What GUBI does

GUBI is a Danish luxury furniture and lighting design company founded in 1967 and headquartered in Copenhagen, operating under GUBI A/S as a privately held business. The company designs, manufactures (via partners), and distributes premium furniture, lighting, and accessories, with price points ranging from approximately $400 to over $15,000 per piece. Its portfolio spans historical reissues and contemporary designer collaborations, drawing on licensed estates of deceased midcentury designers alongside in-house and external living-designer output (e.g., GamFratesi, Space Copenhagen).

The business operates a multi-channel go-to-market: DTC e-commerce localized to 25+ countries, flagship and showroom presence in major design capitals (London, New York, Paris, Tokyo, Berlin, Copenhagen), a dedicated B2B/trade portal for contract and hospitality buyers, and selected retail partnerships (e.g., CB2). Strategic manufacturing and IP partnerships — notably with Bonacina 1889 for rattan and Form Portfolios for deceased-designer licensing — anchor the supply chain and product pipeline. Customer segments include luxury residential consumers, interior designers and architects specifying for residential and hospitality projects, and institutional buyers, with brand placement in permanent collections at MoMA and the V&A serving as cultural validation. Headcount is reported in the 101–250 range; revenue, funding, and ownership details are not publicly disclosed.

Name

GUBI

Legal name

GUBI A/S

Website

https://gubi.com

Company type

Private

Founded year

1967

Operating status

Operating

Headcount range

101–250 employees

Short description

GUBI is a Danish luxury furniture and lighting design house that designs, manufactures, and distributes premium residential and contract pieces through DTC e-commerce, flagship showrooms, and a B2B trade portal across 25+ countries.

Ownership category

akta.pro rank

Product category

Luxury Furniture Design

NAICS

Furniture and Home Furnishings Retailers (4491)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Industrial/Product & Furniture Design (BPAHAKAM)

Keywords

• Luxury furniture design
• Designer lighting collections
• Contemporary furniture brands
• Archival furniture revival
• Modern home furnishings

Headquarters

HQ city

Copenhagen

HQ country

Denmark

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Furniture and Lighting Product Sales: GUBI generates revenue primarily through the sale of furniture (seating, tables) and lighting products directly to consumers and businesses. Products are sold at premium price points ranging from approximately $400 to $15,000+. Both made-to-order and in-stock items are available.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

GUBI designs, produces, and sells luxury furniture, lighting, and interior products through direct e-commerce, a global retailer network, and a dedicated B2B professional division. The portfolio spans Seating, Lighting, Tables, Outdoor, and Accessories categories and combines reissued mid-century archival designs (from Greta M. Grossman, Pierre Paulin, Bill Curry, Tito Agnoli, Joe Colombo, Mathieu Matégot) with contemporary designer collaborations (GamFratesi, Space Copenhagen, OEO Studio, AMDL Circle).

Product overview

GUBI is a luxury furniture and lighting design company that collaborates with renowned international designers to produce contemporary furniture and lighting pieces. The product portfolio is organized into five main categories: Seating (including dining chairs, lounge chairs, sofas, and ottomans), Lighting (floor lamps, table lamps, pendants, and portable lamps), Tables (dining tables, coffee tables, and side tables), Outdoor furniture, and Accessories. GUBI specializes in reviving archival designs from deceased midcentury designers and partnering with contemporary designers to create modern classics. Key product lines include the Beetle Collection by GamFratesi, Pacha Collection by Pierre Paulin, Stemlite by Bill Curry, P3 Collection by Tito Agnoli, Modern Line by Greta M. Grossman, GUBI 3D Chair by Komplot Design, TS Collection by GamFratesi, and Satellite Outdoor lighting by Mathieu Matégot. The company offers products across various price points from accessible designs to luxury pieces, with a focus on craftsmanship, sustainable materials including FSC-certified wood and natural rattan, and designs that bridge indoor and outdoor living.

Differentiator

Problem solved

Functional benefit

Products and services

• Modern Line Sofas and lounge chairs originally designed by Greta M. Grossman in 1949, reissued by GUBI in 2015 with modular configurations including corner modules for versatile arrangements in dining and lounge settings. Favored in hospitality and workplace interiors.
• Stemlite Collection Lamp collection designed by Bill Curry in 1962, remastered by GUBI. Includes table lamps, floor lamps, pendants, and wall lamps featuring the innovative 'total look' lamp design that replaced traditional base-plus-shade form with interchangeable modules.
• Hornbæk Portable Lamp Portable lamp designed for CORI Hornbæk Hotel, with folded canvas shades and hand-glazed ceramic base, inspired by sails and lanterns.
• P3 & P3S Collection Rattan furniture collection designed by Tito Agnoli in 1964 for Bonacina 1889, available in both indoor and outdoor versions. The P3 Lounge Chair and P3S Chaise Longue feature handwoven rattan strips on tubular steel frames, with outdoor editions made from weather-resistant synthetic rattan.
• Pacha Collection Furniture collection designed by Pierre Paulin in 1975 featuring the Pacha Lounge Chair, sofa, and ottoman. Pioneered low-level living with rounded organic forms, available in indoor and outdoor versions with various upholstery options.
• Pacha Outdoor Collection Outdoor-adapted versions of Pierre Paulin's Pacha furniture featuring water-resistant and breathable membrane interlayer, moisture-resistant swivel base, and removable rain covers for exterior durability.
• Beetle Soft Updated version of GamFratesi's iconic Beetle Chair featuring looser wadding-style upholstery, piping-free finish, and relaxed visual language emphasizing tactility and comfort while preserving the characteristic silhouette.
• GUBI 3D Chair Collection Pioneering chair collection launched in 2003 by Komplot Design, one of the first to incorporate three-dimensional veneer technology. Available in dining chair, lounge chair, counter and bar stool variations, with FSC-certified veneer or recycled plastic options.
• Wonder Sofa Sofa designed by Space Copenhagen that builds on the virtues of 1970s lounge furniture with an elegantly minimal sleek frame and softly folded cushion over the backrest, customizable with various textiles and seam detailing.
• TS Collection Tables and pouffes designed by GamFratesi in 2014 for The Standard hotel in Copenhagen, featuring characteristic slender legs and crossing details. Available in indoor and outdoor versions with travertine tabletops and powder-coated stainless steel bases.
• Epic Collection Tables designed by GamFratesi in homage to ancient Greek and Roman architecture, featuring monolithic silhouettes. Interior versions crafted from travertine or steel; outdoor editions explore quartzite for durability and visual expression.
• Bohemian 72 Collection Rattan furniture collection by Gabriella Crespi comprising lounge chair, three-seater sofa, ottoman, and floor lamp, designed to seamlessly unite indoor and outdoor living with distinctive vertically coiled rattan vines.
• Carmel Tables Ceramic tables designed by OEO Studio, GUBI's first ceramic tables made with single-fired Italian stoneware. Available in coffee and bistro table variations with high-gloss colored glaze finishes in Rock Red, Clam White, Midnight Black, and Pacific Blue.
• V11 Collection Seating collection designed by Illum Wikkelsø in 1965, featuring the V11 Lounge Chair and ottoman with angular trapezoidal body and inverted pyramid solid wood legs. Recreated by GUBI using 3D scanning, FSC certified.
• Tropique Collection Outdoor furniture collection created by Mathieu Matégot in the 1950s, featuring dining chairs and table with stainless steel rod frames and distinctive statement curves, capturing mid-20th century Côte d'Azur outdoor living glamour.
• Bistra Collection Sculptural furniture collection designed by AMDL Circle for GUBI, distilling the classic bistro chair to essential form with steam-bent rattan. Includes dining armchair, lounge chair, and three-legged stool with organic tree-like contours.
• Basket Collection Rattan furniture collection designed by Joe Colombo, comprising three-seater sofa, two-seater sofa, and lounge chair. Features hand-woven rattan skin over environmentally responsible steel skeleton using classic basketry technique.
• Satellite Outdoor Collection GUBI's first lighting designs created specifically for outdoor use, based on Mathieu Matégot's 1953 concept. Features ovoid shades crafted from perforated stainless steel sheet with aluminum caps, available as pendants and floor lamps in Cream White or Mustard Gold.
• MR01 Initial Collection Lounge chairs designed by Mathias Steen Rasmussen with low-slung wooden frame and nautically evocative rope seat and backrest. Indoor versions in oak or walnut; outdoor versions in FSC-certified iroko with waterproof, UV-resistant polyester rope.
• Atmosfera Collection Outdoor table collection designed by GUBI's Milan-based studio, comprising dining tables in two sizes and coffee table. Features tabletops made from rhythmic repeating slats of solid premium teak with minimalist miter-jointed leg design.
• Bat Collection Comprehensive chair collection designed by GamFratesi, inspired by bat wingspan. Includes dining chairs, meeting chairs, counter chairs, bar chairs, lounge chairs, and ottomans in various configurations from un-upholstered to fully upholstered, including outdoor versions.
• Ottomans & Poufs Collection of ottomans and poufs including Bohemian 72 Ottoman, Pacha Ottoman, Beetle Ottoman, V11 Ottoman, Pacha Outdoor Ottoman, and TS Pouffe from various designers.

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and major.

• Form PortfolioscoreStrategic or Co-development PartnerForm Portfolios, founded by former private equity investor Mark Masiello, licenses and manages intellectual property of deceased midcentury designers. They partner with manufacturers like GUBI to revive furniture and lighting designs for modern consumers. GUBI manufactures products licensed through Form's portfolio including designs by Paul McCobb, Gianfranco Frattini, and Carlo Nason.
• CB2majorChannel Partner/ Reseller/ DistributorCB2 is a retailer partner through which Form Portfolios distributes GUBI-manufactured archival designs revived under licensing agreements.
• Bonacina 1889coreStrategic or Co-development PartnerGUBI and Bonacina 1889 collaborate to bring icons of 20th-century rattan furniture back into production. Bonacina 1889 is the Italian masters of rattan craft founded in Brianza, Italy, with a legacy including collaborations with Gio Ponti, Joe Colombo, and Tito Agnoli. GUBI recreates Tito Agnoli's P3 and P3S designs using Bonacina's archival drawings, adapting them for indoor-outdoor use.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Fritz Hansen: Danish luxury design furniture manufacturer with a similar archival-revival plus contemporary-design DNA (e.g., Arne Jacobsen, Poul Kjærholm, Jaime Hayon). Closely comparable positioning, channel mix, and price points to GUBI in premium residential and contract.
• Carl Hansen & Søn: Danish heritage furniture maker (Hans Wegner, Børge Mogensen) operating in the same midcentury-revival premium segment as GUBI, with global DTC, retail and contract channels and overlapping designer roster.
• &Tradition: Copenhagen-based design brand combining archival midcentury revivals (e.g., Verner Panton) with contemporary collaborations. Operates in the same premium furniture/lighting category with parallel DTC + retail + contract GTM.
• Cassina: Italian luxury furniture brand (part of Poltrona Frau Group / Haworth) reissuing icons of 20th-century design (Le Corbusier, Gio Ponti, Charlotte Perriand) — directly comparable archival-revival, premium-pricing and contract strategy to GUBI.
• B&B Italia: Italian high-end contemporary furniture maker with strong designer relationships (Patricia Urquiola, Piero Lissoni) and global contract presence — comparable premium positioning and contemporary-plus-iconic product mix.
• Knoll: American heritage design furniture company with a portfolio of midcentury icons (Saarinen, Mies van der Rohe, Bertoia) and contemporary lines, operating at overlapping premium price points across residential, workplace and hospitality channels.
• Vitra: Swiss family-owned design company producing furniture and lighting from iconic designers (Eames, George Nelson, Jasper Morrison) — comparable heritage, premium positioning, and global retail/contract distribution to GUBI.
• HAY: Danish contemporary furniture and accessories brand with broader price accessibility, but operating the same DTC-plus-retail-plus-contract Scandinavian design playbook that GUBI uses.
• Muuto: Copenhagen-based Scandinavian design brand (owned by MillerKnoll) combining contemporary collaborations with curated catalog — overlapping customer base, channels and Scandinavian design identity with GUBI.
• Artemide: Italian architectural lighting brand with designer-led collections at premium price points and strong global contract/specifier channel — closely comparable to GUBI's lighting business (Stemlite, Gräshoppa, Satellite, Obello).

Market position

Weaknesses3 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

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Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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 GUBI