What Skeidar does

Skeidar is a Norwegian furniture and interior retailer that has operated since 1912, currently structured as SkeidarLiving Group AS (parent) with Skeidar Retail AS as the e-commerce operating entity. The company runs an omnichannel business anchored by 50+ physical showrooms across Norway — from Tromso in the north to Kristiansand in the south — paired with the skeidar.no e-commerce platform. The product assortment spans the full home: sofas, beds and mattresses, tables, chairs, storage, lighting, rugs, textiles, decor, window treatments, kitchenware, children's furniture, and outdoor/garden furniture, sourced from a mix of in-house/owned brands (XOV, Wonderland, Premium 10, Relax, Oslo, SL10) and third-party brands (Stressless, Hjellegjerde, Furninova, Bloomingville, Venture Home, Fagerheim).

The technology stack is a Sitecore-based e-commerce platform with integrated marketing tooling (Google Analytics remarketing, Adform, Delta Projects, Lipscore reviews, Facebook/Instagram pixels), secure checkout (SSL, 3D Secure, Vipps), and logistics orchestration through PostNord and ColliCare with SMS tracking. The business model is predominantly one-time retail transactions — furniture and interior product sales — supplemented by third-party financing revenue via Svea Bank (36-month interest-free installments on purchases over 5,000 NOK) and fee-based delivery services (carry-in, in-home delivery; free trailer loan for self-pickup). Pricing follows a unit-pricing model with frequent promotional pricing of 30-70% off across categories, a Prisløfte price match guarantee against Norwegian competitors, and a 100-day Komfortgaranti mattress comfort guarantee. The customer segment is Norwegian consumers furnishing residential spaces, served through a horizontal segmentation approach (every room, every price point).

Name

Skeidar

Legal name

SkeidarLiving Group AS

Website

https://skeidar.no

Company type

Private

Founded year

1912

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Skeidar is a Norwegian furniture and interior retailer founded in 1912, operating 50+ physical showrooms nationwide and an e-commerce platform (skeidar.no), serving Norwegian consumers with home furnishings, decor, bedding, lighting, and outdoor furniture across price points.

Ownership category

akta.pro rank

Product category

Furniture and Home Furnishings Retail

NAICS

Furniture and Home Furnishings Retailers (4491), Furniture Retailers (449110), Furniture Retailers (44911)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700), Retail-Furniture Stores (5712)

akta.pro primary industry

Off-Price Furniture & Upholstery Retail (CRAEACAB)

Keywords

• Furniture retail
• Home interior
• Omnichannel retail
• Mattress and bedding
• Outdoor furniture

Headquarters

HQ city

Vestby

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Furniture and interior product sales: Core revenue from direct sale of furniture, bedding, lighting, decor, storage, textiles, outdoor furniture, and home organization products to consumers through physical stores and e-commerce. One-time purchase model with no subscription component.
2. Financing services revenue: Partnership with Svea Bank provides 36-month interest-free installment payments for purchases over 5,000 NOK. Skeidar earns revenue through this financing arrangement, likely through referral fees or interest share with Svea Bank.
3. Delivery and fulfillment services: Home delivery services including in-home delivery to ground level and optional carry-in service for additional fee. Also offers free trailer loan for customer self-pickup.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Skeidar sells furniture and home interior products directly to Norwegian consumers through 50+ physical showrooms and the skeidar.no e-commerce platform. The assortment covers sofas, beds and mattresses, tables, chairs, storage, lighting, rugs, decor, textiles, kitchenware, children's furniture, and outdoor/garden furniture. The company supplements product sales with financing through Svea Bank, home delivery, buy-online-pick-up-in-store, a 100-day mattress comfort guarantee, and a price match promise.

Product overview

Skeidar is a Norwegian furniture and interior retail company offering a comprehensive portfolio of home furnishings through both physical stores and online channels. The product offering is organized as a unified omnichannel retail platform encompassing multiple product categories including seating (sofas, chairs), bedroom furniture (beds, mattresses), tables, storage, lighting, rugs, décor, textiles, outdoor furniture, and home organization. The core product lines include named sofa collections (Mandal, Sagrado, Monaco, Roma, Hedda) from branded partners (Hjellegjerde, Furninova, Fagerheim), bed and mattress collections (Premium 10, Relax, Oslo, SL10) from XOV, Wonderland, and Jensen brands, and complete lighting (Struktur, Epsilon, Mikha), décor (Playblack 2, Nordic Shapes, Modo speil), rug (Kent gulvteppe), and outdoor furniture (Karlsøy, Lorient) offerings. Skeidar operates branded sub-segments including an Outlet for discounted items and Skeidar Pluss loyalty program. Customer value-add services include the Komfortgaranti (100-day mattress comfort guarantee), Prisløfte (price match guarantee), Kjøp og hent (buy online pick up in store), and Skeidar Finansiering (36-month interest-free installments via Svea Bank). The company carries premium brands like Stressless, Bloomingville, Venture Home, and XOV.

Differentiator

Problem solved

Functional benefit

Products and services

• Sofaer (Sofas) Living room seating including corner sofas, 3-seaters, and chaise longue sofas from brands such as Hjellegjerde, Furninova, Fagerheim, and the Chillux, Rossi, Monaco, and Sagrado designer series, sold to Norwegian consumers through stores and skeidar.no.
• Senger og madrasser (Beds and mattresses) Beds and mattresses including kontinentalsenger (box spring beds), rammesenger (frame beds), and overmadrasser (toppers) from XOV, Wonderland, Jensen, Premium 10, Relax, Oslo, and SL10 brands, covered by the 100-day Komfortgaranti comfort guarantee.
• Bord (Tables) Dining tables (spisebord) and coffee tables (sofabord) in various sizes, materials, and styles for Norwegian households.
• Stoler (Chairs) Chairs including dining chairs (spisestoler), armchairs, and recliners for living spaces, including Stressless recliners.
• Oppbevaring og skap (Storage and cabinets) Storage solutions including wardrobes, shelving systems, sideboards, and cabinets for organizing home spaces.
• Tepper (Rugs and carpets) Floor rugs and carpets including the Kent gulvteppe collection and various styles, sizes, and materials.
• Belysning (Lighting) Lighting fixtures including floor lamps (gulvlamper), table lamps (bordlamper), ceiling lamps (taklamper), and wall lamps, with notable products such as Struktur bordlampe, Epsilon taklampe, and Mikha gulvlampe.
• Dekorartikler (Decorative accessories) Decorative accessories including vases, candle holders, and decorative objects to personalize interior spaces.
• Bilder og speil (Wall art and mirrors) Wall art and mirrors including paintings, mixed media works like Playblack 2 and Nordic Shapes, and mirrors such as Modo speil.
• Tekstiler og sengetøy (Textiles and bedding) Textiles and bedding including sheets, bedding sets, and linens for bedrooms.
• Servise og kjøkkenutstyr (Tableware and kitchen equipment) Tableware and kitchen equipment for dining and food preparation.
• Barnemøbler og tilbehør (Children's furniture and accessories) Children's furniture and accessories designed for nurseries and kids' rooms.
• Gardiner og solskjerming (Curtains and window treatments) Curtains and window treatments for light control and room aesthetics.
• Hagemøbler og uterom (Outdoor and garden furniture) Outdoor and garden furniture including dining groups, garden chairs, hanging chairs, lounge furniture, and sun loungers, with notable products such as Karlsøy 3-1-1 spisesofa med bord, Bella regulerbar hagestol, Brevik hengestol, Athene spisehjørne, and Lorient brisk.
• Møbelpleie og -vedlikehold (Furniture care and maintenance) Furniture care and maintenance products to preserve and protect furniture investments.
• Innredning (Home organization) Home organization and interior details including baskets, trash bins, bathroom accessories, boxes, drying racks, ironing boards, clocks, coat hangers, wardrobe organization, and hooks.
• Outlet Clearance section offering discounted furniture and interior products including discontinued items, seasonal favorites, and promotional items with up to 70% off.
• Skeidar Pluss (Loyalty program) Customer membership loyalty program offering exclusive benefits, special deals, and early access to sales for registered members.
• Komfortgaranti (100-day comfort guarantee) 100-day comfort guarantee program allowing customers to exchange mattress firmness or upgrade mattress quality if not satisfied, covering XOV LUX collection, Wonderland, and Jensen mattresses.
• Prisløfte (Price match promise) Price match guarantee ensuring the lowest market price on identical products from Norwegian competitors (excluding pure online retailers) with documentation required.
• Kjøp og hent (Buy online pick up in store) Buy online and pick up in-store service. Orders prepared within 24 hours with SMS notification when ready, free of charge.
• Skeidar Finansiering (Interest-free installment financing) 36-month interest-free installment payment option via Svea Bank for purchases over 5,000 NOK, with zero establishment fee, zero service charge, and zero percent interest.

Quantifiable outcome

• 100-day comfort guarantee allows mattress exchanges
• +2 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature4 records

Partnerships

Two partnerships are on record, tiered minor.

• PostNordminorOthersLogistics partner for shipping products from Skeidar's central warehouse to customers. Delivers within 2-6 business days for MyPack and 1-4 business days for MyPack Home deliveries. Provides tracking information via SMS.
• ColliCareminorOthersLogistics partner used for certain product deliveries from Skeidar's central warehouse.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Princess (Norway): Norwegian furniture retailer with multi-store footprint. Competes with Skeidar in seating, dining, and bedroom categories, often at value-to-mid price points.
• Wayfair: Global online-first furniture and home furnishings marketplace. Competes with Skeidar's e-commerce channel across Norway in furniture, decor, and home organization, and is precisely the type of "pure online retailer" excluded from Skeidar's price-match guarantee.
• Tilbords: Norwegian furniture and interior retailer with multi-store presence. Competes with Skeidar in dining, living room, and bedroom categories, often carrying overlapping Scandinavian brand assortments.
• JYSK: Nordic-headquartered discount home and furniture retailer with broad Norwegian footprint. Competes head-on with Skeidar on price across bedding, furniture, and home accessories, particularly relevant given Skeidar's heavy promotional model.
• Møbelringen: Norwegian furniture retail chain operating multiple stores nationwide. Directly competes with Skeidar across the same product categories (sofas, beds, dining, storage) and serves a similar middle-market Norwegian consumer.
• Kid Interior: Norwegian retailer historically focused on home textiles and bedding, expanding into broader furniture and interior. Direct overlap with Skeidar's bedding, textile, and home decor categories.
• IKEA (Norway): Global furniture and home furnishings giant with multiple large-format stores across Norway. Directly competes with Skeidar for Norwegian household furniture spend across all major categories (sofas, beds, storage, decor) and is the most-cited reference competitor in Norwegian furniture retail.

Broad incumbents

• West Elm: Williams-Sonoma-owned premium home furnishings retailer with global e-commerce. Competes with Skeidar's premium assortment (including similar Scandinavian design adjacency) but does not have a Norwegian store footprint, making it an online-only competitor in the region.
• Elkjøp: Major Nordic consumer electronics and home appliances retailer with strong Norwegian presence. Competes with Skeidar tangentially via certain home accessories and lighting, and serves as a benchmark for Norwegian omnichannel retail scale.

Emerging players

• H&M Home: Home and interior concept from global fast-fashion retailer H&M. Overlaps with Skeidar's lower-ticket interior categories (textiles, decor, lighting) and competes for Norwegian consumers' discretionary home spending.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@skeidarnorge
• Facebooknb-no.facebook.com/skeidar.no
• LinkedInlinkedin.com/company/skeidar
• Instagraminstagram.com/skeidarnorge
• TikToktiktok.com/@skeidar.no
• Pinterestpinterest.com/skeidarnorge

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 Skeidar