target groups and the new seating strategy all reflect a shared ambition: König + Neurath aims to actively shape its own future and, step by step, translate its transformation into tangible market successes.

“Our goal is clear: we want to further develop König + Neurath on our own merits and re-establish the company as a stronger driving force in the market. This includes new products, new market access and closer integration of customer needs, development and sales. Our partners play a very important role in this, because they know exactly what customers need today and tomorrow. It is crucial that this results in concrete business opportunities and tangible market successes,” says Patrick Heinen.