What Lagerhaus does

Lagerhaus is a Swedish specialty retailer of home décor, kitchen and serving goods, and party and celebration supplies, founded in 1996 and headquartered in Gothenburg. The company operates an omnichannel model comprising multiple physical stores across Sweden, an e-commerce storefront at lagerhaus.se serving Sweden, Denmark, Finland, and Norway with multi-currency checkout (SEK, EUR, NOK), and a dedicated B2B portal at foretag.lagerhaus.se aimed at corporate and hospitality buyers. Its assortment is organized into four pillars: Kök & Servering (kitchen and serving, including glassware, porcelain mugs, coffee and tea cups, carafes, cutlery, and serving trays), Inredning (home décor, including lighting, home textiles, candles, vases, and storage), Inslagning & Party (gift wrapping and party supplies, including wrapping paper, ribbons, balloons, garlands, and disposable tableware), and complementary categories such as books and games, candy, and beauty and wellness. The defining capability is an in-house design team in Gothenburg — designer Therese Stråhle (since 2005), designer Emilia Claesson (since 2020), and design assistant Alice Molander — that produces over half of the assortment and drives approximately 10 new collections per year, with signature IP including the Bullig porcelain series, MILK candle holders, the Kompisar pattern, and the Buffa lamp line.

Revenue is generated primarily through one-time retail product sales across physical and online channels, supplemented by physical and digital gift cards (valid for two years) and the dedicated B2B corporate sales channel. The go-to-market centers on a consumer loyalty program, "Lagerhaus Friends," which provides a 10% first-purchase discount, a stamp collection mechanism (10 stamps redeemable for a 25 kr value check), exclusive member offers, and — as of recent operational changes — a digital membership card integrated with Apple Wallet for QR-based registration, stamp tracking, and push-notification-based offers. Pricing follows unit pricing at the SKU level with free shipping on orders above 399 SEK and free in-store returns. Content marketing is delivered through the "Magasin" blog/magazine and Instagram, with seasonal gift guides and occasion-based collections supporting traffic and conversion. Customer segments include B2C households (the primary segment across party, gifting, and home décor occasions) and B2B buyers in offices, hospitality, events, and education.

Name

Lagerhaus

Legal name

Lagerhaus

Website

https://lagerhaus.se

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

251–500 employees

Short description

Lagerhaus is a Swedish home décor and celebration retailer founded in 1996 in Gothenburg. It operates physical stores in Sweden and an e-commerce platform serving the Nordic region, serving B2C consumers and B2B corporate and hospitality buyers with an in-house designed product range.

Ownership category

akta.pro rank

Headquarters

HQ city

Göteborg

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Physical and online retail of party supplies, home décor, kitchen and serving products, gift wrapping, and celebration items. One-time purchase model for individual products.
2. Gift Cards: Physical and digital gift cards valid for 2 years from purchase. Can be used in all physical stores in Sweden and at lagerhaus.se.
3. B2B Corporate Sales: Corporate sales of products for business customers including office décor, hospitality supplies, and employee gifts. Offers flexible payment solutions and flexible deliveries.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Lagerhaus designs, sources, and retails Scandinavian-style home décor, kitchen and serving products, party supplies, and gift wrapping items through physical stores in Sweden and a Nordic e-commerce platform. A dedicated B2B portal serves corporate and hospitality customers with office décor, event, and gifting supplies, supported by gift cards and an Apple Wallet–enabled loyalty program. Over half of the assortment is created by an in-house design team headquartered in Gothenburg.

Product overview

Lagerhaus is a Swedish home décor and celebration retailer headquartered in Gothenburg, founded in 1996, operating both physical stores and an e-commerce platform (lagerhaus.se). The company also operates a dedicated B2B portal (foretag.lagerhaus.se) for corporate customers. Lagerhaus positions itself under the tagline "We create Happy Moments" and offers an inspir ation-driven, affordably priced range of home décor and party products. Its product portfolio spans four core areas: (1) Kök & Servering (kitchen and serving) — encompassing mugs, glasses (drinking, wine, champagne, cocktail, plastic), coffee cups, tea cups, mugs with straws, serving trays, carafes, cutlery, placemats, egg cups, candles, candle holders, lanterns, and other kitchen and serving accessories; (2) Inredning (home décor) — including lighting (lamps, light strings, shades, cords, bulbs, outdoor lighting), home textiles (cushions, blankets, rugs, towels), decorations, storage, bathroom items, vases, pots, and plant hangers; (3) Inslagning & Party (gift wrapping and party) — featuring wrapping paper, gift bags, ribbons, cellophane, silk paper, hang tags, greeting cards, disposable plates/cups/cutlery, balloons, garlands, confetti, straws, and other party accessories; and (4) complementary categories including books & games, candy, beauty & wellness, and occasions for celebration (student, birthday, midsummer, wedding, etc.). The company also maintains a loyalty program (Lagerhaus Friends) with a digital membership card, and sells gift cards. More than half of the product assortment is designed in-house at the Gothenburg headquarters by a dedicated design team.

Differentiator

Problem solved

Functional benefit

Brands

• Design by Lagerhaus: Campaign showcasing proprietary design created by the in-house design team in Gothenburg, launched autumn 2024.
• Lagerhaus Friends

Products and services

• Home Décor (Inredning) Home décor assortment including bathroom items, lighting, decorations, storage solutions, home textiles (cushions, blankets, rugs, towels), candles and candle holders, office supplies, vases, pots, and plant hangers for personal home styling.
• Kitchen and Serving (Kök & Servering) Kitchen and serving products including glassware, porcelain mugs, serving dishes, cutlery, carafes, table settings, trays, placemats, egg cups, and preparation tools for everyday and festive dining.
• Gift Wrapping and Party (Inslagning & Party) Gift wrapping and party assortment including wrapping paper, gift bags, ribbons, cellophane, silk paper, hang tags, greeting cards, balloons, garlands, confetti, straws, and disposable party items.
• Outdoor (Utomhus) Outdoor and outdoor living products including vacation, beach, and picnic items such as sun hats, beach bags, towels, cool bags, and swim rings.
• Books and Games (Böcker & Spel) Reading and entertainment products including books and games offered as part of the broader home and gift assortment.
• Candy (Godis) Candy and confectionery products offered alongside party and gifting categories.
• Beauty and Wellness (Skönhet & välmående) Beauty and wellness products including soaps and self-care items available across Lagerhaus stores and online.
• Gift Cards (Presentkort) Physical and digital gift cards valid for two years from purchase, redeemable at all Lagerhaus physical stores in Sweden and at lagerhaus.se, including a dedicated B2B corporate gift card offering.
• Lagerhaus Friends Loyalty Program Free customer loyalty program offering a 10% discount on the first purchase, stamp collection leading to a 25 kr value check, exclusive member offers, event invitations, and newsletter access, supported by a digital Apple Wallet membership card with QR code and push notifications.
• B2B Corporate Sales Dedicated corporate sales channel via foretag.lagerhaus.se, offering office décor, hospitality supplies, employee gifts, and event-related products to offices, hotels, restaurants, retail establishments, event companies, and educational institutions, with flexible payment solutions and flexible deliveries.
• In-house Design Collections Proprietary design collections created by the in-house Gothenburg design team, including the Bullig porcelain series, MILK candle holders/lanterns, Kontoret office materials series, Kompisar pattern, and the Buffa candle lantern line in three colorways, with approximately 10 new collections released per year.

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators3 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Åhléns: Swedish department store chain carrying home, beauty, fashion, and lifestyle categories. Overlaps with Lagerhaus on home and gift assortment within a much broader retail portfolio, and competes for the same Swedish home-shopping customer.
• IKEA: Global home furnishings giant and the dominant player in affordable Scandinavian home design. Overlaps with Lagerhaus on Nordic design aesthetic and home décor customer, but operates at vastly larger scale and broader assortment.
• JYSK: Large Nordic-headquartered home furnishings retailer with extensive physical store network across Europe. Competes with Lagerhaus on affordable home goods, but operates at significantly larger scale and broader assortment.

Direct peers

• Nordic Nest (formerly Royal Design): Nordic e-commerce retailer specializing in Scandinavian home décor, design, and lifestyle brands. Comparable to Lagerhaus on Nordic home-design positioning, curated brand portfolio, and online-led retail model.
• H&M Home: Home-focused retail concept from H&M offering fashionable, affordable home décor and lifestyle products globally. Comparable to Lagerhaus on fashion-forward affordable home assortment, omnichannel retail, and seasonal collection cadence.
• Søstrene Grene: Danish variety chain selling affordable home décor, kitchenware, gifts, and seasonal items across Europe. Directly comparable on Scandinavian DNA, affordable price point, broad lifestyle assortment including party and celebration goods, and physical store-led expansion.
• Granit: Swedish design and home goods retailer selling affordable office supplies, home décor, and lifestyle products. Directly comparable to Lagerhaus on Swedish market presence, accessible Scandinavian design positioning, and overlapping customer base.
• Flying Tiger Copenhagen: Danish-headquartered variety retailer offering affordable home décor, party supplies, and lifestyle items across Europe. Closely comparable to Lagerhaus on price point, Scandinavian design aesthetic, breadth of party/celebration assortment, and physical-store-plus-e-commerce model.
• Zara Home: Inditex's home concept selling curated, design-led home décor and lifestyle products with frequent new collections. Comparable to Lagerhaus on in-house design emphasis, seasonal refresh cadence, and mid-market accessible price positioning.

Others

• Tiger of Sweden (home/lifestyle): Swedish heritage brand expanding beyond fashion into broader lifestyle categories. Adjacent comparator for Lagerhaus on Swedish brand heritage and Scandinavian design DNA, though primarily a fashion brand rather than home/party retailer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/lagerhaus

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Lagerhaus