The soft seating specialist expands its international presence


Bazaar Group, a soft seating manufacturer headquartered in Northumberland, has bolstered its international business with the opening of a Germany-based distribution center focused on serving the growing online needs of European consumers.

Following a £10 million private equity investment from Comhar Capital in 2021, the company has drawn up a European growth plan.

The European manufacturing and distribution center is the culmination of months of planning. The new 35,000 square foot hub located in Hamburg will provide fulfillment and customer services, bringing Bazaar’s designs, value proposition and on-time delivery to European consumers.

Founded in 2005, the company today employs 61 people in various disciplines and is a key partner of major e-commerce platforms such as Amazon, eBay and Wayfair. Complementing this is the growth of its own e-commerce websites, which offers its own range of soft seat designs.

Mark Dolder, CEO of Bazaar Group, said: “I am delighted with the way the team overcame several complex issues to secure an excellent site and start trading in an extremely short time. This achievement positions us well to capitalize on new strategic opportunities to fuel our high growth ambitions.

Bazaar Group Independent Director, Andy Atkins, adds: “By providing a premier facility in Europe and integrating our values ​​and culture into the new location, the expanded team is successfully delivering on our strategic objective of becoming a furniture company truly pan-European.”

Craig Wilkinson, MD of Comhar Capital, concludes: “Since its inception, Bazaar Group has developed a strong consumer base in Europe. Our new manufacturing and fulfillment facility in Hamburg will allow us to better serve their needs while strengthening our efforts to develop and nurture new relationships with consumers. This is an extremely important and very exciting step for the company.

Pictured: The Bazaar team in Hamburg


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