Founded in 2003 under a different name, and rebranded to fonQ in 2010, the business evolved to emphasize the selling of brand-name products through two primary channels: purchasing inventory for direct sales and hosting a curated marketplace, akin to Amazon or Bol.com. This hybrid model allows fonQ, now employing some 100 people, to deliver a unique shopping experience, blending high-quality inventory with the flexibility of a marketplace.
Looking back, COO Shachar Bry recalls: “Our focus has evolved from predominantly selling established brand-name products to offering a unique assortment, including our own private label brands. This strategy allows us to offer distinctive, high-quality items that complement existing brands.”
He affirms that the company’s mission is to become the ‘mental’ market leader in the Benelux for home & living, aiming to position fonQ as the go-to destination for online furniture and decor. “We distinguish ourselves with a curated selection and a significant private label offering across key categories, ensuring a unique, inspirational shopping experience.”
Stronger with a hybrid model
Last year, fonQ achieved a significant milestone, as the company acquired Naduvi, a fast-growing start-up in the home and living space, thereby significantly reinforcing its position. The acquisition merged fonQ’s established brand name with Naduvi’s logistics innovation, creating a hybrid model that combines inventory-based sales with efficient drop shipment, says Bry.
“Naduvi’s integration into fonQ represents a significant step forward in transforming our operational and market capabilities. Naduvi is a warehouse-less company operating a model that connects suppliers and manufacturers directly with customers, reducing reliance on large stock inventories.”
“This acquisition aligns with our strategy of emphasizing drop-shipping, expanding our private label offering, and infusing the company with a dynamic, start-up-like approach to working efficiently and taking calculated risks,” he affirms.
This hybrid model is a critical differentiator for fonQ, allowing the company to offer a broader range of products while maintaining operational efficiency. “While most competitors focus on a single model, our ability to integrate these approaches provides flexibility and a competitive edge.”
The complexity of managing furniture logistics is another area where FonQ excels. Unlike parcel shipping, furniture logistics involves diverse product sizes and unique handling requirements. “There are a lot of companies shipping boxes and there’s a lot of technology built around shipping boxes. Shipping furniture, where every sofa is a different size, every table chair is a different size, is another game altogether.”
“We are leading the way with proprietary technology designed specifically for large-format furniture logistics—a highly complex and niche operation. This specialization sets us apart and secures our ability to deliver not only parcels but also larger items in a seamless and reliable manner.”
Fast, efficient, sustainable
Bry affirms that while moving forward, sustainability is a central focus for fonQ. The company has achieved a significant reduction in its CO2 footprint by streaming its supply chains. Traditional models involve multiple shipping stages, whereas fonQ minimizes these to one or two steps: direct factory-to-customer or factory-to-warehouse-to-customer. Currently, around 50% of fonQ sales already go directly to customers. In addition, the company works exclusively with manufacturers that comply with sustainable practices and EU guidelines.
A focus on digital tools and artificial intelligence is just as important, with a view to making customers’ shopping experience as smooth and enjoyable as possible. Using AI, the company has simplified coding and testing and is in the process of enhancing 24/7 support with AI-driven chatbots. AI is now also used in content creation, automating campaign development and product imagery, reducing costs associated with traditional photoshoots.
“We are now researching advanced AI tools to create interactive and personalized shopping experiences, reinforcing our position as a tech-driven innovator in the Benelux. For example, the ‘search’ functionality is an untapped area providing a lot of opportunities, so this is something we are looking at right now.”
Needless to say, fonQ’s relationships with suppliers are pivotal to its success. Bry explains that suppliers are categorized into three groups: brands (entities that supply inventory or participate in drop shipment), sellers (marketplace participants who list products on fonQ’s platform) and manufacturers (producers who ship directly to customers via fonQ’s proprietary technology).
“Suppliers are essential to our success, and we work closely with them to ensure mutual growth. We have invested a lot in our commercial team to onboard and support our suppliers, providing them with new technologies and assistance to ensure, for example, a seamless transition to the drop shipment mode. By leveraging our last-mile delivery contracts we are also able to reduce cost and increase overall margins.”
“With the help of our suppliers, we ensure that a wide and unique assortment is available, reducing the risk of stockouts for fast-moving products. Our collaborative approach strengthens supplier relationships and enhances our ability to deliver value to customers.”
Strengthening the foundations
FonQ’s strategic roadmap includes significant investments in technology and market expansion. Over the next 12 to 18 months, the company plans to overhaul its tech stack, transitioning from monolithic systems to a composable approach. This shift will enable better integration of new acquisitions and facilitate entry into new markets.
Bry points out that the company’s hybrid business model and drop shipment capabilities allow it to scale efficiently without requiring new warehouses. “While we are now focused on finalizing Naduvi’s integration into fonQ, this acquisition sets the stage for further expansion in the near future. For example, entering a new market like France would involve launching a localised website and activating shipping labels—a straightforward process made possible by our robust logistics infrastructure.”
Speaking about general market developments in the company’s domestic market, he reflects that the Benelux region is currently facing rising living costs and a housing shortage, which heavily influences consumer behaviour. However, fonQ remains unhindered in its plans to grow.
“As governments focus on solving these macroeconomic issues, fonQ’s strategic investments today will yield strong growth in the years ahead. Additionally, our strong ownership and leadership team are deeply passionate about the company’s vision and strategy. Ultimately, success in this market hinges on a unique assortment and efficient logistics and this is something we can provide.”
In concluding, Bry points out that while the company’s longer-term vision includes geographical expansion, over the next 12-18 months, fonQ will be focused on strengthening its foundation and executing its updated go-to-market strategy. “While some initiatives remain confidential, our long-term investments are positioning us to become the market leader in the Benelux by summer 2026.”
