Beleco

What Beleco does

Beleco (legally Refurnish the World AB) is a Stockholm-based Furniture-as-a-Service company that rents designer office and home-office furniture to companies and private individuals on flexible monthly subscriptions, with delivery, assembly and pickup included. Its core offering — Beleco Subscribe — spans 2,500+ products from 60+ premium Scandinavian and European brands (e.g., &Tradition, Fogia, Swedese, Normann Copenhagen, Kasthall, Hay, Mitab, Stolab, Silen) that retain product ownership and earn monthly royalty kickbacks when their items are rented. This circular royalty model is the commercial backbone and is reinforced by an asset-light supply side that contrasts with traditional office furniture resellers. Adjacent lines include Beleco Home Office (ergonomic home-office bundles delivered across 8+ countries), Beleco Event (1–45 day designer rental for brand activations and pop-ups), and Beleco Services (cleaning, coffee, fruit etc. via approved providers on the platform).

The proprietary technology layer is Beleco Workspace, a SaaS platform that gives customers QR-coded asset tracking across owned, leased and rented furniture and devices, contract renewal alerts, automated CSRD/ESG and CO2 footprint reporting, and automated home-office provisioning for distributed employees. The commerce and operations stack is built on Stripe payments, Calendly scheduling, Intercom live chat, Cloudflare CDN, and a martech layer spanning Segment, Google Analytics, Meta Pixel, LinkedIn Insight Tag, Leadfeeder and Adform. Beleco distributes through its own Stockholm showrooms (Malmskillnadsgatan 15, Linnegatan 89E, Sveavågen 25), dedicated warehouses in Stockholm/Gothenburg/Malmö, and a growing direct sales presence in London and Berlin. Go-to-market blends self-serve e-commerce with a sales-led motion of free office design consultations, showroom visits, account-based marketing, and event-driven demand generation through high-visibility pop-ups (Klarna House at Elle-galan, Porsche SCOPES, Nudient x Barbie, Filippa K). Reported customers include 400+ startups, unicorns and Fortune 500 firms — with named logos spanning Klarna, King, Vogue Scandinavia, Pleo, Vasakronan, Insurely, Uniqlo, H&M, Snapchat, Epidemic Sound, Mentimeter, Kry, Bolt and Porsche.

Name

Beleco

Legal name

Refurnish the World AB

Website

https://beleco.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Beleco is a Stockholm-based Furniture-as-a-Service company that rents 2,500+ designer office and home-office products from 60+ premium Scandinavian brands to 400+ corporate and individual customers on flexible monthly subscriptions, bundled with the Beleco Workspace SaaS for asset tracking, CSRD/ESG reporting and home-office provisioning.

Ownership category

akta.pro rank

Product category

Furniture-as-a-Service

NAICS

Office Machinery and Equipment Rental and Leasing (532420), Office Machinery and Equipment Rental and Leasing (53242)

SIC

Services-Equipment Rental & Leasing, Nec (7359)

akta.pro primary industry

Home Office Furniture Rental (Desks, Chairs, WFH Bundles) (CRAIAOAL)

akta.pro secondary industry

Furniture Rental (Living, Dining, Bedroom) (CRAIAOAA)

Keywords

• Office furniture subscription
• Home office furniture rental
• Furniture as a service
• Event furniture rental
• Workspace asset management

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices9 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Subscribe — furniture subscription rental: Core recurring revenue stream: customers subscribe monthly to office and design furniture on flexible (1-month), 6-month, or 12-month commitments. Includes delivery, in-room placement, assembly, and pickup. Pricing is per-item, per-month (e.g., phone booth 2,990 SEK/month, sofa 619 SEK/month, meeting chair 187 SEK/month, lounge from 1,435 SEK/month, meeting room from 535 SEK/month).
2. Home Office subscription rental: Recurring monthly subscriptions for ergonomic home-office furniture (e.g., chair + desk packages from 353–405 SEK/month) delivered and assembled in 8+ countries. Employer sets assortment and budget; employees self-select.
3. Event furniture rental (short-term): Daily/event furniture rental (1–45 days) of 500+ designer products for events, pop-ups, and brand activations. Priced per day with delivery and pickup included.
4. Services marketplace (cleaning, coffee, fruit, etc.): Subscription to office support services (cleaning, coffee, fruit, etc.) provided by approved Service Providers via the Workspace platform, with 1-month cancellation. Beleco acts as intermediary and takes a marketplace cut.
5. Workspace SaaS (asset management platform): Subscription to the Beleco Workspace platform for inventory, contract, ESG and home-office management; sold as a digital subscription add-on.
6. Supplier royalty / kickback model: Suppliers retain ownership of furniture supplied into Beleco's catalog and receive monthly royalty kickbacks on each rental. Beleco generates revenue on the spread between subscription paid by the end customer and royalty paid to the supplier.
7. Resale and recycling service fees: Fee-generating service for reselling or recycling customers' used office furniture through partner channels, with pickup included.
8. Delivery, assembly and logistics fees: Logistics fees on top of subscription: standard delivery from 799 SEK (ex VAT) within Stockholm on weekdays 9-17, with surcharges for time-specific, evening/weekend, express, and phone-booth deliveries. Return/pickup logistics is included.
9. Free office design service (acquisition-driven): Free interior design proposals and mood boards are offered as a customer acquisition lever to drive subscription starts; not directly billed but tied to subscription conversion.

Pricing tiers

Go-to-market motion5 records

Distribution channels7 records

Marketing channels11 records

Core offering

Beleco operates a furniture-as-a-service (FaaS) platform that rents designer office, home-office, and event furniture from 60+ premium brands on flexible monthly subscriptions (1-month, 6-month, 12-month) and short-term daily rentals, bundling free interior design, delivery, in-room placement, assembly, and pickup. It also sells a proprietary Workspace SaaS platform for inventory, contract, home-office provisioning, and CSRD/ESG reporting.

Differentiator

Problem solved

Functional benefit

Brands

• Beleco Workspace: A digital platform for managing workplace furniture, devices, and equipment, including inventory tracking, subscriptions, home offices, contracts, and ESG compliance reporting.
• Beleco Home Office
• Beleco Subscribe
• Beleco Event

Products and services

• Beleco Subscribe (Office Furniture Subscription)
• Beleco Home Office
• Beleco Event (Short-Term Furniture Rental)
• Beleco Workspace (SaaS Platform)
• Beleco Services (Office Support Marketplace)
• Circular Resale and Recycling Service

Quantifiable outcome

• Customer claim: Workspace platform eliminates up to 80% of the manual work involved in running an office
• +5 more outcomes

Named customers24 records

Segments8 records

Ideal customer profiles7 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

Feature5 records

Partnerships

38 partnerships are on record, tiered flagship, core and minor.

• KasthallflagshipOEM/ Whitelabel/ Licensing PartnerPremium Swedish rug and textile-floor brand Kasthall is a Beleco brand partner (publicized in a dedicated 2023 article). Kasthall retains ownership of its products in Beleco's catalog and earns monthly royalty kickbacks as the rugs are rented to Beleco's corporate customers (used at King, Vasakronan, etc.). Kasthall products are also used in Beleco's own showroom.
• SwedesecoreOEM/ Whitelabel/ Licensing PartnerSwedish furniture maker Swedese supplies designer furniture (e.g., Mötesstol Stella Beige, Skrivbord Pro 120x60) into Beleco's rental catalog as one of the 60+ brand partners; used in Vasakronan's fit-out. Swedese is also one of the partners on Beleco's exclusive pop-up at Gallerian.
• &TraditioncoreOEM/ Whitelabel/ Licensing PartnerDanish design brand &Tradition supplies portable lamps (e.g., Setago JH27, Flowerpot) into Beleco's catalog; products feature in King's Stockholm office.
• FogiacoreOEM/ Whitelabel/ Licensing PartnerSwedish furniture brand Fogia supplies armchairs, sofas and tables (e.g., Bollo, Baba sofa) into Beleco's catalog; products feature in Pleo, Insurely, Epicenter and King fit-outs.
• Normann CopenhagencoreOEM/ Whitelabel/ Licensing PartnerDanish design brand Normann Copenhagen supplies chairs and tables (e.g., Hyg, Barbord Terrazzo) into Beleco's catalog; used in Pleo and Epicenter fit-outs.
• LacertocoreOEM/ Whitelabel/ Licensing PartnerSwedish/Lithuanian furniture brand Lacerto supplies sofas, armchairs and modular seating (e.g., Berlin modules, Odense, Baba) into Beleco's catalog; used by King, Pleo, Insurely and Epicenter.
• StolabcoreOEM/ Whitelabel/ Licensing PartnerSwedish furniture maker Stolab supplies chairs and tables (e.g., Alt Malva, Miss Holly, Bondi, Flexi) into Beleco's catalog; used in Pleo, King, Insurely fit-outs.
• LD SeatingminorOEM/ Whitelabel/ Licensing PartnerEuropean seating brand LD Seating supplies meeting chairs and laptop tables (Wave with wheels, Spot laptop table) into Beleco's catalog; used in King, Insurely fit-outs.
• HayminorOEM/ Whitelabel/ Licensing PartnerDanish design brand Hay supplies pillows, tables and accessories (e.g., Ram pillow, Barbord Terrazzo) into Beleco's catalog; used in Pleo, King, Epicenter fit-outs.
• Bebo ObjectsminorOEM/ Whitelabel/ Licensing PartnerSwedish furniture brand Bebo Objects supplies armchairs and stackable chairs (e.g., A Stack) into Beleco's catalog; used in King, Pleo, Epicenter fit-outs.
• SilenminorOEM/ Whitelabel/ Licensing PartnerManufacturer of A-class soundproof phone booths (Silen Space 1 White) supplied to Beleco's catalog for office phone booths; used in King's Stockholm HQ.
• PLEASE WAIT to be SEATEDminorOEM/ Whitelabel/ Licensing PartnerBelgian/Danish furniture brand whose chairs (Bondi, Tubby Tube barstool, Lyre) appear in Beleco's catalog; used in Pleo, Insurely, Epicenter fit-outs.
• OblureminorOEM/ Whitelabel/ Licensing PartnerLighting brand Oblure (e.g., Lightbone Blue Oak floor lamp) supplies lighting into Beleco's catalog; used in King's Stockholm HQ.
• MitabminorOEM/ Whitelabel/ Licensing PartnerSwedish furniture maker Mitab supplies seating (Dapper armchair and 3-seat sofa) into Beleco's catalog; featured in Pleo fit-out.
• BolonminorOEM/ Whitelabel/ Licensing PartnerSwedish design flooring/rug brand Bolon supplies rugs (Light Sashiko) into Beleco's catalog; used in King fit-out.
• Jonas IhrebornminorOEM/ Whitelabel/ Licensing PartnerSwedish furniture brand Jonas Ihreborn supplies armchairs (Seventy Five Black Edition, Cap) into Beleco's catalog; used in Insurely and Epicenter fit-outs.
• Redeko FlowersminorOEM/ Whitelabel/ Licensing PartnerPlants/florals supplier (Fiolfikus 140cm) supplying decorative greenery into Beleco's catalog for office and home office fit-outs.
• RagnarsminorOEM/ Whitelabel/ Licensing PartnerBrand supplying meeting tables (Coinz 280x120 Mauve/Walnut) into Beleco's catalog; featured in Insurely fit-out.
• By CreaminorOEM/ Whitelabel/ Licensing PartnerBrand supplying bar stools (Freja) and other furniture into Beleco's catalog; featured in Pleo fit-out.
• TrimmminorOEM/ Whitelabel/ Licensing PartnerBrand supplying soft seating (sackosäck) into Beleco's catalog; used in King's Stockholm office.
• MattingminorOEM/ Whitelabel/ Licensing PartnerSupplier of ergonomic office accessories and desk lamps (LightUp NEOS) into Beleco's catalog; featured in Vasakronan fit-out.
• StripeflagshipTechnology or IntegrationStripe is Beleco's payment processing partner powering the beleco.com checkout and the Workspace subscription billing (__stripe_mid, __stripe_sid cookies, _ab, _mf, id local storage). Enables card transactions without Beleco storing card data.
• IntercomflagshipTechnology or IntegrationIntercom is Beleco's customer chat and messaging platform (intercom-device-id, intercom-id, intercom-session, intercom-state cookies). Powers live chat on beleco.com and the customer support help center (intercom.help/beleco).
• Calendly
• CloudflareflagshipTechnology or IntegrationCloudflare is Beleco's CDN, DNS, and bot management provider (_cfuvid, __cf_bm cookies). Provides load-balancing, content delivery and DDoS protection for beleco.com.
• CookiebotcoreTechnology or IntegrationCookiebot (Cybot) provides the GDPR cookie-consent management platform on beleco.com (CookieConsent cookie). Generates the cookie declaration last updated 6/19/26.
• SegmentcoreTechnology or IntegrationSegment is Beleco's customer data platform, capturing ajs_anonymous_id and ajs_user_id for visitor identification and audience building.
• Google (Analytics + Ads)flagshipTechnology or IntegrationGoogle Analytics 4 (_ga, _ga_#, _gid, _gat), Google Ads conversion tracking (pagead/1p-user-list/#) and Google AdSense/Ad Manager (_gcl_au, _gcl_ls) power Beleco's web analytics, conversion attribution and display advertising.
• Meta (Facebook)coreTechnology or IntegrationMeta's Facebook Pixel (_fbp, lastExternalReferrer) is installed on beleco.com for retargeting, conversion tracking and lookalike audiences across Facebook and Instagram.
• LinkedIn (Insight Tag)coreTechnology or IntegrationLinkedIn's Insight Tag (bcookie, li_gc, lidc) is installed on beleco.com for B2B retargeting, conversion tracking and audience building.
• LeadfeedercoreTechnology or IntegrationLeadfeeder (and sc.lfeeder.com _lfa cookies) powers Beleco's account-based marketing by identifying the companies visiting beleco.com.
• Pertento (scripts.pertento.ai)
• ArtAroundsminorGTM or Marketing PartnerArtArounds co-launched a pop-up with Beleco at Gallerian in Stockholm (May-June 2023) to showcase art and design furniture. Beleco also partnered with ArtArounds and Swedese for an exclusive pop-up in Gallerian.
• Norrsken Foundation / Norrsken Impact WeekminorGTM or Marketing PartnerBeleco participated in Norrsken Impact Week (16-19 September 2019) at Norrsken House Spårvagnshallarna in Stockholm, hosting panels and events on sustainability.
• Simon Mattisson (designer)minorStrategic or Co-development PartnerBeleco collaborated with designer Simon Mattisson at Porsche SCOPES (June 2023) to showcase the intersection of technology, art and sustainability in furniture design.
• Elle (Elle-galan)minorGTM or Marketing PartnerBeleco furnished the 'Klarna House' activation at the Elle-galan 2020 fashion awards at Grand Hôtel in Stockholm, in partnership with Klarna.
• Adoore / NellyminorGTM or Marketing PartnerBeleco furnished the Adoore pop-up with Petra Tungården and Nelly in Mood Stockholm (December 2020).
• Mattel / Barbie (Nudient x Barbie)minorGTM or Marketing PartnerBeleco furnished Nudient's launch event celebrating the new Barbie movie at the A-HOUSE in Stockholm (July 2023).

Scale indicators9 records

Recent moves8 records

Expansion highlights7 records

Direct peers

• Fernish: US-based furniture-as-a-service subscription company offering monthly rental of designer home and small-office furniture with delivery, assembly, swap and returns. Closely comparable business model, customer base (urban professionals, hybrid workers), and circular resale angle.
• Feather: US furniture and home goods subscription platform with monthly rental, white-glove delivery, and flexible swap/return terms for apartments and offices. Directly comparable subscription mechanics and target demographic.

Emerging players

• Grover: Berlin-based subscription rental platform originally focused on consumer electronics, now expanding into furniture and home office. Operates a similar monthly rental + return economics and is a direct regional peer for Beleco's German expansion.

Broad incumbents

• CORT: Largest US furniture rental company serving residential, office, and event customers with nationwide logistics. Broad incumbent offering overlap with Beleco's Subscribe, Home Office, and Event products.
• Kinnarps: Major Nordic office furniture manufacturer and interior design supplier headquartered in Sweden. Comparable product category, target customer (corporate offices), and Nordic geography; an incumbent Beleco competes against for premium office fit-outs.
• IKEA for Business (Inter IKEA / Ingka): Global home and office furniture giant with a growing commercial arm (IKEA for Business) that bundles design, delivery, and assembly for SMBs and enterprises. Incumbent with scale, capital and brand that dwarfs Beleco's catalog.
• Steelcase: Global office furniture manufacturer with work-ergonomic seating, desks and workplace services. Closest large incumbent in office furniture subscriptions/circular pilots (e.g., 'Orchestrate' and partner programs) to Beleco's Workspace + Subscribe stack.
• MillerKnoll: US-listed office and contract furniture conglomerate (Herman Miller, Knoll, Hay, Muuto, Fully) with deep designer-brand portfolio. Competes for the same enterprise and design-conscious customers Beleco serves via its 60+ brand catalog.
• Grenke: German-listed European leasing company specializing in IT, office equipment and furniture leasing for SMBs. Comparable recurring-revenue, asset-financed model and European customer footprint; an incumbent that could enter circular furniture subscription more aggressively.

Regional players

• Materia: Nordic interior design retailer and procurement partner curating premium furniture brands for offices and public spaces. Regional Scandinavian competitor and potential supply-side partner for high-end fit-outs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebooksv-se.facebook.com/belecointerior
• LinkedInlinkedin.com/company/belecoworldwide
• Instagraminstagram.com/belecointerior

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds6 records

Investors6 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Beleco