What Svenska Hem does

Svenska Hem is a privately held Swedish furniture and home interior retailer headquartered in Jönköping. Founded in 1960 as a cooperative of established furniture retailers (originally under the name SAMBO) and renamed to Svenska Hem in 1988, the company operates 35 physical showrooms across Sweden and an e-commerce platform launched in autumn 2014. It serves Swedish consumers seeking quality, design-led furniture and interior products for the entire home, from sofas and beds to lighting, rugs, storage, and accessories.

The company's product offering is organized around twelve core categories (sofas, armchairs, tables, chairs, beds, sofa beds, storage, lighting, rugs, interior accessories, outdoor furniture, and furniture care) supported by a curated multi-brand portfolio of more than forty Scandinavian design labels, alongside its own proprietary "frank" furniture brand and "MOON" bed line. The technology layer is conventional for omnichannel retail: a national e-commerce site integrated with Klarna for payments, and external 3D configurators (VividWeb, Hammel, Kristensen & Kristensen) that power modular sofa and storage customization programs (Verona, EDGE, ELLA). No proprietary AI, ML, or data platform is disclosed.

Commercially, Svenska Hem operates a direct-to-consumer, one-time-purchase revenue model with no subscription pricing, ranging from entry-level items (e.g., Ängö chair from 2,606 kr on sale) to premium mattresses (MOON 301 Kontinentalsäng at 33,185 kr). Seasonal promotional discounts of up to 25% and bundled furniture-care services from partner Leather Master Scandinavia provide additional revenue levers. Distribution is restricted to Sweden ("Vi levererar endast till adresser inom Sverige"), making it a single-country retail operator with 101–250 employees and leadership under VD Markus Chaib.

Name

Svenska Hem

Legal name

Svenska Hem AB

Website

https://svenskahem.se

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

101–250 employees

Short description

Svenska Hem is a privately held Swedish furniture and home interior retailer operating 35 physical showrooms nationwide plus an e-commerce platform, selling quality Scandinavian furniture and interior products from 40+ partner brands and its own proprietary brands to Swedish consumer households.

Ownership category

akta.pro rank

Headquarters

HQ city

Jönköping

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Retail furniture sales (bricks-and-mortar): Revenue is generated through physical retail store sales across 35 showrooms in Sweden, where customers purchase furniture directly with support from in-store furniture experts.
2. E-commerce sales: Revenue is generated through online sales via the company's e-commerce platform, launched in autumn 2014, with delivery to customers across Sweden.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels8 records

Core offering

Svenska Hem is a Swedish furniture and home interior retail chain selling sofas, armchairs, tables, chairs, beds, storage, lighting, rugs, interior accessories, outdoor furniture, and furniture care products. The offering combines the company's own brand (frank and MOON) with a curated portfolio of Scandinavian and Nordic partner brands such as DUX, Swedese, Tempur, Stressless, and Linie Design. Customers can buy in 35 physical showrooms across Sweden or through the proprietary e-commerce platform launched in autumn 2014.

Product overview

Svenska Hem is a Swedish furniture and interior design retail chain offering a comprehensive multi-brand portfolio through both physical stores (35 locations across Sweden) and a proprietary e-commerce platform launched in autumn 2014. Its product offering is organized into core furniture categories — sofas, armchairs, tables, chairs, beds, sofa beds, storage, lighting, rugs, interior accessories, outdoor furniture, and furniture care — spanning over 40 partner brands plus its own proprietary brand, frank. The MOON bed brand and Linie Design rugs are flagship third-party lines, while the broader portfolio includes DUX, Swedese, Tempur, Stressless, Norsk Dun, Leather Master, and many others. Svenska Hem also offers modular sofa customization programs (Verona, Platani, and others) through physical stores and external 3D build tools, alongside a dedicated furniture care line sourced from Leather Master Scandinavia.

Differentiator

Problem solved

Functional benefit

Brands

• FRANK: Svenska Hem's own brand of furniture.
• SVENSKA HEM

Products and services

• Sofas (Soffor) Wide range of sofas including divan, corner, 2-seater, 3-seater, 4-seater, modular, and sofa-bed configurations sold under the Svenska Hem own brand and partner brands for Swedish consumers.
• Armchairs (Fåtöljer) Armchairs including standard chairs, footstool combos, sheepskin armchairs, the iconic Lamino (Swedese), and Jetson models sold for living room use.
• Tables (Bord) Dining tables, coffee tables, side tables, bedside tables, desks, and console tables in solid wood, oak veneer, marble, and other materials.
• Chairs (Stolar) Stools, standard chairs, bar stools, benches, lounge chairs, and chair cushions, including the Swedish-made Ängö pin chair.
• Beds (Sängar) Bed collection including continental beds, frame beds, adjustable beds, bunk beds, mattresses, bed frames, and bedding accessories, with the MOON bed brand as a flagship line.
• Storage (Förvaring) Storage solutions including sideboards, display cabinets, wardrobes, shelves, media units, dressers, hat and shoe racks, and key cabinets.
• Lighting (Belysning) Lighting products including ceiling lamps, floor lamps, table lamps, wall lamps, and lamp shades from brands such as BELID.
• Rugs (Mattor) Handmade and designer rugs in various sizes from brands such as Linie Design, including handwoven pieces designed by Scandinavian designers.
• Interior Accessories (Inredning) Interior accessories including sitting puffs, hook rails, mirrors, cushions and covers, throws, candle holders, posters, and frames.
• Outdoor Furniture (Utemöbler) Outdoor tables, outdoor sofas, outdoor chairs, lounge groups, outdoor armchairs, sun loungers, benches, cushions, and parasols.
• Furniture Care (Möbelvård) Professional furniture care products for leather, textile, and wood maintenance, sourced from Leather Master Scandinavia.
• frank (Own Brand Furniture) Svenska Hem's proprietary furniture brand offering sofas, armchairs, and dining tables designed in-house with a focus on Scandinavian aesthetics.
• MOON Beds MOON is Svenska Hem's own mattress collection offering continental beds, frame beds, and adjustable beds with patented edge reinforcement, pocket springs, and Cloudtex mattress technology.
• Linie Design Rugs Handwoven rugs from Danish design company Linie Design (founded 1980), designed by Scandinavian designers and handmade by skilled craftspeople in India.
• Norsk Dun Duvets and Pillows Premium duvets and pillows from Norwegian brand Norsk Dun, developed exclusively for Svenska Hem with Downpass, Asthma Allergy Nordic, OekoTex Standard 100, Nomite, and Downafresh certifications.
• Svenska Hem E-commerce Platform Online e-commerce storefront launched in autumn 2014 offering the full furniture and interior product catalog with delivery within Sweden and store pickup options.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

16 partnerships are on record, tiered minor and core.

• Leather Master ScandinaviaminorChannel Partner/ Reseller/ DistributorLeather Master Scandinavia supplies professional furniture care products for leather, textile, and wood, which Svenska Hem resells as part of its furniture care category. The partnership includes product sales and a network of Möbel och Läderdoktorer (furniture and leather doctors) across Sweden for advanced repairs.
• KlarnaminorOthersKlarna provides the payment solution for Svenska Hem's e-commerce platform, enabling customers to pay for furniture purchases through Klarna's payment options.
• DUXcoreStrategic or Co-development PartnerDUX is a key brand partner in Svenska Hem's portfolio, known for quality beds and mattresses. DUX is featured prominently in stores and e-commerce as one of the carefully selected brands representing high quality, sustainable design, and long lifespan.
• SwedesecoreStrategic or Co-development PartnerSwedese is a key brand partner offering the iconic Lamino armchair and other furniture. Svenska Hem positions Swedese as one of the carefully selected brands representing quality, sustainable design, and long lifespan.
• TempurcoreStrategic or Co-development PartnerTempur is a key brand partner specializing in mattresses and sleep products. Svenska Hem positions Tempur as one of the carefully selected brands representing quality, sustainable design, and long lifespan.
• StresslesscoreStrategic or Co-development PartnerStressless is a key brand partner known for ergonomic reclining chairs. Svenska Hem positions Stressless as one of the carefully selected brands representing quality, sustainable design, and long lifespan.
• Design House StockholmcoreStrategic or Co-development PartnerDesign House Stockholm is a key brand partner featured prominently in Svenska Hem's store environment. It is positioned among the company's flagship carefully selected brands.
• Linie DesigncoreStrategic or Co-development PartnerLinie Design is a Danish design company founded in 1980 and a leading player in handwoven rugs in Northern Europe. Svenska Hem resells their rugs designed by recognized Scandinavian designers and handmade by skilled craftsmen in India.
• Norsk DuncoreChannel Partner/ Reseller/ DistributorNorsk Dun is a Norwegian brand specializing in duvets and pillows made from natural materials with high manufacturing standards. Svenska Hem resells Norsk Dun products developed exclusively for them, with certifications for ethical down sourcing and allergy-friendly properties.
• MOONcoreChannel Partner/ Reseller/ DistributorMOON is Svenska Hem's own mattress collection offering continental beds, frame beds, and adjustable beds with patented edge reinforcement, pocket springs, and carefully selected materials for comfort and durability.
• frank (Svenska Hem's own brand)coreStrategic or Co-development Partnerfrank is Svenska Hem's own furniture brand, positioned alongside carefully selected external brands. The brand offers design classics and modern furniture pieces.
• StringminorStrategic or Co-development PartnerString is available in many of Svenska Hem's physical stores as part of the extended local assortment, complementing the core Svenska Hem range.
• Rowico HomeminorStrategic or Co-development PartnerRowico Home is available in many of Svenska Hem's physical stores as part of the extended local assortment, complementing the core Svenska Hem range.
• GrythyttanminorStrategic or Co-development PartnerGrythyttan is available in many of Svenska Hem's physical stores as part of the extended local assortment, complementing the core Svenska Hem range.
• BrunstadcoreStrategic or Co-development PartnerBrunstad is a furniture brand partner mentioned alongside other key brands like DUX, Swedese, Tempur, and Stressless, representing quality, sustainable design, and long lifespan in Svenska Hem's portfolio.
• BrafabcoreStrategic or Co-development PartnerBrafab is a furniture brand partner mentioned alongside other key brands like DUX, Swedese, Tempur, and Stressless, representing quality, sustainable design, and long lifespan in Svenska Hem's portfolio.

Scale indicators4 records

Recent moves12 records

Expansion highlights4 records

Broad incumbents

• \u00c5hl\u00e9ns: Major Swedish department store chain with significant home furnishings, lighting, bedding and home accessories offering as part of a broader assortment including fashion and beauty. Competes with Svenska Hem for share of Swedish home goods spending but does not specialise exclusively in furniture.
• IKEA: The world's largest furniture retailer, headquartered in the Netherlands/Sweden, with multiple IKEA stores across Sweden selling furniture, beds, storage and home accessories. Competes with Svenska Hem on the same Swedish consumer base and product categories, though at far larger scale, broader assortment and lower price positioning.
• West Elm: US-originated design-focused home furnishings retailer (Williams-Sonoma subsidiary) operating stores internationally and online. Comparable to Svenska Hem's premium, design-led positioning across furniture, rugs, lighting and home accessories, although physically present only in selected international markets rather than Sweden.

Direct peers

• Mio: Swedish furniture retail chain with a network of showrooms across Sweden offering sofas, beds, tables and home accessories from multiple Scandinavian brands. Operates the same showroom-based, multi-brand retail model as Svenska Hem and directly competes for the same Swedish home-furnishing customer.
• Bolia: Danish design-led furniture and home accessories brand with its own showroom network across Europe and an online store. Comparable to Svenska Hem's curated Scandinavian design assortment and premium positioning across sofas, chairs, tables and storage.
• Ilva: Danish-headquartered multi-brand furniture chain with physical stores across Scandinavia offering sofas, dining sets, beds and home accessories from multiple labels. Closely comparable to Svenska Hem in store format, multi-brand assortment strategy and Scandinavian customer base.
• JYSK: Danish-owned multi-brand home furnishings retailer operating a large Scandinavian store network including dozens of locations across Sweden. Closely comparable to Svenska Hem on multi-brand positioning, mid-market price point, physical showroom-led model and broad home category coverage including bedrooms, mattresses and storage.
• Lagerhaus: Swedish lifestyle and home goods retailer with physical stores across Sweden, focused on design-led furniture, accessories, lighting and home textiles. Comparable to Svenska Hem's curated Scandinavian aesthetic and reliance on multi-brand, design-forward assortment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/svenskahem.officiell
• LinkedInlinkedin.com/company/svenskahem
• Instagraminstagram.com/svenskahem_officiell
• Pinterestse.pinterest.com/svenskahem
• Xx.com/svenskaheminter

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Svenska Hem