Amazon Launches Movian, a New Private Label Furniture Brand for Europe

As Amazon continues its global private brand expansion, today we are seeing another new Amazon private label brand in Europe, this time for furniture. The new brand is called Movian, and is reminiscent of Ikea furniture in both style and price.

We are seeing several dozen Movian-brand furniture items now listed on Amazon’s EU retail sites. For example, this Movian Adour Modern Oval Coffee Table is listed at £47.99. Amazon’s description of the item notes its “Stylish Scandinavian wood legs.” The name “Movian” also looks and sounds similar to a conjugation of the Spanish verb for “move.”

Movian is Amazon’s second private label furniture brand launched in Europe that we have found, as noted on our TJI Amazon Brand Database. Amazon launched Alkove, its other European furniture brand which offers higher-end leather furniture, only a month ago.

Amazon also sells Infinikit and Furniture 247 brand furniture under its “Our Brands” program for Amazon Exclusive brands. Amazon has also been selling home goods under the Rivet and Stone & Beam brands in Europe for the past few months, but Amazon has yet to launch furniture under those brands in Europe yet that we have seen.

Globally, furniture has been one of Amazon’s fastest growing private label categories this year. In addition to the launch of Ravenna Home, Amazon’s two largest private label furniture brands in the US, Rivet and Stone & Beam, have seen significant SKU growth this year. In mid-August, Amazon’s new exclusive home decor brand “Now House by Jonathan Adler” launched as well.

In addition to its growing European private label efforts, Amazon is doing more physical retail experiments in Europe as well. Last month, Amazon opened holiday pop-ups across several European capital cities, including Milan, Paris, Madrid, Berlin, London, and Amsterdam. Amazon Fashion ran its first pop-up in London a couple months ago as well.

Continue to follow TJI as we track Amazon.

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