What Trademax does

Trademax is a privately held Nordic e-commerce and physical-store furniture and home-furnishings retailer, headquartered in Helsingborg, Sweden, and operating under parent entity Home Furnishing Nordic AB (org.nr. 556780-9685). Founded in 2008, the company self-positions as Nordens största möbelbutik på nätet — the Nordic region's largest online furniture store — and serves a customer base of more than 600,000 consumers across Sweden, Norway, and Denmark through country-specific e-commerce storefronts, physical retail locations in Sweden, and warehouse pickup in Stockholm and Helsingborg.

Its product portfolio spans the full home category: indoor sofas (soffor), sofa beds (bäddsoffor), beds (sängar), mattresses and mattress toppers, dining sets, storage, lighting, textiles, and a market-leading outdoor furniture (utemöbler) category. The company operates two proprietary sub-brands — HVILA, an Estonia-manufactured own-brand mattress and topper line introduced in 2025, and Scandinavian Choice, an in-house Scandinavian-design furniture range of more than 492 products. The technology stack is not described in proprietary terms; the business relies on standard e-commerce infrastructure, payment integrations with Svea Bank (card/invoice/installment, PCI-DSS compliant), Swish (mobile, BankID-authenticated), and Trustly (direct bank), alongside content/SEO-driven marketing channels (guides, buying advice, newsletters).

The business model is direct-to-consumer one-time product sales of physical goods, with prices spanning budget to premium tiers (e.g., outdoor loungers from 799 kr, HVILA mattresses from 1,999 kr, Valencia sofas from 10,499 kr). Go-to-market is built around direct-from-factory sourcing to minimize intermediary markup, a 1-year open-purchase policy (extended to 365 days), up to 20-year warranty on beds, 10-year warranty on sofas, a price guarantee, climate-compensated home delivery, and freemium logistics (free shipping above threshold or warehouse pickup). A complementary B2B channel (/b2b-företag) serves corporate furniture procurement, and the company cross-promotes with sister platform Bygghemma.se for home-renovation crossover. No external funding rounds, M&A activity, or public-market listings are recorded in the source material.

Name

Trademax

Legal name

Home Furnishing Nordic AB

Website

https://trademax.se

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Trademax is a privately held Nordic online and physical furniture retailer, serving 600,000+ customers across Sweden, Norway, and Denmark with direct-from-factory sofas, beds, mattresses, outdoor furniture, and home furnishings under parent Home Furnishing Nordic AB.

Ownership category

akta.pro rank

Product category

Online Furniture & Home Furnishings Retail

NAICS

Furniture and Home Furnishings Retailers (4491), Furniture Retailers (449110), Home Furnishings Retailers (44912)

SIC

Retail-Furniture Stores (5712), Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Digital Lease-to-Own & Subscription Home Furnishings (Online-First) (CRAIAOAF)

akta.pro secondary industry

Bed Frames, Foundations & Headboards Retail (CRAIABAE)

Keywords

• Online furniture retail
• Home furnishings
• Nordic e-commerce
• Outdoor furniture
• Scandinavian furniture

Headquarters

HQ city

Helsingborg

HQ country

Sweden

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Furniture and home furnishings sales: Trademax generates revenue through one-time product sales of furniture and home furnishings. Products include sofas, beds, outdoor furniture, storage, interior decor, textiles, lighting, and household items. The business model emphasizes direct-from-factory sourcing to offer competitive pricing on physical goods.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Trademax sells indoor and outdoor furniture, beds, mattresses, mattress toppers, dining sets, textiles, lighting, storage, and home décor through its own Nordic e-commerce platform and physical stores in Sweden, with direct-from-factory sourcing to offer market-leading prices and a price guarantee. The portfolio spans an own-brand HVILA mattress topper line manufactured in Estonia, the Scandinavian Choice sub-brand with 492 products, and 2025-launched series such as Valencia Extra Djup sofas and the Chesterfield Lyx sofa bed.

Product overview

Trademax is an online furniture and home furnishings retailer operating as a unified e-commerce platform with physical stores. The product portfolio centers on indoor and outdoor furniture including sofas (soffor), beds (sängar), mattresses, dining sets (matgrupper), outdoor furniture (utemöbler), storage solutions, textiles, and lighting. Key branded offerings include the Valencia Extra Djup sofa series (new 2025 launch), HVILA branded mattress toppers (own brand, manufactured in Estonia), and the Scandinavian Choice sub-brand with over 492 furniture products. The company also offers an Outlet clearance section. Trademax positions itself on competitive pricing through direct imports from manufacturers, with services including home delivery, evening delivery, and white-glove delivery options.

Differentiator

Problem solved

Functional benefit

Brands

• HVILA: Trademax's own brand of mattresses and bedding toppers, including Classic (polyether foam), Memory Foam (pressure-relieving), Latex, Soft, and Warm/Freeze models. All HVILA mattresses are manufactured in Estonia and available in five sizes from 90 to 180 cm.

Products and services

• Valencia Extra Djup Sofa Series Extra-deep sofa collection with 69 cm seat depth, offered in 3-sits, 4-sits, 5-sits, armchairs, and footstools in chenille, manchester, and fabric upholstery with removable washable covers. Marketed as a 2025 "Nyhet" (New) range for Nordic households seeking deep-seat Scandinavian-style sofas.
• HVILA Mattress Toppers (Bäddmadrass Series) Trademax's own brand of mattress toppers manufactured in Estonia, including Classic polyether foam, Memory Foam, Latex, Soft, and reversible Warm/Freeze models. All are 7 cm thick, available in sizes 90 to 180 cm, with washable covers on most variants.
• Chesterfield Lyx Bäddsoffa (Sofa Bed) Premium Chesterfield-style 3-seat sofa bed with a front-folding mechanism, integrated HVILA memory foam mattress topper, and washable removable covers. Launched in 2025 as part of Trademax's premium sofa bed offering.
• Scandinavian Choice (Sub-brand) Furniture sub-brand offering sofas, beds, dining groups, storage, and home accessories in timeless Scandinavian style, with over 492 products. Designed as multifunctional furniture combining thoughtful detailing with Scandinavian design language.
• Outdoor Furniture (Utemöbler) Outdoor furniture category including patio sets in rattan/wicker (konstrotting), teak, and non-wood materials, plus aluminum-frame furniture designed for year-round outdoor storage. Marketed as Trademax's market-leading category, starting from 799 kr in current promotions.
• Sofas (Soffor) Comprehensive sofa range including 2-sits, 3-sits, 4-sits, corner sofas, U-sofas, modular sofas, sofa beds, divan sofas, and chaise lounges in chenille, velvet, manchester, leather, and fabric. Backed by up to a 10-year warranty.
• Beds (Sängar) Bed collection including continental beds, bed frames, and complete bed packages with optional HVILA mattress toppers and protectors. Offered with up to a 20-year warranty.
• Dining Sets (Matgrupper) Dining furniture including dining tables and dining chairs in various styles, materials, and sizes for dining rooms and kitchens.
• Mattresses (Madrasser) Full mattress range including pocket spring mattresses (resårmadrass), foam mattresses, and specialty mattresses, available in sizes from 80 to 200 cm widths.
• Outlet / Clearance Discounted clearance section offering furniture at reduced prices, providing customers with access to discontinued models, overstock items, and seasonal sale inventory.

Quantifiable outcome

• Up to 40% savings during sales promotions on sofas and beds
• +2 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Svea Bank AB (publ.)coreTechnology or IntegrationPayment services partnership providing secure payment processing for card payments (VISA, MasterCard), invoice, installment plans, and direct bank payment options. Svea handles PCI DSS compliant payment processing with encryption and secure transaction handling.
• Tricorona Climate PartnerminorStrategic or Co-development PartnerClimate compensation partnership for home deliveries through the Sodo & Humbo reforestation project in Ethiopia. Part of Trademax's sustainability initiative to compensate for delivery-related carbon emissions.
• Bygghemma.seminorGTM or Marketing PartnerSister company collaboration where Trademax cross-promotes Bygghemma.se for home renovation products, directing customers interested in home improvement to the partner platform.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• ILVA: ILVA is a Danish furniture retailer with both physical showrooms and an online channel, offering sofas, beds, dining sets, and home decor. It is a direct substitute for Trademax in the Danish market, particularly given Trademax's lack of Danish physical stores.
• Mio: Mio is one of Sweden's largest furniture and home furnishings chains, with physical showrooms and an online storefront selling sofas, beds, dining sets, and decor. It targets a similar Swedish mass-market customer base as Trademax and is a direct substitute for Trademax's indoor furniture assortment.
• JYSK: JYSK is a Nordic-headquartered (Danish) furniture and home furnishings retailer with a dense network of physical stores and a growing online channel across Sweden, Norway, and Denmark. It directly competes with Trademax on affordable indoor and outdoor furniture, mattresses, and home accessories for the same mass-market Nordic consumer.
• Home24: Home24 is a European online furniture and home furnishings retailer operating in several European markets, including the Nordics. It competes with Trademax on the online-only customer experience for mid-priced sofas, beds, and decor.
• Westwing: Westwing is a European online home and living retailer with curated furniture and decor assortments. While more design-led, it competes with Trademax in the online-only channel for Nordic customers seeking sofas, dining sets, and home accessories delivered to the home.
• Ellos: Ellos is a long-standing Nordic e-commerce retailer (Swedish-rooted) selling furniture and home furnishings alongside apparel and home goods. Its home category overlaps directly with Trademax's indoor furniture, outdoor furniture, and decor assortment for Nordic online shoppers.
• Bedre Nætter: Bedre Nætter is a Danish online bed and mattress specialist, directly comparable to Trademax's mattress and bed business (including HVILA). It targets the same price-sensitive Nordic consumer shopping online for sleep products.

Broad incumbents

• Wayfair: Wayfair is a large, pure-play online furniture and home furnishings retailer expanding across Europe, including the Nordics. It competes with Trademax on depth of assortment, online discovery, and logistics for cross-border furniture delivery to Swedish, Norwegian, and Danish consumers.
• IKEA: IKEA is the dominant global furniture incumbent with very strong Nordic presence through large-format stores and a heavily invested online platform. While much broader than Trademax, IKEA competes head-to-head on price, assortment, and delivery speed for the same Nordic B2C and B2B furniture buyers.

Others

• Bygghemma.se: Bygghemma.se is a Swedish online home improvement and renovation retailer, explicitly a sister company to Trademax under Home Furnishing Nordic AB. While not a furniture competitor, it is a related platform and cross-promotion partner for Trademax's home category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/trademax
• LinkedInlinkedin.com/company/trademax

Compliance1 record

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 Trademax