Milan Direct path to record furniture sales paved in online clicks

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Milan Direct has been recognised as Australia's market leader in online furniture sales in the latest IBIS World report. The exclusively online retailer came out with a greater market share than bricks and mortar powerhouses such as IKEA, Harvey Norman and Freedom Furniture.

The IBIS report shows Milan Direct holds a 6.1% share of the $300 million dollar plus industry. And with predictions that online furniture sales will grow by 16% this financial year, Milan Direct co-founder Dean Ramler says online furniture sales will ultimately spell the end for traditional bricks and mortar stores.

“As more people experience the ease, convenience and satisfaction of buying furniture online the need to visit bricks and mortar stores takes on less and less significance,” he said.

“When we founded Milan Direct, people said we were crazy, that furniture was not something that could ever be successfully sold online. They were certain furniture – whether it be office chairs or sofas - would always remain something people had to see and test first.

“Our success has definitely silenced those critics.

“The office chair – a furniture piece where comfort is paramount – is actually our best selling product! Its popularity in our store is one of the best examples of how irrelevant physically testing a product really is.

“At the end of the day, price, service and quality always win and these are three aspects that a purely online business model allows us to exploit without compromise each and every time,” he said.

“We believed from the beginning that by removing any perceived risks through things like photos, videos and money-back guarantees people would buy online. Our success has proved those beliefs well founded,” he said.

Mr Ramler said Milan Direct is pleased to be at the forefront of what it deems to be the furniture-shopping mode of the future.

“Buying furniture online is a practice that’s here to stay and just like the experts we have no doubt it will continue to appeal to more and more consumers in the coming years.

“We’re committed to making designer furniture more affordable for more Australians. Our range is contemporary, stylish and fun making it highly attractive to new, young consumers who also happen to be extremely comfortable with online shopping,” he said.

All products in the Milan Direct range are premium-end reproductions of modern-retro classics and each comes with a full 14 day money-back guarantee.

To find out more about the Milan Direct business concept visit

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Cameron Matthies
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