Schüller offers two platforms based on a single, solid strategy

During Milan Design Week, Schüller made it clear that international growth is high on its agenda. The German kitchen manufacturer used its presence at two prominent locations in Milan not only to showcase products, but also to highlight the company’s direction for the coming years. The company was simultaneously present at EuroCucina, part of the Salone del Mobile at Fiera Milano, and at the Fuorisalone in the Lounge exhibition space at Superstudio Più. In doing so, the company deliberately opted for a broad approach targeting various audiences and markets.

At EuroCucina, Schüller showcased its entire product range at a 675 m2 booth. There, the manufacturer demonstrated why it has been one of the leading players in the European kitchen industry for many years. Under the motto ‘Feel at Home,’ two strong brands were presented under one roof: the quality brand Schüller for the mid-range segment and the premium brand next125, which combines design, quality, and industrial precision. The presentation was complemented by high-quality countertops and wall systems from subsidiary Systemo, which specializes in Fenix, quartz, natural stone, ceramic, glass, and solid wood.

Targeted at various audiences

The decision to choose two locations proved to be a logical step. EuroCucina provided an international platform for existing and potential global trade partners, while the Fuorisalone appealed to an audience focused purely on design. Architects, interior designers, and consumers were introduced to next125 there through a unique and emotional brand experience.

International growth is taking shape

The fact that the trade show was more than just a product showcase was evident from the announcement of the further expansion of sales markets into Italy. With this move, Schüller is once again taking a concrete step in a growth strategy that has become increasingly evident. The company announced that both Schüller and

next125 will be available in several Italian provinces starting in the fall of 2026. Until now, its presence has been limited primarily to South Tyrol, Italy. To lead this expansion, the company brought in Marco Antonelli, a specialist with more than twenty years of experience in the Italian restaurant industry.

The company’s international focus has been evident for some time. Currently, approximately 35 percent of its revenue is generated outside of Germany. In addition to markets such as the Benelux (with KeukenMedium as its sales office), France, Great Britain, Austria, Spain, Switzerland, and several former Eastern Bloc countries, Schüller has also recently entered the United States market. There, the focus is currently on the U.S. East Coast, where the company has established its own sales organization—including a showroom—through ‘Schüller Furniture North America Inc.’ in Miami.

It is worth noting that the manufacturer is also celebrating its 60th anniversary this year. Despite its long history, the family-owned company continues to invest heavily in new markets, production capacity, and brand development. In doing so, Schüller demonstrates that tradition and forward-thinking entrepreneurship can go hand in hand.

One manufacturer, two clear propositions

For retail partners, the combination of Schüller and next125 offers clear advantages. Both brands are manufactured at the same location in Herrieden, southern Germany, which ensures efficient processes, logistical advantages, and consistent delivery times. At the same time, the brands appeal to different target audiences, allowing retailers to broaden their product offerings without adding extra complexity.

Strong brands, strong starting position

An important part of that strategy is the clear division of roles between the two brands. Schüller serves the broad quality segment, while next125 explicitly targets consumers who prioritize design, innovation, minimalism, and individuality. This distinction enables retail partners to serve different customer groups through a single manufacturer. Supported by targeted marketing tools and a consistent brand strategy, this creates a strong foundation for further growth.

Design as an International Language

For Schüller, EuroCucina has traditionally been the occasion on which next125 presents new developments and innovations to the market. This year, too, the trade show served as a platform for next125‘s product innovations. Among other things, the new LumiQ® lighting system was unveiled, offering its retailers a unique, long-term competitive edge. Extensive options for custom color configurations of lacquered cabinet fronts were also showcased, and the portfolio was expanded to include new highboards, additions to the pocket system range, additional cabinet depths, and a sublime ’optimized” design for the integration of visible appliances.

The Schüller brand also showcased the breadth of its product range. In a fully furnished micro-apartment, the manufacturer demonstrated how the kitchen, living area, home office, and utility room can flow seamlessly into one another. Thanks to a uniform selection of materials and colors, a consistent living experience is created—one that is becoming increasingly important to consumers.

One of Schüller’s highlights was on display at the Fuorisalone. There, the UN:FOLD installation by architect and sculptor Ankon Mitra served as the backdrop for a new kitchen concept from next125. With this presentation, Schüller demonstrated not only the quality of its products but also its ability to bring together design, emotion, and brand experience.

This combination of international expansion, a clear dual-brand strategy, and ongoing product development demonstrates that Schüller intends to continue investing heavily in further growth in the coming years. The presentation in Milan made it clear that both Schüller and next125 play distinct yet complementary roles in this regard. It is precisely this combination of scale, design strength, and international ambition that appears to give the company a solid foundation for its next phase of growth.