The five-day programme focused on business matchmaking, showroom visits and insights into changing US purchasing trends.
  
The initiative received funding from the German Federal Ministry for Economic Affairs under a market development programme for small and medium-sized enterprises.

German companies also presented their products to prospective North American partners during the visit. Participating firms included Raumplus, Konektra and Weinbaums, while conference sessions also featured companies such as Häcker Küchen, JAB Anstoetz, Walter Knoll and Wilkhahn.

Jan Kurth, managing director of the German furniture industry associations, said trade tariffs continue to create uncertainty for exporters. However, he added that the industry still sees medium-term growth opportunities in the US market.

Alexander Oswald, head of foreign trade for the associations, said German manufacturers are increasingly positioning themselves for project-based contract business, where purchasing decisions are often driven by product quality, design expertise and sustainability credentials.

According to a market study presented during the trip, demand in the US furnishing sector is being shaped by interest in durable, design-oriented products, as well as flexible workplace concepts and sustainable materials. The study also highlighted growing demand for acoustically optimised furniture and adaptable space-planning solutions.

The report estimated the US furniture market to be worth around $190bn in 2025, with annual growth projected at between 3% and 4% through 2030. It also found that online sales now account for more than 30% of furniture purchases, with digital product presentations, 3D data and fast delivery increasingly influencing buying decisions.

The US is described as the German furniture industry’s most important export market outside Europe. Chicago and New York were selected because of their influence in architecture, interior design and commercial project development, as well as their international visibility.

The Chicago leg of the programme opened with briefings on US market processes before moving into business meetings, company presentations and networking sessions. Organisers placed particular emphasis on engagement with architects, interior designers and project developers, who are seen as key decision-makers in the American procurement process.

The programme later moved to New York, where participants continued discussions on market conditions and held further one-to-one meetings with potential partners.