AndLight
AndLight is a Nordic e-commerce retailer (est. 2009) selling 2,000+ designer lamps, furniture, and home accessories from 50+ premium brands directly to consumers in Denmark and Sweden, with a secondary B2B contract channel and a Copenhagen showroom, operating as part of Royal Design Group AB.
- Company typePrivate
- Founded2009
- HeadquartersCopenhagen, Denmark
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What AndLight does
AndLight is an e-commerce retailer of designer lighting, furniture, and home accessories, operating since 2009 and headquartered in Nybro, Sweden, as part of Royal Design Group AB. The platform distributes a curated catalog of more than 2,000 lamps across pendants, table, ceiling, floor, wall, and outdoor categories, alongside an expanded assortment of furniture (chairs, tables, sofas, beds, outdoor) and home accessories (textiles, decoration, kitchen and bathroom items) sourced from over 50 premium Scandinavian and international design brands including &Tradition, GUBI, HAY, New Works, Vitra, FLOS, Fritz Hansen, and Artemide. The underlying technology stack is a standard e-commerce storefront with localized Danish and Swedish domains, supplemented by a Design Diaries editorial blog, a DesignDeals sub-brand offering up to 50% discounts, and a physical showroom in Copenhagen SV open on Saturdays.
The business model is primarily direct-to-consumer one-time product sales, augmented by a secondary B2B Contract channel (AndLight PRO, STUDIO, and EMPLOYEE programs) targeting office, hospitality, acoustic, and commercial interior projects. Revenue is generated through publicly disclosed unit pricing on individual SKUs, with free shipping over 999 DKK and a 365-day return policy used as conversion levers. Marketing runs through email newsletter, organic social campaigns such as #MyAndLight, the Design Diaries blog, and seasonal featured collections. Operating geographies are concentrated in Denmark and Sweden, with the parent group providing corporate backing, logistics scale, and shared resources across the broader Nordic footprint.
AndLight firmographics
Firmographics- Name
- AndLight
- Legal name
- AndLight, Part of Royal Design Group AB
- Website
- https://andlight.dk
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- AndLight is a Nordic e-commerce retailer (est. 2009) selling 2,000+ designer lamps, furniture, and home accessories from 50+ premium brands directly to consumers in Denmark and Sweden, with a secondary B2B contract channel and a Copenhagen showroom, operating as part of Royal Design Group AB.
- Ownership category
- akta.pro rank
AndLight industry classification
Industry- Product category
- Online Design Lighting and Furniture Retail
- NAICS
- Residential Electric Lighting Fixture Manufacturing (335131), Electric Lighting Equipment Manufacturing (33513)
- SIC
- Electric Lighting & Wiring Equipment (3640)
- akta.pro primary industry
- Outdoor & Landscape Lighting Retail (Path, Flood, Security, Deck) (CRAIAHAC)
- akta.pro secondary industries
- Lighting Parts, Shades & Accessories Retail (Harps, Finials, Glass, Mounting) (CRAIAHAI), Outdoor Lighting & Landscape Lighting Retail (CRAIAIAJ)
Keywords
Where AndLight is headquartered
LocationHeadquarters
- HQ city
- Copenhagen
- HQ country
- Denmark
- HQ region
- Europe
Offices2 records
Markets served
AndLight business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Product Sales (B2C): Retail sales of design lamps, furniture, and home accessories directly to consumers through the e-commerce platform. Revenue generated through one-time product transactions with value proposition around curated selection and competitive pricing.
- B2B/Contract Sales: Professional sales channel targeting office, hospitality, and commercial projects through AndLight Contract services including AndLight PRO, STUDIO, and EMPLOYEE programs.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing for design products |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
AndLight product offering
Product offeringCore offering
AndLight is an online retailer of curated design lamps, furniture, and home accessories sourced from over 50 premium Scandinavian and international design brands. The company operates its own e-commerce storefront (andlight.com / andlight.dk) featuring a catalog of more than 2,000 design lamps and an expanded assortment of furniture and accessories, supported by a physical showroom in Copenhagen. A dedicated B2B service called AndLight Contract offers PRO, STUDIO, and EMPLOYEE programs serving office, hospitality, and commercial interior design projects.
Product overview
AndLight is an e-commerce platform offering over 2000 design lamps, furniture, and home accessories from over 50 designer brands. The core product portfolio centers on lamps (Lamper) with sub-categories including pendants (Pendler), table lamps (Bordlamper), ceiling lights (Loftlamper), floor lamps (Gulvlamper), and wall lights (Væglamper), complemented by furniture (Møbler) such as sofas (Sofaer) and chairs, plus home accessories (Boligtilbehør). The company operates a DesignDeals sub-brand offering discounted products up to 50% off. B2B services include AndLight Contract with PRO, STUDIO, and EMPLOYEE programs for professional customers. Founded in 2009 and headquartered in Sweden as part of Royal Design Group AB, with a showroom in Copenhagen.
Differentiator
Problem solved
Functional benefit
Products and services
- Design Lamps (Lamper)
- Furniture (Møbler) Furniture assortment including chairs (dining chairs, bar stools, office chairs, poufs, stools), tables (coffee, dining, bedside, console, desks, side tables, serving trolleys), armchairs and sofas, benches, storage (shelving units, shelves, cabinets, clothes racks), beds, and outdoor furniture. Sold to consumers and commercial clients.
- Home Accessories (Boligtilbehør) Home accessories assortment including small storage (hooks, magazine holders, baskets, storage boxes, organizers, waste bins, notice boards), decoration (candleholders, coffee table books, decorative accessories, planters, vases, bowls, posters, frames), textiles (cushions, plaids, blankets, rugs), mirrors, and bathroom and kitchen accessories. Sold to consumers for personal home styling.
- AndLight Contract (B2B Services) Dedicated B2B service for professional interior designers, architects, hospitality operators, and corporate clients. Includes three programs — AndLight PRO, AndLight STUDIO, and AndLight EMPLOYEE — plus curated B2B categories for Office, Hospitality, Acoustic Solutions, Design With Care, and Technical Lighting, with project references.
- DesignDeals Curated collection of selected favorite products from across the catalog offered at discounted prices, with savings up to 50%. Operates as a dedicated landing page/collection within the e-commerce platform.
- Showroom Experience (Copenhagen) Physical showroom at Nelson Mandelas Allé 16, 2450 Copenhagen SV, open Saturdays 10:00–14:00. Provides hands-on product experience for consumers and professionals; not a warehouse-stocking location.
Companies that use AndLight
Customer profileSegments2 records
Ideal customer profiles2 records
AndLight technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AndLight partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Royal Design Group ABcoreAndLight is part of Royal Design Group AB, a Swedish parent company. Royal Design Group provides corporate backing, shared resources, and strategic direction for the AndLight e-commerce platform.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
AndLight competitors and assessment
Company assessmentBroad incumbents
- West Elm: US-originated design home furnishings retailer (part of Williams-Sonoma) with a curated modern-design assortment including lighting, sold online and through stores in select European markets. Comparable as a broad design-led incumbent targeting similar design-conscious consumers with overlapping product categories (lighting, furniture, accessories).
- Wayfair: Global online home furnishings marketplace with significant lighting and furniture assortment serving European consumers. Comparable as a broad e-commerce incumbent in home and lighting — it competes on selection breadth and price rather than curated premium design, positioning above/below AndLight rather than overlapping head-on.
- IKEA (Inter IKEA): Global home furnishings giant with substantial lighting assortment sold online and in stores across all AndLight markets (Denmark, Sweden, Europe). Comparable as the broad incumbent that anchors the home-furnishings e-commerce category; overlaps with AndLight at the mass and mid-market end but does not specialize in premium Scandinavian designer lighting.
Direct peers
- Lampemesteren: Danish online lighting specialist with a broad catalog of designer and functional lamps for the home. Direct comparable: Danish origin, online-first retail of design lighting, overlapping target customer (design-conscious consumers in Denmark) — directly competing with AndLight in its home market.
- NordicNest: Swedish-founded online retailer of Scandinavian design lighting, furniture, and home accessories from a curated brand portfolio (e.g. Northern, Globen Lighting, menu/by Flindt). Direct comparable: same curated-multi-brand DTC model, overlapping Scandinavian brand mix, and similar Nordic customer base competing head-to-head with AndLight.
- LightShop (Lightshop.dk): Danish e-commerce retailer focused on lamps and lighting for the home, offering designer brands alongside broader price points. Direct comparable: same geography (Denmark), same core category (lighting), and similar DTC online motion that competes for the same shopper intent that AndLight targets.
- Bolia.com: Danish design brand and online retailer selling Scandinavian designer furniture, lamps, and home accessories directly to consumers across Europe. Comparable: same Scandinavian design positioning, curated multi-category home offering (including lighting), strong DTC e-commerce motion with showrooms — directly overlapping with AndLight's premium design-illuminated home assortment.
Emerging players
- Houzz: Online platform combining design inspiration content with a marketplace for home furnishings and lighting, including professional tools serving interior designers and contractors — closely mirroring AndLight's AndLight Contract PRO/STUDIO offering. Comparable in combining editorial/design content with e-commerce in lighting and home goods.
- Made.com: Online-first retailer of designer furniture, lighting, and home accessories targeted at design-conscious European consumers. Comparable as a digital-native design home retailer competing for the same online premium-design shopper, though it has faced well-documented financial pressure and brand transitions in recent years — relevant comparable for business-model benchmarks.
Others
- Royal Design (Royal Design Group sister brand): Sister-brand e-commerce platform under AndLight's parent Royal Design Group AB, offering Scandinavian design home furnishings online. Comparable as an intra-group peer operating the same curated-online-retailer model with overlapping brands; useful as a sibling comparable for assortment and pricing benchmarks, but not a true market competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights6 records
Customer concentration
AndLight social profiles
Digital presenceAndLight financial estimates
Financial estimateRevenue estimate
Valuation estimate
AndLight leadership team
Management profileNumber of profiles
AndLight funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AndLight 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 AndLight
What does AndLight do?
AndLight is an online retailer of curated design lamps, furniture, and home accessories sourced from over 50 premium Scandinavian and international design brands. The company operates its own e-commerce storefront (andlight.com / andlight.dk) featuring a catalog of more than 2,000 design lamps and an expanded assortment of furniture and accessories, supported by a physical showroom in Copenhagen. A dedicated B2B service called AndLight Contract offers PRO, STUDIO, and EMPLOYEE programs serving office, hospitality, and commercial interior design projects.
Is AndLight a public or private company?
AndLight is a private company. It is classified as corporate owned and is currently operating.
When was AndLight founded?
AndLight was founded in 2009. It employs 11 to 50 people.
Where is AndLight based?
AndLight is headquartered in Copenhagen, Denmark, in the Europe region.
How does AndLight make money?
Two revenue lines are on record. Product Sales (B2C) is the primary driver. The others are B2B/Contract Sales.
Who are AndLight's main competitors?
Broad incumbents on record are West Elm, Wayfair and IKEA (Inter IKEA). Direct peers are Lampemesteren, NordicNest, LightShop (Lightshop.dk) and Bolia.com. Emerging players are Houzz and Made.com. Royal Design (Royal Design Group sister brand) is listed as an others.
Does AndLight have an API?
No public API is recorded for AndLight.
What industry is AndLight in?
AndLight's product category is Online Design Lighting and Furniture Retail. Its primary akta.pro industry code is CRAIAHAC, Outdoor & Landscape Lighting Retail (Path, Flood, Security, Deck), with a secondary code of CRAIAHAI, Lighting Parts, Shades & Accessories Retail (Harps, Finials, Glass, Mounting). Its NAICS code is 335131 and its SIC code is 3640.