A year of home, trust and new plans

One year after opening its first showroom in Montenegro, Ashley HomeStore Montenegro has a special reason to celebrate. The renowned American furniture brand, with a heritage spanning more than eight decades, is marking its first anniversary with numerous customer benefits, announcements of new collections and plans for further development in the Montenegrin market.

With its arrival in Podgorica, Ashley introduced local customers to its philosophy of home furnishing, built on a combination of quality, comfort, reliability and timeless design. Behind its extensive furniture range lies the belief that a home is not merely a space we furnish, but a place where we spend our most important moments, bring our families together and create memories.

This connection between furniture, everyday life and family values is one of the core messages of the Ashley brand, which has grown into an internationally recognised name in the furniture industry over the past eight decades.

The first anniversary is an opportunity to reflect on the company's achievements, assess its results and experiences in the Montenegrin market, and announce the new developments customers can look forward to in the coming period.

BUDIMKA POLIĆ, General Manager of Ashley HomeStore Montenegro

C.M: One year is now behind you. Looking back at the beginning and comparing your initial expectations with what you have achieved today, how satisfied are you with Ashley HomeStore Montenegro's first year of operations?

– I am extremely satisfied with our first year of operations. It has been a year of hard work, learning and laying the foundations for long-term development, and the results we have achieved confirm that we have made a truly successful start. Bringing an internationally recognised brand such as Ashley into a new market carries great responsibility, because you are introducing customers not only to products, but also to the standards, values and experience that the brand has been building around the world for decades.

It is particularly meaningful to us that some of our first customers were people who were already familiar with Ashley, especially those who had lived abroad and experienced the brand in other markets. They know what Ashley represents and understand the value of the quality, design and standards the brand upholds. With customers like these, there is little room for compromise because they know exactly what they are looking for and why they choose Ashley. Their trust and decision to shop with us are a particularly important recognition of our efforts.

Our next goal is to build that same level of trust among local customers, introduce them to Ashley's home furnishing philosophy and show them what makes this brand special. I believe trust is built through quality, consistency and the way we treat our customers. That is why I see our first anniversary both as confirmation of a successful beginning and as motivation to achieve even better results in the years ahead.

C.M: Ashley has brought its distinctive home furnishing philosophy and an extensive furniture selection to the Montenegrin market. What have customers shown you during the first year? What are they looking for most, what matters most to them, and how closely have their reactions matched your expectations?

– During our first year, we have once again seen that customers today are not simply looking for a piece of furniture, but a complete solution for their home. Quality, comfort, functionality and design are important to them, as is the confidence that they have made a good, long-term choice.

We are particularly pleased that customers can find different styles and solutions in one place, whether they are furnishing their first apartment, creating a family home or looking to refresh a space they have lived in for years. Every customer has their own story and needs, and our responsibility is to understand them and offer the right solution.

Customer feedback continues to confirm how important both product quality and the way we present the brand, advise customers and look after them really are. Trust is not built overnight, but through every conversation, every purchase and every relationship we continue to nurture long after a customer has left our showroom.

C.M: A first anniversary is also an opportunity for new beginnings. You have announced the Ashley Lux collection and an expansion of your product range. What can customers expect in the coming period, and what are your plans for the brand's further development in Montenegro?

– Our goal is for Ashley HomeStore Montenegro to continue growing and to offer customers more possibilities for furnishing their homes with each passing year. In the coming period, we will introduce new collections, with particular emphasis on Ashley Lux, which brings an additional dimension of elegance, sophistication and contemporary luxury.

We want our showroom to be a place where customers come not only to buy furniture, but also to find inspiration, discover new trends and get ideas on how to make their spaces more beautiful, comfortable and better suited to their individual needs.

In the long term, our focus is on expanding our product range, improving our service and further strengthening the brand's presence in the Montenegrin market. I believe Montenegro offers opportunities for the development of high-quality international brands and that customers increasingly recognise the value of investing in a quality home.

We do not want to measure our success solely by the number of pieces of furniture sold, but also by the trust we build and the place Ashley holds in our customers' homes. Our goal is to remain their reliable choice for years to come.

We are particularly proud to announce a strategic step forward in Ashley’s development in Montenegro – the establishment of a regional distribution center that will position Montenegro as an important hub for the distribution and export of furniture to neighboring markets. We have already begun taking concrete steps toward implementing this project, through which furniture will be shipped directly from Ashley’s factories to Montenegro, stored, and subsequently distributed throughout the region. This marks the beginning of a new phase of development, with the ambition to further expand our operations, strengthen the brand, and continue building Ashley’s position as a globally recognized name in the international market.

A BIRTHDAY CELEBRATION FOR ALL AGES

Ashley HomeStore Montenegro is celebrating its first anniversary over an entire month, from 11 October to 11 November, with special discounts, gifts, prize draws and surprises for visitors.

Alongside the anniversary offers, the company has announced the arrival of the exclusive Ashley Lux collection, which will enrich its range with new models and additional choices for lovers of elegant and sophisticated interior design. A major restocking of the existing range is also planned.

A special event is scheduled for 11 November, when the showroom in Donja Gorica will host an anniversary celebration featuring social activities and entertainment for its youngest visitors.

The first anniversary therefore represents not only an occasion to celebrate and thank customers for placing their trust in the brand, but also the beginning of a new chapter for Ashley HomeStore Montenegro.

After all, as the brand's philosophy reminds us, furniture is much more than the objects we use to fill a space – it becomes part of our lives, family moments and lasting memories.

ANNIVERSARY GIFTS AND DISCOUNTS

UNTIL 11 NOVEMBER

40% off the entire Ashley range

50% off last remaining items

Up to 36 monthly instalments with a 20% discount for Hipotekarna Banka Premium cardholders

Prize draws, gifts and surprises

Anniversary celebration and entertainment for children – 11 November

Ashley HomeStore Montenegro
Donja Gorica, Podgorica
Phone: 067 033 770
Instagram: @ashley.homestore.mne
Facebook: Ashley HomeStore Montenegro

Anniversary discounts are valid until 11 November 2026. Quantities are limited.

Ashley – reliability, quality and style, without compromise.