Name

Made By Choice

Legal name

Made by Choice Oy

Website

https://madebychoice.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Designer Furniture

NAICS

Household and Institutional Furniture Manufacturing (33712), Household and Institutional Furniture and Kitchen Cabinet Manufacturing (3371), Furniture and Related Product Manufacturing (337), Furniture and Home Furnishings Retailers (4491)

SIC

Household Furniture (2510), Wood Household Furniture, (No Upholstered) (2511), Retail-Furniture Stores (5712)

akta.pro primary industry

Industrial/Product & Furniture Design (BPAHAKAM)

akta.pro secondary industries

Interior Design Services (BPAHAKAB), Dining Room Furniture Retail (Dining Tables, Chairs, Bar Stools, Buffets/Sideboards) (CRAIAAAB), Luxury Writing Instruments & Desk Accessories (CRAKAEAI)

Keywords

• Design furniture
• Wooden furniture
• Bespoke furniture
• Scandinavian design
• Custom furniture

Headquarters

HQ city

Helsinki

HQ country

Finland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Furniture Sales: Direct sales of design furniture through e-commerce platform and dealer network. Products include seating, tables, cabinets, and accessories. Both ready-made (Signature collection) and made-to-order options available.
2. Custom/Bespoke Projects: Custom furniture projects for architects, designers, and hospitality businesses. Any color according to RAL or NCS available, tables and benches available in tailored dimensions.
3. Dealer/Reseller Distribution: Products sold through international network of dealers and design retailers including Haute Living, The Future Perfect, Gessato, and regional partners.

Pricing tiers

Go-to-market motion2 records

Distribution channels9 records

Marketing channels8 records

Core offering

Made By Choice designs, manufactures, and sells contemporary design furniture through a Draft to Craft philosophy, collaborating with international designers and artists to produce made-to-order seating, tables, cabinets, and accessories in its own factory in Halikko, Finland. Products are sold direct-to-consumer via an e-commerce platform and through a global dealer network, with bespoke project capabilities including custom colors (RAL/NCS) and tailored dimensions for hospitality and architectural clients.

Product overview

Made By Choice is a Finnish design furniture brand operating on a Draft to Craft philosophy that transforms artists' visions into masterfully crafted furniture. The company produces bespoke, context-specific furniture pieces through collaboration with international designers rather than offering standardized catalog options. The product portfolio centers on core furniture collections including seating (chairs, benches, stools), tables (dinner tables, coffee tables, side tables, work desks), cabinets, and accessories (lighting, coat racks, umbrella stands, decorative objects). Key collections include KOLHO (designed with Matthew Day Jackson), LIEKSA (with Snarkitecture), AIRISTO (with Joanna Laajisto), GOMA (with Thomas Sandell), LAAKSO (with Saku Sysiö), and BEEBEE (with Hanna Anonen). All products are manufactured in the company's integrated workshop in Halikko, Finland, combining modern technology with centuries-old Finnish woodworking traditions. The company offers customization options including custom colors (RAL/NCS), tailored dimensions, and bespoke project capabilities.

Differentiator

Problem solved

Functional benefit

Products and services

• KOLHO Series of tables and chairs with right angles and serpentine forms, made from plywood with curved geometry. Designed for design-conscious consumers, architects, interior designers, and hospitality venues seeking sculptural, statement furniture.
• LIEKSA Mountain-shaped furniture collection in bent birch plywood, blending soft, comfortable elements with an industrial feel. Created for design-conscious consumers and interior designers seeking context-specific furniture.
• AIRISTO Multifunctional furniture pieces usable as side tables, stools, benches, coffee tables, and work desks. Designed for consumers and design professionals needing flexible, context-specific furniture.
• LAAKSO Modern classic chair with organic shapes and a U-shaped valley backrest. Targeted at consumers and interior designers seeking a contemporary dining or accent chair.
• BEEBEE Wooden decorative box shaped like an egg, available in multiple sizes and color ways, used for storing or displaying small treasured items. Targeted at design-conscious consumers.
• GOMA Collection of bar stools, dining chairs, and armchairs with clean, strong design language. Targeted at hospitality venues and design-conscious consumers.
• READING HORSE Small portable bookshelf made from bent laminated plywood tubes, designed to celebrate reading culture. Targeted at design-conscious consumers.
• HALIKKO Light and sleek furniture collection based on a 35x35mm solid oak structure, with simple structures and quirky characteristics. Targeted at consumers seeking modern Scandinavian furniture.
• LONNA Accessories collection comprising umbrella stands, coat racks, benches, and stools with distinctive Finnish design. Targeted at consumers and commercial interiors.
• FEM Compact multifunctional home office desk that supports sitting and standing work, also usable as a side table and shelf. Targeted at consumers and small offices needing flexible workspace furniture.
• ELLA Birch plywood chair with a curved backrest and upholstered cognac leather seat. Targeted at design-conscious consumers and interior designers.
• MERRY Versatile wooden side table or stool designed by Hanna Anonen. Targeted at design-conscious consumers seeking multi-use furniture.
• BOWL Bowl collection in curated colors, designed by Hanna Anonen in collaboration with Bo LKV. Targeted at design-conscious consumers.
• BOW Decorative candle holder in curated colors, designed by Hanna Anonen with Bo LKV. Targeted at design-conscious consumers.
• TIKKU Furniture collection featuring dining tables and benches with distinctive Finnish design aesthetic. Targeted at design-conscious consumers and hospitality venues.
• WIURILA Chair designed in collaboration with Bernadotte & Kylberg, recognized for inclusion in Sweden's Nationalmuseum permanent collection. Targeted at design-conscious consumers and design professionals.
• PLIZÉ Colorful decorative box designed by Hanna Anonen. Targeted at design-conscious consumers.
• Factory Outlet Curated selection of prototypes, showroom pieces, discontinued finishes, and lightly loved originals sold at discounted prices. Targeted at price-sensitive design-conscious consumers.
• Custom / Bespoke Furniture Projects Bespoke, made-to-order furniture projects for architects, interior designers, and hospitality businesses, with custom colors (RAL/NCS) and tailored dimensions. Delivered with an 8-week standard lead time.

Quantifiable outcome

• Carbon negative manufacturing - wood captures CO2 from atmosphere
• +3 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered major, core and regular.

• Artfarm (Manuela restaurant)majorStrategic or Co-development Partner · 13 November 2024Custom furniture collaboration for Manuela restaurant in New York, a concept from Artfarm (founded by Manuela and Iwan Wirth of Hauser & Wirth). Almost 100 custom upholstered Kolho chairs designed specifically to complement the restaurant's artwork.
• SnarkitecturecoreStrategic or Co-development PartnerDesign collaboration resulting in LIEKSA collection - a mountain-shaped furniture collection in bent birch plywood. Named after the city Lieksa in Finland where Snarkitecture designer Alex Mustonen has roots.
• Thomas Sandell (Sandellsandberg Architects)coreStrategic or Co-development PartnerOngoing collaboration including Goma collection (originally created for Miss Voon restaurant in Stockholm), Pavo Lounge Chair, Ella Chair, and TISTI cabinet.
• Joanna Laajisto (Studio Joanna Laajisto)coreStrategic or Co-development PartnerHelsinki-based design agency collaboration resulting in AIRISTO collection (side tables, benches, coffee tables, work desks) and KASKI lounge chair.
• Hanna AnonenregularStrategic or Co-development PartnerProduct designer collaboration resulting in BEEBEE jar, PLIZÉ box, MERRY side table, BOW candle holder, and BOWL collection.
• Katrín ÓlínaregularStrategic or Co-development PartnerIcelandic designer collaboration resulting in READING HORSE - a small portable bookshelf celebrating reading culture.
• Matthew Day JacksoncoreStrategic or Co-development PartnerAmerican artist collaboration resulting in KOLHO collection - series of tables and chairs inspired by Apollo landing and Finnish town of Kolho. Serpentine forms representing play between reason and chaos.
• Saku Sysiö (Aivan Design Agency)regularStrategic or Co-development PartnerDesign agency collaboration resulting in LAAKSO dining chair and LAMMI bar stool. Saku Sysiö is founding member and partner of Aivan, a Nordic design and innovation agency.
• Bernadotte & KylbergregularStrategic or Co-development PartnerStockholm-based design duo collaboration resulting in WIURILA chair, which was selected for Swedish National Museum's permanent archives.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Vitra: Swiss family-owned design furniture company with a portfolio spanning Eames, Bouroullec, and other designer collaborations. Overlaps on premium designer-led furniture, contract/hospitality channel, and museum-grade design credibility, but at materially larger scale and broader portfolio.

Direct peers

• Muuto: Copenhagen-based Scandinavian design furniture brand collaborating with contemporary designers to produce lighting, seating, and tables. Highly comparable on designer-collab model, premium DTC positioning, and global dealer distribution.
• Artek: Iconic Finnish furniture brand founded on Alvar Aalto's heritage, producing design-driven wood and bent-plywood furniture. Direct overlap in Finnish design furniture, manufacturing heritage, and architectural specifier channel.
• &Tradition: Copenhagen-based design house producing furniture, lighting, and accessories blending Danish craft heritage with contemporary designer collaborations. Closely comparable on design heritage narrative, manufacturing-to-order model, and premium hospitality channel.
• Audo Copenhagen (formerly Menu): Danish design brand producing furniture, lighting, and accessories through designer collaborations. Comparable on Nordic design DNA, multi-channel distribution, and curated designer-led collections.
• String Furniture: Swedish design furniture brand with a heritage string shelving system and broader furniture line. Comparable on Nordic design legacy, premium positioning, and international dealer network.
• HAY: Danish contemporary design furniture and accessories brand with strong international retail presence. Comparable on designer collaborations, premium accessible price points, and global multi-channel distribution.
• Normann Copenhagen: Danish design brand with a broad furniture, lighting, and accessories portfolio. Comparable on Scandinavian design positioning, designer collaborations, and DTC-plus-dealer global distribution.
• Fredericia Furniture: Danish heritage furniture manufacturer with in-house production and collaborations with designers such as Børge Mogensen. Comparable on owned-factory craftsmanship, premium positioning, and contract/hospitality customer base.

Regional players

• Design House Stockholm: Swedish design distributor and brand representing Scandinavian designers. Comparable on Nordic design curation and channel to design-conscious consumers, though positioned more as a multi-brand distributor than a single-brand manufacturer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/madebychoice
• Facebookfacebook.com/madebychoice
• Instagraminstagram.com/madebychoice
• LinkedInlinkedin.com/company/made-by-choice-oy

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Made By Choice