492In recent years, the global furniture e-commerce market has been experiencing rapid growth.
According to data from Statista, the global furniture e-commerce market is estimated to be worth nearly $257 billion by 2025, and is expected to surpass $430 billion by 2029.
Image source: Statista
In this rapidly growing blue ocean market, many Chinese brands have begun to accelerate their deployment. Among them, a home furnishing brand from Guangzhou,Homary, has performed particularly well.
It is reported that as early as 2022, Homary's global net sales reached about 970 million yuan.
By 2025, its annual revenue had surpassed 2.1 billion yuan, successfully entering the TOP10 home furnishing e-commerce platforms in North America and Europe, with products selling well in more than 50 countries.
So, how did the Homary brand manage to break through in overseas markets? Next, let's break down its overseas expansion strategy.
Image source: Homary
From Pearl River Delta Supply Chain to Global Layout
According to reports, Homary is a home furnishing brand founded in Guangzhou in 2018, under Guangzhou Baomi Technology Co., Ltd., with its main business focusing on cross-border e-commerce sales of large home furnishing products.
During its cross-border expansion, the brand has taken many measures.
First, relying on the smart factory in Zhaoqing, Guangdong, it has integrated more than 500 suppliers in the Pearl River Delta to create a flexible supply chain, achieving 48-hour sample production and 15-day delivery through modular production, greatly shortening the cycle from order to delivery.
Image source: Homary
At the same time, in order to cope with the uncertainties of the international trade environment, the brand has also established backup factories in Vietnam and Mexico. This“China main production + overseas backup” dual-track model not only ensures production efficiency, but also effectively avoids the risks of trade friction, providing a guarantee for stable supply to overseas markets.
In terms of product design, Homary did not follow the common "copy big brands" route, but chose to follow thelocalization principle, integrating regional cultural characteristics of the target market into its designs. For example, designing custom gold-plated lamps for the Middle East market and increasing product sizes for the European and American markets—these detailed adjustments make the products more easily accepted by local consumers.
In addition, after-sales service is also a major challenge for home furnishing brands going overseas. To address this, Homary has set up experience warehouses in the US and Germany, offering 30-day no-reason returns and free home assembly services. At the same time, the brand has formed a professional team of 50 people specializing in product certification for Europe and the US, shortening the new product launch cycle to one month.
Although these investments have increased costs, they have earned the trust and reputation of European and American consumers, making it the "new favorite" of middle-class families in Europe and America.
Image source: Homary
Social Media Marketing: Precisely Matching Platform Characteristics
In the era of social media, good products also need good content to convey their value. Therefore, Homary has actively carried out differentiated marketing on the two major platforms, TikTok and YouTube.
TikTok: Highlighting Visual Impact and Emotional Resonance
On TikTok, the brand mainly collaborates with home furnishing influencers to create unboxing and assembly videos.
TikTok home influencer @claugonzalez_official, who has 1.4 million followers, shot an unboxing and assembly video for Homary's bedding products.
Image source: TikTok
In the video, the influencer presents the entire process from unboxing to assembly of Homary bedding, intuitively showcasing the product's advantages in design, fabric texture, ease of installation, and structural stability, helping potential consumers fully understand the product features.
This promotional short video achieved good results after its release, with views reaching 1.5 million and 66,500 likes so far.
Many female users were attracted, saying "It looks like a room after marriage, I feel it's beautiful." "This is so pretty for a wedding room!"
Image source: TikTok
YouTube: Focusing on Functionality Display and Rational Persuasion
On YouTube, Homary's strategy focuses more on in-depth usage reviews.
Ruby Red, a home blogger with 353,000 subscribers, is one of the brand's review partners. She shot a detailed usage review video for Homary's TV cabinet.
In this video, Ruby Red gives a detailed demonstration of the product's dimensions, space occupancy, and actual storage capacity. This comprehensive display helps consumers eliminate concerns about buying large furniture online. The video received 250,000 views and a lot of positive feedback.
Image source: YouTube
Many users in the comments section expressed their love:
"Wow!!! Beautiful furniture!!!"
"The black and gold really bring out the shape. Great choice, very refreshing!"
"Beautiful and very practical!!! Great taste."
Image source: YouTube
Channel Synergy Between Independent Sites and E-commerce Platforms
In addition to active promotion on social media platforms, Homary has also been meticulous in its channel layout, adopting a dual-track channel strategy of "e-commerce platforms + independent sites." This multi-pronged sales network has provided key support for its overseas expansion.
In the early stages of development, Homary simultaneously deployed on mainstream e-commerce platforms such as Amazon and Wayfair. The mature traffic distribution mechanisms and ready-made global logistics systems of these platforms provided convenience for the brand to quickly open up international markets.
Image source: Amazon
At the same time, Homary has also invested resources in building its own overseas independent site, which brings three advantages:
First is operational autonomy, as the brand can fully control page design, promotion pace, and user data; second is profit margin, avoiding commissions from third-party e-commerce platforms; and most importantly, brand building, as the independent site becomes an important window for Homary to showcase its brand image.
Image source: Homary
In operating its independent site, Homary pays special attention to optimizing user experience. It adopts a three-level classification system, i.e., category - subcategory - product, allowing consumers to quickly locate their target items. It also uses marketing tools such as homepage carousel ads and limited-time discounts to improve conversion rates, becoming a stable sales growth point for the brand.
It is precisely this approach of acquiring new customers through platform channels and then cultivating loyal users through the independent site that has enabled Homary to build a virtuous sales cycle. This channel combination not only ensures short-term sales, but also lays the foundation for long-term brand development.
Image source: Homary
There Are Still Opportunities in Overseas Markets, The Key Lies in Precise Deployment
From Homary's overseas development path, it can be seen that for home furnishing brands to gain a foothold in the international market, they cannot rely on a single breakthrough, but needsupply chain optimization, localized operations, precise marketing, and channel building—the synergy of multi-dimensional capabilities.
For other domestic companies preparing to go overseas, the overseas market dividend period is far from over, but the real growth opportunities belong to thosebrands that deeply understand the target market and can quickly adjust their systems around user needs.
Whether in the home furnishing industry or other consumer categories, from the adaptability of product design to after-sales service, from local content operations to cross-border fulfillment efficiency, every detail determines the long-term value of a brand overseas.
Going overseas is no longer about "following the trend," but a competition of systematic capabilities. Whoever can stabilize the supply chain, achieve localization, master content and conversion, will be able to survive longer and go further in overseas markets.
