Form US With Love
Form Us With Love is a Stockholm-based industrial design studio, founded in 2005, that develops sustainable furniture, lighting, and product design for global brands such as IKEA, Muuto, and Keilhauer, while co-founding ventures including BAUX, FORGO, and TID Watches.
- Company typePrivate
- Founded2005
- HeadquartersStockholm, Sweden
- Headcount11–50
- GTM typeB2B
- OfferingServices
Form US With Love firmographics
Firmographics- Name
- Form US With Love
- Legal name
- Form Us With Love
- Website
- https://formuswithlove.se
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Form Us With Love is a Stockholm-based industrial design studio, founded in 2005, that develops sustainable furniture, lighting, and product design for global brands such as IKEA, Muuto, and Keilhauer, while co-founding ventures including BAUX, FORGO, and TID Watches.
- Ownership category
- akta.pro rank
Form US With Love industry classification
Industry- Product category
- Industrial Design Services
- NAICS
- Industrial Design Services (54142), Interior Design Services (54141), Office Furniture (including Fixtures) Manufacturing (3372)
- SIC
- Household Furniture (2510), Office Furniture (2520), Public Bldg & Related Furniture (2531)
- akta.pro primary industry
- Industrial/Product & Furniture Design (BPAHAKAM)
- akta.pro secondary industries
- Interior Design Services (BPAHAKAB), Exhibition, Retail & Experiential Design (BPAHAKAL), Brand Experience (BX) & Service Design (BPAFAEAI)
Keywords
Where Form US With Love is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Form US With Love business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Industrial Design Consultancy: Form Us With Love earns fees for commissioned design projects with global brands including IKEA, Muuto, Samsung, Keilhauer, and others. Projects span furniture, lighting, and consumer products with revenue derived from design fees and potentially royalties on successful products.
- BAUX Venture (Co-founded): BAUX designs, produces and markets sustainable acoustic construction materials. Revenue from sales of wood wool panels and Acoustic Pulp to architects, engineers, and builders globally.
- FORGO Venture (Co-founded): FORGO sells waterless personal care products (handwash powder sachets) direct to consumers via its website. Refill subscription model delivering concentrated powder sachets that users mix with tap water.
- TID Watches Venture (Co-founded): Co-founded in 2012, TID Watches sells stainless steel everyday watches through retail and e-commerce channels.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | One time/ perpetual license | Janinge Chair — designed for IKEA with a target retail price point. |
Go-to-market motion2 records
Distribution channels10 records
Marketing channels6 records
Form US With Love product offering
Product offeringCore offering
Form Us With Love is an industrial design studio that provides commissioned product design, furniture, lighting, and material innovation services to global brands such as IKEA, Muuto, Samsung, and Keilhauer. The studio also co-founds and operates product ventures (BAUX acoustic panels, FORGO waterless personal care, TID Watches) that commercialize its sustainable design innovations for direct B2B and B2C markets.
Product overview
Form Us With Love is a Stockholm-based industrial design studio founded in 2005 that works across furniture, lighting, acoustics, and product design. The studio operates both as a design consultancy for major brands (IKEA, Muuto, Samsung, Keilhauer, +Halle, String Furniture, Bene, Flokk, Kristalia) and as an incubator of its own ventures. Its core product portfolio includes BAUX (sustainable acoustic panels and Acoustic Pulp developed with KTH scientists), FORGO (powder-to-liquid personal care in plastic-free refills), and TID Watches (everyday timepieces founded in 2012). The studio also creates client products including the Unfold Pendant Lamp for Muuto, Odger and Janinge chairs for IKEA, Epix and Dais collections for Keilhauer, Center Center storage for String Furniture, Spine seating for Savo, Catena lighting for BLOND, and various products for +Halle, Bene, Flokk, and others. These products share a focus on sustainability, modularity, and circular design principles.
Differentiator
Problem solved
Functional benefit
Brands
- BAUX: Sustainable acoustic panels and building materials venture, designing and producing functional construction materials including wood wool acoustic panels and bio-based Acoustic Pulp products
- FORGO
- TID Watches
- Prototypa
Products and services
- Industrial Design Consultancy Commissioned industrial design services covering furniture, lighting, acoustics, consumer goods, and material innovation for global brands including IKEA, Muuto, Samsung, Keilhauer, +Halle, String Furniture, Bene, Flokk, and Kristalia. Revenue from design fees and royalties on successful products.
- BAUX Acoustic Panels Sustainable acoustic panels made from wood wool, cement, and water. Available in five patterns (Quilted, Check, Stripes, Lines, Diagonal). Sold globally to architects, interior designers, and builders for commercial projects (WeWork, Google offices, Stella McCartney stores).
- BAUX Acoustic Pulp Series of nine bio-based and biodegradable acoustical panels developed with KTH scientists. Combines sound absorption, fire safety, and full sustainability in a single product; 100% recyclable and compostable, with nano-perforated laser surface and wheat-bran-based natural coloring.
- FORGO Waterless Handwash Waterless personal care product: a 100% biodegradable powder sachet containing essential ingredients that mixes with 250ml of tap water to produce a full bottle of foaming hand wash. Fragrances derived from recycled citrus peels and lumber scrap. Sold direct-to-consumer via forgo.se with subscription refill options.
- TID Watches Stainless steel everyday watches including the No.1 series, sold through retail and e-commerce channels globally.
- Prototypa Forum Forum across industries for creative challenges, interesting provocations and honest voices in prototyping. Engages designers, engineers, and industry experts in structured creative iteration sessions exploring how better decisions are made through iteration.
- Slussen Drinking Fountain Public drinking fountain designed for Stockholm Konst, providing free access to high-quality tap water at one of Stockholm's busiest transit areas. Site-specific polished stainless-steel installation combining water sustainability, function, and aesthetics.
Quantifiable outcome
- 85% fewer emissions with Forgo refill compared to traditional liquid handwash
- +7 more outcomes
Companies that use Form US With Love
Customer profileNamed customers20 records
Segments6 records
Ideal customer profiles4 records
Form US With Love technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature10 records
Form US With Love partnerships and signals
Strategic signalPartnerships
26 partnerships are on record, tiered minor and core.
- BYBORREminorCollaboration on Iris — FUWL's first textile collection developed with Dutch textile innovator BYBORRE. Based on BYBORRE's signature micro-patterns using advanced knit construction for optical colour blending. For Testing Grounds Showroom 2026, BYBORRE also introduces a knitted poster for visual communication.
- TarkettminorTarkett iQ vinyl flooring integrated into the Testing Grounds Showroom 2026 in unexpected applications — extending beyond flooring to table tops. Demonstrates material versatility and challenges conventional product category hierarchies.
- KristaliacoreFirst-ever collaboration marking Kristalia's 30th anniversary. The Ottavo System is an architectural table element that can grow into much more. Unveiled at Salone del Mobile 2025 (Hall 22, Stand A:09). FUWL co-founder Jonas Pettersson gave the Kristalia 95–25 Designer Speech.
- Stockholm KonstminorDesign commission for the Slussen Drinking Fountain — a public installation at one of Stockholm's busiest transit areas (50,000 daily passersby). Combines water sustainability, function, and site-specific aesthetics. Funded by Stockholm Konst public art programme.
- RarerawminorCollaboration for Rareraw's 10th Anniversary celebrating with 10 international design studios. FUWL designed the RUNDA modular side table collection combining Rareraw's sheet metal expertise with FUWL's design systems approach. Displayed at Rareraw's Seoul exhibition October 2024.
- EasyMining (Ragn-Sells)minorCo-development partnership exploring architectural applications for EasyMining's red silica sand — a co-product from their Ash2Phos phosphorus extraction process (up to 45,000 tonnes/year). FUWL is exploring concrete, paint, terrazzo, and acoustic panel applications for this recycled sand material. EasyMining invited FUWL to create a pilot-study during Stockholm Design Week 2023.
- Very Simple KitchenminorLong-term collaboration beginning with 'Your Five Essentials' survey at Milan Design Week 2023 and culminating in the Very Simple: Accessories modular kitchen system. Opened VSK's first permanent Milan location at Basic Village. New product category launch for Milan Design Week 2024.
- KTH Royal Institute of TechnologycoreScientists from KTH collaborated with FUWL and BAUX to develop the Acoustic Pulp — a bio-based and biodegradable acoustical panel built on over 25 years of KTH research. This partnership enabled the first product to uncompromisingly combine sound absorption, fire safety, and full sustainability.
- IKEAcoreLong-term strategic design partnership spanning multiple furniture products including Janinge chair, Odger click-lock assembly chair, and Kungsbacka recycled PET kitchen fronts. FUWL works directly with IKEA's global team based in Småland, Sweden. Products manufactured in Italy and sold globally through IKEA's 400+ stores.
- MuutocoreOngoing collaboration producing the Unfold Pendant Lamp — one of Muuto's most popular products for 15 years. New translucent shade version developed for Milan Design Week 2025. Products sold through Muuto's global retail and e-commerce network.
- Samsung NordicminorFUWL was commissioned by Samsung Nordic to develop the SHIFT concept — a vision of the future sofa adapting to evolving TV technology and consumption habits, aligned with Samsung's 'Make My Life Better' vision. Unveiled at Stockholm Design Week 2023.
- KeilhauercoreStrategic collaboration on Epix mono-material chair system (100% recycled aluminium frame) and Dais Collection for modern workspaces. Products developed for the evolving workplace with Keilhauer's focus on circular design. Dais lounge received multiple awards at NeoCon 2024.
- String FurniturecoreCollaboration on Center Center modular storage system — originally incubated at FUWL's own studio, now produced by String Furniture for the contract market. FUWL continues to develop new accessory concepts and prototypes through the Testing Grounds Showroom programme.
- +HallecoreLong-term partnership spanning multiple furniture collections: Picnic (communal seating), Nest (room-in-room), Cubicle (concentration furniture), and new additions for Testing Grounds 2025/2026. FUWL participates in +Halle's Annual Briefing programme alongside Snohetta, BIG architects, and academic experts.
- OrklaminorCollaborative design of På(fyll) circular refill service with Orkla, Æra, and Bakken & Bæck. På(fyll) provides refillable containers for Orkla household products, reducing single-use plastic across Orkla's consumer brands. Beta launched with 100 households in Norway in early 2022.
- BlondcoreCo-development of the Catena modular lighting system — a configurable strip lighting system for architects breaking away from rigid, uninspiring solutions. BLOND brings decades of knowledge on lighting design and industrial manufacturing. Catena to be showcased at Euroluce 2025.
- Forming FunctionminorCollaboration on the Nomad Collection — technical accessories for charging and electrical products designed for modern workspaces. Featured at Testing Grounds Showroom 2026 with new taller adjustable silhouette and 130 RAL Designer Editions.
- BeneminorDesign collaboration on Noovo modular platform chair and Coomo seating system for Bene's evolving workspace solutions. Products use Bene's modular system approach with various seating options including mesh, rattan, plastic, and upholstered seats.
- FlokkminorDesign of Noor chair — a high-volume Scandinavian contract seating solution with over 14 configurations from one moulded seat and four leg structures. All components fully dismantlable and recyclable for circular economy.
- MDDminorCollaboration on Agora modular sofa system (60x60cm grid) and New School chair system for MDD's contract furniture portfolio. Facilitated by A House design platform. Agora and New School represent MDD's expertise in CNC bent-and-cut steel tubing.
- Ateljé LyktanminorCo-design of Plug Lamp — a workplace mobility lamp recontextualised from Swedish construction lamps for laptop power lighting. Ranges in considered colourways for use in cafes, hotels, bedside tables, and offices.
- RISE Research Institutes of SwedenminorFUWL collaborated with RISE glass research lab on the Kingdom of Glass project examining potential of Småland's historic glass landfill sites. RISE leads the project with County Administrative Boards and Ragn-Sells, with FUWL's role focused on product design applications for decontaminated glass.
- GoEs (Bosnian Furniture Maker)minorNew product collaboration with Bosnian furniture maker GoEs for Clerkenwell Design Week 2025. Swivel collection designed to meet functional, aesthetic, and material demands of modern interior projects.
- Architecture Studio Förstberg LingminorCollaborated on the design of FUWL's new Stockholm studio space — a multi-purpose creative hub with windows on three sides, large hangar doors, workshop, and kitchen. The studio itself is designed as a transformative tool for the design team.
- Ludvig SvenssonminorExploration of future applications for reclaimed synthetic fibres from Ludvig Svensson's climate screens — greenhouse textile waste totalling 200 million m² installed globally at any time. Project aims to transform post-consumer greenhouse textiles into a resource for furniture, cladding, and insulation.
- Figur Branding StudiominorBranding studio Figur collaborated on the design of FUWL's new studio identity and space, working with Architecture Studio Förstberg Ling to create a studio and identity geared towards 'design in progress.'
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
Form US With Love competitors and assessment
Company assessmentDirect peers
- Tom Dixon: London-based design studio and homewares brand with a parallel studio-plus-own-brand business model. Tom Dixon produces furniture, lighting, and accessories under its own label while taking on bespoke commissions — structurally analogous to Form Us With Love's BAUX and FORGO ventures.
- IDEO: Global industrial design and innovation consultancy that — like Form Us With Love — delivers B2B product design for major brands and operates its own ventures. IDEO is the canonical peer at scale, working across consumer goods, furniture, and sustainability adjacent to FUWL's focus areas.
- Barber Osgerby: British industrial design studio founded by Edward Barber and Jay Osgerby, working across furniture, lighting, and consumer goods with global brand clients. Directly comparable as a small London-based design studio operating in the same European design consultancy tier as FUWL.
- People Design: Industrial design studio working on consumer products, furniture, and lighting with a hands-on, prototype-driven studio culture similar to FUWL. Operates in a comparable boutique scale tier with strong brand-partner relationships.
- Frog Design: Industrial design and design strategy firm with a long history of producing breakthrough products for global brands (including Apple in its early years). Operates the same consultancy-plus-venture incubation model as FUWL with deep European and US presence.
- fuseproject: San Francisco design studio led by Yves Béhar, taking on consumer product commissions and developing branded in-house products. Closely matches FUWL's mix of premium brand consulting and venture incubation, with a similar emphasis on sustainability and human-centred design.
- Smart Design: Global design consultancy with European and US studios, working on consumer products, furniture, and home goods for major brands. Comparable scale and brand portfolio overlap (IKEA-adjacent work, sustainability focus) with FUWL.
Broad incumbents
- Pentagram: Largest independent design consultancy in the world with multidisciplinary studios (industrial design, branding, environments). Overlaps with FUWL on brand-led product work and identity design (including Design Weeks and showrooms), though Pentagram is much broader and brand-design led.
- Designworks (BMW Group): BMW-owned design studio with offices in LA, Munich, and Shanghai, working on transportation, consumer products, and lifestyle categories. Comparable to FUWL as a design studio serving global enterprise clients with strong sustainability and future-of-mobility briefs.
Emerging players
- HAY (Danish design brand): Danish furniture and accessories brand working with a curated roster of designers. Overlaps with FUWL at the brand-studio interface (BAUX, FORGO) and designs products at the same premium Nordic-design tier. HAY is more consumer-product focused, FUWL more B2B consultancy.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Form US With Love social profiles
Digital presenceForm US With Love financial estimates
Financial estimateRevenue estimate
Valuation estimate
Form US With Love leadership team
Management profileNumber of profiles
Profiles2 records
Form US With Love subsidiaries and ownership
Company hierarchySubsidiaries4 records
Form US With Love funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Form US With Love 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 Form US With Love
What does Form US With Love do?
Form Us With Love is an industrial design studio that provides commissioned product design, furniture, lighting, and material innovation services to global brands such as IKEA, Muuto, Samsung, and Keilhauer. The studio also co-founds and operates product ventures (BAUX acoustic panels, FORGO waterless personal care, TID Watches) that commercialize its sustainable design innovations for direct B2B and B2C markets.
Is Form US With Love a public or private company?
Form US With Love is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Form US With Love founded?
Form US With Love was founded in 2005. It employs 11 to 50 people.
Where is Form US With Love based?
Form US With Love is headquartered in Stockholm, Sweden, in the Europe region.
How does Form US With Love make money?
Four revenue lines are on record. Industrial Design Consultancy is the primary driver. The others are BAUX Venture (Co-founded), FORGO Venture (Co-founded) and TID Watches Venture (Co-founded).
Who are Form US With Love's main competitors?
Direct peers on record are Tom Dixon, IDEO, Barber Osgerby, People Design, Frog Design, fuseproject and Smart Design. Broad incumbents are Pentagram and Designworks (BMW Group). HAY (Danish design brand) is listed as an emerging player.
Does Form US With Love have an API?
No public API is recorded for Form US With Love.
What industry is Form US With Love in?
Form US With Love's product category is Industrial Design Services. Its primary akta.pro industry code is BPAHAKAM, Industrial/Product & Furniture Design, with a secondary code of BPAHAKAB, Interior Design Services. Its NAICS code is 54142 and its SIC code is 2510.