Terms, such as brand, label, quality, test and certification, in combination with furniture provoke certain expectations. Brand quality is a term, which is related with a high expectation, and creation of value can be expected. The fulfilment of expectations is measured by customers who more and more consider concrete promises made by the marketing for furniture. Also in the furniture business, distance selling (via internet) will become increasingly important. The internet will continue to support the critical examination of brand statements. Independent third parties will support trust in quality statements of brands. Labels of test and certifications bodies shall document the reliability and independence of the assessments