Star Trading

What Star Trading does

Star Trading AB is a Swedish designer, developer, and distributor of decorative and functional lighting products, headquartered in Svenljunga, Sweden, and operating since 1985. Its portfolio centers on LED light sources (bulbs in E14, E27, B22, GU10, G9 bases across filament, decorative, spotlight, and integrated ceiling formats), a flagship LED candle family marketed under the Flamme sub-brand (Soft, Charge rechargeable, and Candy variants), light chains organized into proprietary System 24 / System Decor / System Expo / System LED families, solar-powered outdoor lighting, plus decorative assortments including candlesticks, stars, Christmas trees and wreaths, and indoor/outdoor seasonal decorations. Underlying technology is conventional LED with proprietary feature layers such as dimming memory (3-step Click Dimmer), realistic flame simulation with up to 1,000-hour runtime, rechargeable USB-C charging stations with overcharge protection, motion-sensor activation, and color temperatures spanning 1,800K to 4,000K. The company sells primarily through a B2B2C model: wholesale to retailers and wholesalers via a formal 'Become a reseller' program and a 'Find retailer' tool, supplemented by the company's own multilingual e-commerce site (English, Swedish, German) running on the Litium Accelerator platform. Geographic reach is concentrated in Sweden, Germany, and the UK, with no disclosed revenue, no app or API surface, no institutional investors, and no disclosed leadership team.

The company generates revenue from one-time product sales of LED bulbs, candles, decorative lighting, and accessories to retail consumers and reseller partners. Pricing is not publicly disclosed; wholesale pricing is handled through direct sales contact. The customer base is split between individual retail consumers (home lighting, Christmas decoration, outdoor garden lighting, decorative ambiance) and B2B retailers/wholesalers reselling under Star Trading SKUs. Marketing is content-driven through the multilingual website, an instructional 'Hints & Tips' library, downloadable catalogues, and a partner referral network spanning multiple European markets.

Name

Star Trading

Legal name

Star Trading AB

Website

https://startrading.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

51–100 employees

Short description

Star Trading AB is a Sweden-based designer and distributor of decorative and functional LED lighting, including LED candles (Flamme series), light sources, light chains, solar lighting, and Christmas/seasonal decorations, sold through a B2B2C reseller network and multilingual e-commerce site across Sweden, Germany, and the UK.

Ownership category

akta.pro rank

Product category

Decorative Lighting

NAICS

Electric Lamp Bulb and Other Lighting Equipment Manufacturing (335139), Electric Lighting Equipment Manufacturing (33513)

SIC

Electric Lighting & Wiring Equipment (3640)

akta.pro primary industry

Holiday & Decorative String Lighting Retail (CRAIAHAJ)

akta.pro secondary industries

Seasonal, Holiday & Party Home Décor Retail (CRAIACAD), Outdoor & Landscape Lighting Retail (Path, Flood, Security, Deck) (CRAIAHAC)

Keywords

• LED lighting products
• Decorative lighting
• Christmas lighting
• Battery LED candles
• Light chains

Headquarters

HQ city

Svenljunga

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. LED Lighting Products: Direct product sales of LED bulbs, light sources, and fixtures to retailers and consumers through wholesale and retail channels.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Star Trading designs, develops, and distributes Christmas and decorative LED lighting products for indoor and outdoor use, including LED bulbs, battery-powered LED candles (Flamme series), light chains, solar lighting, decorative stars, candlesticks, Christmas trees and wreaths. The company sells its products through a hybrid B2B2C model reaching retailers, wholesalers, and end consumers across European markets.

Product overview

Star Trading is a European lighting products company based in Sweden (Svenljunga) offering a comprehensive portfolio of decorative and functional lighting solutions. The core product lines center on LED light sources (bulbs in E14, E27, B22, GU10, G9 bases with various styles including filament, white filament, decorative, and functional types) and battery-powered LED candles under the Flamme series (Flamme Soft, Flamme Charge, Flamme Candy). Supporting product categories include candlesticks, decorative stars, Christmas trees and wreaths, light chains (including System 24/Decor/Expo/LED series), solar lighting, indoor/outdoor decorations, home lighting accessories (lamp bases, cordsets), and batteries. The company operates across Sweden, UK, Germany, and international markets through a network of retailers and online sales channels. The website platform is powered by Litium Accelerator e-commerce technology.

Differentiator

Problem solved

Functional benefit

Brands

• Flamme Soft: Battery-powered candle with velvety surface and realistic flame
• Flamme Charge
• Flamme Candy

Products and services

• LED Candles (Flamme Series) Battery-powered LED candles including Flamme Soft (velvety surface with realistic flame, up to 1,000 hours), Flamme Charge (rechargeable with charging stations and USB-C), and Flamme Candy (decorative styles). Designed for indoor and outdoor use with built-in timers. Available in pillar, dinner, tealight, outdoor, lantern, and memorial candle formats.
• Light Sources (LED Bulbs) LED bulbs in various types including Basic Bulbs, Decorative Bulbs, Spotlights (GU10, MR16), Integrated LED and Ceiling Lights, and Spare Bulbs. Available with E14, E27, B22, G9, and GU10 sockets, with dimmable options, multiple color temperatures (1800K-4000K), and filament styles.
• Light Chains String lights including Christmas Tree Lights, Decorative Light Chains, Party Light Chains, Dew Drop Chains, Basic Light Chains, Ropelight, and System series (System 24, System Decor, System Expo, System LED). Designed for indoor and outdoor seasonal and decorative use.
• Solar Products Solar-powered lighting including path lights, lanterns and table decorations, wall lights, spotlights, decorative items, light chains, and solar batteries. Designed for outdoor energy-independent illumination.
• Christmas Trees and Wreaths Christmas decorations including trees with and without lights, decorative trees, wreaths and garlands, plus accessories. Designed for seasonal indoor and outdoor Christmas displays.
• Indoor Decorations Indoor decorative items including Christmas decorations, year-round decorations, battery figurines, decorative scenery, and accessories for ambient indoor styling.
• Outdoor Decorations Outdoor decorative items including Christmas decorations, year-round decorations, silhouettes and figurines, and accessories for garden and outdoor spaces.
• Candlesticks Candlesticks in various materials including Metal, Wood, Lazercut designs, and other styles, plus accessories. Designed as physical holders for traditional or LED candles.
• Stars (Decorative) Decorative stars in Metal, Wood, Paper (with and without cordsets), and Stars on Base variants, plus accessories. Designed as illuminated and non-illuminated decorative pieces.
• Home Lighting (Lamp Bases and Cordsets) Lamp bases and cord sets for creating complete lighting solutions. Includes functional lamps like night lights in playful shapes (owls, dinosaurs) and smart lamp options for residential and decorative use.
• Light Chain Functional Light Strip Battery-operated 1m LED strip with warm white light (4000K, 140 lm, 30 light points). Features motion sensor activation or steady-on mode, with adhesive tape backing for easy installation under furniture or in cabinets.

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Konstsmide: Swedish manufacturer of decorative and Christmas lighting, outdoor and garden lighting, and LED candles. Most direct geographic and product-line competitor to Star Trading across Scandinavia and broader Europe.
• Nordlux: Danish decorative and functional lighting brand covering indoor, outdoor, and LED products. Overlaps with Star Trading on residential LED bulbs, outdoor lighting, and Scandinavian-design decorative fixtures.
• Markslöjd: Swedish lighting manufacturer producing table lamps, pendants, LED candles, and decorative lighting for residential use. Direct Nordic peer sharing home-lighting, decorative, and seasonal categories.
• Paulmann: German lighting company with a broad residential portfolio of LED bulbs, strips, and decorative fixtures. Comparable to Star Trading on functional LED bulbs, filament LEDs, and home-lighting accessories in the German-speaking market.
• Sirius (by Nordlux): Danish decorative and Christmas lighting brand offering LED candles, light chains, stars, and seasonal decorations. Directly overlaps with Star Trading's core product portfolio, especially Flamme-style candles and Christmas strings.
• Eglo Leuchten: Austrian decorative lighting manufacturer with extensive European retail distribution across indoor, outdoor, and decorative LED categories. Direct channel and assortment overlap with Star Trading in Europe-wide mass-market retail.

Broad incumbents

• LEDVANCE: Global LED lighting company (OSRAM legacy) covering consumer LED bulbs, fixtures, and luminaires. Broad incumbent overlapping with Star Trading's LED light source and decorative bulb categories.
• Signify (Philips Lighting): Global lighting leader producing LED bulbs, fixtures, and connected lighting under Philips and other brands. Larger incumbent competing with Star Trading on LED light sources and residential/seasonal lighting via broader portfolios.

Emerging players

• Lumineo: European decorative and Christmas lighting brand specializing in light curtains, festoon lighting, and seasonal products. Directly comparable niche focus on decorative light chains and Christmas ambient lighting.
• Smart Solar: Specialist in solar-powered outdoor garden lighting, lanterns, and decorative lighting. Comparable to Star Trading's solar product line on outdoor/garden decorative and functional solar lighting.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/StarTradingAB
• Facebookfacebook.com/startradingab

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 Star Trading