Princess Interior

What Princess Interior does

Princess Interior (legal entity Princessbutikken AS) is a Norwegian omnichannel retailer of home textiles and interior decoration products, headquartered in Ski, Norway and tracing its origins to 1957. The company sells a broad portfolio spanning bedding (duvets, pillows, bedding sets, sheets), curtains and sun-shading solutions, table linens, bathroom and kitchen textiles, children's room products, and interior décor such as candles, decorative pillows, throws, vases and artificial plants. It serves Norwegian households through both a national retail footprint of over 100 physical stores (many operated via named partners such as Mays Boligtekstil, Rolf Dybvik Møbler AS, Interiørhuset AS, Bo Form, Andersen AS, and Møbelringen Etne AS) and a direct e-commerce platform at princessbutikken.no, with operational reach limited to mainland Norway (Svalbard excluded).

The technology layer is a nopCommerce storefront delivered through Digitroll AS, extended with a custom curtain configurator ("Gardinbyggeren") that captures fabric, pattern, and length specifications for made-to-measure curtains with approximately four-week delivery, plus a free in-store consultation booking flow for curtains and sun shading. Princess Interior operates sub-brand NUD (100% recycled-down duvets and pillows), the Norwegian-made Drømmedun down line, and a Marius-pattern collection, and supports circularity through the DUNOR program, which accepts returned down duvets and pillows and claims 98% of recovered down is reused. Third-party textile credentials include OEKO-TEX 100, MADE IN GREEN, the Svanemerket (Nordic Swan Ecolabel), and an endorsement from the Norwegian Asthma and Allergy Association (NAAF) on selected Drøm dun pillows.

Commercially, the model is direct-to-consumer retail priced in Norwegian Kroner with VAT and environmental taxes included, supplemented by percentage-off promotions (e.g., 50% off), bundle deals (e.g., 3-for-2), free parcel shipping over 699 NOK, free returns in physical stores, a 30-day return policy for online purchases, and the Venneklubb loyalty program delivered through the Diller app. Payment processing combines Vipps, Visa/Mastercard, and Svea Bank (Afterpay) invoice financing, while order fulfillment is handled by Bring (Posten) and Helthjem Express alongside click-and-collect. Customer acquisition runs through organic Facebook, Instagram, YouTube (Princessgruppen channel), on-site content/inspiration guides, and the Venneklubb newsletter; the company holds no disclosed parent, subsidiary, PE, or institutional-investor ownership.

Name

Princess Interior

Legal name

Princessbutikken AS

Website

https://princessbutikken.no

Company type

Private

Founded year

1957

Operating status

Operating

Headcount range

1–10 employees

Short description

Princess Interior (Princessbutikken AS) is a Norwegian omnichannel home textiles retailer founded in 1957, selling bedding, curtains, table linens, bathroom and kitchen textiles, and interior décor through 100+ physical stores and the princessbutikken.no e-commerce platform serving Norwegian households.

Ownership category

akta.pro rank

Product category

Home Textiles Retail

NAICS

Home Furnishings Retailers (44912)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Curtains & Drapery Retail (Panels, Drapes, Sheers, Valances) (CRAIAKAC)

Keywords

• Home textiles retail
• Bedding products
• Curtains and drapes
• Interior decoration
• Table linens

Headquarters

HQ city

Ski

HQ country

Norway

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Direct-to-consumer sales of home textiles including bedding, curtains, bathroom textiles, table linens, kitchen textiles, and interior decorations through physical stores and online e-commerce platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Princess Interior is a Norwegian omnichannel retailer of home textiles and interior decoration products, selling bedding (duvets, pillows, sheets, bedding sets), curtains and sun-shading, table linens, bathroom and kitchen textiles, children's room products, and general interior décor. The company operates 100+ physical stores across Norway plus the princessbutikken.no e-commerce site, and offers custom-made curtains with ~4-week delivery alongside services such as sewing, consultant booking, and the DUNOR down-recycling program.

Product overview

Princess Interior is a Norwegian online and physical retail company operating under Princessbutikken.no, offering home textiles and interior décor across multiple categories. The core product portfolio includes bedding (duvets, pillows, bedding sets, sheets) under the Drømmedun brand and NUD recycled down collection; window treatments (curtains, curtain hardware, sun shading) with custom-made options via the Gardinbyggeren configurator tool; table textiles (tablecloths, napkins, runners); bathroom, children's room, kitchen, and general interior décor products. Services include custom curtain tailoring, consultant bookings for interior advice, and the DUNOR sustainability program for down recycling. The company operates both e-commerce and physical stores across Norway.

Differentiator

Problem solved

Functional benefit

Products and services

• Duvets and Comforters (Dyner) Retail offering of duvets and comforters for residential consumers, including winter, all-season, summer, down, and fiber varieties; includes the NUD line of recycled-down duvets developed with Norsk Dun og Fæbrik.
• Pillows (Puter) Retail offering of pillows including down, fiber, hotel, and memory foam variants for residential sleep use.
• Bedding Sets (Sengetøy) Retail offering of bedding sets in satin, crepe, cotton, flannel, percale, linen blend, and hemp-cotton blends for residential consumers.
• Sheets (Laken) Retail offering of sheet varieties including stretch, flannel, satin, fitted, flat, and protective sheets for residential beds.
• Curtains (Gardiner) Retail offering of curtains in various styles including eyelets, gathered tape, multi-band, blackout, sheer, velvet, linen blend, and wool blend, with custom-made options available.
• Sun Shading (Solskjerming) Retail offering of window shading solutions including pleated blinds, roller blinds, venetian blinds, and lamella blinds, with custom measurements available.
• Table Textiles (Bordtekstil) Retail offering of table runners, tablecloths, paper napkins, cloth napkins, and napkin rings in cotton, linen, acrylic/vinyl, teflon, and linen materials for everyday and festive table setting.
• Bathroom Interior (Baderomsinteriør) Retail offering of bathroom textiles and accessories including towels, bath mats, bathrobes, soaps and scented candles, bathroom accessories, and shower curtains.
• Children's Room (Barnerom) Retail offering of children's room products including bedding sets, baby comforters and pillows, sheets for cribs, mattress protectors, baby blankets and throws, curtains, towels, bathrobes, bibs and cloths, eating and drinking items, and comforter cloths and toys.
• Interior Decor (Interiør) Retail offering of decorative interior items including decorative pillows, cushion inserts, throws, candlesticks and lanterns, candle trays, pillar and taper candles, vases and pots, plants and artificial flowers, decorations, napkins, and room sprays and fragrance sticks.
• Kitchen Interior (Kjøkkeninteriør) Retail offering of kitchen textiles and accessories including kitchen textiles, kitchen accessories, kitchen cloths, food and drink items, chair cushions, and Løiten glass.
• NUD Recycled Down Collection Sub-brand of duvets and pillows made from 100% recycled down, marketed as a sustainable bedding option developed with Norsk Dun og Fæbrik.
• Drømmedun Dream Down Collection Sub-brand of Norwegian-made duvets and pillows positioned for Norwegian climate conditions with a focus on quality, comfort, and premium materials.
• Mariuspattern Products Sub-brand offering textiles and home accessories featuring the iconic Norwegian Marius pattern, targeting consumers seeking Norwegian-themed home decor.
• Sewing Services and Fabric by the Meter Service offering including custom hemming of existing curtains, made-to-measure custom curtains, and fabric sold by the meter for residential consumers.
• DUNOR Down Return and Recycling Program Sustainability service allowing customers to return used down duvets and pillows for recycling, with 98% of collected down reused in new products per company claim.
• Curtain and Sun Shading Consultation (Book a Consultant) Free consultant service for curtain and sun-shading guidance, available in-store or digitally, for residential consumers selecting window treatments.

Quantifiable outcome

• 98% of collected down from DUNOR program is reused in new products

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature2 records

Partnerships

One partnership is on record.

• Norsk Dun og FæbrikcoreStrategic or Co-development PartnerPrincess Interior collaborated with Norsk Dun og Fæbrik to develop the NUD collection - an innovative line of duvets and pillows made from 100% recycled down. This partnership enables sustainable product offerings using recovered materials from the company's DUNOR return program.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Kid Interiør: Norwegian specialty home textiles and interior retailer with a comparable product assortment (bedding, curtains, bathroom textiles, décor) and omnichannel model. Direct competitor to Princess Interior in the Norwegian home textile market.
• Nille: Norwegian variety and home goods retailer offering textiles, curtains, bedding, and interior décor across physical stores and e-commerce. Competes directly with Princess Interior in Norwegian household soft-goods.
• Tilbords: Norwegian specialty retailer focused on kitchen, table, and home interior products, including textiles and décor. Comparable to Princess Interior in Norwegian home interior retail, with overlapping assortment.
• Kremmerhuset: Norwegian home and lifestyle retailer offering textiles, interior décor, and gift items through physical stores and e-commerce. Comparable assortment and target customer to Princess Interior in the Norwegian market.
• Nordic Nest (formerly RoyalDesign): Nordic online retailer of Scandinavian design home textiles, décor, and lighting. Comparable to Princess Interior on premium design-led home textiles, with a stronger online/digital focus.
• Ellos: Nordic catalog and online retailer of home textiles, interior products, and consumer goods. Comparable to Princess Interior in Norwegian home textile and décor retail, with a stronger digital/catalog heritage.

Broad incumbents

• JYSK: Large Nordic home goods retail chain offering bedding, curtains, and interior products across the Nordics, including Norway. Wider assortment and lower price points than Princess Interior, but overlapping product categories.
• IKEA: Global furniture and home furnishings giant with significant Norwegian presence. Competes with Princess Interior on curtains, bedding, and interior accessories, offering off-the-shelf ready-made products with faster lead times.
• H&M Home: Global home furnishings retailer from H&M group, offering bedding, curtains, and décor. Competes with Princess Interior in trend-driven, design-oriented home textiles, primarily through physical stores and online channels.

Regional players

• Jotex: Swedish home textile and interior retailer operating in Norway via online channels. Comparable assortment (curtains, bedding, décor) but primarily cross-border competitor with different geographic centre of gravity.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/Princessgruppen
• Facebookfacebook.com/PrincessInterior
• Instagraminstagram.com/princess_interior

Compliance4 records

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 Princess Interior