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It’s often the first serious purchase in a new home, expected to survive children, pets, guests, lazy Sundays and everyday mess. It says something about our taste and how we want to live.
For King Living, one of Australia’s most distinctive furniture brands, understanding who buys furniture was only the starting point.
The opportunity was to understand how customer needs shift across markets, life stages and moments of change, and use that understanding to guide decisions across a global business.
King Living had built a strong reputation around design integrity, modularity, quality and enduring value.
But as King continued to grow internationally, the customer picture was becoming more complex.
Modern furniture buying is not driven by taste alone. It’s shaped by changing homes, shifting life stages, space pressures, emotional trade-offs and the confidence people need to make a decision that feels right for the long term.
The same product feature can mean different things to different people. What signals reassurance in one market might signal aspiration in another. What feels like permanence to one customer might feel like flexibility to someone else.
King Living needed a global customer strategy, supported by segmentation.
A shared way to understand which customers offered the greatest opportunities, how their needs change, and how teams across the business could make better decisions about serving them.
Untangld helped King Living use its understanding of customers to guide how the business plans for growth.
Through a global segmentation and customer strategy program, we built a clearer view of how people choose, value and live with furniture across markets.
The work explored the factors behind those decisions, beyond demographics: the role of home, the pressure of change, the need for confidence, and the different ways people assess value over time.
We identified different customer groups and the role each could play in growth.
Some customers represent future opportunities. Others drive sales now or sustain the brand’s strength through their trust and loyalty over time.
This gave King Living a more useful way to think about growth, with clear roles for different customer groups and a basis for deciding where to focus.
We developed a customer framework designed to create a shared language across teams, markets and functions. It connects brand, product, retail, marketing, channel and experience decisions to the needs of different customers.
The framework gives teams a practical way to answer questions they face across the business:
This approach gave King Living a clearer basis for growth across markets, building on the strengths that made the brand distinctive.
→ Danish is one of the most awarded strategists in the world, having worked on some of the most iconic brands in the last decade including Virgin Atlantic, Coca Cola, and Volvo. Danish spent his career helping to make modern, connected strategy integral to world-class effective work. A co-founder of Untangld, and a founding partner of By The Network, Danish is also a regular judge at the Effies and WARC Global Effectiveness Awards and a contributor to popular industry rags.
