What IMG Comfort does

IMG Comfort (legal name International Möbel Group AS) is a Norwegian furniture manufacturer specializing in premium Scandinavian comfort recliners, sofas, and complementary accessories. The company operates as a wholly-owned subsidiary of Ekornes AS, the Norwegian furniture conglomerate, and was founded in 1970 with the launch of the Luna Chair by designer Odd Knutsen — a product that remains in the line as an exclusive design classic. IMG designs and engineers its products at its headquarters in Sykkylven, Norway, and runs vertically integrated manufacturing operations in Lithuania and Thailand, with a regional headquarters in Riverside, California serving the US market.

Its product portfolio centres on ergonomic seating built around proprietary cold-cure molded foam technology, a patented Comfort-Glide reclining mechanism, distinctively designed inner steel frames, ultra-sonic wood lamination, and a NASA-inspired Ergo Gravity/zero-gravity positioning system. Core collections include the Luna Chair, Nordic Recliners, Modern Scandinavian Recliners (SP/SPI/SPM variants), Power Recliners (including Lift and Multi-Function models), Next Gen Relaxers, Scandinavian Sofas (G-Series and N-Series), and the Melbourne Motion Sofa. Products are highly configurable across leather grades (Prime, Trend, Sauvage), fabric lines (Caprice, Villa), and a range of wood finishes, with 10-year limited warranties on frames and molded foam and 2-year coverage on leather, fabric, power components, and workmanship.

IMG distributes exclusively through a global network of authorized furniture retailers and dealers — there is no direct-to-consumer e-commerce channel — with a "Find a Dealer" locator on imgcomfort.com supporting the channel. The end customer is residential homeowners seeking premium, ergonomically supportive seating with Scandinavian design aesthetics. Pricing is not publicly disclosed and is set at the dealer level. Marketing emphasis is on Norwegian craftsmanship heritage, ergonomic benefits, and durability, channeled through the brand website and dealer showrooms.

Name

IMG Comfort

Legal name

International Möbel Group AS

Website

https://imgcomfort.com

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

501–1,000 employees

Short description

IMG Comfort is a Norwegian manufacturer of premium Scandinavian comfort recliners, sofas, and accessories, operating as a subsidiary of Ekornes AS. It sells exclusively through a global authorized dealer network to residential homeowners seeking ergonomic, customizable furniture.

Ownership category

akta.pro rank

Headquarters

HQ city

Riverside

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Furniture Sales: IMG Comfort generates revenue through the sale of premium Scandinavian furniture including recliners, sofas, and accessories. Products are sold through authorized retailer networks. The company offers various product lines across different price points with customizable options (leather, fabric covers, wood finishes).

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

IMG Comfort is a Norwegian furniture manufacturer that designs, engineers, and produces premium Scandinavian comfort recliners, reclining sofas, and related seating. Its portfolio includes the Luna Chair (a 1970 designer classic), Nordic Recliners, Modern Scandinavian Recliners (SP/SPI/SPM), Power Recliners, Next Gen Relaxers with NASA-derived zero-gravity positioning, and Scandinavian and Motion Sofas. Products feature proprietary cold-cure molded foam cushioning, ultra-sonically laminated timber components, and are customisable through leather, fabric, and wood finish options. All items are sold exclusively through a global network of authorized furniture dealers.

Product overview

IMG Comfort (Internasjonal Møbel Gruppe) is a Norwegian furniture manufacturer and part of the Ekornes AS group. The company produces Scandinavian comfort furniture with a vertically integrated manufacturing operation spanning Norway, Lithuania, and Thailand. The product portfolio centers on ergonomic seating solutions including the Luna Chair (a 1970 designer classic with leather floating suspension), Nordic Recliners (traditional Scandinavian design with comfort-glide mechanism), Modern Scandinavian Recliners in SP/SPI/SPM variants (manual, manual-integrated, and power-operated), Power Recliners (including Lift and Multi-Function models with motorised features), Next Gen Relaxers (featuring NASA-derived zero-gravity technology), Scandinavian Sofas (G-Series with broad arms, N-Series with minimalist raised legs), Motion Sofas (power-operated with headrest and footrest), and various accessories (ottomans, care kits). All products feature cold-cure molded foam cushioning technology and are customisable through leather (Prime, Trend, Sauvage), fabric (Caprice, Villa), and wood finish options.

Differentiator

Problem solved

Functional benefit

Products and services

• Luna Chair An iconic designer chair with angled frame featuring floating leather suspension and an adaptable padded seat, available in High Back and Low Back variants. Targeted at consumers seeking premium Scandinavian design seating for the home.
• Nordic Recliners Traditional Scandinavian design recliners with comfort-glide mechanism, padded cushioning, laminated wood ring base, and matching ottoman. Includes Nordic 21, Nordic 63, and Nordic 85 models for residential use.
• Modern Scandinavian Recliners (SP/SPI/SPM) Contemporary Scandinavian recliners available in SP (manual with freestanding footstool), SPI (manual with integrated footrest), and SPM (power-operated with motorised footrest and backrest). Features cold-cure molded foam cushioning and 360-degree swivel for residential consumers.
• Power Recliners Motorised reclining armchairs available as Power Relaxers, Lift Relaxers (with standing assistance), and Multi-Function Relaxers (with independent backrest/footrest control, lumbar support, motorised headrest, and battery backup). Designed for residential comfort and accessibility.
• Next Gen Relaxer Advanced recliners featuring glide and zero-gravity (Ergo Gravity/Advanced) functions derived from NASA technology for improved blood circulation and reduced cardiac stress. Includes Sedona, Valletta, and Wellington models for residential customers.
• Scandinavian Sofas (G-Series and N-Series) Modern Scandinavian-style sofas with solid wood frames, no-sag memory springs, and cold-cure foam cushioning. The G-Series offers broader arms while the N-Series features minimalist design with raised legs.
• Motion Sofas (Melbourne) Modern motion sofas with power recline, power flex headrest, and integrated footrest. Requires only 20cm wall clearance for full recline and features cold-cure foam cushioning for residential customers.
• Ottomans Matching ottoman collection including Cylinder Ottoman, Single Pall, Double Pall, and N-Series Ottoman for added comfort and style. Designed to complement IMG seating collections for residential customers.
• Care Kits Maintenance kits including Leather Care Kit (cleaning solution, protector, sponge, brush, cloth) and Fabric Care Kit (protector, cleaner, spot remover, ink/oil/grease remover, cloth) for IMG furniture owners.
• Luna Ottoman Matching footrest for the Luna Chair with cushioned surface and convenient sizing for leg rest positioning, sold separately as an accessory.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Ekornes AScoreOthersIMG (Internasjonal Møbel Gruppe) is a subsidiary of Ekornes AS group. As part of this larger furniture manufacturing group, IMG benefits from shared resources, quality standards, and the broader corporate infrastructure while maintaining its brand identity focused on comfort recliners and Scandinavian furniture.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Ethan Allen: US-based vertically integrated premium furniture manufacturer and retailer with own designer network and store footprint. Comparable on premium positioning and vertical integration, though broader in category than IMG.
• Ekornes AS: The parent conglomerate of IMG Comfort. Owns multiple Scandinavian furniture brands and serves as the strategic and operational parent, providing shared manufacturing and distribution infrastructure relevant to IMG's positioning.
• Restoration Hardware (RH): US premium home furnishings retailer with growing in-house furniture lines targeting high-net-worth consumers. Comparable in premium pricing and design-led positioning, though operates via own galleries rather than dealer network.

Direct peers

• Stressless by Ekornes: The flagship premium recliner brand of IMG's parent company Ekornes AS, sharing Norwegian heritage, cold-cure foam technology, and similar Scandinavian design language. Most directly comparable brand in terms of positioning, product mechanics, and distribution model.
• Natuzzi: Italian premium leather furniture manufacturer with global retail footprint, sharing IMG's positioning at the high end of upholstered furniture and Italian/European design heritage. Comparable in premium leather customization and international distribution.
• American Leather: US-based premium upholstered furniture manufacturer focused on custom seating, including motion/recline sofas. Comparable in custom-built premium positioning and dealer-based distribution in the US.
• Flexsteel: US manufacturer of residential furniture including recliners and motion sofas, with dealer-based distribution. Comparable product category and mid-to-premium price positioning in the North American market.
• Palliser Furniture: Canadian manufacturer specializing in recliners, motion sofas, and sectionals. Direct peer in product category and vertically integrated manufacturing model with North American distribution.
• La-Z-Boy: The largest US-based recliner and motion furniture manufacturer with a national retail network. Directly competes in comfort recliners and sofas and represents IMG's primary benchmark for US distribution scale and brand awareness.
• Hancock & Moore: US premium leather recliner and motion furniture maker known for craftsmanship and customization. Closely aligned with IMG on premium leather, custom upholstery, and dealer-exclusive distribution.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/724768

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 IMG Comfort