Rowico Home
Rowico Home is a privately held Swedish furniture company founded in 1971 that designs and sells FSC-certified Scandinavian sofas, dining tables, chairs, storage, hallway, bedroom, and rug lines exclusively through a curated network of retail partners across 10 European countries, supported by a Stockholm showroom and seasonal digital catalogues.
- Company typePrivate
- Founded1971
- HeadquartersHalmstad, Sweden
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What Rowico Home does
Rowico Home is a privately held Swedish furniture manufacturer and brand founded in 1971 and headquartered in Halmstad, Sweden. The company designs and produces Scandinavian-style furniture across multiple categories — sofas, dining tables and chairs, storage, hallway, bedroom, and rugs — using FSC-certified sustainable wood (primarily solid oak and oak veneer) and upholstered fabrics with documented Martindale durability ratings. All timber is sourced under FSC certificate BV-COC-135942, requiring 100% supply-chain control and regular external audits, and the company holds modular sofa systems (e.g., Duncan, Norris, Willard) that allow configuration changes and reconfigurable dining tables (e.g., Carradale) as durable, long-lifecycle products positioned against disposable furniture.
The business operates a B2B go-to-market model, selling exclusively through a curated network of retail partners across 10 European countries (Sweden, Germany, Netherlands, Denmark, Norway, Finland, Austria, Belgium, Czech Republic, and Poland) supplemented by a 155 sqm showroom in Stockholm that serves interior designers, architects, and retailers by appointment. Pricing is publicly listed on country-localized websites in euros, with sofas ranging from €1,214 to €2,565, dining tables from €298 to €1,899, chairs from €139 to €698, and rugs from €129 to €1,229.
Revenue is generated through one-time unit-priced hardware sales to retailers, with no disclosed subscription, licensing, or service revenue. The company markets through a content-led digital ecosystem that includes Instagram, Pinterest, Facebook, TikTok, a website inspiration blog, seasonal digital catalogues (SS25, AW25, SS26), and an Instashop user-content feed. Leadership is led by CEO Jessica Hammargren and founder Roland Hammargren, and the broader management team includes dedicated sales (Joachim Simonsson for Norway/Denmark), PR/comms (Erika Dahlberg), and showroom personnel (Marianne Boström, Per Wennberg).
Rowico Home firmographics
Firmographics- Name
- Rowico Home
- Legal name
- Rowico Home
- Website
- https://rowicohome.com
- Company type
- Private
- Founded year
- 1971
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Rowico Home is a privately held Swedish furniture company founded in 1971 that designs and sells FSC-certified Scandinavian sofas, dining tables, chairs, storage, hallway, bedroom, and rug lines exclusively through a curated network of retail partners across 10 European countries, supported by a Stockholm showroom and seasonal digital catalogues.
- Ownership category
- akta.pro rank
Rowico Home industry classification
Industry- Product category
- Residential Furniture
- NAICS
- Household and Institutional Furniture Manufacturing (33712), Upholstered Household Furniture Manufacturing (337121), Nonupholstered Wood Household Furniture Manufacturing (337122)
- SIC
- Household Furniture (2510), Wood Household Furniture, (No Upholstered) (2511)
- akta.pro primary industry
- Dining Room Furniture Retail (Dining Tables, Chairs, Bar Stools, Buffets/Sideboards) (CRAIAAAB)
- akta.pro secondary industry
- Luxury Home & Lifestyle (Tableware, Decor, Home Textiles) (CRAKAFAI)
Keywords
Where Rowico Home is headquartered
LocationHeadquarters
- HQ city
- Halmstad
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Rowico Home business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Furniture Sales: Rowico Home generates revenue through one-time sales of Scandinavian-designed furniture to retailers across Europe. The company sells dining tables, chairs, sofas, storage, hallway, bedroom furniture, and rugs through a network of carefully selected retail partners.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | One-time furniture purchases at publicly listed prices |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels7 records
Rowico Home product offering
Product offeringCore offering
Rowico Home is a Swedish furniture manufacturer founded in 1971 that designs, produces and distributes Scandinavian-style home furniture including sofas, dining tables, chairs, coffee tables, storage, hallway, bedroom furniture and wool rugs. The company sells exclusively through a network of carefully selected retail partners across 10 European countries and operates a Stockholm showroom for retailers and interior designers. All wooden products are FSC-certified (BV-COC-135942), with materials including solid oak, oak veneer and high-Martindale upholstery fabrics.
Product overview
Rowico Home is a Swedish furniture company founded in 1971 specializing in Scandinavian design furniture with a focus on sustainability. The company offers a comprehensive portfolio organized into distinct product categories: Sofa Series (Braden, Corwin, Duncan, Falkner, Langdon, Norris, Peyton, Rawlins, Willard), Dining Tables & Chairs (Alison, Ami, Carmen, Brooklyn, Carradale, Clapperton, Fairmount, Fred, Filippa, Markham, Tyler, Yumi), Hallway Furniture (Confetti, Hillmond), and Rugs (Auckland, Moorfields, Donegal). All furniture is designed for everyday life with an emphasis on quality craftsmanship, FSC-certified sustainable wood, and timeless design intended to last for many years. The products are available through their e-commerce platform and a network of carefully selected retailers across Europe.
Differentiator
Problem solved
Functional benefit
Products and services
- Sofas
Companies that use Rowico Home
Customer profileSegments3 records
Ideal customer profiles2 records
Rowico Home technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Rowico Home partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Forest Stewardship Council (FSC)coreFSC certification ensures all timber comes from responsible forestry operations that take people and the environment into account. Rowico Home holds FSC certificate number BV-COC-135942, requiring 100% control of supply chains and stocks with regular external audits.
Scale indicators3 records
Recent moves6 records
Expansion highlights4 records
Rowico Home competitors and assessment
Company assessmentDirect peers
- BoConcept: Danish premium furniture brand selling Scandinavian-designed sofas, dining, and storage through a network of franchised stores. Highly comparable to Rowico in design language, price tier, retail-led GTM, and European footprint.
- Bolia: Danish design-led furniture retailer selling Scandinavian sofas, tables, and chairs through owned stores and partners across Europe. Direct competitor to Rowico in style, sustainability positioning, and mid-to-upper price tier.
- Hem: Swedish premium Scandinavian design furniture brand offering sofas, tables, chairs, and storage with sustainability focus. Closely comparable to Rowico on heritage, geography, materials, and design aesthetic.
Broad incumbents
- West Elm: US-headquartered design-led furniture retailer with international expansion, including Europe. Comparable to Rowico in mid-to-upper price tier, sustainability messaging, and modern aesthetic.
- JYSK: Scandinavian-inspired mass-market home and furniture retailer with deep European store footprint. Overlaps with Rowico on geography and Scandinavian aesthetic but operates at lower price points.
- IKEA: Swedish-founded global furniture giant and the dominant mass-market Scandinavian furniture brand. Competes with Rowico for the same end consumer but at significantly lower price points and with a much broader assortment.
- H&M Home: Swedish-founded global fashion retailer with a growing home furnishings line including furniture and rugs. Adjacent to Rowico on Swedish heritage, broad European footprint, and trend-driven home category.
- Muji: Japanese minimalism-led home and furniture brand with strong European presence. Overlaps with Rowico on Scandinavian-adjacent minimalist design philosophy and broad home category coverage.
Emerging players
- Article: Canadian direct-to-consumer modern furniture brand offering Scandinavian-style sofas, tables, and chairs at mid-market prices. Comparable to Rowico on aesthetic and price tier, but distinct in online-only GTM.
- Zanat: Bosnian heritage wood furniture maker with strong Scandinavian design DNA, FSC focus, and global distribution through design retailers. Comparable to Rowico on materials, craftsmanship, and premium positioning.
Market position
Strengths2 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Rowico Home social profiles
Digital presenceRowico Home compliance and trust
Trust signalCompliance1 record
Rowico Home financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rowico Home leadership team
Management profileNumber of profiles
Profiles6 records
Rowico Home funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rowico Home 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 Rowico Home
What does Rowico Home do?
Rowico Home is a Swedish furniture manufacturer founded in 1971 that designs, produces and distributes Scandinavian-style home furniture including sofas, dining tables, chairs, coffee tables, storage, hallway, bedroom furniture and wool rugs. The company sells exclusively through a network of carefully selected retail partners across 10 European countries and operates a Stockholm showroom for retailers and interior designers. All wooden products are FSC-certified (BV-COC-135942), with materials including solid oak, oak veneer and high-Martindale upholstery fabrics.
Is Rowico Home a public or private company?
Rowico Home is a private company. It is classified as family owned and is currently operating.
When was Rowico Home founded?
Rowico Home was founded in 1971. It employs 11 to 50 people.
Where is Rowico Home based?
Rowico Home is headquartered in Halmstad, Sweden, in the Europe region.
How does Rowico Home make money?
One revenue line is on record: furniture Sales.
Who are Rowico Home's main competitors?
Direct peers on record are BoConcept, Bolia and Hem. Broad incumbents are West Elm, JYSK, IKEA, H&M Home and Muji. Emerging players are Article and Zanat.
Does Rowico Home have an API?
No public API is recorded for Rowico Home.
What industry is Rowico Home in?
Rowico Home's product category is Residential Furniture. Its primary akta.pro industry code is CRAIAAAB, Dining Room Furniture Retail (Dining Tables, Chairs, Bar Stools, Buffets/Sideboards), with a secondary code of CRAKAFAI, Luxury Home & Lifestyle (Tableware, Decor, Home Textiles). Its NAICS code is 33712 and its SIC code is 2510.