AIPurchasing conditions
Unique conditions with our German kitchen-furniture manufacturers.
The kitchen association for Southeast Europe
Your key to success in Southeast Europe.
varia Concept is an established network of more than 100 independent kitchen studios across Southeast Europe. Whether you already run a kitchen studio or want to open one, you keep your own name — and gain the buying power, German premium brands and full service of a strong association.
Free Primož calls you back No obligation
100+partner studios
8countries
23years of experience
For whom
Where do you stand?
Pick your starting point — we'll show you the right path.
I already run a kitchen studioBring it to varia conditionsKeep your own name — gain better purchasing, more services and a strong network behind you.Better conditions, your own name 
I'm starting / founding newYour own studio, with a systemFrom idea to opening — conditions, brands and know-how from day one.From idea to your own studio Where we are
At home across Southeast Europe.
Active in eight countries — and looking for new partners across all of Southeast Europe, including Bulgaria, Albania and North Macedonia.
* This designation is without prejudice to positions on status, and is in line with UNSCR 1244/1999 and the ICJ Opinion on the Kosovo declaration of independence.
Looking for Germany? That is our sister organisation — classic kitchen-studio franchise: franchise.varia.de
Why partners choose varia
The buying power of a group. Your own name out front.
Independent kitchen studios join varia Concept for one big reason — and stay for everything around it.
Exclusive purchasing conditions
The number-one reason partners join: buy German premium brands on the conditions of a large European group — far better than any single studio negotiates alone.
Keep your own brand
You stay yourself. Your name, your studio, your customers — varia is the strong network behind you, never over you.
German premium manufacturers
Access to a curated network of leading German furniture and appliance brands your customers already trust.
A real association
120 experts, regional managers and a community of partners across eight countries — knowledge, training and support you can simply pick up the phone and reach.
In plain terms
What is varia Concept?
Not a franchise — a buying group. You stay a fully independent business and simply buy together, with the power of a big player behind you.
Stays 100% yours
- Your name and your brand
- Your studio and your customers
- Your decisions — full independence
What you gain
- Top purchasing conditions
- German premium brands, full service & network
What it is not
- No franchise, no brand takeover
- No percentage of your revenue
- No lock-in — you stay free
Costs — openly on the table
No franchise, no hidden fees: €1,000 a year and 0% of your revenue — let's talk about the path that fits your market.
Annual fee€1,000
once a year — no other ongoing costs.
Of your revenue0%
no revenue share, ever.
RebatesBonuses
attractive bonus payments.
How it works
From first hello to your opening — in about six months.
Whether you already run a studio or want to found one, the path is clear and personal. Existing studios switch much faster, because location, showroom and team are already in place.
New founders are very welcome — we actively want to grow.
Timeframe for a new studio: about six months. The investment is tailored to your situation.
AI- AI
First contact
Our Area Manager arranges a first meeting — preferably a quick video call.
AIThe real numbers
A deeper look at the investment, your chances and the risks — honest and concrete.
AIYour region
Together we walk through your area and day-to-day studio life.
AIDecision
Time to decide whether we build a successful future together. You sign your agreement.
AIPreparation
We support every step before opening — from hiring staff to planning your marketing.
AIOpening
The day arrives — your grand opening is just around the corner.
The kitchen to live in
A kitchen is not a product. It is a project.
We love kitchens. A kitchen is built space — architecture where a family's life takes place. No one orders it on the side.
That is exactly what makes it a strong business: a consultation-driven project of high value that cannot be reduced to a click — and that stays in demand even in turbulent times. People want a beautiful home.
- 01
High order values
a complete kitchen is a major purchase — every sale counts.
- 02
Advice beats discount
personal planning is your competitive protection.
- 03
Resilient demand
the home is the last thing people cut back on.
varia is built for the future and keeps evolving — digitally and personally. You join a network made to move forward.
What you get
Far more than purchasing.
Concrete services that make daily studio life easier — from the first plan to the final delivery.
AI
AIPlanning tools
State-of-the-art tools for fast, professional kitchen planning.
AIBusiness analysis
Economic support that prepares your studio for the future.
AIExhibition planning
Expert help designing a contemporary, selling showroom.
AIManufacturer visits in Germany
See our German manufacturers first-hand, on site.
AITrainings, workshops & congresses
Practical training and networking events across the region.
AIMarket insights & trends
In-depth analysis of trends and customers, specific to Southeast Europe.
AILogistics & delivery
Reliable logistics from German manufacturers straight to your studio.
AILocation & expansion
Help finding the right location and planning your next studio.
AIOpening management
Hands-on support for your opening — from staffing to launch day.
Our system suppliers
The brands your customers trust.
varia partners sell leading German furniture and appliance brands — anchored by our own exclusive private label, varia Purion.
varia Purion — our private label, made in Germany, exclusive to varia and available in Slovenia and Croatia.
Discover varia Purion
BrigitteBurger
Part of DER KREIS Systemverbund — Europe's largest specialist kitchen association (since 1979).Part of something bigger
Your own name — with Europe's kitchen network behind it.
varia Concept is local and independent. And behind it stands DER KREIS Systemverbund, which has set the standard in European kitchen retail since 1979. Every partner keeps their own name — and shares the buying power of thousands of specialist studios across the continent.
Members in DER KREIS4,075
Independent specialist retailers across Europe (2025).
European countries21
One shared standard of conditions and quality.
DER KREIS group turnover€4.69 bn
The buying power behind every partner (2025).
Established1979
Decades of stability in the kitchen trade.
varia home — Germany
DER KREIS country companies
- Austria
- Switzerland
- Netherlands
- Belgium
- Luxembourg
- France
- United Kingdom
- Italy
- Spain
varia in Southeast Europe
- Slovenia
- Croatia
- Serbia
- Bosnia and Herzegovina
- Montenegro
- Kosovo*
- Romania
- Hungary
Members in 21 European countries · Source: DER KREIS
Brands within the group: DER KREIS · varia · olina · KÜCHE 3000
From the network
Partner studios — under their own name.
Independent kitchen studios across Southeast Europe, each with its own brand and the buying power and services of varia behind it. A few examples.
Many more partner studios in all eight countries — including Serbia, Bosnia and Herzegovina, Montenegro, Romania, Hungary and Kosovo*. Names on request.
An active association
Congresses, workshops, real connection.
At varia we believe in the power of connection — partners, experts and industry colleagues, learning and networking together in a unique atmosphere.
RecentlySummit SplitSummit ZadarWorkshop ZagrebWorkshop CeljeWintermeeting with BORAWorkshop Miele
Aftermovie: varia Congress Southeast Europe 2026 · Bled
Want to be at the next one? Get in touch — we'll keep you posted.
For founders · smart start
Is your city ready for a kitchen studio?
Thinking about opening? Type your city — our AI gives you an instant, no-strings read of the local kitchen-market potential and of how the association supports your start.
Partnership & growth
Existing studio or new founder — there's a path for you.
Are you a kitchen retailer in Southeast Europe, or do you want to become one? Join the association that gives you conditions, brands and know-how — while you keep your own name.
- Exclusive purchasing conditions from day one
- Keep your own brand and independence
- Full service: planning, training, logistics, marketing
- An active community of partners across eight countries
No franchise, no hidden fees: €1,000 a year and 0% of your revenue — let's talk about the path that fits your market.
About us
Mission, vision and values.
What varia stands for in Southeast Europe.
Our vision
To be the leading network for kitchen studios in Southeast Europe.
Our mission
To give independent studios high-quality brands and comprehensive services — so they can focus on selling kitchens.
Our values
Independence, partnership and quality — strength shared, names kept.
Your contacts
Personally here for you
Behind varia Concept are people who know and live Southeast Europe – and who will accompany you personally on your journey.
CEO · varia Southeast Europe
Patrick Florea
My name is Patrick Florea, and kitchen design is far more than a profession to me – it is my passion. Today, I have the privilege of leading the Southeast Europe region at varia and actively helping to shape this exciting market.
Thanks to my personal ties to Eastern Europe, I especially look forward to working closely with the people on the ground. It matters deeply to me to support the kitchen specialists across the countries of Southeast Europe as best I can, to build lasting partnerships, and to develop new opportunities together.
I travel through the region regularly to stay close to the market, to our partners, and to their individual needs. My goal is to keep strengthening varia in Southeast Europe, to foster sustainable growth, and to move into the future successfully together with our partners.
Area Manager Southeast Europe
Primož Pratnekar
My name is Primož Pratnekar, and I have been closely connected with varia for many years. As the very first varia member in Southeast Europe, I had the chance to help shape the brand's development in the region right from the start. A few years later, I took on the responsibility of serving as varia's Area Manager.
Through my experience as a kitchen salesperson and kitchen studio owner, I know exactly what matters in the kitchen business. I understand the day-to-day challenges that kitchen specialists face – from consulting and planning all the way to terms, processes, and successful sales.
I know the Southeast Europe region very well and see myself as a reliable point of contact for kitchen studios across it. My goal is to support our partners as best I can, to offer practical solutions, and to grow successfully together with them.
I look forward to getting to know you and to helping you in every respect – whether you have questions about planning software, conditions, or the particular demands of the kitchen retail trade.
Let's talk
Talk to your team in Southeast Europe.
No sales pressure. A real conversation about whether varia fits you — and what your path could look like.
Primož PratnekarArea Manager Southeast Europe
I'll get back to you personally — usually within 48 hours.