Mobilia Nouveau Magasin

PRESS RELEASE
For Immediate Release


MOBILIA CONTINUES ITS CANADA-WIDE EXPANSION


An innovative and omnichannel business vision bears fruit for
Montreal’s leader in contemporary furniture


Montreal, November 26, 2019 – MOBILIA strengthens its presence in Ontario by setting up a new design-oriented space in the heart of Toronto’s Castlefield Design & Decor District, a furniture and design lovers’ paradise featuring a host of speciality stores. As doors are set to open in February 2020, this addition speaks clearly to the economic health of this family business founded in 1966. It will be the company’s fifth branch in Ontario.


Johannes Kau, president of MOBILIA, sees a bright future ahead: “Over the next years, we will be opening new stores and focusing on developing an enhanced online experience. The renovations of our existing stores will continue based on the Pointe-Claire model and, at the same time, online sales through our website should increase threefold within 4 years.”


A BUSINESS MODEL REVOLVING AROUND IN-STORE EXPERIENCE AND ADVICE
The last five years have seen MOBILIA’s sales performance rise by close to 30%. In-store traffic is also on the rise, suggesting that customer habits are not about to change.


Johannes Kau explains, “We’re continuing to invest in our stores because our customers visit them on a regular basis. That’s where the magic happens. On average, customers make two in-store visits before buying.”


The focus is on the shopping experience. For instance, the store in Pointe-Claire, recently relocated, was completely reinvented to meet the needs of today’s customers. Workspaces were set up so the designer or customer adviser could work on-site. A family area was also created for children, and our products are spread out into separate zones, according to the corresponding Mobilia Worlds: Natural, Euro, Wow and Spontaneous.


THE EXPLOSION OF E-COMMERCE
E-commerce has experienced continued growth since MOBILIA launched its platform in 2017. In 2018, sales shot up 25%. What’s even more impressive, 2019 is closing with double the sales of 2017.


Part of this success can be explained by the online experience which allows customers to get ideas and shop beforehand (this trend was shown in the latest consumer
research). Another part is because customers living outside of large urban centres tend to prefer shopping online.


“E-commerce is at the heart of our development aimed at the nationwide market. Our goal is to remain a leader in the furniture industry. In fact, we have recently introduced online interest-free financing, which is very rare in today’s market,” mentions Sophie Ohayon, director of Marketing, E-commerce and Visual Presentation.

By the numbers:
     • Closing rate 2019 is 33% higher than in 2018
     • Closing rate s twice as high in Western Canada due to the absence of physical stores
     • Most purchased item: sofas


NEW BUSINESS VISION AND CANADIAN TALENT
This opening in Toronto is the result of the company’s new business vision launched in 2014; a new branding that embraces new technology with increased presence online and in social networks. The repositioning of the brand has attracted younger customers including families and young professionals, drawn by quality products at fair prices.


Also, over the years, MOBILIA has shown itself eager to promote local talent. It collaborates with businesses such as Harricana By Mariouche, Cantin, Lambert & Fils and Janette Ewen. Mobilia’s latest project, the Next Contest, is a nationwide design initiative targeting students and young professionals. This year, the work of winner Loïc Bard was officially launched onto the market.


“We find inspiration in industry-leading creations from here and abroad, during personal trips or while attending trade shows such as those in Paris or Milan. Italy remains a first-rate partner with its beautiful leather and extraordinary marble. We pay attention to all that’s done in Europe, Southeast Asia, the United States and Canada,” adds the president of MOBILIA.


Innovation remains paramount with the creation of custom furniture for hotels, restaurants, furnished apartments, university residences, cottages and other real estate projects. The MOBILIA B2B business department was established in January 2018 to keep pace with this ever-growing market.


ABOUT MOBILIA
Founded in Montreal by Hans Kau in 1966, Mobilia is a family business with eight branches in Quebec and Ontario. To simplify the customer’s shopping experience, MOBILIA proposes four worlds of style (Wow, Spontaneous, Natural or Euro) featuring products that stand out for their exceptional quality-price-style ratio.
Standing as e-commerce leader in the furniture industry, MOBILIA offers an enhanced online experience with highly personalized services.


Since 2018, the MOBILIA Foundation has been building relationships with Canadian communities to help families in need enjoy more pleasant living environments. To date, the Foundation has donated over $100,000 worth of products.
To learn more: mobilia.ca.


Information
Sophie Ohayon, Director of Marketing, E-commerce and Merchandising
sophie.ohayon@mobilia.ca – Office: 514-685-7557, ext. 254


Media Relations – VROY Communications:
Katherine Beaulieu, Account Manager
kbeaulieu@vroy.com – Office: 514-982-9100 – Cell: 514-895-1807