Scandinavian Designs
Scandinavian Designs is a U.S. direct-to-consumer retailer of Scandinavian-inspired furniture and home decor, selling sofas, sectionals, mattresses, dining, bedroom, office, and outdoor products through its Shopify storefront and physical showrooms across multiple states, serving individual homeowners and interior designers.
- Company typePrivate
- Founded2008
- HeadquartersPetaluma, United States
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
What Scandinavian Designs does
Scandinavian Designs is a U.S.-based, privately held direct-to-consumer furniture and home goods retailer headquartered in Petaluma, California, with 501-1,000 employees. The company sells Scandinavian-inspired furniture and decor across living room, dining room, bedroom, mattress, office, outdoor, and entryway categories through both a Shopify e-commerce storefront and a network of physical retail showrooms across multiple U.S. states, supplemented by phone sales. The product portfolio spans value to premium price tiers, ranging from $145 entry-level rugs and recliners to $23,390 sectionals and Stressless recliners above $20,000, and includes the exclusive U.S. distribution of the Norwegian Stressless brand via a partnership with Ekornes, proprietary Design Essentials value line, and third-party mattresses from Stearns & Foster, Tempur-Pedic, Sealy, and Halsa Sleep. Related brands include Dania Furniture and The Outlet by Scandinavian Designs, the latter operating as a discount channel.
The business model is omnichannel retail with revenue primarily driven by one-time furniture and decor sales, supplemented by digital gift card sales ($25-$2,000 denominations) and customer financing income through partnerships with Wells Fargo (in-store, including 0% APR for 24-36 months on qualifying purchases) and Affirm (online, 0-36% APR). The company markets through seasonal catalogs (Spring 2026, Fall 2025, Spring 2025), Instagram (scandidaniahome), email, and annual commercial video content. Customer segments are horizontal: individual homeowners and a secondary segment of interior design professionals, with no disclosed B2B or enterprise contracts. Technology is limited to a standard Shopify storefront with payment integrations; no proprietary AI, software platform, or technology IP is disclosed. As of June 2025, the company is operating but executing store closures in response to broader U.S. furniture sector economic pressure, without filing for bankruptcy.
Scandinavian Designs firmographics
Firmographics- Name
- Scandinavian Designs
- Legal name
- Scandinavian Designs
- Website
- https://scandinaviandesigns.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Scandinavian Designs is a U.S. direct-to-consumer retailer of Scandinavian-inspired furniture and home decor, selling sofas, sectionals, mattresses, dining, bedroom, office, and outdoor products through its Shopify storefront and physical showrooms across multiple states, serving individual homeowners and interior designers.
- Ownership category
- akta.pro rank
Scandinavian Designs industry classification
Industry- Product category
- Home Furnishings Retail
- NAICS
- Furniture and Related Product Manufacturing (337)
- SIC
- Retail-Furniture Stores (5712), Retail-Home Furniture, Furnishings & Equipment Stores (5700)
- akta.pro primary industry
- Industrial/Product & Furniture Design (BPAHAKAM)
- akta.pro secondary industries
- Bedroom Furniture Retail (Beds, Dressers, Nightstands, Armoires) (CRAIAAAC), Outdoor Furniture Retail (Patio Seating, Dining Sets, Umbrellas, Outdoor Storage) (CRAIAAAJ), Seasonal, Holiday & Party Home Décor Retail (CRAIACAD)
Keywords
Where Scandinavian Designs is headquartered
LocationHeadquarters
- HQ city
- Petaluma
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Scandinavian Designs business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Furniture and Home Goods Sales: Primary revenue stream from selling furniture including sofas, sectionals, dining furniture, bedroom furniture, mattresses, office furniture, outdoor furniture, and home decor items. Products sold at various price points from entry-level to premium.
- Gift Cards: Digital gift cards sold in denominations of $25, $50, $100, $250, $500, $1000, and $2000, redeemable online or in-store with no additional processing fees.
- Financing Services: Partnership with Wells Fargo (in-store) and Affirm (online) to provide financing options, generating revenue through credit arrangements and promotional financing terms.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Full-price furniture across all categories |
| Unit Pricing | Pay-as-you-go | Clearance and sale items |
| One time/ perpetual license | Pay-as-you-go | Digital gift cards |
| Subscription | Monthly | Wells Fargo financing (in-store) |
| Subscription | Monthly | Affirm financing (online) |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels5 records
Scandinavian Designs product offering
Product offeringCore offering
Scandinavian Designs is a multi-channel retailer that sells Scandinavian-inspired furniture, mattresses, and home décor directly to consumers through its own e-commerce site and a network of physical showrooms. Its assortment covers living room, dining, bedroom, office, outdoor, and entryway categories, and includes brand partnerships such as Stressless® recliners, complemented by in-house private-label lines like Design Essentials and related labels. The company also offers complimentary interior design services to support whole-room and whole-home furnishing projects.
Product overview
Scandinavian Designs is a furniture and home decor retailer operating a unified e-commerce platform alongside physical store locations. The product portfolio centers on Scandinavian-inspired furniture across multiple room categories: Living Room (sofas, sectionals, modular seating, power reclining, sleepers, accent furniture), Dining Room (tables, storage, seating, tabletop), Bedroom (beds, mattresses, storage), Office, Outdoor, and Entryway. The company carries mattresses from Stearns & Foster, Tempur-Pedic, Sealy, and Halsa Sleep, and features the premium Stressless® recliner brand. The Design Essentials sub-brand offers value-priced furniture under $1,500. Additional offerings include home decor (rugs, lighting, wall art, textiles), gift cards, and financing options through Wells Fargo and Affirm. The company also operates the Dania Furniture brand.
Differentiator
Problem solved
Functional benefit
Brands
- Dania Furniture: A related furniture brand operating at daniafurniture.com, part of the Scandinavian Designs brand family.
Products and services
- Living Room Furniture Assortment of Scandinavian-inspired sofas, sectionals, chairs, recliners, and accent tables sold online and in showrooms for consumers furnishing living spaces.
- Dining Room Furniture Scandinavian-style dining tables, chairs, benches, and storage pieces for the dining room, available through e-commerce and showroom channels.
- Bedroom Furniture Beds, nightstands, dressers, wardrobes, and other bedroom case goods in Scandinavian-inspired design sold to consumers.
- Office Furniture Desks, office chairs, bookcases, and storage solutions designed for home office and study environments in Scandinavian style.
- Outdoor Furniture Patio seating, dining sets, lounge chairs, and other outdoor living pieces in Scandinavian design sold to consumers.
- Entryway Furniture Console tables, storage benches, and accent furniture designed for foyers, hallways, and mudrooms in Scandinavian style.
- Mattresses Premium and mid-tier mattresses sold as part of the bedroom assortment, available online and in showrooms.
- Home Décor and Rugs Rugs, lighting, wall art, and decorative accessories used to complete Scandinavian-inspired interiors.
- Stressless® Recliners and Seating Authorized U.S. retail offering of the Stressless® recliner and seating line (Ekornes), a premium Norwegian comfort brand, sold online and in showrooms.
- Design Essentials Private-Label Furniture Design Essentials is Scandinavian Designs' in-house private-label furniture line offering Scandinavian-inspired sofas, chairs, and case goods to value-oriented consumers.
- Interior Design Services Complimentary interior design consultation service that helps customers plan and configure furniture purchases for individual rooms or whole-home projects, offered online and in showrooms.
- Delivery and Installation Services White-glove delivery and assembly service for purchased furniture, supporting large-item home furnishing orders across the retailer's service region.
Quantifiable outcome
- Clearance savings up to 70% off original prices
- +2 more outcomes
Companies that use Scandinavian Designs
Customer profileSegments2 records
Ideal customer profiles1 record
Scandinavian Designs technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Scandinavian Designs partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- EkornescoreEkornes is a Norwegian furniture manufacturer whose Stressless brand products are exclusively featured and sold through Scandinavian Designs. Stressless recliners, sofas, and chairs represent a significant portion of the product catalog, featuring Norwegian engineering and design.
Scale indicators2 records
Recent moves6 records
Expansion highlights3 records
Scandinavian Designs competitors and assessment
Company assessmentDirect peers
- Joybird: Direct-to-consumer mid-century furniture retailer with custom upholstery. Comparable on direct-to-consumer motion, customizable sofas, and millennial home-buyer target.
- West Elm: Williams-Sonoma-owned modern furniture and home decor retailer with strong showrooms and e-commerce presence. Direct competitor across modern/contemporary customer base.
- Article: Direct-to-consumer modern furniture retailer with mid-century and Scandinavian-inspired collections. Comparable on price point, customer segment, and DTC-first delivery model.
- CB2: Crate & Barrel's modern, design-forward sibling brand. Closely comparable on contemporary aesthetic, urban customer base, and showroom-led DTC model.
- Room & Board: Mid-century and modern American furniture retailer with showrooms and e-commerce. Directly comparable in style, price point, and omnichannel approach to Scandinavian Designs.
- Design Within Reach: Premium modern furniture retailer (now part of MillerKnoll) operating showrooms and e-commerce. Highly comparable on Scandinavian/modern aesthetic and curated assortment model.
Broad incumbents
- Wayfair: Largest US online furniture and home goods marketplace. Significantly broader assortment and lower structural cost; competes for the same digital-first furniture shopper.
- Crate & Barrel: Established national furniture and home goods retailer with broad modern assortment. Competes across overlapping categories but offers a wider portfolio at varied price points.
- IKEA: Global mass-market furniture and home goods retailer with large-format stores. Competes aggressively on value, ready-to-assemble furniture, and integrated showroom experience.
- RH (Restoration Hardware): Premium home furnishings retailer with gallery showrooms and source-book aesthetic. Competes in the upper premium segment where Stressless and design-forward pieces are displayed.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Scandinavian Designs social profiles
Digital presenceScandinavian Designs financial estimates
Financial estimateRevenue estimate
Valuation estimate
Scandinavian Designs leadership team
Management profileNumber of profiles
Scandinavian Designs subsidiaries and ownership
Company hierarchySubsidiaries2 records
Scandinavian Designs funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Scandinavian Designs 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 Scandinavian Designs
What does Scandinavian Designs do?
Scandinavian Designs is a multi-channel retailer that sells Scandinavian-inspired furniture, mattresses, and home décor directly to consumers through its own e-commerce site and a network of physical showrooms. Its assortment covers living room, dining, bedroom, office, outdoor, and entryway categories, and includes brand partnerships such as Stressless® recliners, complemented by in-house private-label lines like Design Essentials and related labels. The company also offers complimentary interior design services to support whole-room and whole-home furnishing projects.
Is Scandinavian Designs a public or private company?
Scandinavian Designs is a private company. It is classified as family owned and is currently operating.
When was Scandinavian Designs founded?
Scandinavian Designs was founded in 2008. It employs 501 to 1,000 people.
Where is Scandinavian Designs based?
Scandinavian Designs is headquartered in Petaluma, United States, in the North America region.
How does Scandinavian Designs make money?
Three revenue lines are on record. Furniture and Home Goods Sales are the primary driver. The others are gift Cards and financing Services.
Who are Scandinavian Designs's main competitors?
Direct peers on record are Joybird, West Elm, Article, CB2, Room & Board and Design Within Reach. Broad incumbents are Wayfair, Crate & Barrel, IKEA and RH (Restoration Hardware).
Does Scandinavian Designs have an API?
No public API is recorded for Scandinavian Designs.
What industry is Scandinavian Designs in?
Scandinavian Designs's product category is Home Furnishings Retail. Its primary akta.pro industry code is BPAHAKAM, Industrial/Product & Furniture Design, with a secondary code of CRAIAAAC, Bedroom Furniture Retail (Beds, Dressers, Nightstands, Armoires). Its NAICS code is 337 and its SIC code is 5712.