Conforama – 30 Years

30 years of experience consolidate Conforama as one of the main retail companies in Portugal

The company, with 56 shops in the Iberian Peninsula and more than 11 million visitors a year, consolidates its position as a reference in the categories of sofas, mattresses and furniture, and a clear bet on kitchens

Conforama, the leading company in home equipment and decoration, has been present in Portugal for over three decades, with the opening of its first shop in Cascais. During all these years it has always had the objective of offering its clients a great variety of products for the home, adapted to each of their needs, offering the trends of the moment and positioning itself as a company of reference in the democratization of styles, with products for all budgets and all styles.

With the focus always placed on its customers and their satisfaction, Conforama is positioned as the benchmark in a number of strategic categories, including sofas, mattresses, furniture, kitchens, electrical appliances, and decoration, among others. This is thanks to the differential value that the company provides: working day after day to make it easier for its customers to buy everything related to the equipment of their homes.

“We are very proud of the path we have traveled together during these 30 years, thanks to the trust of Portuguese consumers and our bet on a versatile offer adapted to each moment and each type of consumer. It is also thanks to the professionalism and dedication of our team of over 2,500 people who strive every day to provide valuable solutions to our customers,” highlights David Almeida, CEO of Conforama. “Despite the challenges that retail has experienced in recent times, we are really pleased with our position in the market and are confident that we have promising growth plans for the coming years, in which we will continue to combine our physical and digital environments to offer solutions tailored to every need,” adds David Almeida.

One of Conforama’s main characteristics, which has allowed it to achieve the solidity it presents, has been its ability to adapt, not only to the needs of its consumers and to the changing social environment, but also to the market and, more specifically, to the new reality of the retail sector.

In recent years, Conforama has been committed to strengthening one of its main value propositions to the market which is the transport and assembly service, with specialized teams managed directly in the shops. In addition, it has considerably increased its presence in both physical and online environments, adapting and developing the phygital approach that determines the current industry. Conforama thus continues to develop its strategic commitment to growth and digitalization, placing the customer increasingly at the center of the decision, a customer who, post-pandemic, is much more demanding and challenging in his relationship with brands and in the buying process.

The phygital experience as a strategic goal

Over these years Conforama has expanded throughout the Iberian Peninsula, reaching a total sales area of 236,975.11m2, with a total of 56 shops (12 in Portugal and 44 in Spain) and employing more than 2,500 people. With a business rate of 2 sales per minute, the company continues to grow steadily.

The general objective in developing so many channels is to be able to reach customers in different formats, creating points of contact with them through different platforms and services. In the online segment, Conforama already receives 115,000 orders per year. Conforama’s shops, currently serve over 11 million customers per year (20 customers per minute), a figure the company is working to continue to grow.

CLUB Confo, an exclusive community for decoration lovers

Another decisive point was the creation of the loyalty program, CLUB Confo, with the aim of building a community where decoration lovers can have their own exclusive space. A unique meeting point for followers of the latest trends that allows them to approach Conforama in a direct and special way. CLUB Confo brings together under this club a series of advantages and facilities that make a difference and provide added value to its customers’ journey, offering them, through a single platform, a multitude of benefits adapted to their needs. The success of this ambitious action, designed by and for the company’s customers, is unquestionable, as in just two months since its launch it has attracted more than 70,000 members. In the last month, almost 40% of sales originated from customers belonging to the new loyalty program, with a clear upward trend; plus 30% of members are young people aged between 20 and 39, although the age group with the most members is between 40 and 50.

“At Conforama we find ourselves at a unique moment, we continue to build our strategic commitment to growth with great enthusiasm, with a firm step towards digitalization, and always with our efforts focused on customer service and commitment to the customer,” explains Marta Gil, Director of Marketing & Ecommerce at Conforama Iberia, and adds, “this anniversary is a demonstration that we have become a reference for many consumers, who due to the events of recent years are much more selective towards brands.”

Great progress has also been made in areas such as the company’s diversity and equality policy. With the arrival of David Almeida as CEO, Conforama has a mixed management committee, with 50% women in management positions and a 58% presence of women in the total number of employees, according to data from August 2022.

30th anniversary with new styles and discounts

In order to further reinforce the brand’s multi-style character, and as part of its 30th anniversary, Conforama is launching a new collection for this autumn-winter season with new trends so that everyone can create their own style.

Under the motto “Your home. Your calm”, the company presents various styles that, thanks to the use of different tones and materials, allow you to achieve the desired atmosphere, always maintaining comfort at home: Sweet home, where the colors of nature of autumn and winter stand out, such as greens, creams and greys; Natural life, in a more Nordic style; and the Winter light trend, which combines shades of blue with touches of orange and gold. In addition, and in a special way, a new and more innovative trend for Christmas has been included, Pink Gold, where pink is the protagonist.

“For Conforama, launching this collection is another step forward to show our ability to set trends each season and continue to inspire our customers,” says Marta Gil.

In this year of celebration, in which it celebrates 30 years, Conforama is launching the campaign “30 days of crazy discounts” to celebrate an anniversary full of discounts.

The promotional campaign, which includes an advertisement in which the Conforama team participated and in which several employees from the headquarters and shops were the protagonists, runs until November 2. During these dates, customers will benefit from a discount of up to 50% on sofas, mattresses, furniture, and decoration, until 19 October; from 20 to 26 October, they will have discounts of up to 50% on kitchen equipment; and from 27 to 2 November, there will be VAT-free days on all sofas, mattresses, and furniture.