Leiner becomes Homeland: New furniture store celebrates opening in Vienna!

Leiner becomes Homeland: New furniture store celebrates opening in Vienna!

A new chapter in the furniture trade in Vienna-Donaustadt begins: On September 19th, the “Homeland” furniture store opens, occupying the former site of the insolvent Leiner flagship at Hermann-Gebauer-Straße 4. The closure of the old Leiner branch, which followed in July 2023, was a hard blow for the region, but the Supernova Group investors see great potential in the property. After a comprehensive renovation, a refreshed shopping experience is now offered that aims to stand out from the typical price and discount wars. As Heute reports, the new furniture store will offer more than 4,000 pieces of furniture and home accessories on a sales area of ​​around 12,000 square meters on three floors.

Managing director Turgut Mermertas, who lives near the new location, has big plans for his company “Homeland Center GmbH”. Mermertas, who also works on the willessen.at platform, invested several million euros in the renovation and, above all, in the redesign of the offering. Around 20 percent of the employees come from the former Leiner workforce, which sends a positive signal of continuity and integration in the region. The ambitious General Manager Fatima Gustafsson brings 26 years of experience in the furniture industry, including her time at Ikea.

Focus on quality and inspiration

“Homeland” aims to offer customers an inspiring shopping experience. Avoiding discount battles should focus on quality and timeless design. Sustainability is also a top priority with 90 percent of the products being produced in Europe. Over 80 international brands, including the “Anrei” manufacturer for solid wood furniture, provide an attractive range. The range is aimed at a medium to high price segment and is intended to inspire rather than just sell.

There is also a café and bistro on the ground floor of the house, which rounds off your shopping trip and invites you to linger. While many companies in the furniture industry are struggling with a decline in sales, “Homeland” is hoping for a positive trend. According to a report by Kosmo, the new furniture store is expected to bring a breath of fresh air to the emerging furniture industry, which struggled with a 7.8 percent decline last year.

A new era for Viennese furniture stores

“Homeland” could represent the turning point for stationary furniture retail in Vienna-Donaustadt. The company's concept of using the showroom as a source of inspiration could not only increase customer satisfaction, but also enhance the overall shopping experience. With the aim of possibly opening more branches in the next few years and significantly expanding the online area, Mermertas' team is ready to assert itself in the challenging furniture industry market.

The opening of the new furniture store on September 19th is eagerly awaited. It remains to be seen how well “Homeland” will be received and whether this concept can be the start of a new era for the city. Tie the cloths and get ready for a new shopping experience!

Further information can be found at Today, Cosmo and Destatis.