Society of Lifestyle

What Society of Lifestyle does

Society of Lifestyle A/S is a family-owned Danish multi-brand B2B company headquartered in Ikast, Denmark, founded in 2002 by siblings Gitte Juhl Capel, Rikke Juhl Jensen, and Klaus Juhl Pedersen under the name House Doctor. The company owns and operates three distinct lifestyle sub-brands: House Doctor (1,800+ products in décor and furniture with Scandinavian design aesthetics), Nicolas Vahé (300+ products in gourmet food and kitchenware, added in 2011), and Meraki (200+ products in certified-organic skincare and wellness, added in 2015). The brands were unified under the Society of Lifestyle corporate identity in 2019. The combined portfolio spans approximately 3,000+ SKUs with continuous refresh, including 600+ new House Doctor introductions annually.

The company sells exclusively through B2B channels via a unified e-commerce portal (retailer.societyoflifestyle.com) that supports EDI, CSV/XML, and API integrations, delivers product data in seven languages, and pushes stock-feed updates every 15 minutes. Distribution is hybrid: direct field sales teams in Denmark, Sweden, Norway, Germany, the UK, France, and Italy, combined with regional agents and distributors covering Austria, Switzerland, the Netherlands, Belgium, Spain, Portugal, Greece, Iceland, Finland, Luxembourg, Ireland, and New Zealand. Physical Studios in Hamburg (Speicherstadt), Ikast, and Stockholm serve as experience centers and sales venues. Revenue streams are wholesale to retailers and webshops, contract and project sales for hospitality and commercial interiors, and corporate gifting with unit-level order flexibility.

The business is bootstrapped, with no external funding rounds, parent company, or public listing disclosed. Operations are supported by approximately 100 employees worldwide, and the company holds Ecocert Cosmos and Nordic Swan Ecolabel certifications on parts of the Meraki line. In August 2025 the company executed a voluntary recall of the HDFine product series for failing internal quality and safety standards.

Name

Society of Lifestyle

Legal name

Society of Lifestyle A/S

Website

https://societyoflifestyle.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

51–100 employees

Short description

Society of Lifestyle is a family-owned Danish B2B company operating three lifestyle sub-brands (House Doctor, Nicolas Vahé, Meraki) with 3,000+ products sold wholesale to retailers, webshops, hospitality project customers, and corporate clients across 18+ countries.

Ownership category

akta.pro rank

Product category

Home Décor & Lifestyle Products

NAICS

Home Furnishings Retailers (44912)

SIC

Wholesale-Furniture & Home Furnishings (5020)

akta.pro primary industry

Luxury Home & Lifestyle (Tableware, Decor, Home Textiles) (CRAKAFAI)

Keywords

• Lifestyle wholesale distribution
• Home decor B2B
• Scandinavian interior brands
• Skincare wholesale supply
• Gourmet food distribution

Headquarters

HQ city

Ikast

HQ country

Denmark

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wholesale to Retailers: Sale of lifestyle products (home décor, furniture, skincare, gourmet food) to retail partners through wholesale pricing. Retailers and webshops purchase products to resell to end consumers.
2. Contract & Project Sales: One-off sales for hospitality, residential, and office projects. Includes decoration of hotels, restaurants, cafés, offices, showrooms, and real estate staging. Sales team provides customized solutions.
3. Corporate Gifting: Year-round collaboration providing corporate gifts to business customers. Includes pre-packaged and custom gift solutions with packaging options. Targets work anniversaries, Christmas, and employee appreciation.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

Society of Lifestyle is a multi-brand B2B company that designs, sources and wholesales Scandinavian lifestyle products across three sub-brands: House Doctor (1,800+ home décor and furniture items), Nicolas Vahé (300+ gourmet food and kitchenware) and Meraki (200+ certified organic skincare and bathroom décor). Its customers are retailers, webshops, hospitality/project contractors and corporate gifting buyers, served through a unified B2B Shop Portal, EDI/API data integrations, direct sales teams, regional agents and three physical Studios.

Product overview

Society of Lifestyle is a family-owned, multi-brand B2B company operating three distinct sub-brands: House Doctor (decor and furniture with 1,800+ products), Nicolas Vahé (gourmet food and kitchenware with 300+ products), and Meraki (skincare and wellness with 200+ products). Together they offer 3,000+ lifestyle products spanning interior design, food, and personal care. The company complements its brand portfolio with B2B services including Contract & Project Sales for hospitality and commercial spaces, Corporate Gifting solutions, and three physical Studios (Hamburg, Denmark, and Stockholm) for product showcase and inspiration. A unified B2B Shop Portal enables retailers to access all brands through a single login with integrated order management and data exchange capabilities.

Differentiator

Problem solved

Functional benefit

Brands

• House Doctor: Elegant décor and furniture brand allowing personal style to stand out, with aesthetics rooted in Scandinavian design tradition.
• Meraki
• Nicolas Vahé

Products and services

• House Doctor
• Meraki
• Nicolas Vahé
• Contract & Project Sales
• Corporate Gifting

Quantifiable outcome

• 600+ new products annually from House Doctor
• +4 more outcomes

Named customers4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Kadletz NordiccoreChannel Partner/ Reseller/ DistributorRegional agent handling sales for Austria and Switzerland across all brands, with additional responsibility for Bayern area (Germany) for Meraki and Nicolas Vahé brands.
• Gift StoriescoreChannel Partner/ Reseller/ DistributorRegional distributor for Netherlands and Belgium handling House Doctor and Nicolas Vahé brands. Contact: +31 (0) 182 679 112.
• Estilo NordicocoreChannel Partner/ Reseller/ DistributorRegional agent for Spain, Portugal, and Greece handling all Society of Lifestyle brands. Contact: +34 932 00 69 86.
• EsjufellminorChannel Partner/ Reseller/ DistributorDistributor for Iceland. Office: +354 5520709, Mobile: +354 694 1907.
• Fernery Holdings Ltd (NEST)minorChannel Partner/ Reseller/ DistributorDistributor for New Zealand. Phone: +64 (0) 9 445 6313, [email protected].
• Grow for ItminorOthersDanish non-profit organization focused on planting trees to fight climate change. Society of Lifestyle has planted 33 football fields worth of trees in Nepal in collaboration with Grow for It.
• Kenya Book BoxminorOthersNon-profit organization helping children learn to read by establishing school libraries in Kibera, Kenya. Society of Lifestyle donates funds and school supplies.

Scale indicators9 records

Recent moves9 records

Expansion highlights7 records

Direct peers

• Ferm Living: Danish design company offering furniture, accessories, and lifestyle products with strong Scandinavian aesthetic, operating through B2B wholesale and own retail—directly comparable brand positioning and product categories.
• Broste Copenhagen: Danish wholesale home décor, furniture, and lifestyle brand selling Scandinavian designs to retailers and B2B customers internationally—closely comparable product range and target audience to House Doctor.
• Stelton: Danish design house known for home accessories, tableware, and gifts sold through B2B wholesale to retailers worldwide—overlapping product categories (kitchen, home accessories) and shared Nordic heritage.
• Marimekko: Finnish lifestyle and home décor brand selling textiles, tableware, and home goods through B2B wholesale and own retail—Nordic peer with similar multi-category lifestyle positioning and B2B retailer relationships.
• Bloomingville: Danish B2B home décor and lifestyle company operating a similar multi-category wholesale model, distributing Scandinavian-inspired furniture, lighting, and accessories to retailers across Europe and globally—directly comparable in product mix, target customer, and B2B model.
• Normann Copenhagen: Danish design brand producing furniture, lighting, and home accessories sold to retailers and consumers globally—comparable Scandinavian design heritage, B2B/retail dual model, and product breadth.
• Audo Copenhagen: Danish design brand with B2B distribution offering furniture, lighting, and home accessories with Scandinavian aesthetic—comparable target retailers and direct product overlap with House Doctor.
• Design Letters: Danish design brand selling lifestyle, kids, and home products through B2B channels across Europe—comparable scale, Scandinavian design aesthetic, and B2B retailer distribution model to Society of Lifestyle.

Broad incumbents

• Iittala: Established Finnish lifestyle brand with tableware, glassware, and home products, owned by Fiskars Group—shares Nordic design heritage and B2B distribution, though at broader scale and with parent-company resources.
• Georg Jensen: Danish luxury maison offering home, jewelry, and silverware—shares Scandinavian design DNA and B2B/hospitality channels, though positioned in a higher luxury tier than Society of Lifestyle.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/HouseDoctorDK
• Facebookfacebook.com/societyoflifestylecom
• LinkedInlinkedin.com/company/3848483/admin
• Instagraminstagram.com/societyoflifestylecom
• Pinterestpinterest.dk/societyoflifestyle
• Xx.com/official_solcom

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries3 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 Society of Lifestyle