Green Furniture Concept

What Green Furniture Concept does

Green Furniture Concept AB is a privately held Swedish furniture design and manufacturing company founded in 2008 and headquartered in Malmö, Sweden. The company designs, manufactures, and sells modular seating and acoustic lighting solutions for public interiors across six primary verticals: airports, transport hubs, retail spaces, healthcare facilities, educational institutions, and workplaces. With 608 completed installations worldwide and a reforestation program that has planted over 54,900 trees, Green serves enterprise clients through direct field sales, in-house design consultation, free 3D floor-plan rendering services, and a network of regional offices and channel partners covering Europe, North America, India, and the Middle East.

The product portfolio is organized around five core series — Nova C Seating (a highly configurable modular bench system with Lounge, Perch, Kids, Double Back, and Back Elevation variants), Ascent Seating (a beam seating system built with CIRCAL low-carbon aluminum from partner Hydro), Leaf Lamp Lighting (class A sound-absorbing wool felt acoustic fixtures), Seamless Series (modular collaboration furniture with integrated power), and Pelago Series (sculptural seating). A sixth line, Arcio, was launched in 2026 to extend the portfolio into vertical spatial elements. All products are manufactured in Sweden using FSC-certified wood finished with natural hard wax oil; modular geometry is engineered for high-density public interiors, with documented seating densities of 0.9m² per seat versus 1.6m² for conventional systems.

Revenue is generated through three streams: project-based custom hardware sales, embedded design consultation services (CAD files, 3D renderings), and an emerging Furniture-as-a-Service subscription model that adds yearly touch-up and rib-replacement services. Pricing is quote-based and not publicly disclosed. The company sells primarily through enterprise field sales to architects, planners, and facility managers, supplemented by named channel partners (Auweko in Germany, Spaceworks Solutions in India), country managers (e.g., Marta Florensa in Spain), and a regional sales office in Watertown, Massachusetts serving the Americas. Leadership is founder-led, with Johan Berhin as Founder & Designer, Jonathan Nilsson as CEO, Jonas Ekholst as Head of Design, and Joakim Lundgren as Head of Sustainability.

Name

Green Furniture Concept

Legal name

Green Furniture Concept AB

Website

https://greenfc.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Green Furniture Concept AB is a Swedish designer and manufacturer of modular seating and acoustic lighting for public interiors, serving airports, transport hubs, healthcare facilities, universities, retail, and workplaces across Europe, North America, and Asia.

Ownership category

akta.pro rank

Product category

Commercial Public Furniture

NAICS

Institutional Furniture Manufacturing (337127), Office Furniture (including Fixtures) Manufacturing (33721), Electric Lighting Equipment Manufacturing (3351)

SIC

Public Bldg & Related Furniture (2531)

akta.pro primary industry

Interior Design Services (BPAHAKAB)

Keywords

• Modular public seating
• Commercial furniture design
• Acoustic lighting solutions
• Biophilic interior furniture
• Placemaking furniture systems

Headquarters

HQ city

Malmö

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Custom Furniture Sales: Green Furniture Concept sells custom modular seating and lighting solutions for large-scale public interior projects including airports, train stations, healthcare facilities, educational institutions, retail spaces, and workplaces. Sales are project-based with custom configurations and in-house design consultation included.
2. Design Consultation Services: In-house design team provides consultation, CAD files, 3D floor-plan rendering, and product specification support as part of the sales process.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels10 records

Core offering

Green Furniture Concept designs, manufactures, and sells modular seating and lighting solutions for public space interiors including airports, train stations, healthcare facilities, educational institutions, retail spaces, and workplaces. Products span the Nova C Seating, Ascent Seating, Leaf Lamp Lighting, Seamless Series, Pelago Series, and Arcio lines, manufactured in Sweden using FSC-certified wood and recycled aluminum. Sales are project-based and supported by in-house design consultation, CAD files, and free 3D floor-plan rendering.

Product overview

Green Furniture Concept is a furniture design company offering modular seating and lighting solutions for public space interiors. Their product portfolio centers on five core product series: Nova C Seating (modular bench system with extensive configuration options including Double Back, Bench, Back, Perch, Lounge, Kids, and Back Elevation variants), Ascent Seating (sustainable beam seating system with single and double-sided options), Leaf Lamp Lighting (acoustic lighting including Tree, Pendant, and Metal Tree variants), Seamless Series (standing tables and modular furniture for dynamic spaces), and Pelago Series (sculptural seating inspired by Nordic archipelago). These products share a common design philosophy emphasizing modularity, biophilic design, sustainable materials (FSC-certified wood, recycled aluminum), and placemaking principles. The ecosystem includes accessories such as recycle bins, planters, dividers, armrests, tables, and charging solutions (wireless Qi chargers, USB-C, power outlets). The latest addition is Arcio, designed to complete the vertical dimension of spaces. All products are manufactured sustainably in Sweden with a focus on high-density seating solutions that increase seating capacity by 30-50% compared to traditional beam seating.

Differentiator

Problem solved

Functional benefit

Brands

• Nova C Seating: Modular seating line offering flexibility and freedom of design through configurability to create unique spaces with potential for both interaction and privacy.
• Ascent Seating
• Leaf Lamp Lighting
• Seamless Series
• Pelago Series
• Arcio
• Accessories

Products and services

• Nova C Seating Series Modular seating system offering flexibility and freedom of design through configurability to create unique spaces with body-conscious contours. Sold to enterprise customers such as airports, transport hubs, healthcare facilities, universities, retailers, and workplaces.
• Ascent Seating Series Modular beam seating system with gently curved, three-dimensional design that creates 30-40% more usable space than conventional seating. Uses CIRCAL low-carbon aluminum with at least 75% post-consumer recycled content. Sold to large-scale public interiors including airports, train stations, and waiting areas.
• Leaf Lamp Lighting Series Ambient lighting and acoustic solutions with wool felt shades that provide class A-certified sound absorption while delivering diffuse lighting. Includes Tree, Pendant, and Metal Tree variants made with natural birch bark and Oeko-tex certified wool felt. Used in public interiors for acoustic management and biophilic ambience.
• Seamless Series Modular furniture system for flexible and dynamic meeting spaces allowing seamless combination and customization for meetings, studying, or dining. Includes standing-height tables with acoustic features and modular flexibility. Sold to offices, educational institutions, and collaborative environments.
• Pelago Series Sculptural seating line inspired by the Nordic archipelago with smooth, rounded contours and modular, intuitive design that adapts to any public interior vision.
• Accessories Recycle bins, planters, dividers, armrests, tables, and charging accessories designed to fit the seating series and function as stand-alone additions. Includes CE-certified Nova C Leg Charger with wireless Qi, USB-C, and power outlets.
• Arcio Vertical dimension product that connects floor and ceiling into a richer environment when combined with the other Green series, completing the spatial experience of public interiors.
• Furniture-as-a-Service Subscription-based furniture program providing durable, low-maintenance modular seating with yearly touch-up services and easy rib replacement for long-term like-new appearance. Used by healthcare facilities and other enterprise customers.

Quantifiable outcome

• 44% increase in seating density at Edinburgh Airport
• +4 more outcomes

Named customers19 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Seven partnerships are on record, tiered core.

• HydrocoreStrategic or Co-development PartnerPartnership to use CIRCAL low-carbon aluminum containing at least 75% post-consumer recycled material in the Ascent Series beam seating structures. This partnership enables Green to deliver one of the world's most sustainable beam seating options.
• Spaceworks SolutionscoreChannel Partner/ Reseller/ DistributorIndian partner responsible for Bengaluru Station installation and broader Indian market development. Partner in Spaceworks Creations handles project execution and installation.
• AuwekocoreChannel Partner/ Reseller/ DistributorGerman sales partner handling distribution and sales support for Deutsche Bahn projects including Coburg Station and Halle Station.
• loeserbettels + Mäder/HaslbeckcoreStrategic or Co-development PartnerDesign studio partnership for DB Main Station Halle (Saale) redesign. loeserbettels and Mäder/Haslbeck collaborated with Green on the 'Zukunftsbahnhof' pilot project creating contemporary lounge areas.
• Lambert Design GroupcoreImplementation/ SI/ Consulting PartnerInterior design firm that designed the Flow Automotive office project using Green's Nova C Series and Leaf Lamp products to create biophilic placemaking design.
• Workplace SolutionscoreImplementation/ SI/ Consulting PartnerArchitecture firm that designed Allegro Group headquarters using Green's Leaf Lamp Pendants. Firm won Prime Property Prize 2017 for the project.
• AkarStudioscoreImplementation/ SI/ Consulting PartnerDesign firm that created Urth Caffé and Bar space at LAX Terminal 1 using Nova C Benches for banquette seating.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Allermuir: UK design-led contract furniture maker for workplaces, hospitality, and public interiors. Comparable in aesthetic positioning, modular seating, and emphasis on designer partnerships for specification wins.
• Kusch+Co: German specialist in seating for public spaces including airports, railway stations, healthcare, and education. Closely mirrors Green's vertical focus on contract seating for transit and institutional buyers with strong design credentials and project-led GTM.
• Andreu World: Spanish designer and manufacturer of sustainable furniture for workplaces, hospitality, and public interiors. Comparable in design-led positioning, sustainability narrative, and contract-channel distribution.
• Senator Group: UK-headquartered contract furniture maker serving offices, education, and public spaces. Overlaps with Green in workplace and education verticals and shares a project-driven, specifier-channel GTM.
• Sellex: Spanish manufacturer of contract seating and tables for public spaces, hospitality, and workplaces. Comparable to Green in modular seating, European manufacturing footprint, and project-based specification selling into public interiors.
• Brunner GmbH: German manufacturer of contract furniture for public and commercial spaces (airports, education, healthcare, offices). Highly comparable to Green Furniture Concept in target end-markets, project-based sales model, and focus on modular seating and tables for high-traffic interiors.
• Boss Design: UK designer and manufacturer of contract seating and tables for workplaces, education, and hospitality. Directly comparable in modular seating design language and project-based sales to architects and specifiers.

Emerging players

• Arper: Italian design-led furniture maker for offices, hospitality, and public spaces with a strong sustainability narrative. Comparable to Green in design philosophy and public-interior use cases, though typically stronger in office and hospitality than transit.

Broad incumbents

• Vitra: Swiss designer and manufacturer of furniture for offices, public buildings, and homes. Comparable as a design-led incumbent with broader portfolio, deeper R&D, and global distribution that overlaps with Green's biophilic and contract seating play.
• Steelcase: Global office furniture incumbent with growing focus on healthcare, education, and sustainable workplace design. Comparable in targeting the same enterprise verticals (workplaces, healthcare, education) but at far greater scale, posing a competitive threat on price, R&D, and specifier relationships.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCP_ldcN8x_RyIxxAcn2gXPw
• Facebookfacebook.com/greenfurnitureconcept
• LinkedInlinkedin.com/company/green-furniture-sweden
• Instagraminstagram.com/greenfurnitureconcept
• Pinterestpinterest.com/GreenFC

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

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 Green Furniture Concept