Soren Liv

What Soren Liv does

Soren Liv (legal entity SM Interiors) is a New Zealand-based designer furniture supplier, operating as a family-owned business since 1976 with roots traced to Danish ancestors who settled in NZ in the 1800s. The company markets and distributes indoor and outdoor furniture — seating, tables, beds, storage, lighting, homewares, and decorative items — through a catalog of approximately 1,494 to over 2,500 SKUs, complemented by an "NZ Made" line of locally manufactured pieces and exclusive New Zealand distribution rights for the Australian GlobeWest brand. Product is sold under a one-time retail purchase model with RRP publicly disclosed on the company website, including NZ-made and made-to-order SKUs with 4–6 week lead times.

Soren Liv's customer base is a hybrid of long-tail trade professionals and enterprise project buyers. The company runs a dedicated Trade Customer Program for interior designers, architects, and authorized trade accounts, supported by an e-commerce storefront, an Auckland showroom, and a nationwide network of interior designer partners and retail stockists across Auckland, Wellington, Christchurch, and Queenstown. On the enterprise side, the company delivers furniture packages to hospitality operators (e.g., Horizon by Sky City, Oaks Queenstown Shores Resort, Te Arai Links), multi-residential developers (e.g., The International, Library 27, Glenfell Place, Milford 110), and commercial workplaces (BNZ Tower, House of Travel).

The business model is a hybrid manufacturing-plus-distribution operation. Soren Liv operates its own NZ-based manufacturing facility for the NZ Made sub-brand while sourcing the broader catalog from a global procurement network. Annual themed collections (Collections 2025, Collections 2026, Collections Edition 13) refresh the assortment and are marketed primarily through the company website, trade account channels, and the designer partner network. Pricing is one-time/perpetual, publicly disclosed at RRP, with no subscription, recurring, or licensing component identified in the source data.

Name

Soren Liv

Legal name

SM Interiors

Website

https://sorenliv.com

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

11–50 employees

Short description

Soren Liv is a New Zealand family-owned designer furniture supplier (founded 1976) offering 1,500+ SKUs of indoor and outdoor furniture, exclusive NZ distribution of GlobeWest, and trade programs serving interior designers, architects, hospitality operators, and multi-residential developers.

Ownership category

akta.pro rank

Product category

Designer Furniture Supply

NAICS

Furniture Merchant Wholesalers (42321), Home Furnishing Merchant Wholesalers (423220), Furniture and Related Product Manufacturing (337)

SIC

Retail-Furniture Stores (5712), Wholesale-Furniture & Home Furnishings (5020), Household Furniture (2510)

akta.pro primary industry

Furniture (Residential & Commercial) Wholesale Distribution (CRAOAFAA)

Keywords

• Designer furniture supply
• Indoor outdoor furniture
• Trade furniture wholesale
• Hospitality furniture supply
• Residential furniture manufacturing

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Furniture Product Sales: One-time sales of furniture products including indoor and outdoor furniture, with over 2,500 pieces available. Products sold at recommended retail price with price advantage discounts for New Zealand stock.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels3 records

Core offering

Soren Liv is a New Zealand-based furniture supplier offering over 2,500 indoor and outdoor furniture pieces, including seating, tables, storage, bedroom furniture, homewares, and decorative items. The company sells to trade professionals (interior designers, architects) and commercial customers (property developers, hospitality operators), and holds exclusive rights to distribute Australian brand GlobeWest in New Zealand. Products are sold as one-time purchases at recommended retail prices, with some made-to-order items requiring 4–6 week lead times.

Product overview

Soren Liv is a premier New Zealand furniture supplier offering over 2,500 products across indoor and outdoor categories for residential and commercial projects. The product portfolio includes core furniture lines (seating, tables, storage, bedroom furniture, homewares) organized under the main Indoor and Outdoor Furniture offerings, complemented by the NZ Made sub-brand featuring locally manufactured pieces. As the exclusive New Zealand distributor of GlobeWest Australian furniture, Soren Liv provides access to distinctive design collections including annual Collections 2026 and 2025 lines with themed releases. The company also offers Apartment Furnishing Packages for developers and operates a Soren Outlet clearance channel. A Trade Program serves interior designers, architects, and authorized design professionals with dedicated account services.

Differentiator

Problem solved

Functional benefit

Products and services

• Indoor Furniture Comprehensive range of indoor furniture including seating, tables, storage, bedroom furniture, and homewares for residential and commercial interiors.
• Outdoor Furniture Outdoor furniture collection including dining sets, lounge seating, bar furniture, sofas, ottomans, sunbeds, daybeds, and decorative items designed for exterior environments.
• NZ Made Furniture Locally manufactured furniture line including bar leaners, beds, bedside tables, coffee tables, dining tables, occasional chairs, bookcases, and storage solutions made in New Zealand.
• GlobeWest Furniture (Exclusive NZ Distribution) Exclusive New Zealand distribution of the GlobeWest Australian furniture brand, offering distinctive designs across residential and commercial furniture categories. Soren Liv is the only place to source GlobeWest products in New Zealand.
• Collections 2025 Seasonal furniture collection featuring GlobeWest designs with multiple themed releases for the 2025 season.
• Collections 2026 Latest seasonal furniture collection featuring GlobeWest designs with themed releases including Ancient Practices, Replenish, Enriched Classics, Industrial Futurist, After Light, and Bold Functionality.
• Collections Edition 13 Limited edition furniture collection featuring distinctive designer pieces.
• Apartment Furnishing Packages Curated furniture packages designed for apartment living, offering complete room solutions for residential developers and homeowners.
• Trade Program Specialized program for interior designers, architects, and trade professionals offering account access, trade pricing, and design support for commercial projects.

Named customers9 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

Partnerships

One partnership is on record.

• GlobeWestcoreChannel Partner/ Reseller/ DistributorSoren Liv is the exclusive provider of GlobeWest products in New Zealand. GlobeWest is an Australian furniture provider known for distinctive designs, and Soren Liv is the only place in New Zealand to source their products.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• West Elm: International design-led home furnishings retailer with ANZ presence, competing in modern designer furniture and homewares. Comparable positioning to Soren Liv's premium design offerings but with broader global scale.
• IKEA: Global furniture incumbent with significant NZ presence, competing on price and breadth in indoor and outdoor furniture. Represents the mass-market alternative to Soren Liv's trade-led designer positioning.
• Harvey Norman: Large ANZ home furnishings and electronics retailer with extensive NZ showroom footprint. Sells furniture as part of broader home goods assortment, competing for both retail consumers and small commercial buyers that overlap with Soren Liv's customer base.

Direct peers

• Early Settler: New Zealand-based furniture retailer specializing in indoor and outdoor furniture with a heritage brand positioning. Competes directly with Soren Liv in the mid-market designer furniture segment with similar price points and homewares accessories.
• BoConcept: Global Danish-designed furniture franchise with NZ presence, targeting urban professionals and design-conscious consumers. Competes in the same mid-premium designer furniture space with showrooms and interior design services.
• Hub Furniture: Australian design furniture retailer with curated multi-brand assortment and strong designer/specifier channel. Closely comparable to Soren Liv's model of distributing premium designer brands through trade relationships and showrooms.
• GlobeWest: Australian designer furniture manufacturer and Soren Liv's exclusive NZ distribution partner. Direct peer in design-led residential and commercial furniture, with overlapping product categories and target customers (interior designers, architects). The exclusive partnership makes GlobeWest the closest comparable in design DNA and product range.
• Freedom Furniture: One of the largest furniture retailers in Australia and New Zealand with showrooms and broad product range across indoor and outdoor categories. Targets similar mid-market consumers and offers competing furniture categories including living, dining, and bedroom lines.
• Nood Furniture: Australian designer furniture brand with concrete and timber focus, serving interior designers and architects in residential and commercial projects. Comparable product positioning and trade channel GTM to Soren Liv in the design-led furniture space.

Emerging players

• Mr. Bigglesworthy: New Zealand-based designer furniture brand and showroom specializing in locally-made wooden furniture. Smaller scale than Soren Liv but overlaps in the designer furniture category with a strong NZ local-make identity.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/SorenLivNZ
• LinkedInlinkedin.com/company/soren-liv

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 Soren Liv