Reform
Reform is a Copenhagen-based designer kitchen and storage company founded in 2014, selling made-to-order modular kitchens co-designed with world-renowned architects through company-owned showrooms and trade channels in Denmark, Germany, and the United States.
- Company typePrivate
- Founded2014
- HeadquartersCopenhagen, Denmark
- Headcount101–250
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Reform does
Reform is a Danish designer kitchen and storage solutions company founded in 2014 and headquartered in Copenhagen, operating under the parent holding entity Reform Group Holding ApS. The company designs, manufactures, and sells made-to-order modular kitchen cabinets, fronts, countertops, drawers, interior organizers, and — more recently — wardrobes, all produced in Northern Europe and sold through nine company-owned showrooms across Denmark, the United States (Paramus, DUMBO, DTLA, Costa Mesa, Philadelphia), and Germany (Berlin, Munich), supplemented by a retail partnership with Design Within Reach in three US cities. The core product differentiator is a portfolio of 13 named kitchen collections co-designed with internationally renowned architects and studios including Jean Nouvel, Bjarke Ingels Group, Cecilie Manz, Muller van Severen, Studio David Thulstrup, Note Design Studio, Norm Architects, and Inga Sempé, positioning Reform in the premium design-forward segment of the residential kitchen market.
Reform generates revenue through one-time, quote-based sales of custom kitchen and storage systems to two customer segments: individual homeowners seeking high-end, architect-designed kitchens, and trade professionals (architects, interior architects, and designers) served through the Reform Professionals program offering trade pricing, planning tools, and dedicated support. Pricing is bespoke per project; an optional 150 EUR measuring service is available before order finalization, and installation services are offered in certain regions. The technology stack centers on custom-to-order manufacturing, Blum hardware with a 20-year warranty, FSC-certified wood materials, and Cradle to Cradle Material Health certified cabinets, with sustainability credentials (B Corp score of 92.7, SBTi-approved 42% emissions reduction target by 2030, UN Global Compact membership) serving as material brand differentiators. The company has raised approximately $40M across three funding rounds (2016, 2020, 2022) and employs between 101 and 250 people across its operations in Denmark, Germany, and the United States.
Reform firmographics
Firmographics- Name
- Reform
- Legal name
- Reform Furniture ApS
- Website
- https://reformcph.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Reform is a Copenhagen-based designer kitchen and storage company founded in 2014, selling made-to-order modular kitchens co-designed with world-renowned architects through company-owned showrooms and trade channels in Denmark, Germany, and the United States.
- Ownership category
- akta.pro rank
Reform industry classification
Industry- Product category
- Custom Kitchen Furniture
- NAICS
- Wood Kitchen Cabinet and Countertop Manufacturing (337110), Household and Institutional Furniture and Kitchen Cabinet Manufacturing (3371), Household and Institutional Furniture Manufacturing (33712)
- SIC
- Wood Household Furniture, (No Upholstered) (2511), Household Furniture (2510), Retail-Furniture Stores (5712)
- akta.pro primary industry
- Custom Cabinet Design & Build (HSAPAIAA)
- akta.pro secondary industries
- Kitchen Permitting, Design & Project Management (HSAPAAAK), Kitchen Island & Custom Storage Solutions (HSAPAAAH), Kitchen Cabinet & Drawer Organization (Dishes, Cookware, Utensils) (HSAFACAD), Kitchen Cabinets & Custom Millwork Showrooms (CRAIAFAA)
Keywords
Where Reform is headquartered
LocationHeadquarters
- HQ city
- Copenhagen
- HQ country
- Denmark
- HQ region
- Europe
Offices10 records
Markets served
Reform business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Custom Kitchen Sales: Reform generates revenue through the sale of made-to-order kitchen cabinets, fronts, drawers, countertops, and storage solutions. Products are custom-manufactured per customer specifications with pricing provided via quotes. The company also offers optional measuring services (150 EUR) and installation services in certain regions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Custom kitchen components sold as complete systems |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Reform product offering
Product offeringCore offering
Reform designs, manufactures, and sells made-to-order modular kitchen cabinets, fronts, drawers, countertops, and storage solutions produced in Northern Europe. The company offers 13 named designer kitchen collections created in collaboration with internationally renowned architects and studios (e.g., Jean Nouvel, Norm Architects, Inga Sempé, Bjarke Ingels Group), and sells through company-owned showrooms in Denmark, the US, and Germany, complemented by a trade program for architects and interior designers.
Product overview
Reform is a Danish custom kitchen and storage solutions company offering modular, made-to-order kitchen systems designed in collaboration with renowned architects and designers. The product portfolio includes 13 named kitchen collections (COLUMN, REFLECT, PLAIN, PROFILE, SHAKER, BASIS, FRAME, MATCH, DEGREE, PLATE, SURFACE, FOLD, STRAP) each featuring distinct design aesthetics, paired with custom countertops in various materials, wooden and steel drawer systems, interior storage solutions, and designer handles. The company also offers wardrobes and storage solutions, along with professional installation services. Reform operates a B2C and B2B model through its Reform Professionals trade program for architects and designers.
Differentiator
Problem solved
Functional benefit
Brands
- Atelier Collection: Kitchen collection featuring handles designed by various designers including Alberte Tranberg, Yukari Hotta, Maria Bruun, and Nina Nørgaard
- OUTLINE
- Reform Professionals
- Reform RX
- PolyDowel
Products and services
- Kitchen Systems Custom modular kitchen system featuring minimalist Scandinavian design with frameless cabinet construction, designed in collaboration with renowned architects and designers; sold to homeowners and trade professionals via showrooms.
- COLUMN Kitchen Collection Designer kitchen collection with clean column-style cabinets designed by Inga Sempé, offered as part of Reform's modular kitchen portfolio.
- REFLECT Kitchen Collection Architectural kitchen collection designed by Jean Nouvel featuring reflective surfaces and minimalist aesthetics.
- PLAIN Kitchen Collection Plain and simple kitchen collection with clean lines and understated design, part of Reform's core kitchen line.
- PROFILE Kitchen Collection Kitchen collection designed by Norm Architects featuring profile-framed cabinet doors.
- SHAKER Kitchen Collection Classic shaker-style kitchen design with traditional door construction, part of Reform's named collections.
- BASIS Kitchen Collection Essential kitchen collection with basic modular components for straightforward kitchen installations.
- FRAME Kitchen Collection Kitchen collection designed by Note Design Studio featuring framed cabinet doors.
- MATCH Kitchen Collection Kitchen collection designed by Muller van Severen featuring matching aesthetic elements across components.
- DEGREE Kitchen Collection Kitchen collection designed by Cecilie Manz featuring degreed angles and Nordic design language.
- PLATE Kitchen Collection Kitchen collection designed by Studio David Thulstrup featuring plate-style aluminum fronts.
- SURFACE Kitchen Collection Kitchen collection designed by Norm Architects featuring surface-level integrated handles.
- FOLD Kitchen Collection Kitchen collection designed by Sigurd Larsen featuring fold-style aluminum cabinet doors.
- STRAP Kitchen Collection Kitchen collection designed by Bjarke Ingels Group featuring strap-style handle details.
- Countertops Custom-crafted countertop surfaces available in solid wood, stainless steel, linoleum, Corian, Dekton, Fenix NTM laminate, compact laminate, HDPE, Silestone, and natural stone.
- Wooden Drawers Handcrafted wooden drawer boxes with soft-close Blum hardware for kitchen cabinets.
- Steel Drawers Steel drawer systems with premium hardware for kitchen storage solutions.
- Inner Storage Solutions Interior organization solutions including pullouts, carousels, and drawer inserts.
- Wardrobes Custom wardrobe and storage solutions with modular components and designer finishes.
- Installation Services Professional measurement, design planning, and installation services for Reform kitchen products.
- Reform Professionals Program Trade program offering architects, interior architects, and designers access to trade pricing, planning tools, materials, and personalized support.
Quantifiable outcome
- 92.7 B Corp score (above 80 minimum)
- +1 more outcomes
Companies that use Reform
Customer profileNamed customers3 records
Segments2 records
Ideal customer profiles2 records
Reform technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Reform partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and supporting.
- WWF (World Wide Fund for Nature)coreSince 2022, Reform has partnered with WWF on a biodiversity conservation project called Partners for Nature. The partnership supports efforts to combat the climate crisis, with special focus on preservation of tropical forests and unique biodiversity in the Greater Virunga Landscape, Uganda.
- NormativesupportingReform works with Normative to measure CO2 emissions from six years ago to today. Knowing their carbon footprint allows Reform to develop a long-term strategy for reducing past, present, and future emissions.
- United Nations Global CompactcoreSince June 2021, Reform has been part of the United Nations Global Compact, the world's largest corporate sustainability initiative. Reform is committed to strengthening work with 10 Principles within human rights, labor rights, environment, and anti-corruption, as well as contributing to the Sustainable Development Goals.
- Design Within ReachcoreReform products are available through Design Within Reach retail locations in Manhattan, San Francisco, and Chicago, expanding their retail distribution footprint in the US market.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Reform competitors and assessment
Company assessmentDirect peers
- Bulthaup: German premium kitchen manufacturer known for minimalist, architecturally-led kitchens. Closely comparable to Reform in target customer (design-conscious premium homeowners), designer collaboration model, and made-to-measure positioning.
- Poggenpohl: German premium kitchen brand with global showrooms, offering high-end custom kitchens. Comparable to Reform in premium positioning, custom manufacturing, and showroom-led distribution, though with a longer history and broader dealer network.
- Boffi: Italian premium kitchen and bathroom manufacturer with designer collaborations (e.g., Piero Lissoni, Patricia Urquiola). Directly comparable to Reform's model of partnering with renowned designers on exclusive kitchen collections for affluent residential clients.
- Valcucine: Italian premium kitchen maker emphasizing sustainability, recyclable materials, and architectural aesthetics. Comparable to Reform in premium positioning, sustainability narrative, and designer-driven product development.
- SieMatic: German premium kitchen manufacturer with a long history of design awards and customizable systems. Comparable to Reform in semi-custom kitchen systems, international dealer/showroom network, and premium residential positioning.
- deVOL Kitchens: UK-based designer kitchens brand with strong aesthetic identity and direct-to-consumer showroom model. Comparable to Reform in design-led brand, premium positioning, and direct showroom sales rather than traditional dealer networks.
- Scavolini: Italian kitchen manufacturer with broad design collaborations (including Diesel, Giugiaro). Comparable to Reform in designer collaboration strategy and custom kitchen systems, though operating at much larger scale and broader price tiers.
- Hacker Kitchens: Large German kitchen manufacturer offering modular and custom kitchen systems through dealer networks. Comparable to Reform on the custom modular kitchen axis, though positioned at a more accessible price tier with mass-market scale.
- Modulnova: Italian premium kitchen and bathroom manufacturer emphasizing modular systems and contemporary design. Comparable to Reform in architectural design-led custom kitchens, premium residential positioning, and European designer aesthetic.
Broad incumbents
- IKEA (Kitchen division): Global mass-market kitchen retailer with modular cabinet systems at dramatically lower price points. Not a direct competitor but shapes the price ceiling for aspirational kitchen buyers and represents the scale Reform would need to approach to materially expand addressable market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Reform social profiles
Digital presenceReform financial estimates
Financial estimateRevenue estimate
Valuation estimate
Reform leadership team
Management profileNumber of profiles
Profiles2 records
Reform subsidiaries and ownership
Company hierarchySubsidiaries1 record
Reform funding detail
Funding detailFunding overview
Funding rounds3 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Reform M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Reform
What does Reform do?
Reform designs, manufactures, and sells made-to-order modular kitchen cabinets, fronts, drawers, countertops, and storage solutions produced in Northern Europe. The company offers 13 named designer kitchen collections created in collaboration with internationally renowned architects and studios (e.g., Jean Nouvel, Norm Architects, Inga Sempé, Bjarke Ingels Group), and sells through company-owned showrooms in Denmark, the US, and Germany, complemented by a trade program for architects and interior designers.
Is Reform a public or private company?
Reform is a private company. It is classified as venture growth investor backed and is currently operating.
When was Reform founded?
Reform was founded in 2014. It employs 101 to 250 people.
Where is Reform based?
Reform is headquartered in Copenhagen, Denmark, in the Europe region.
How does Reform make money?
One revenue line is on record: custom Kitchen Sales.
Who are Reform's main competitors?
Direct peers on record are Bulthaup, Poggenpohl, Boffi, Valcucine, SieMatic, deVOL Kitchens, Scavolini, Hacker Kitchens and Modulnova. IKEA (Kitchen division) is listed as a broad incumbent.
Does Reform have an API?
No public API is recorded for Reform.
What industry is Reform in?
Reform's product category is Custom Kitchen Furniture. Its primary akta.pro industry code is HSAPAIAA, Custom Cabinet Design & Build, with a secondary code of HSAPAAAK, Kitchen Permitting, Design & Project Management. Its NAICS code is 337110 and its SIC code is 2511.