Filipino

What Filipino does

Filipiniana AB is a Swedish wholesale design company, founded in 1994 by Ulrika Kjellberg Isip and headquartered in Lerum near Gothenburg. It sources and distributes handmade interior design products — including statues, figurines, antique reproductions, home decor, garden items, Christmas ornaments, candles, and faux corals — produced in long-standing partner factories in rural Philippines. Since 2024 the company also markets a sister Scandinavian lifestyle brand called SEKLET, in addition to carrying BOSA, giving it three wholesale-facing identities inside one platform.

Underlying production is entirely artisan-driven: products are handmade and hand-painted in the Philippines using traditional techniques refined over more than 25 years of continuous partnership with the same local factories, many of them led by female entrepreneurs employing rural artists. Distribution is run on a B2B wholesale model targeting interior design retailers across the EU (with Scandinavia and Germany as primary markets) and a smaller commercial-project channel serving hotels, restaurants, cafes, museums, and amusement parks in Scandinavia with bespoke design and licensed products. Sales occur via Formex Stockholm trade shows, a Jonsered showroom with digital viewings, retailer onboarding through a controlled application process, and email-driven order processing, all against minimum-order thresholds (~700 EUR for first orders, ~300 EUR thereafter) and 25% VAT pricing.

The business is founder-owned and remains small (1–10 employees), with no disclosed institutional ownership, no parent company, and a single Swedish legal entity. A $1.15M funding round in June 2023 led by Foxmont Capital Partners and Seedstars represents the first known external capital. The company holds no patents and has no flagged regulatory actions, and its growth is driven primarily through twice-yearly seasonal collection releases (e.g., ALBA SS22, AW24, SS25, AW25) and category extensions such as home fragrance.

Name

Filipino

Legal name

Filipiniana AB

Website

https://filipiniana.se

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

1–10 employees

Short description

Filipiniana AB is a Swedish B2B wholesaler founded in 1994 that distributes handmade interior design pieces — produced by long-term partner factories in rural Philippines — to retailers and commercial clients (hotels, museums, restaurants, amusement parks) across Scandinavia, Germany, and the broader EU.

Ownership category

akta.pro rank

Product category

Wholesale Handmade Interior Decor

NAICS

Gift, Novelty, and Souvenir Retailers (459420)

SIC

Pottery & Related Products (3260), Costume Jewelry & Novelties (3960)

akta.pro primary industry

Decorative Accessories Retail (Vases, Bowls, Sculptures, Figurines, Trays) (CRAIACAB)

akta.pro secondary industries

Seasonal, Holiday & Party Home Décor Retail (CRAIACAD), Artificial Flowers, Silk Florals & Faux Greenery Decor (HSACAOAK)

Keywords

• Handmade interior decor
• Wholesale home accessories
• Scandinavian lifestyle design
• Artisan home furnishings
• Commercial interior decoration

Headquarters

HQ city

Lerum

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Infrastructure, Personnel

Revenue model

1. Wholesale Interior Products: B2B wholesale of handmade interior design products including home and garden decorations, arts and crafts, antique reproductions, and seasonal items. Products sold to retailers and commercial clients across Europe with Scandinavia as main market.
2. Custom Design Services: Custom product design and concept development services for commercial clients including restaurants, hotels, cafes, museums, and amusement parks. Creates exclusive licensed products per client specifications.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels4 records

Core offering

Filipiniana is a Swedish wholesale company that designs, sources, and distributes handmade interior decoration pieces including statues, figurines, antique reproductions, home decor, garden decorations, Christmas items, and seasonal goods. Products are handcrafted and hand-painted in rural Philippines and sold wholesale to interior design stores, hotels, restaurants, museums, cafes, and amusement parks across Scandinavia and Europe, with additional custom design and concept development services for commercial clients.

Product overview

Filipiniana is a Swedish wholesale design company established in 1994, operating as a platform offering multiple brands and product lines. The core offering centers on Filipiniana/FH - handmade interior decoration pieces including statues, figurines, antique reproductions, home decor, garden items, and Christmas products sourced from artisan factories in the Philippines. The portfolio includes sister brand SEKLET (Scandinavian lifestyle), BOSA (interior decor), and specialized collections including scented candles (Fiori, Bohol), artificial corals, and custom design services for commercial clients. All products are handmade with an emphasis on craftsmanship, uniqueness, and social sustainability, distributed primarily within Europe with Scandinavia and Germany as main markets.

Differentiator

Problem solved

Functional benefit

Brands

• SEKLET: A Scandinavian lifestyle brand focused on simplicity, natural colors and materials, designing and making pieces that feel handmade and timeless. Embraces imperfections and celebrates the beauty of things that aren't perfectly smooth or symmetrical.
• BOSA
• FH

Products and services

• Filipiniana (FH) Wholesale Brand

Quantifiable outcome

• Over 30 years of sustainable business partnerships with rural Philippines communities
• +1 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Local Factories in Rural PhilippinescoreStrategic or Co-development Partner · 1 January 1994Partnership established in 1994 with local factories in underprivileged rural parts of Philippines. Factories led by female entrepreneurs who employ local artists, painters, and casters. Company has worked with same factories for over 25 years, providing sustained economic opportunities to communities.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Madam Stoltz: Danish wholesale brand specializing in handmade, ethnic-inspired interior decor and lifestyle products distributed across Europe. Highly comparable to Filipiniana in target customers (interior stores), handmade Asian sourcing, and B2B wholesale model.
• Nordal: Scandinavian wholesaler of interior design and home accessories with broad product ranges in decor, lighting, and seasonal items. Directly comparable in distribution channel (B2B wholesale to design retailers) and category overlap.
• House Doctor: Danish interior wholesale brand selling decorative accessories, lighting, and furniture to retailers worldwide. Comparable product mix (vases, statues, candle holders, seasonal items) and Scandinavian wholesale distribution model.
• Bloomingville: Danish wholesale home decor brand offering Scandinavian-inspired interior accessories, candles, and seasonal items to retailers globally. Highly comparable in product breadth, design-led positioning, and B2B wholesale channel.
• IB Laursen: Danish wholesaler of home accessories, decorative items, and seasonal decor distributed across Europe. Directly comparable target market (interior design stores) and broad catalog of vases, figurines, and decorative objects.
• HK Living: Dutch wholesale interior brand offering eclectic, vintage-inspired home decor and accessories to retailers worldwide. Comparable in handmade aesthetic, broad decor catalog, and B2B wholesale distribution.
• Affari of Sweden: Swedish importer and wholesaler of handmade interior products from Asia, distributed to retailers across Scandinavia. Highly comparable in Asian-sourced artisan model, geographic focus (Sweden/Scandinavia), and B2B wholesale to design stores.

Broad incumbents

• Riviera Maison: Dutch home furnishings brand offering upscale interior decor, furniture, and accessories with both wholesale and own-retail presence. Comparable product overlap in decorative accessories, but operates at significantly larger scale with proprietary retail.
• Zara Home: Inditex's home furnishings brand offering mass-market decorative accessories, candles, vases, and seasonal items. Overlaps in core product categories (statues, vases, candles) but competes on volume and price rather than artisan storytelling.
• H&M Home: Mass-market home decor brand offering decorative items, candles, vases, and seasonal collections across global retail and online channels. Competes in same end-product categories but at vastly different scale and price points.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/filipinianaab
• LinkedInlinkedin.com/company/filipiniana-sweden

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors2 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 Filipino