Jotex
Jotex is a home interior and furnishings company.
- Company typePrivate
- Founded1963
- HeadquartersBorås, Sweden
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
Jotex firmographics
Firmographics- Name
- Jotex
- Legal name
- Jotex
- Website
- https://www.jotex.se/
- Company type
- Private
- Founded year
- 1963
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Jotex is a home interior and furnishings company.
- Ownership category
- akta.pro rank
Jotex industry classification
Industry- Product category
- Home Furnishings Retail
- NAICS
- Home Furnishings Retailers (44912), Window Treatment Retailers (449122)
- SIC
- Retail-Home Furniture, Furnishings & Equipment Stores (5700)
- akta.pro primary industry
- Soft Home Décor Textiles Retail (Throws, Blankets, Cushion Covers) (CRAIALAG)
Keywords
Where Jotex is headquartered
LocationHeadquarters
- HQ city
- Borås
- HQ country
- Sweden
- HQ region
- Europe
Offices2 records
Markets served
Jotex business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Infrastructure
Revenue model
- Product Sales - Home Furnishing Retail: One-time sales of physical home furnishing products including furniture, curtains, bedding, rugs, lighting, and decor. Revenue generated through direct e-commerce sales with standard pricing and promotional discounts.
- Custom Curtain Manufacturing: Made-to-measure curtain service (Tailormade) with premium pricing based on custom dimensions and fabric choices. Curtains are manufactured in Borås atelier and sold at higher price points than standard sizes.
- Flexible Payment Plans (Elpy): Interest-free installment payments facilitated through Elpy payment service, allowing customers to split purchases over up to 18 months. Jotex earns through the payment facilitation relationship.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard product pricing with promotional discounts |
| Unit Pricing | Pay-as-you-go | Basic Collection - Always affordable home furnishing |
| Transaction based/ take rate | Monthly | Flexible payment through Elpy |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
Jotex product offering
Product offeringCore offering
Jotex is a Swedish online retailer selling its own-branded home furnishings directly to consumers through jotex.se, spanning furniture, curtains, bedding, rugs, lighting, and décor across 20+ categories. The catalog includes a premium Tailormade made-to-measure curtain service manufactured in Jotex's Borås atelier, the value-oriented Basic sub-brand, and seasonal trend-driven collections. Distribution is exclusively online within Sweden, with interest-free installment payments through Elpy.
Product overview
Jotex is a Swedish online home furnishings retailer offering a broad and diversified product portfolio centered around home interior and decoration. The core offering spans five principal categories: curtains and window treatments (including a standout Tailormade custom-measured curtain service sewn in Jotex's Borås atelier), furniture (sofas, armchairs, tables, storage, shelving, and beds), bedding (duvet covers, pillowcases, throws, mattress protectors), rugs and carpets (cotton, wool, jute, outdoor, and recycled materials), and lighting (table lamps, floor lamps, ceiling lights, and decorative lamps). A dedicated sub-brand called Basic provides an always-affordable selection across all categories, while a dedicated home office section addresses workspace furnishing needs. Jotex operates exclusively as an e-commerce platform, distributing throughout Sweden with services including flexible payment via Elpy, free shipping above 649 SEK, and a 30-day return policy.
Differentiator
Problem solved
Functional benefit
Brands
- Basic: A value-focused sub-brand offering affordable home furnishing products including curtains, bedding, furniture, and home accessories.
- Tailormade
Products and services
- Tailormade Custom-Made Curtains Made-to-measure curtain service where curtains are sewn to customer-specified dimensions in Jotex's in-house sewing atelier in Borås, Sweden. Available across 10 curtain types with options for different fabrics, colors, and hanging methods, with delivery in 2-3 weeks. Targets Swedish homeowners and renters seeking custom-fitted window treatments.
- Basic Value Sub-Brand
Quantifiable outcome
- 30-day return policy providing customer confidence in purchases
- +1 more outcomes
Companies that use Jotex
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
Jotex technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature2 records
Jotex partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Ellos GroupcoreEllos Group is the parent company and e-commerce platform operator for Jotex. The group is a major Scandinavian online retailer specializing in home furnishing and lifestyle products. Jotex operates as a brand within the Ellos Group ecosystem, sharing infrastructure, technology platform, and operational capabilities.
- ElpycoreElpy provides flexible payment solutions for Jotex customers, enabling interest-free installment payments over up to 18 months. This partnership allows Jotex to offer payment flexibility without bearing financial risk, increasing conversion rates and average order values for larger purchases like furniture.
- Better CottonminorBetter Cotton is a global non-profit organization that educates cotton farmers in sustainable farming methods and works toward more efficient water use and reduced pesticide use. Jotex sources cotton products through the Better Cotton initiative, supporting improved social, economic, and environmental conditions for cotton farmers.
- FSC (Forest Stewardship Council)minorFSC certification for wood products ensures responsible forestry practices. Jotex products including certain furniture items carry FSC certification labels, indicating wood sourced from responsibly managed forests.
Scale indicators3 records
Recent moves6 records
Expansion highlights4 records
Jotex competitors and assessment
Company assessmentDirect peers
- Ellos: Sister brand within Ellos Group operating a parallel Swedish home and lifestyle e-commerce storefront with overlapping target customers and assortment, sharing the same group infrastructure as Jotex.
- H&M Home: Global apparel retailer's home furnishings line selling affordable, trend-driven home textiles, decor, and basic furniture online in Sweden, directly competing for the same value-conscious Swedish home shoppers.
- Royal Design: Swedish-founded online retailer specializing in Scandinavian home textiles, designer brands, and decor, serving an overlapping premium Swedish customer base with comparable curtains, bedding, and rugs categories.
- Westwing: European online home and living retailer operating in Sweden with curated designer home furnishings, decor, and furniture, competing on inspiration-led content and DTC experience similar to Jotex.
- Nordic Nest (Nordic Nest / Scandinavian Design Center): Swedish online retailer of Scandinavian design home goods spanning furniture, lighting, textiles, and decor, targeting design-conscious Nordic consumers with a comparable premium-mid assortment.
- Mio: Swedish furniture and home furnishings retailer with both stores and a growing e-commerce channel, competing in the same mid-market Swedish furniture, sofa, and home décor categories as Jotex.
Broad incumbents
- IKEA: Global home furnishings incumbent with massive Swedish footprint of stores and an expanding e-commerce channel; offers overlapping furniture, textiles, lighting, and décor but at a much wider scale and lower price architecture.
- JYSK: Nordic home goods retailer with broad assortment across bedding, curtains, furniture, and décor at value price points, overlapping with Jotex's Basic sub-brand and broader Swedish value shopper base.
Regional players
- Wayfair: Large US-headquartered online home furnishings retailer with European operations; operates in adjacent geography and competes on assortment depth and logistics, but is not natively Sweden-focused.
- La Redoute: French home and fashion e-commerce retailer with a Swedish storefront, offering comparable home textiles, furniture, and décor but anchored in French brand identity and assortment rather than Swedish design heritage.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Jotex social profiles
Digital presenceJotex financial estimates
Financial estimateRevenue estimate
Valuation estimate
Jotex leadership team
Management profileNumber of profiles
Profiles1 record
Jotex funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Jotex 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 Jotex
What does Jotex do?
Jotex is a Swedish online retailer selling its own-branded home furnishings directly to consumers through jotex.se, spanning furniture, curtains, bedding, rugs, lighting, and décor across 20+ categories. The catalog includes a premium Tailormade made-to-measure curtain service manufactured in Jotex's Borås atelier, the value-oriented Basic sub-brand, and seasonal trend-driven collections. Distribution is exclusively online within Sweden, with interest-free installment payments through Elpy.
Is Jotex a public or private company?
Jotex is a private company. It is classified as corporate owned and is currently operating.
When was Jotex founded?
Jotex was founded in 1963. It employs 11 to 50 people.
Where is Jotex based?
Jotex is headquartered in Borås, Sweden, in the Europe region.
How does Jotex make money?
Three revenue lines are on record. Product Sales - Home Furnishing Retail is the primary driver. The others are custom Curtain Manufacturing and flexible Payment Plans (Elpy).
Who are Jotex's main competitors?
Direct peers on record are Ellos, H&M Home, Royal Design, Westwing, Nordic Nest (Nordic Nest / Scandinavian Design Center) and Mio. Broad incumbents are IKEA and JYSK. Regional players are Wayfair and La Redoute.
Does Jotex have an API?
No public API is recorded for Jotex.
What industry is Jotex in?
Jotex's product category is Home Furnishings Retail. Its primary akta.pro industry code is CRAIALAG, Soft Home Décor Textiles Retail (Throws, Blankets, Cushion Covers). Its NAICS code is 44912 and its SIC code is 5700.