Hübsch
Hübsch is a privately held Danish home interior brand, founded in 2010 in Herning, that designs and sells FSC-certified Scandinavian furniture, lighting, textiles, accessories, and kitchenware across 11 European markets through a DTC e-commerce site, B2B trade portal, retail partners, and a showroom.
- Company typePrivate
- Founded2010
- HeadquartersHerning, Denmark
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Hübsch does
Hübsch is a Danish home interior brand founded in 2010 and headquartered in Herning, Denmark. The company designs and sells Scandinavian-style furniture (seating, tables, storage, garden), lighting (ceiling, wall, table, floor, portable), textiles (cushions, throws, rugs, bed linen), home accessories (vases, candles, mirrors, wall decoration), and kitchen tableware. Core product differentiators are FSC-certified wood used across all new designs since 2020 and OEKO-TEX Standard 100 certified textiles, with a stated 2025 target for exclusive OEKO-TEX textile use. The company operates two private limited entities (Hübsch Retail ApS for B2C, Hübsch A/S for B2B) and distributes through four parallel channels: a consumer-facing e-commerce storefront at hubsch-interior.com available in English, Danish, French, and German; a dedicated B2B trade portal with multi-year contract pricing; an undetermined retail partner network accessible via a "Find a retailer" locator; and a Herning showroom available by appointment.
The business model is overwhelmingly one-time unit sales of physical goods across price points ranging from roughly 50 DKK (drinking glasses) to 3,599 DKK (lounge chairs). Go-to-market relies on social media (Facebook, Instagram, Pinterest, LinkedIn), email newsletters, printed catalogues, and trade-show participation for B2B partner acquisition. Customer segments split between individual B2C consumers furnishing residential spaces and B2B/trade professionals (interior designers, retailers, hospitality buyers) purchasing for resale or commercial projects.
Recent strategic activity centers on the 2025 New Collection launch including an outdoor "Where Design Meets Nature" line, a Hübsch x Peleton co-branded wall decoration collaboration, and continued geographic rollout of DTC and B2B distribution across eleven European markets. The company remains privately held with no external funding disclosed and operates with a lean 11-50 employee team consistent with an asset-light model that likely outsources manufacturing.
Hübsch firmographics
Firmographics- Name
- Hübsch
- Legal name
- Hübsch Retail ApS
- Website
- https://hubsch-interior.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Hübsch is a privately held Danish home interior brand, founded in 2010 in Herning, that designs and sells FSC-certified Scandinavian furniture, lighting, textiles, accessories, and kitchenware across 11 European markets through a DTC e-commerce site, B2B trade portal, retail partners, and a showroom.
- Ownership category
- akta.pro rank
Hübsch industry classification
Industry- Product category
- Home Furniture and Interior Decor
- NAICS
- Furniture and Home Furnishings Retailers (4491), Furniture Retailers (449110)
- SIC
- Retail-Home Furniture, Furnishings & Equipment Stores (5700)
- akta.pro primary industry
- Dining Room Furniture Retail (Dining Tables, Chairs, Bar Stools, Buffets/Sideboards) (CRAIAAAB)
- akta.pro secondary industries
- Bedroom Furniture Retail (Beds, Dressers, Nightstands, Armoires) (CRAIAAAC), Closet & Wardrobe Furniture Retail (Freestanding Wardrobes, Closet Systems, Dressers/Chests) (CRAIAAAH)
Keywords
Where Hübsch is headquartered
LocationHeadquarters
- HQ city
- Herning
- HQ country
- Denmark
- HQ region
- Europe
Offices1 record
Markets served
Hübsch business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- B2C Product Sales: Direct-to-consumer sales of furniture, lighting, textiles, and home accessories through the company's e-commerce platform. Products include seating, tables, storage, garden furniture, lighting, cushions, throws, kitchenware, and decorative accessories.
- B2B/Professional Sales: Sales to retailers and interior design professionals through dedicated B2B shop portal, offering trade pricing and partnership programs.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Consumer e-commerce pricing |
| Unit Pricing | Multi-year contract | B2B Professional Pricing |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Hübsch product offering
Product offeringCore offering
Hübsch designs, sources and sells Scandinavian-style home interior products across five main categories: furniture (seating, tables, storage, garden furniture), lighting, textiles, home accessories, and kitchenware. The company sells directly to consumers through its own e-commerce platform and to retailers and interior designers through a dedicated B2B trade portal, shipping to 10+ European countries.
Product overview
Hübsch is a Scandinavian home interior brand founded in 2010, offering a comprehensive portfolio of Danish-designed home products. The core offering spans five main categories: Furniture (seating, tables, storage, garden furniture), Lighting (ceiling, wall, table, floor, and portable lamps), Textiles (cushions, throws, bedding, towels, rugs), Home Accessories (candles, vases, mirrors, storage, workspace items), and Kitchen (tableware, cookware accessories). Products range from everyday items like the Fuyu textured glass bowl series to premium handmade pieces like the Monarch FSC-certified cutting board. The company operates both B2C (Hübsch Retail ApS) and B2B (Hübsch A/S) channels, serving consumers directly and through professional partners.
Differentiator
Problem solved
Functional benefit
Products and services
- Furniture
Companies that use Hübsch
Customer profileSegments2 records
Ideal customer profiles2 records
Hübsch technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Hübsch partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Hübsch x PeletonminorA product collaboration between Hübsch and Peleton (Danish design brand), resulting in a co-branded wall decoration product line.
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
Hübsch competitors and assessment
Company assessmentDirect peers
- Maisons du Monde: French design-led multi-channel home interior retailer with stores and e-commerce across Europe. Directly comparable to Hübsch on omnichannel model, design-led assortment (furniture, décor, textiles), and European geographic mix.
- Broste Copenhagen: Danish design-led home brand offering furniture, lighting, textiles, and kitchenware with a strong focus on natural materials. Highly comparable to Hübsch on design philosophy, materials emphasis, and category breadth.
- Normann Copenhagen: Danish design company with a portfolio spanning furniture, lighting, and home accessories — directly comparable to Hübsch on Scandinavian design positioning and trade/B2B distribution through design professionals and retailers.
- Muuto: Scandinavian design company offering furniture, lighting, and accessories with a strong contract/trade channel. Comparable to Hübsch on Scandinavian design language and on selling through architects, designers, and retailers.
- Søstrene Grene: Danish home interior and lifestyle retailer with comparable Scandinavian aesthetic and broad across-category assortment (furniture, textiles, kitchen, accessories). Most direct like-for-like to Hübsch in positioning, price tier, and target consumer across Europe.
- Flying Tiger Copenhagen: Danish design-led retailer of home, lifestyle, and everyday products with European store and e-commerce presence. Directly comparable to Hübsch on Danish design origin, category breadth, and value-tier European consumer targeting.
Broad incumbents
- IKEA: Dominant European home furnishings retailer spanning furniture, textiles, lighting, kitchen, and accessories. Overlaps with Hübsch across virtually every category; relevant for competitive benchmarking on scale, pricing, and omnichannel.
- Zara Home: Inditex-owned home brand with broad European presence across textiles, tableware, lighting, and décor. Comparable to Hübsch on multi-country e-commerce, design-forward positioning, and category breadth, though at a different price point and scale.
- JYSK: Scandinavian-origin home furnishings retailer with broad European footprint. Larger scale and broader price range than Hübsch, but overlapping categories (furniture, textiles, accessories) and a Danish heritage that places them in the same competitive set.
- H&M Home: Mass-market home furnishings vertical of H&M with Scandinavian-adjacent minimal aesthetic. Overlaps with Hübsch on category breadth (textiles, accessories, lighting, small furniture) and multi-country e-commerce presence.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Hübsch social profiles
Digital presenceHübsch compliance and trust
Trust signalCompliance2 records
Hübsch financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hübsch leadership team
Management profileNumber of profiles
Hübsch funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hübsch 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 Hübsch
What does Hübsch do?
Hübsch designs, sources and sells Scandinavian-style home interior products across five main categories: furniture (seating, tables, storage, garden furniture), lighting, textiles, home accessories, and kitchenware. The company sells directly to consumers through its own e-commerce platform and to retailers and interior designers through a dedicated B2B trade portal, shipping to 10+ European countries.
Is Hübsch a public or private company?
Hübsch is a private company. It is classified as unknown and is currently operating.
When was Hübsch founded?
Hübsch was founded in 2010. It employs 11 to 50 people.
Where is Hübsch based?
Hübsch is headquartered in Herning, Denmark, in the Europe region.
How does Hübsch make money?
Two revenue lines are on record. B2C Product Sales are the primary driver. The others are B2B/Professional Sales.
Who are Hübsch's main competitors?
Direct peers on record are Maisons du Monde, Broste Copenhagen, Normann Copenhagen, Muuto, Søstrene Grene and Flying Tiger Copenhagen. Broad incumbents are IKEA, Zara Home, JYSK and H&M Home.
Does Hübsch have an API?
No public API is recorded for Hübsch.
What industry is Hübsch in?
Hübsch's product category is Home Furniture and Interior Decor. Its primary akta.pro industry code is CRAIAAAB, Dining Room Furniture Retail (Dining Tables, Chairs, Bar Stools, Buffets/Sideboards), with a secondary code of CRAIAAAC, Bedroom Furniture Retail (Beds, Dressers, Nightstands, Armoires). Its NAICS code is 4491 and its SIC code is 5700.