Lagom Design

What Lagom Design does

Lagom Design Limited is a privately held UK retailer founded in 2007 and headquartered in Brighton, England, that designs, curates, and sells contemporary greeting cards, gift wrap, stationery, homeware, lifestyle products, and curated gifts. Its core assortment spans approximately 5,069 total products across categories, including over 2,700 greeting card designs across formats (regular, mini, pop-up/concertina, large, postcards) and occasions (birthday, Christmas, Easter, Valentine's, Mother's/Father's Day, weddings, new baby, thank you, sympathy). The product mix combines in-house original designs (e.g., the Lagom Trays line) with licensed collaborations from independent designers and brands such as Alexander Girard, Florence Broadhurst, Kew Gardens, Postco, Warner House, A.Kjaerbede, Frama, and Studio Roof. Greeting cards are priced at £2.10–£3.10 GBP and lifestyle/gift products range from £3.50 to over £155 GBP.

Name

Lagom Design

Legal name

Lagom Design Limited

Website

https://lagomdesign.co.uk

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Lagom Design Limited is a Brighton-based UK retailer founded in 2007 that designs, curates, and sells contemporary greeting cards, gift wrap, stationery, homeware, and lifestyle products through its Shopify e-commerce store, B2B wholesale portal, and the HOLD retail showroom in Brighton.

Ownership category

akta.pro rank

Product category

Greeting Cards & Stationery

NAICS

Gift, Novelty, and Souvenir Retailers (45942), Office Supplies, Stationery, and Gift Retailers (4594)

SIC

Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro primary industry

Greeting Cards, Wrap & Party Supplies Retail (CRALAJAE)

Keywords

• Greeting cards
• Stationery products
• Gift wrap
• Home lifestyle goods
• Curated gifts

Headquarters

HQ city

Brighton

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Lagom Design generates revenue through direct sales of greeting cards, stationery, home and lifestyle products, and gifts via its e-commerce platform. Products are sold at various price points with free UK shipping available on greeting cards and lifestyle orders over £40.
2. Wholesale/B2B: The company operates a separate wholesale portal (lagomdesignwholesale.com) for B2B customers including retailers and stockists.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Lagom Design crafts, designs, curates, and retails contemporary greeting cards (over 2,700 designs across regular, mini, pop-up/concertina, large, and postcard formats), gift wrapping products, stationery, home and lifestyle goods, and curated gifts for personal occasions. Sales are operated through a Shopify-powered direct-to-consumer website, a physical retail store called HOLD in Brighton, and a separate B2B wholesale portal serving retailers and trade stockists, with shipping across the UK, Europe, and the Rest of World.

Product overview

Lagom Design is a UK-based contemporary greeting card, stationery, and lifestyle products retailer operating primarily as an e-commerce platform built on Shopify. The core product portfolio consists of greeting cards (available in regular, mini, pop-up/concertina, large, and postcard formats) across occasions including birthdays, seasonal holidays (Christmas, Easter, Valentine's, Mother's/Father's Day), celebrations (weddings, anniversaries, engagements, new baby), and everyday sentiments. The company also offers gift wrapping products, home décor and lifestyle items, kitchen and utility products, stationery, and curated gifts organized by recipient and price point. Lagom Design features in-house designed products (Lagom Trays) alongside third-party designer and brand collections. The business model combines direct-to-consumer retail sales with wholesale distribution.

Differentiator

Problem solved

Functional benefit

Products and services

• Greeting Cards Contemporary greeting cards in regular, mini, pop-up/concertina, large, and postcard formats spanning birthdays, anniversaries, weddings, engagements, new baby, congratulations, new home, new job, seasonal holidays, and everyday sentiments. Targeted at individual consumers seeking design-led alternatives to generic cards, with regular cards priced at £3.10 each and mini cards at £2.10 each.
• Gift Wrap Wrapping paper and accessories including standard gift wrap, premium/luxury gift wrap, roll wrap, gift bags, kids gift wrap, wedding gift wrap, and Christmas gift wrap, starting from £2.25 GBP. Designed for consumers wrapping presents for personal occasions.
• Home & Lifestyle Products Curated homeware, kitchen and utility, lifestyle and stationery items including furniture, lighting, mirrors, clocks, prints and posters, frames, trays and baskets, home fragrance, soft furnishings, vases and ornaments, garden products, food and drink, drinkware, cookware, kitchen textiles, apparel, bags and purses, jewellery, keyrings, umbrellas, personal fragrance, bath and body, children's items, paper goods, pens and pencils, and desk accessories, priced £3.50 to £155+ GBP. Targeted at consumers seeking design-led home and lifestyle goods alongside their card and gift purchases.
• Stationery Standalone stationery products including paper goods, pens and pencils, stationery supplies, desk accessories and organisation, and books, for personal and home-office use by individual consumers.
• Curated Gifts Curated gift items merchandised by recipient (newly weds, little ones, traveller, foodie, gardener, homebody, pampered, hard to buy for) and category (personal fragrance, bath and body, home fragrance, jewellery, chocolate, accessories), plus letterbox-friendly gifts, chocolate and confectioneries, and digital gift cards. Targeted at consumers buying presents for personal occasions.
• Lagom Trays In-house designed trays under the Lagom brand with original artwork, available in medium rectangular (£26.00 GBP) and large round (£40.00 GBP) formats and designs including Brighton Map, Spring Floral, Puffpuff Floral, Home Sweet Home, Heights Floral, and Dark Floral. Sold to consumers who want branded Lagom original-design homewares.
• Gift Card Lagom Design gift cards available for purchase on the e-commerce site and usable across the company's product range, intended as a present for consumers shopping for personal gift recipients.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Partnerships

Six partnerships are on record, tiered core.

• ShopifycoreTechnology or IntegrationE-commerce platform provider hosting Lagom Design's online store, enabling product listings, shopping cart, checkout, and order management functionality.
• StripecoreTechnology or IntegrationSecure payment gateway processing credit card transactions. Stripe is PCI-certified and handles payment card industry data security standards compliance.
• WorldPaycoreTechnology or IntegrationPayment processing partner handling credit/debit card transactions. Customer card details are processed by WorldPay rather than stored by Lagom.
• KlaviyocoreTechnology or IntegrationEmail marketing platform managing and collating the Lagom Bulletin newsletter mailings, including product updates, offers, and marketing promotions.
• Royal MailcoreTechnology or IntegrationPrimary UK delivery partner for standard shipping. Orders aim to dispatch within 1-2 working days with 3-7 working day delivery timeframes.
• Featured Designers & BrandscoreOthersCurated network of independent designers and brands including Alexander Girard, Florence Broadhurst, Kew Gardens, Cherished, Cozy, Postco, Warner House, and many others. Products feature licensed artwork and in-house designs.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• John Lewis: UK department store with substantial greeting card, gift wrap, and gift categories that compete on assortment breadth and trusted brand — broader incumbent with overlapping product surface area.
• Anthropologie: Global design-led lifestyle retailer with significant home, gifting, and stationery overlap — operates broadly across apparel and home at much larger scale but competes for the same design-conscious gift buyer.

Direct peers

• Papier: UK-headquartered, design-led DTC greeting card and stationery retailer operating a similar premium, contemporary positioning with curated designers and gift wrap ranges — the closest direct analogue to Lagom.
• Moonpig: Largest UK online greeting card and gift retailer with a multi-occasion card catalog, personalization tools, and B2B offerings — comparable channel mix and category focus but at vastly larger scale.
• Cox & Cox: UK online homeware, furniture, and lifestyle retailer with curated designer collections — comparable premium positioning and overlapping home/lifestyle assortment that Lagom extends into beyond cards.
• Not On The High Street: UK curated marketplace aggregating independent designers across cards, gifts, and homeware — overlapping business model with Lagom's licensed/designer partnerships and gift segmentation strategy.
• Oliver Bonas: UK design-led retailer spanning jewelry, homeware, gifts, greetings, and lifestyle — comparable premium/contemporary positioning and overlapping product mix with Lagom's home and lifestyle extension.
• Etsy: Global online marketplace where independent designers sell handmade greeting cards, gift wrap, and lifestyle goods — overlapping independent-designer thesis but as a marketplace platform rather than a single-brand retailer.
• Scribbler: UK high-street and online greeting card specialist retailer with strong seasonal focus on Christmas and gift occasions — directly competitive in the physical card category Lagom leads with.
• Card Factory: UK's largest high-street greeting card and gift wrap retailer with 1,000+ stores — same core categories but mass-market, value-tier positioning rather than Lagom's premium/contemporary angle.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/wearelagom
• Instagraminstagram.com/lagomdesign
• Pinterestpinterest.co.uk/lagomdesign
• Xx.com/wearelagom
• LinkedInlinkedin.com/company/lagom-design-ltd

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 Lagom Design