AJ Products

What AJ Products does

AJ Products is a B2B workplace furniture and equipment supplier, founded in Sweden in 1975 and operating across 21 European countries under parent company AJ Produkter AB. The UK business, AJ Products (UK) Ltd, is headquartered in Farnborough and runs a multi-channel model: a 15,000+ SKU e-commerce storefront (ajproducts.co.uk), an appointment-only Farnborough showroom serving facilities, office, procurement and warehouse buyers, and phone/email inside sales with direct-to-premises delivery across mainland UK. Product categories span sit-stand desks, office chairs, storage cabinets, workbenches, warehouse shelving and pallet racking, lockers, canteen packages, acoustic screens, outdoor furniture, school furniture and hazardous-material storage cabinets. Many products are designed and manufactured in-house with Scandinavian design heritage, all backed by a 7-year warranty and ISO 9001/14001 certifications plus an Ecovadis Gold Medal (Top 5% of companies assessed). Pricing is transactional (unit pricing) with complementary services — project sales consultancy, workspace layout planning, two- and three-person delivery, and third-party assembly — plus 30-day credit accounts for limited companies with a £1,000 (ex VAT) minimum initial spend and free delivery on orders over £1,000. The customer base is broad and horizontal, serving corporate offices, warehouses and industrial sites, schools, changing rooms, canteens, receptions and outdoor workspaces, with named enterprise references including Volvo, Kärcher, Adapteo, Boozt, Rubix and Renta at group level.

Name

AJ Products

Legal name

AJ Products (UK) Ltd

Website

https://ajproducts.co.uk

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

501–1,000 employees

Short description

AJ Products is a B2B workplace furniture and equipment supplier selling 15,000+ SKUs (desks, chairs, storage, warehouse shelving, lockers, school furniture) via e-commerce, Farnborough showroom, and inside sales to offices, warehouses, schools and industrial sites across the UK.

Ownership category

akta.pro rank

Product category

Workplace Furniture and Equipment

NAICS

Office Furniture (including Fixtures) Manufacturing (3372), Showcase, Partition, Shelving, and Locker Manufacturing (337215), Office Furniture (except Wood) Manufacturing (337214)

SIC

Office Furniture (2520), Partitions, Shelvg, Lockers, & Office & Store Fixtures (2540), Office Furniture (No Wood) (2522)

akta.pro primary industry

Office Furniture & Workspace Accessories Retail (CRALABAE)

akta.pro secondary industries

School Office & Administrative Supplies/Equipment (Copiers, Mailroom, Office Furniture) (EDAEAIAI), Office & Desk Organization Retail (Desktop, File, Cable Trays) (CRAIAJAK), Classroom & Student Furniture (Desks, Chairs, Tables, Storage) (EDAEAIAA), Flat-Pack & Modular Furniture Assembly (IKEA, Wayfair, etc.) (HSAGAHAA)

Keywords

• Workplace furniture
• Office furniture
• Warehouse equipment
• Storage solutions
• School furniture

Headquarters

HQ city

Farnborough

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Primary revenue stream from sale of workplace furniture and equipment including office furniture, warehouse equipment, storage solutions, lockers, and school furniture. Products sold at various price points from cost-effective to premium options.
2. Delivery and Assembly Services: Additional chargeable services including two-person room-of-choice delivery, three-person service for exceptionally large items, and third-party assembly services for flat-packed products.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

AJ Products supplies over 15,000 workplace furniture and equipment items across categories including office furniture, warehouse and industrial equipment, storage solutions, changing room fittings, canteen furniture, reception/lounge seating, outdoor furniture, and school furniture. Many products are designed and manufactured in-house, supported by a 7-year warranty and delivered across mainland UK with options for project consultation, delivery, and assembly services.

Product overview

AJ Products is a workplace furniture and equipment supplier offering over 15,000 products across multiple categories. The core offering includes sit-stand desks, storage cabinets, workbenches, meeting tables, office chairs, canteen packages, lockers, warehouse shelving, trolleys, work mats, sofas, acoustic screens, and school furniture. The company operates as a B2B-focused supplier with a Scandinavian design heritage, manufacturing many products in-house, backed by a 7-year warranty. Additional services include project sales consultations, showroom experiences, delivery, and assembly services. Products serve diverse environments including offices, warehouses, workshops, changing rooms, canteens, schools, and outdoor spaces.

Differentiator

Problem solved

Functional benefit

Products and services

• Sit-stand desks Height-adjustable desks that allow users to alternate between sitting and standing positions for improved ergonomics and workplace wellbeing, sold to office and corporate buyers.
• Storage cabinets Lockable storage solutions including extra-deep cabinets (e.g., SPIRIT), standard cabinets, and tambour cabinets (e.g., STUDIO) for office, industrial and workspace storage needs.
• Workbenches Industrial workbenches including mobile workbenches (MOTION series) designed for warehouse, workshop and production environments with ergonomic considerations.
• Meeting and conference tables Conference and meeting room tables including the NOMAD conference table series designed for office collaboration spaces.
• Office chairs Ergonomic seating including the NELSON conference chair series and task chairs designed for office environments.
• Canteen furniture packages Complete canteen furniture packages including tables and chairs designed for staff break rooms and cafeteria environments.
• Lockers Storage lockers including Z lockers for changing rooms and staff lockers for workplace facilities.
• Warehouse shelving and pallet racking Industrial shelving systems and pallet racking including cable reel racking ULTIMATE for warehouse and storage environments.
• Waste management solutions Recycling bins, tipping skips, and waste management solutions for industrial and warehouse facilities.
• Trolleys and castors Mobile equipment including platform trolleys and castors for material handling in warehouses and workshops.
• Work mats and industrial matting Industrial matting solutions including anti-fatigue mats for standing workstations and workshop environments.
• Sofas and reception seating Reception and lounge seating including acoustic sofas for workplace reception areas and visitor zones.
• Acoustic screens Sound-absorbing screens and panels for acoustic management in open-plan office environments.
• Outdoor furniture

Quantifiable outcome

• 7 year warranty on all products subject to normal use
• +1 more outcomes

Named customers7 records

Segments7 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

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Steelcase: Global leader in office furniture, workstations and workplace solutions. Operates above AJ Products in price point and project scale, but directly comparable product categories in seating, desks and architectural office solutions.
• IKEA Business: IKEA's B2B arm supplies office and workplace furniture at scale across the UK. A broader incumbent with much wider consumer base and brand reach, but overlapping product categories on desks, seating, storage and canteen.
• Office Depot / Viking: Major B2B office supplies and workplace products retailer in the UK. Broader incumbent with overlapping categories in office furniture, stationery and workplace essentials; weaker on warehouse/industrial depth.

Direct peers

• Furniture At Work: UK office furniture specialist focused on desks, chairs, storage and workplace solutions for businesses. Competes head-on with AJ Products' office furniture range at a similar mid-market price point.
• Slingsby: UK workplace equipment and materials handling supplier selling directly to businesses via catalogue, phone and web. Overlaps directly with AJ Products on warehouse equipment, office furniture, storage and manual handling.
• Manutan: European B2B distributor of workplace, warehouse and office equipment headquartered in France. Comparable multi-country B2B model with similar breadth across furniture, storage and industrial supplies, making it a relevant peer given AJ Products' pan-European parent.
• Kinnarps: Swedish-headquartered Scandinavian office furniture manufacturer with similar design heritage and broad European footprint. Direct comparable on office and workplace furniture design philosophy, scale and target customer.
• Rap Office Furniture: UK office furniture supplier offering desks, chairs, storage and breakout furniture to businesses. Competes with AJ Products in the same B2B mid-market office furniture segment in the UK.
• BiGDUG: UK-based online retailer of workplace, warehouse and industrial furniture and equipment. Closest like-for-like competitor to AJ Products' UK e-commerce-led B2B model with overlapping ranges in shelving, workbenches, storage and office furniture.
• Vepa: Dutch office furniture manufacturer with circular/sustainability focus and pan-European reach. Comparable in product range (desks, seating, storage), Scandinavian/Northern European design positioning and B2B go-to-market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/in/helenbeebe
• Xx.com/ajproductsuk

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 AJ Products