New Furniture Store Homeland Opens in Vienna-Kagran

The furniture retailer Homeland, founded by three Turkish entrepreneurs at the end of 2024, is opening its first furniture store in a former Leiner branch in Vienna-Kagran on Friday. Further locations are not planned for the time being. The furniture store is positioned in the mid- to high-price segment. By offering local, European brands, they aim to differentiate themselves from the dominant furniture retailers in Austria, said Homeland manager Fatima Gustafsson in an APA interview.

Furniture Retailer Homeland Moves into Former Leiner Branch in Kagran

The domestic furniture market is a fiercely competitive business dominated by the two furniture giants Ikea and XXXLutz, which also includes Möbelix, Mömax, Butlers, and Home24. After the bankruptcy of Kika/Leiner, the third-largest furniture retailer in Austria exited the market at the end of January 2025. At the end of 2024, the XXXLutz group had a market share of 36 percent in Austria, followed by Ikea with nearly 20 percent, Kika/Leiner with 7 percent, and Jysk (formerly Dänisches Bettenlager) with 3 percent, according to Regiodata. The remaining market shares are held by furniture specialists, kitchen studios, online retailers, and non-industry retailers that also offer furnishing products.

However, Homeland does not intend to compete directly with XXXLutz and Ikea, said the Homeland manager. Instead, Homeland focuses on cooperation with Austrian and European furniture suppliers. About one-fifth of the Homeland workforce are former Leiner employees.

Turkish Entrepreneurs Behind Homeland

In January 2024, GIM Shopping GmbH, according to "Kurier," purchased the former Leiner branch from the Graz real estate developer Supernova for 12.5 million euros. The owners of GIM Shopping GmbH, according to the commercial register ("Wirtschaftskompass"), are Gülle GmbH (40 percent share), Systrade GmbH (40 percent), and 3points GmbH (20 percent). Homeland is operated by the Homeland Center GmbH, founded in December 2024, which is owned by three Turkish companies, including Gülle GmbH and Systrade GmbH with 44.65 percent company shares each, and 3points GmbH with 10.7 percent. The managing director of Homeland is the 43-year-old Turgut Mermertas, who was previously also the head of the food delivery service Mjam, now Foodora.

When asked if further acquisitions of former Kika/Leiner branches are planned, Gustafsson replies: "Currently, we have no expansion plans. We first want to see how our concept is received in the market. However, it is not ruled out."

Not a Discount Furniture Store

In terms of pricing, Homeland positions itself more in the mid to high price segment. Compared to Ikea and XXXLutz, Homeland will be above the two furniture giants. "We also have a wide range of prices that we can offer our customers, so everyone can find something suitable, but it is not about low prices," said Gustafsson.

"Style-wise," Homeland does not categorize itself and emphasizes wanting to offer as many furnishing styles as possible, from modern to traditional, up to high quality. The offering will include around 80 brands, including Anrei, Asa, Berndorf, Molteni Home, Musterring, Rotpunkt Küchen, Roberto Cavalli, and Siena Garden. Furthermore, Homeland plans to launch an online shop at the beginning of 2026.

(APA/Red)

This article has been automatically translated, read the original article here.