Furniture industry

KOINOR sells with the Digital Product Passport

KOINOR started before there was any obligation to. Four months after kick-off, the Digital Product Passport was running on more than 100 display pieces in Milan.

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KOINOR's Digital Product Passport on a smartphone, a leather armchair in the showroom behind it

Industry: Upholstered furniture
Project start: January 2026
Go-live: April 2026, Salone del Mobile Milano
Scope: Over 100 display pieces, across the whole stand

On the record

Just under three minutes of KOINOR, in their own words

KOINOR explains why the project started without a legal deadline, what the Digital Product Passport does in a sales conversation, and how the deployment in Milan went.

The starting point

An innovation project, not a compliance exercise

There is still no binding deadline for upholstered furniture. Furniture is on the ESPR list of product groups, but the delegated acts have yet to be written. Anyone who starts in that situation does so of their own accord.

That is exactly what KOINOR did. The manufacturer builds upholstered furniture with a wide range of adjustable functions, and from the outset it treated the Digital Product Passport not as an obligation but as a tool: for selling, and for the years after the sale.

It was not simple even so. The product data sat across several systems. Before a Digital Product Passport can exist, it has to be clear which data lives where, and which of it belongs in front of the customer.

At KOINOR we have always engaged with new developments and innovations. So in our conversations with Narravero we quickly saw the value the Digital Product Passport can offer to end customers, to our retail partners and to us as a brand manufacturer. And all of that entirely independently of regulations whose details have not even been set out yet.
Stefan SchulzManaging Director, KOINOR Polstermöbel

The business case

Three audiences, one data set

KOINOR measures the benefit not against regulation, but against the sales conversation and the questions that no longer reach service after the purchase.

For the retail partner

The sales conversation

Every piece of KOINOR furniture is configurable, from sofas and armchairs to chairs and benches: manual or motorised adjustment, swivel and rotating elements, different legs and covers. Every model has its own options. The showroom holds one display piece, and that only ever shows part of them.

The rest the salesperson shows through the Digital Product Passport instead of describing it. Videos demonstrate functions and variants on the specific model. From there it continues into KOINOR's 3D configurator, where the customer puts together their own version.

In the showroom I often see only one display piece, an exhibit that does not have all the functions that exist and are possible. Through the Digital Product Passport I can embed a video and show the customer what else is possible.
Harald RiemerHead of Marketing, KOINOR

For the end customer

The time after the purchase

After delivery the Digital Product Passport stays on the piece of furniture. The customer holds their phone against it and sees the information for exactly that piece, in exactly that configuration. No digging through paperwork, no model number that nobody can find any more.

For the brand

A channel of its own

KOINOR sells through retail. In that model there is normally no direct contact with the end customer. The Digital Product Passport changes that: a channel that belongs to KOINOR and is attached to the product, not to a campaign. It still works three years after the purchase.

Technology

NFC instead of a printed code

KOINOR chose NFC. Hold a phone against the furniture and the Digital Product Passport opens. No app download, nothing to type, no detour via a website.

The advantage of the Digital Product Passport with an NFC tag is simply that everyone has their phone with them and can scan straight away. Without having to install an app, without having to go to a website.
Christian WachterHead of IT, KOINOR

A hand holding a smartphone against the NFC tag on a KOINOR upholstered piece, the Digital Product Passport notification showing on screen

No app download

The Digital Product Passport opens in the browser of the phone the customer already has with them.

No detour

Nobody has to look up a model number or type in an address. One tap against the furniture is enough.

One tag per piece

The NFC tag sits on the furniture and stays there, years after delivery.

Project timeline

From signature to full deployment in four months

End of 2025

Decision

Contract signed. KOINOR commits to the Digital Product Passport although no deadline is pressing.
January 2026

Project start

Kick-off with the heads of IT and Marketing and the IT project lead. Product data from several systems is brought together.
April 2026

Go-live in Milan

Salone del Mobile Milano. The Digital Product Passport runs on more than 100 display pieces across the whole stand.
May to July 2026

Second deployment

The feedback from Milan leads straight to the next deployment, on the floor of one of Europe's largest furniture retailers.
End of 2026, planned

Roll-out

KOINOR is preparing the roll-out across its entire upholstery range.

Four months from signature to the first full deployment. The second one was not planned; it came out of the feedback from the first.

The project team from KOINOR and Narravero

Working together

In Narravero we found the ideal partner for us.

A partnership of equals, marked by short, fast decisions and equally fast implementation.

Marco FischerIT Project Manager, KOINOR

Narravero worked alongside KOINOR on bringing the product data out of the existing systems together.

Results

What KOINOR has today

Not a pilot in a niche, but a deployment at the industry's most important trade fair and a follow-up project in retail.

Stand-wide at the Salone del Mobile

Over 100 display pieces with a Digital Product Passport. Not a test area, the entire exhibition.

Follow-up project in retail

From May to July 2026 on the floor of one of Europe's largest furniture retailers. Triggered by the feedback from Milan.

A sales conversation without gaps

The salesperson shows functions that are not on the showroom floor at all.

A direct channel to the end customer

A channel of its own on the product, one that keeps working after the purchase.

Product data brought together

The data from several systems now sits in one place and in one structure.

The regulatory groundwork done

When the delegated acts under the ESPR for furniture arrive, the data structure is already in place.

Next step

Start early and you decide what the benefit is

KOINOR did not wait for a deadline. That is still the exception: 81 per cent of the companies surveyed have no plan for the Digital Product Passport (KPMG, February 2026). Start once the deadline is set and you build compliance. Start before it and you build a tool.

Get a demo Read the furniture industry whitepaper

Over 200 companies, 12 industries, around 300 million Digital Product Passport views per month. Hosted in the EU.