ADA Möbelwerke: Review and outlook 2023/24

We can look back on an exciting but also challenging year. As did the entire furniture industry, we faced a variety of challenges in 2023. Nevertheless, we look to 2024 with confidence.

2023 – Reflections & Successes

A special highlight of the past year was a successful brand relaunch: in 2023, our two brands “ADA AUSTRIA premium” and “ADA trendline” were combined into a joint brand: “ADA. Mindful Living”, with which we started 2024 with renewed strength.

M.O.W. – a strong partner for white label solutions
At the M.O.W. in Bad Salzulfen, the new brand was presented to dealers for the first time in two small, fully furnished flats. With our large white label area, we made it clear that we support the marketplace and its own brands as a reliable partner.

Image event: The ADA Apartment
The brand relaunch reached its climax in Vienna at the end of September and the beginning of October 2023: the ADA Apartment – a 10-day image event. “In our 66 years, there has never been anything like this. In addition to the influencer challenge and the official opening, this event was the first time we presented the new brand – and above all the feeling of Mindful Living that goes with it – not only to dealers but also to end customers. We could feel the enthusiasm”, says Margot Wisiak, CMO at ADA, summarising the event.

ADA Apartment Vienna
ADA Apartment Vienna

Award-winning furniture
In our furniture, we combine sustainability with design, function with innovation. These visions and their realisation garnered us multiple awards in 2023. Three pieces of furniture received the prestigious German Design Award: both the NOVARA and VERONA seating groups and the INA dining area were honoured for their innovative design.

The ICONIC Award recognises creative visions. In the “Innovative Interior” category, ADA won a total of four awards for the INA dining area, the DECURO bed system, the GRAND NOBILE solid wood bed and the VERONA seating group.

The NOVARA sofa: One of the 3 pieces of furniture honoured at the German Design Award 2023

The NOVARA sofa: One of the 3 pieces of furniture honoured at the German Design Award 2023

GRAND NOBILE bed honoured at the “ICONIC Awards 2023: Innovative Interior” award ceremony.

GRAND NOBILE bed honoured at the “ICONIC Awards 2023: Innovative Interior” award ceremony.

Remarkable people
But in our family business, awards aren’t reserved for furniture alone. This year, ADA apprentice Verena Stadlhofer won both the state apprentice competition and the national apprentice competition in the field of decorating and wallpapering. “The special thing about this is that what we do most at ADA is upholster. Putting up wallpaper, sewing curtains and laying carpets is not our core business. This makes Verena’s big success all the more remarkable. We are all very proud of her”, says ADA CEO Michael Wibmer, praising the apprentice.

Verena Stadlhofer wins national apprentice competition

From the left: Verena Stadlhofer (ADA apprentice and winner of the national competition) receives her performance bonus from Markus Höllerbauer, ADA Operations Manager at the Anger site

Challenges mastered
“Especially at the end of the year, it has become clear to us once again just how economically challenging 2023 was, a year marked by the effects of the war, high raw material prices and a slowdown in purchasing. These were challenges that not only we had to contend with, but rather the entire industry. But we can breathe more easily now: we are predicting a slight upward trend from the 4th quarter onwards and are confident that things will pick up again in 2024”, says ADA CEO Gerhard Vorraber.

2024 – A glimpse into the future

“Of course, we will also be taking part in the M.O.W. next year so we can present the new product portfolio to our dealers, especially in the white label segment. Our in-house exhibition will also take place again from 5 to 14 June 2024 at the showroom in Anger. The focus here will be on ‘ADA. Mindful Living’ and new developments for the brand. The in-house exhibition will also include various events for our dealers and open days for employees and the region”, reveals Margot Wisiak. “So things are going to stay exciting for us.”