EM Home

What EM Home does

EM Home is a Swedish furniture and home-decor retail chain operating through nine franchise-owned showrooms across Sweden (Antnäs, Boden, Dvärssätt, Falkenberg/Heberg, Karlstad, Motala, Tenhult, Uppsala, Vetlanda) and an e-commerce storefront at emhome.se. The chain sells sofas, armchairs, beds and mattresses, tables, chairs, storage and shelving, rugs, textiles, and decorative home goods, sourced from a mix of own-brand lines (including the curated 'Selected by Em home' sub-brand) and third-party Swedish manufacturers such as Rowico Home and Torkelson. Distribution combines physical showroom retail with free ship-to-store fulfillment and home delivery for orders above SEK 1,500, supported by an integrated payments stack (Kustom Checkout, Stripe, Klarna, Swish, MobilePay, Google Pay) and a customer loyalty program ('Em home Club').

The legal entity EM Home Möbler AB, headquartered in Jönköping, owns the brand and central systems and licenses operations to franchise partners under cooperation agreements; since autumn 2023 the chain has operated within the Svenska Hem network of approximately 50 Swedish furniture stores, which provides shared purchasing, coordinated marketing, and broader brand reach. The company does not develop proprietary technology platforms — its digital presence is built on standard e-commerce infrastructure and no AI/ML capabilities are disclosed. Revenue is generated through one-time unit-priced retail sales at both offline and online channels; no subscription or recurring revenue model exists. The customer base is primarily Swedish consumers purchasing residential furniture, with no named enterprise customers, and historical continuity is a notable asset — the chain traces back to the 1964 formation of the Europamöbler purchasing cooperative, with some franchise stores carrying nearly 100-year histories.

Name

EM Home

Legal name

EM Home Möbler AB

Website

https://emhome.se

Company type

Private

Founded year

1964

Operating status

Operating

Headcount range

501–1,000 employees

Short description

EM Home is a Swedish franchise furniture and home-decor chain operating nine retail showrooms across Sweden plus the emhome.se e-commerce site. It sells sofas, beds, tables, storage, textiles, and decor from own-brand lines and partners like Rowico Home and Torkelson, serving Swedish residential consumers.

Ownership category

akta.pro rank

Headquarters

HQ city

Las Vegas

HQ country

United States

HQ region

North America

Offices10 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Furniture Sales: EM Home generates revenue primarily through retail sales of furniture and home décor products across 9 physical store locations in Sweden and through their e-commerce website emhome.se. Products include sofas, armchairs, beds, tables, chairs, storage solutions, rugs, textiles, and home accessories.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

EM Home is a Swedish furniture and home décor retailer that sells sofas, armchairs, beds, tables, chairs, storage solutions, rugs, textiles, and interior accessories. The company operates 9 physical retail stores across Sweden and an e-commerce website (emhome.se), distributing both its own-brand products (e.g., WENDELA, KINGSTON, REGGIANO, WESLEY) and curated offerings from third-party brands such as Rowico Home and Torkelson. EM Home also runs the "Selected by Em home" sub-brand collection and a customer loyalty program called Em home Club.

Product overview

EM Home is a Swedish furniture retail chain with 9 physical stores, offering a comprehensive home furnishing portfolio including sofas, armchairs, beds, tables, chairs, storage solutions, interior decorations, carpets, and textiles. The company operates both physical retail locations and e-commerce (emhome.se). Their product mix combines own-brand products (sofas, beds, tables under the Em home and 'Selected by Em home' sub-brands) with third-party brand partnerships including Rowico Home, Torkelson, Oscarssons, Ekens, Bröderna Andersson, and others. They offer free shipping to their stores and provide additional services like home delivery and their loyalty program 'Em home Club'. The company was established in 1964 and is part of Svenska Hem group.

Differentiator

Problem solved

Functional benefit

Products and services

• Sofas (Soffor) Large assortment of sofas for Swedish consumers including 2-, 3- and 4-seater sofas, divan sofas, corner sofas with open ends, modular sofas, sofa beds, leather sofas, and BIO- and recliner sofas.
• Armchairs and Footstools (Fåtöljer och fotpallar) Armchairs including swivel chairs, recliner armchairs with function, footstools, and seat puffs, plus armchair accessories.
• Beds and Mattresses (Sängar och madrasser) Bed frames and mattresses including continental beds, frame beds, adjustable beds, bed mattresses, bunk beds, and headboards (single and double).
• Tables (Bord) Tables for the home including coffee tables and side tables, dining tables and bar tables, desks and computer tables, plus table accessories and extendable dining table tops.
• Chairs and Seating Furniture (Stolar och sittmöbler) Chairs and seating furniture including armchairs, rocking chairs, office chairs, bar stools and bar chairs, stools, and benches with storage.
• Storage and Shelving (Förvaring och hyllor) Home storage solutions including shelves, wardrobes and hallway storage, media furniture, bedside tables and bedside cabinets, cabinets and display cabinets, plus furniture and textile care products.
• Interior Decoration (Inredning) Decorative items for the home including mirrors, sculptures and ornaments, candle holders and lanterns, vases and pots, small storage boxes, and table-setting items such as trays, glasses, cups, plates and bowls.
• Rugs and Carpets (Mattor) Rugs including hand-knotted, Wilton, hand-tufted, wool, flat-woven, and other rug types.
• Textiles (Textil) Home textiles including kitchen textiles (tablecloths and placemats, kitchen towels), bedding textiles (sleeping pillows, bedspreads), and interior textiles (throws, chair cushions, decorative pillows, and cushion covers).
• Outdoor Furniture (Utemöbler) Outdoor furniture collection for patios, balconies and gardens.
• WENDELA Continental Bed (WENDELA Kontinentalsäng) Own-brand continental bed with double pocket springs, reversible 7-zone pocket spring middle mattress, and quilted mattress. Available in 160 cm and 180 cm widths with split inner cassettes in different firmness levels.
• KINGSTON Corner Sofa (KINGSTON Hörnsoffa) Own-brand large corner sofa series with divan options, featuring pocket springs with cold foam, reversible seat and back cushions, and optional arm Rochester. Part of the Selected by Em home line emphasizing design and quality at the right price.
• REGGIANO Console Table (REGGIANO Konsollbord) Own-brand console table in white-pigmented oak veneer with black metal legs, featuring a practical drawer and shelf. Available in white-pigmented, brown-lacquered, and black-lacquered finishes.
• KLINTE Hall Bench (KLINTE Bänk) Hall bench from Torkelson, available in 45 cm, 90 cm, and 120 cm sizes and multiple colors. Can be combined with faux sheepskin, Abriamo wool fabric, or Chelsea fabric covers.
• HILLMOND Hall Bench (HILLMOND Bänk) Hall bench collection from Rowico Home, made of solid oak with MDF oak veneer. Features soft-closing drawers with metal drawer rails. Part of Rowico Home's Hillmond collection.
• WESLEY Modular Sofa (WESLEY byggbar soffa) Own-brand modular sofa system from the Selected by Em home line offering many configuration possibilities.
• Selected by Em Home Curated sub-brand collection of products with emphasis on design, quality, and right pricing. No campaigns, no gimmicks. Focus on material selection, function, and appearance.
• Rowico Home Collection Brand partner collection from Rowico Home, a Swedish Halland-based furniture company founded in 1971. Offers well-crafted Scandinavian design furniture with sustainability focus, designed by in-house designers in Halmstad.
• Torkelson Collection Brand partner collection from Torkelson, a Swedish furniture manufacturer with 65 years of experience specializing in solid wood (especially oak) with a focus on Swedish design, sustainability, and craftsmanship.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Svenska HemcoreStrategic or Co-development Partner · 1 October 2023Since autumn 2023, EM Home is part of Svenska Hem, one of Sweden's largest actors in the furniture industry with approximately 50 stores total. This partnership provides EM Home stores access to a larger network, stronger purchasing power, and shared resources while maintaining their franchise identity.
• GoGiftminorGTM or Marketing PartnerEM Home gift cards are sold through GoGift platform (shop.gogift.com), allowing customers to purchase gift cards online with email delivery and personalized greetings to recipients.
• KustomcoreTechnology or IntegrationKustom Checkout is used as the independent checkout solution for emhome.se, providing the interface and logic for displaying available payment methods. Kustom does not perform credit checks directly.
• StripecoreTechnology or IntegrationStripe securely processes all payments made via Kustom Checkout. This includes all available payment methods. Stripe is regulated in Europe and authorized by Central Bank of Ireland as an electronic money institution.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat4 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/emhomeofficiell
• LinkedInlinkedin.com/company/em-retail-ab

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 EM Home