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Forma
Audience & proposition2/7

Chapter 2 of 7

Audience

Life movers

25 to 40, living in cities in the Netherlands and Flanders. About to move, move in together or make room for a child. Design-minded, budget-aware, and renting as often as owning. Three people stand for them — tap a persona to meet them.

Noor

27 · starter, moving into her first flat in Amsterdam-Noord

I want a proper sofa — but I'm not carrying a three-seater up four flights for a flat I'll leave in two years.
  • Furniture that fits a small room now and a bigger one later
  • Something that looks designed, not temporary
  • A price she can split over time

Jesse & Amira

34 · expecting their first child, Utrecht

The study becomes a nursery, the living room becomes everything else. Our sofa has to keep up.
  • More seats without a new sofa
  • Covers that survive milk, crayons and a dog
  • Storage that grows with the toys

Lieve

31 · works from home in a one-bedroom flat, Antwerp

My living room is my office from nine to five. At seven it needs to feel like home again.
  • A clear line between work and home
  • Storage that doesn't swallow the room
  • Furniture she can rearrange herself

Positioning

For city dwellers whose lives change shape faster than their homes, Forma is the modular furniture brand that grows, shrinks and moves with you — because every piece is built from modules that click together, fit through any door and last for many homes.

Positioning map

Design-led
Fixed
Modular
Budget-led

Message house

One promise, three pillars

Every piece of content tells the proposition through one pillar. Pick the pillar that fits the moment and lead with one proof point — never all of them at once.

Proposition — Forma's modular sofas and shelving grow, shrink and move with you, so your home keeps up with your life.

Grows with you

Add a seat for a new housemate, a corner for movie nights, a shelf for the record collection. Proof points — 14 modules: seats, corners, chaise, ottoman and four shelf sizes — Add a module in 2 minutes, no tools — Seat modules from €695

Moves with you

Four flights of stairs, a narrow door, a borrowed car. Forma comes apart and comes along. Proof points — Every module fits through a 70 cm door — A three-seater fits in a hatchback, in five boxes — Free re-planning in the configurator after every move

Made to last

Moving doesn't mean replacing. Forma is built for many homes, not one. Proof points — 10-year guarantee on every frame — Covers zip off, wash at 30 °C and are sold separately — FSC-certified birch; fabrics from 100% recycled PET — Take-back scheme for used modules

Audiences

Messages per audience

Same campaign line, different moment. Use these as the starting point for targeting, captions and retailer conversations.

Starters — their first own place
Their moment: first flat, small budget, often a fourth-floor walk-up. Pillar: Moves with you. Lead proof: every module fits through a 70 cm door. Example headline: 'Start with one seat. Bring it to the next place.'
Growing families
Their moment: a baby on the way, a room becoming a kids' room, more people on the sofa. Pillar: Grows with you. Lead proof: add a module in two minutes, washable covers. Example headline: 'One more seat. Same sofa.'
Working from home in small spaces
Their moment: the living room is also the office, the guest room and the gym. Pillar: Grows with you. Lead proof: shelving that doubles as a room divider, in four sizes. Example headline: 'Office by day. Living room by seven.'
Partner retailers (B2B)
Their moment: a showroom floor that needs to sell more per square metre. Pillar: Made to last. Lead proof: one display set of 6 modules shows 20+ configurations; customers come back to add modules. Example line for staff: 'Build it here, change it at home.'

Questions about this guide?

Contact Lotte

Last updated 24 Sept 2026

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