Jamida
Jamida is a Swedish lifestyle brand, founded in 2014 and based on the island of Öland, that designs and sells handcrafted FSC-certified birch wood home products — trays, coasters, placemats, tablemats, tray stands, and foldable umbrellas — featuring licensed patterns from well-known European designers, sold direct-to-consumer online and through a B2B trade retailer portal.
- Company typePrivate
- Founded2014
- HeadquartersFärjestaden, Sweden
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Jamida does
Jamida is a privately held Swedish lifestyle brand founded in 2014 and headquartered on the island of Öland, Sweden. The company designs, produces, and sells handcrafted home décor products — primarily birch wood trays in a wide range of sizes, along with coasters, placemats, tablemats, powder-coated steel tray stands, and more recently foldable designer-patterned umbrellas. Manufacturing is based in Sweden using FSC-certified Scandinavian birch wood, with select placemats handmade in England from eucalyptus board with a melamine coating. The company's differentiation rests on exclusive licensing of original artistic patterns from a roster of well-known European designers, including William Morris, Emma J Shipley, Maggie Taylor, Asta Barrington, Michael Angove, Bessie Johanson, Ulrica Hydman Vallien, Jerry Roupe, and Johan Persson.
The core technology is material and craft-based rather than software-based: FSC-certified birch wood construction, PET-laminated FSC-paper tablemats, gloss-finish cork-backed placemats rated to 160°C, and dishwasher-safe finishes. The company has no public API, SDK, or AI/ML capabilities, and operates a standard e-commerce website with DIBS payment processing and multilingual (English/Svenska) and multi-currency (EURO, SEK) checkout.
Jamida operates a dual go-to-market: direct-to-consumer e-commerce through jamidaofsweden.com is the primary channel, supplemented by a B2B trade/retailer login portal for wholesale buyers. The company also participates in trade shows to reach retail partners. Pricing is unit-based, with trays in the €30–€75 range, umbrella units at €37.50, and premium powder-coated steel tray stands at €142.50. Customer segments are split between individual home décor consumers (B2C, primary) and a diffuse base of trade/retail partners (B2B). The company is led by founder and CEO Joakim Sohlberg, has 1–10 employees, has not raised any disclosed funding, and continues to expand its designer portfolio and product range as of January 2026.
Jamida firmographics
Firmographics- Name
- Jamida
- Legal name
- Jamida
- Website
- https://jamidaofsweden.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Jamida is a Swedish lifestyle brand, founded in 2014 and based on the island of Öland, that designs and sells handcrafted FSC-certified birch wood home products — trays, coasters, placemats, tablemats, tray stands, and foldable umbrellas — featuring licensed patterns from well-known European designers, sold direct-to-consumer online and through a B2B trade retailer portal.
- Ownership category
- akta.pro rank
Where Jamida is headquartered
LocationHeadquarters
- HQ city
- Färjestaden
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Jamida business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Licensing, Operations, Marketing or Sales, Others
Revenue model
- E-commerce Product Sales: Jamida generates revenue through direct online sales of home décor products including birch wood trays, coasters, placemats, tablemats, tray stands, and foldable umbrellas. Prices are listed in Euros and include tax. The company sells both to end consumers (B2C) and to trade/retailers (B2B) through their retailer portal.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Birch wood trays in various sizes |
| Unit Pricing | Pay-as-you-go | Tray stands (powder coated steel) |
| Unit Pricing | Pay-as-you-go | Placemats and tablemats |
| Unit Pricing | Pay-as-you-go | Foldable umbrellas |
| Unit Pricing | Pay-as-you-go | Coaster sets |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Jamida product offering
Product offeringCore offering
Jamida designs, manufactures, and sells handcrafted home decor products including birch wood trays, coasters, placemats, tablemats, tray stands, and foldable umbrellas featuring original licensed patterns from well-known European designers. Products are handcrafted on the Swedish island of Öland using FSC-certified Scandinavian birch wood and sold primarily through direct e-commerce to consumers and a wholesale portal to retailers.
Product overview
Jamida is a lifestyle brand based on the island of Öland in Sweden that sells beautifully made home products featuring original patterns from well-known European designers. The product portfolio centers on handcrafted birch wood trays as the core product, supplemented by matching accessories including coasters, placemats, tablemats, and tray stands. The company also offers foldable umbrellas featuring designer patterns. Products are sold under licensed designer collections including William Morris, Maggie Taylor, Emma J Shipley, Asta Barrington, Michael Angove, Bessie Johanson, Ulrica Hydman Vallien, Jerry Roupe, and Johan Persson. Manufacturing emphasizes Scandinavian birch wood certified by the Forest Stewardship Council (FSC), with some items handmade in England.
Differentiator
Problem solved
Functional benefit
Products and services
- Birch Wood Trays Handcrafted birch wood trays in various sizes (Ø39cm, Ø46cm, Ø31cm, 20x20cm, 32x32cm, 38x38cm, 43x33cm, 27x20cm, 32x15cm, 36x28cm, 50x22cm, 43x22cm) featuring original designer patterns, made in Sweden using Scandinavian birch wood certified by the Forest Stewardship Council (FSC), and dishwasher safe.
- Coasters Birch wood coasters sold as 4-piece sets (Ø11cm) with various designer patterns, handcrafted from FSC-certified Scandinavian birch wood.
- Placemats Placemats in various sizes (Ø28cm, 24x24cm, 29x21cm) featuring designer patterns, with options including gloss finish with cork base (4.8mm thick, heat-resistant to 160°C/320°F, eucalyptus board with protective melamine coating), handmade in England.
- Tablemats Tablemats in various sizes (40x30cm, 38x29cm) made in Sweden from environmentally friendly PET-plastic laminated FSC-paper with wipe-clean surface, available in cork-backed designs.
- Tray Stands Powder-coated steel foldable table legs sized for 39cm trays, available in BLACK and WHITE color options, made in Sweden.
- Foldable Umbrellas Designer-patterned ultra-light foldable umbrellas with automatic function, windproof fiberglass ribs, steel shaft, and matching case. Diameter Ø90cm, weight 295g, featuring licensed designer patterns.
Companies that use Jamida
Customer profileSegments2 records
Ideal customer profiles2 records
Jamida technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Jamida partnerships and signals
Strategic signalScale indicators1 record
Recent moves5 records
Expansion highlights5 records
Jamida competitors and assessment
Company assessmentDirect peers
- Pip Studio: Dutch lifestyle brand built around distinctive in-house designer patterns applied to home and tableware products — directly comparable to Jamida's pattern-led trays, coasters, placemats and umbrellas business.
- House Doctor: Danish interior and lifestyle brand producing designer homeware including trays, tablemats and small furnishings, with a B2B wholesale model and Scandinavian design language analogous to Jamida.
- Stelton: Danish design house for homeware and table accessories (e.g. Emma collection), closely comparable in designer-IP-driven, Scandinavian home accessories and a similar mix of B2C and trade/wholesale distribution.
- Bloomingville: Danish lifestyle and home décor brand selling designer-patterned tableware, trays and accessories through both DTC and a global wholesale/retail network — directly comparable in assortment, channel mix and target customer.
- Rosendahl: Danish design company producing designer homeware, tableware and gifts, with licensed and in-house designer collections — a direct peer in the Nordic, designer-pattern-driven home accessories space Jamida occupies.
- Marimekko: Finnish designer homeware and textiles brand whose core model — distinctive designer/licensee patterns applied to home products (trays, tableware, fabrics) — directly mirrors Jamida's designer-licensed birch trays, placemats and tablemats.
- Lexington Company: Swedish lifestyle and home brand selling designed home products with both DTC and wholesale distribution, sharing Jamida's Swedish origin, designer-pattern positioning and home accessories assortment.
- Design House Stockholm: Swedish design brand curating designer homeware and lifestyle products, with overlapping product formats (trays, tableware, accessories) and a similar Scandinavian heritage-driven GTM.
Broad incumbents
- Iittala: Established Nordic design house selling tableware and home décor. Comparable in Scandinavian design heritage and the application of named designer IP (e.g. Aalto, Pentinkulma) to everyday household objects, though at a much larger scale and broader assortment.
Regional players
- By On: Swedish home and lifestyle brand with a curated assortment of designer-led décor and accessories, primarily serving the Nordics — comparable assortment and customer, with less overlap in designer-licensing model.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
Jamida social profiles
Digital presenceJamida financial estimates
Financial estimateRevenue estimate
Valuation estimate
Jamida leadership team
Management profileNumber of profiles
Profiles1 record
Jamida funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Jamida 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 Jamida
What does Jamida do?
Jamida designs, manufactures, and sells handcrafted home decor products including birch wood trays, coasters, placemats, tablemats, tray stands, and foldable umbrellas featuring original licensed patterns from well-known European designers. Products are handcrafted on the Swedish island of Öland using FSC-certified Scandinavian birch wood and sold primarily through direct e-commerce to consumers and a wholesale portal to retailers.
Is Jamida a public or private company?
Jamida is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Jamida founded?
Jamida was founded in 2014. It employs 1 to 10 people.
Where is Jamida based?
Jamida is headquartered in Färjestaden, Sweden, in the Europe region.
How does Jamida make money?
One revenue line is on record: E-commerce Product Sales.
Who are Jamida's main competitors?
Direct peers on record are Pip Studio, House Doctor, Stelton, Bloomingville, Rosendahl, Marimekko, Lexington Company and Design House Stockholm. Iittala is listed as a broad incumbent. By On is listed as a regional player.
Does Jamida have an API?
No public API is recorded for Jamida.