Bazaar Group, a soft seating manufacturer headquartered in Northumberland, has strengthened international business with the opening of a Germany-based distribution centre focused on fulfilling the growing online requirements of European consumers.

Following a £10m private equity investment from Comhar Capital in 2021, the business has developed a European growth plan.

The European manufacturing and fulfilment centre is the culmination of months of planning. The new, 35,000 sqft Hamburg located hub will provide fulfilment and customer services, bringing Bazaar’s designs, value proposition and delivery times to European consumers.

Established in 2005, the business now employs 61 people across a range of disciplines, and is a key partner of large ecommerce platforms such as Amazon, eBay, and Wayfair. Complementing this has been the growth in its own ecommerce websites, which feature its own range of soft seating designs.

Mark Dolder, CEO of the Bazaar Group, says: “I am delighted with the way the team has overcome several complex issues to secure an excellent site and commence trading in an extremely short timeframe. This achievement stands us in good stead to capitalise on further strategic opportunities to fuel our high growth ambitions.”

Bazaar Group independent director, Andy Atkins, adds: “In delivering a class-leading facility in Europe and embedding our values and culture at the new site, the expanded team are successfully fulfilling our strategic goal of becoming a genuinely pan-European furnishings business."

Craig Wilkinson, MD of Comhar Capital, concludes: “Since its formation, Bazaar Group has developed a strong following from consumers in Europe. Our new manufacturing and fulfilment facility in Hamburg will enable us to better serve their needs and at the same time boost our efforts to grow and nurture new consumer relationships. This is a hugely significant and very exciting step for the business.”

Pictured: Bazaar's Hamburg team