What Sagaform does

Sagaform AB is a Swedish home furnishings and kitchen products company founded in 1996 and headquartered at Segloravägen 19, Borås, Sweden. The company designs, sources, and distributes a portfolio of branded home goods organized around five categories: Kitchen & Tableware, Decoration, Textile, Outdoor Living, and the signature "Moments To Go" thermal collection. Core technologies include double-wall vacuum insulation with copper lining (delivering 8-12 hours hot or 16-24 hours cold retention), ceramic grinding mechanisms in collaboration with external designers, and sustainable material integration using rPET, recycled stainless steel, certified beech wood, and OEKO-TEX certified organic or recycled textiles. The flagship "Moments To Go" line encompasses named thermal SKUs (Tekla, Truls, Theo, Trine, Tova, Ted, Ture, Tom, Tina) priced 89-449 DKK at retail, alongside the Billi rPET picnic series, Inka bone china collection, Sten marble collection, and the 2025-launched Gurken salt and pepper mill — a designer collaboration with Daniel Enoksson of Beckmans College of Design.

The company operates a hybrid go-to-market combining direct-to-consumer e-commerce (country-specific storefronts at sagaform.com/se, /dk, /fi and /global) with wholesale distribution through approximately 25+ regional distributors across the Nordics, Western Europe, Southern Europe, Central and Eastern Europe, the Middle East, East Asia, North America, South America, and Africa. Pricing is unit-based with a 25% first-purchase newsletter incentive (free shipping over 499 DKK), payment processing via Adyen Checkout supporting Klarna, Swish, and major card networks, and fulfillment from the Borås warehouse via PostNord. The B2B channel serves retailers and resellers through the sagaformgroup.com portal.

Sagaform is a wholly-owned subsidiary of New Wave Group, a publicly-listed Swedish conglomerate that supplies corporate infrastructure including CSR staff in production countries, internal sustainability controls, and shared services. Sagaform AB itself encompasses sister brands Byon, Vakinme, and Victorian. The customer base is split between individual consumers purchasing for home, kitchen, and gifting occasions and a network of retail/reseller partners globally. The company employs 11-50 people, has no venture funding history, no M&A activity, and no disclosed financials; revenue is not separately reported within New Wave Group's consolidated results.

Name

Sagaform

Legal name

Sagaform AB

Website

https://sagaform.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

11–50 employees

Short description

Sagaform AB is a Swedish home furnishings and kitchen products company founded in 1996 and headquartered in Borås. It designs and distributes sustainable thermal, kitchen, tableware, and outdoor products under the "Swedish Original" brand, selling through D2C e-commerce and 25+ country distributor networks as a subsidiary of New Wave Group.

Ownership category

akta.pro rank

Product category

Home Decor and Kitchenware

NAICS

Metal Kitchen Cookware, Utensil, Cutlery, and Flatware (except Precious) Manufacturing (332215), Jewelry and Silverware Manufacturing (33991), Gift, Novelty, and Souvenir Retailers (459420)

SIC

Jewelry, Silverware & Plated Ware (3910)

akta.pro primary industry

Seasonal, Holiday & Party Home Décor Retail (CRAIACAD)

Keywords

• Home decor products
• Kitchen tableware
• Thermal drinkware
• Outdoor picnic supplies
• Scandinavian design goods

Headquarters

HQ city

Borås

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-consumer product sales: Sagaform generates revenue primarily through direct online sales to consumers via their e-commerce platforms in Sweden, Denmark, Finland, and globally. Consumers purchase home decor, kitchen products, and outdoor/picnic items at listed retail prices.
2. Wholesale/B2B sales: Sagaform sells to resellers and retailers globally through a B2B portal (sagaformgroup.com) and through regional distributors. This channel serves retail partners who resell Sagaform products to end consumers.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels5 records

Core offering

Sagaform designs and produces Swedish home furnishings and kitchen products, organized into collections including Kitchen & Tableware (plates, bowls, glasses, mugs, serveware), Decoration (pots, vases), Textile (blankets, plaids), and Outdoor Living (picnic series, cooler bags, thermal drinkware). Signature lines include the Moments To Go thermal collection (Tekla, Truls, Theo, Trine, Tova, Ted, Ture, Tina), the Gurken salt and pepper mill, the Billi rPET picnic series, the Inka bone china collection, and the Sten marble collection, all positioned as "Swedish Originals" for everyday moments, gifting, and outdoor use.

Product overview

Sagaform is a Swedish home décor and kitchen products company founded in 1996, offering a comprehensive portfolio of products organized into product collections and series. The core offerings include Kitchen & Tableware (plates, glasses, mugs, serveware), Decoration (pots, vases), Textile (blankets, plaids), and Outdoor Living products. Their signature Moments To Go collection features thermal products including Tekla, Truls, Theo, Trine, Tova, Ted, Ture, Tom, and Tina - all designed for life on the move with thermal insulation properties. The company also produces Swedish Originals including the Gurken salt & pepper mill (designer collaboration with Daniel Enoksson), Billi rPET picnic series, Inka bone china collection, and Sten marble collection. Sagaform emphasizes sustainable production with materials including recycled stainless steel, rPET, recycled cotton, and certified wood. They operate through their Saga Magasin editorial content platform and sell directly to consumers via their e-commerce platform and through global retailers.

Differentiator

Problem solved

Functional benefit

Brands

• Byon: Brand under Sagaform AB
• Vakinme
• Victorian

Products and services

• Moments To Go Collection Collection of thermal mugs, thermal bottles, water bottles, thermoses, food jars, cooler bags, and outdoor accessories designed to keep drinks hot or cold for extended periods. Targeted at consumers seeking functional design products for life on the move.
• Kitchen and Tableware Comprehensive range of plates, bowls, drinking glasses, mugs, cups, and serveware for everyday dining and special occasions in timeless Swedish design. For consumers seeking Scandinavian-style tableware.
• Decoration Interior decorating items including pots, vases, and decorative accessories to enhance home aesthetics. Targeted at consumers looking for Scandinavian decorative pieces.
• Textile Textile products including blankets, plaids, and other fabric items for home comfort and decoration. For consumers seeking textile home goods.
• Outdoor Living Products for outdoor activities including picnic items, cooler bags, bags, BBQ accessories, and outdoor dining essentials. Targeted at consumers for outdoor lifestyle use.
• Gurken Salt and Pepper Mill Designer salt and pepper mill collaboration with Daniel Enoksson, featuring a friendly figure-shaped design in certified beechwood with ceramic grinding mechanism. Available in small, medium, and large sizes in dark red/brown and black/brown colors. For consumers seeking premium designer kitchen accessories.
• Billi rPET Picnic Series Swedish Original picnic series made from rPET (recycled polyethylene terephthalate). Durable, stackable design perfect for outdoor activities and spring outings. For consumers seeking sustainable picnic accessories.
• Tekla Thermal Bottle Sleek thermal bottle crafted from recycled stainless steel with double-walled vacuum insulation and copper lining. Keeps drinks hot for up to 12 hours or cold for 24 hours. Available with straw lid or push-lock lid (Tekla Push). For consumers seeking premium insulated drinkware.
• Truls Thermal Bottle Stainless steel bottle designed for outdoor use with powder-coated surface, quick-opening lid, double-wall vacuum insulation, and copper layer. Keeps drinks hot for up to 12 hours or cold for 24 hours. Dishwasher safe. For consumers seeking outdoor-oriented thermal bottles.
• Theo Thermal Flask Elegant thermal bottle with double-wall vacuum insulation and copper layer. Features smart push lid, outer lid that doubles as cup, and silicone handle. Keeps drinks hot for up to 8 hours or cold for 16 hours. For consumers seeking premium thermal flasks.
• Trine Thermal Jug Thermal jug with 1.5 litre capacity featuring double-walled vacuum insulation and copper coating. Keeps drinks hot for up to 8 hours or cold for 12 hours. Smart push-lock lid with rotating top for easy refilling. For consumers seeking larger-capacity thermal serving.
• Tova Thermal Mug Thermal mug in stainless steel with signature soft shapes and tasteful colors. Available with or without handle. Also available as car mug version. For consumers seeking premium thermal mugs.
• Ture Water Bottle Water bottle made from rPET (recycled polyethylene terephthalate). Available in multiple colors with practical design for everyday use. For consumers seeking sustainable everyday water bottles.
• Sten Marble Collection Marble collection including wine coolers, mortars, bowls, and candle holders. Crafted in brown forest marble and beige travertine with natural veining. Wine cooler also functions as elegant vase when not cooling wine. For consumers seeking premium marble home accessories.
• Inka Bone China Collection Bone china collection including cups, side plates, serving dishes, milk jug, and themed mugs. Features soft lines, ribbed details, and balanced proportions. Stackable and durable for everyday use. For consumers seeking everyday Scandinavian bone china tableware.
• Tina Food Jar Food jar for bringing meals on the go, part of the Moments To Go collection. For consumers seeking portable food containers.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature4 records

Partnerships

18 partnerships are on record, tiered core, flagship and regional.

• New Wave GroupcoreOthersSagaform is owned by Sagaform AB, which is part of New Wave Group - a Swedish company listed on the stock exchange. New Wave Group provides corporate infrastructure including sustainability resources, CSR staff in production countries, and shared services.
• Sagaform AB (Parent company for group brands)coreOthersSagaform AB encompasses brands Sagaform, Byon, Vakinme, and Victorian. The company operates B2B through sagaformgroup.com.
• Daniel EnokssonflagshipStrategic or Co-development PartnerDesigner collaboration resulting in the Gurken salt and pepper mill - a new product category for Sagaform. Enoksson is an established award-winning designer educated at Beckmans College of Design with artistic background in sculpture, painting, and photography.
• Margot BarolocoreStrategic or Co-development PartnerDesigner behind the Coffee & More collection, which continues to expand with new soup plates for autumn dinners.
• AdyencoreTechnology or IntegrationPayment solution provider handling secure payment processing for online transactions through encrypted payment solutions.
• KlarnacoreTechnology or IntegrationPayment partner offering various payment methods including invoice, card payment through Visa and Mastercard, with 30-day payment terms for invoices.
• PostNordcoreChannel Partner/ Reseller/ DistributorPrimary logistics partner for shipments within Denmark and Finland. Orders ship from warehouse in Borås, Sweden. PostNord handles delivery to pickup points and home delivery, with QR code-based return processing.
• Sagaform GmbHregionalChannel Partner/ Reseller/ DistributorDistributor for Germany and Austria. Contact: Sandra Deppen, [email protected], +49 170 455 21 86.
• Prospectt BVregionalChannel Partner/ Reseller/ DistributorDistributor for Benelux region. Address: Nieuwe Gouwe OZ 2801 SB GOUDA, Netherlands. Contact: [email protected].
• Engberg & Birkelund BrandsregionalChannel Partner/ Reseller/ DistributorDistributor for Denmark. Contact: +45 2728 0058, [email protected].
• Tudora OyregionalChannel Partner/ Reseller/ DistributorDistributor for Finland. Helsinki Fashion House, Mikkolantie 1 A FIN-00640 Helsinki. Contact: [email protected], +358 400472070.
• New Wave Danmark A/SregionalChannel Partner/ Reseller/ DistributorDistribution partner for Denmark. Address: Lyskær 13A, 2730 Herlev. Contact: [email protected], +45 4343 7100.
• Oy Trexet Finland ABregionalChannel Partner/ Reseller/ DistributorDistribution partner for Finland. Address: Juvan teollisuuskatu 12 / 02920 Espoo. Contact: Tuomas Luotonen +358 9 52 59 580.
• New Wave Norway ASregionalChannel Partner/ Reseller/ DistributorDistribution partner for Norway. HQ: Torvstikkeren 10, 1640 Råde. Showroom: Hovfaret 12, 0275 Oslo. Contact: [email protected], +47 69143700.
• Linn Fiskerud (Fiskerud Brands AS)regionalChannel Partner/ Reseller/ DistributorRetail partner for Norway. Showroom: Sandshagan 14, 2067 Jessheim. Contact: [email protected], +47 913 000 18.
• Widgeteer, IncregionalChannel Partner/ Reseller/ DistributorDistributor for USA/North America and Canada. Address: 301 East Congress Parkway Suite 828, Crystal Lake, IL 60014. Contact: [email protected], +01 847-462-8938.
• 3V Corporation LimitedregionalChannel Partner/ Reseller/ DistributorDistributor for Hong Kong. Suite C, 3/F Liberal Factory Building, 3 Wing Ming Street, Lai Chi Kok Hong Kong. Contact: [email protected], +852 9610 2883.
• KIGÖ Company ABregionalChannel Partner/ Reseller/ DistributorDistributor for Japan. Contact: [email protected], +46 702 318 689.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Stelton: Danish design house producing thermal drinkware, tableware, and home accessories in Scandinavian design language. Direct peer in both product category (thermal bottles/mugs, tableware) and design-led premium positioning across the Nordic region and globally.
• Eva Solo: Danish design brand offering Scandinavian kitchen, tableware, outdoor, and home accessories. Direct overlap with Sagaform in thermal drinkware, kitchen/tableware, and design-led gift positioning across multiple European markets.
• Bodum: Swiss-owned maker of double-wall glassware, French presses, and thermal mugs/bottles. Direct peer in the thermal/glass tableware category with similar sustainability themes and global retailer presence.
• Menu (by Menu Space): Danish design brand producing Scandinavian home accessories, kitchenware, and decorative objects. Direct peer in design-led homeware with strong Nordic retail presence and overlapping customer base.
• Marimekko: Finnish design house for textiles, tableware, and home décor with iconic print-led Scandinavian aesthetic. Direct peer in Nordic textile/home/tableware category with overlap on sustainability positioning and gifting use cases.
• Iittala: Finnish glassware and tableware brand under Fiskars. Direct peer in Nordic tableware/drinking glasses/serveware with global retail distribution, alongside overlap on designer collaborations and timeless Scandinavian design language.

Broad incumbents

• Georg Jensen: Premium Danish silverware, tableware, and home accessories brand. Comparable as a Scandinavian design homeware portfolio with similar gifting and design-led positioning, but at materially higher price points and global scale.
• Rosenthal: German premium porcelain and tableware maker with designer collaborations. Comparable on bone china/serving-ware category (e.g., Sagaform's Inka) and gift-driven homeware, but broader scale and more traditional form factor.

Emerging players

• Byon: Sister brand under Sagaform AB. Comparable as a Scandinavian homeware peer brand positioned slightly differently within the same parent entity, sharing distribution and back-office infrastructure.
• HAY: Danish contemporary design brand offering Scandinavian home accessories, tableware, and small furniture. Comparable on design-led Nordic positioning and price point, though broader across furniture categories; relevant customer and retail overlap.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/sagaform

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Sagaform