What Makajo does

Makajo is a Swedish construction-industry consultancy and showroom operator founded in 2010 in Gothenburg. The company develops and executes interior design concepts and options-management ('tillvalshantering') services for new-build and renovation projects, acting as an intermediary between residential developers/builders, end-buyers, and building-product brands.

The company's operating backbone is a network of three physical showrooms in Gothenburg (opened 2012, 1,100 m²), Malmö (opened 2015, 550 m², since expanded), and Stockholm (opened 2024, 1,100 m²), totaling 2,700 m² across Sweden's three largest metros. These showrooms aggregate approximately 70 leading fixed-interior brands — including Grohe, Hansgrohe, Bosch, Siemens, LAUFEN, Tapwell, Kährs, Cosentino, Wienerberger, Contura, HTH, and Polaria — under one roof, enabling customers to see, touch, and test products. The Malmö showroom has been expanded beyond its initial footprint, and the Stockholm location is the most recent and largest addition.

Makajo monetizes through three streams: (1) recurring exhibitor/brand fees for showroom placement; (2) project-based interior design and options-management consulting fees charged to enterprise developers and contractors (NCC, Skanska, JM, Peab, Balder, HSB, Serneke, Atrium Ljungberg, Midroc, Wästbygg, Einar Mattsson, Lernacken Fastigheter among the named clients); and (3) ancillary revenue from conference-room rentals at each location. The company is privately held and founder-owned (CEO/Owner Jonna Mandell), with no disclosed external funding, operates with 11–50 employees, and shows no public-facing technology platforms, APIs, or AI capabilities. Its differentiation rests on physical retail aggregation, ~10 years of accumulated project expertise, and integrated option-management workflows.

Name

Makajo

Legal name

Makajo

Website

https://makajo.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Makajo is a Swedish construction consultancy operating three physical showrooms in Gothenburg, Malmö, and Stockholm that host approximately 70 building-industry brands and provide interior design and options management services to developers, builders, and homebuyers.

Ownership category

akta.pro rank

Product category

Construction Interior Design Consultancy

SIC

Retail-Furniture Stores (5712)

akta.pro primary industry

Commercial/Builder Kitchen & Bath Showrooms (Trade-Focused) (CRAIAFAK)

akta.pro secondary industry

Kitchen & Bath Design-Build & Remodeling Showrooms (CRAIAFAG)

Keywords

• Construction interior design
• Showroom space rental
• Options management services
• Building brand exhibition
• Conference room rental

Headquarters

HQ city

Gothenburg

HQ country

Sweden

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Showroom Exhibitor Space: MAKAJO hosts approximately 70 leading building industry brands in their showrooms, generating revenue from exhibiting brands that display their products. Brands pay to have their products showcased in the showrooms and benefit from the foot traffic and customer interactions facilitated by MAKAJO.
2. Interior Design and Project Services: MAKAJO provides comprehensive interior design concepts, customization services, and option management (tillvalshantering) for new construction and renovation projects. Services include design concept development, digital tools for customer management, product samples for project presentations, and full-service interior solutions. Revenue is generated through project-based consulting fees.
3. Conference Room Rental: MAKAJO rents out meeting and conference rooms at their showroom locations. Rooms come with coffee/tea and water included. Additional services such as pastries, breakfast sandwiches, fruit platters, and lunches can be arranged with advance booking (minimum 2 working days notice).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Makajo operates three physical showroom venues in Gothenburg, Malmö and Stockholm that host approximately 70 leading building and interior brands, and delivers interior design concepts and customer option management services for new construction and renovation projects. The company also rents conference rooms at each showroom location and provides physical sample preparation and digital tools to streamline buyer selections during new-build and renovation projects.

Product overview

MAKAJO operates as a physical showroom platform and service provider for the Swedish construction and housing industry. The core offering consists of Showrooms by MAKAJO in three major Swedish cities (Göteborg, Malmö, Stockholm) totaling 2,700 sqm, showcasing approximately 70 leading building and interior brands. Complementing the showrooms are services including Inredningskoncept och tillvalshantering (interior concept and options management), which uses digital tools to help buyers of new construction make interior selections efficiently. Additional services include Konferensrum (conference room rentals), physical sample preparation for project launches, and private customer interior assistance. The Helhetslösningar (comprehensive solutions) ties all services together, providing end-to-end customer and interior journey management for construction companies, property owners, and housing developers.

Differentiator

Problem solved

Functional benefit

Products and services

• Showrooms by MAKAJO Physical showroom venues in Gothenburg, Malmö and Stockholm (totaling 2,700 m²) that showcase approximately 70 leading building and interior brands in inspiring environments where visitors can see, touch and test products. The showrooms include several conference and meeting rooms and serve as the platform connecting exhibiting brands with construction companies, developers, architects, designers and homebuyers.
• Interior Concepts and Options Management (Inredningskoncept och tillvalshantering) End-to-end interior design concepts and customer options management for new construction and renovation projects. Makajo develops customized interior concepts based on the target buyer and market, manages the complete options workflow from A to Ö, and uses digital tools to streamline customer choice processes for property developers and construction firms.
• Conference Room Rental (Konferensrum) Rental of meeting and conference rooms at all three Makajo showroom locations. Rooms of various sizes are available for booking by companies and event organizers, with complimentary coffee, tea and water, and optional catering (breakfast, lunch, fruit platters) available with at least two working days' advance notice.
• Comprehensive Solutions (Helhetslösningar) Comprehensive end-to-end solutions for customer and interior journeys within new construction and renovation projects, combining Makajo's customized interior concepts with product specialist collaboration from the approximately 70 exhibitor brands hosted in its showrooms. Delivered for construction companies, property owners and housing developers.

Quantifiable outcome

• High NKI (Net Promoter Index/satisfaction) for clients
• +2 more outcomes

Named customers15 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

26 partnerships are on record, tiered core.

• KalltorpskökcoreChannel Partner/ Reseller/ DistributorKitchen brand exhibiting at MAKAJO showrooms, allowing customers to view and experience their products in person at the showroom locations.
• PolariacoreChannel Partner/ Reseller/ DistributorBrand exhibiting at MAKAJO showrooms, with products displayed in the inspirational showroom environments.
• TapwellcoreChannel Partner/ Reseller/ DistributorFaucet and bathroom fixtures brand exhibiting at MAKAJO showrooms.
• LAUFENcoreChannel Partner/ Reseller/ DistributorPremium bathroom fixtures and ceramics brand exhibiting at MAKAJO showrooms.
• GrohecoreChannel Partner/ Reseller/ DistributorGlobal bathroom fixtures and sanitary ware brand exhibiting at MAKAJO showrooms.
• HansgrohecoreChannel Partner/ Reseller/ DistributorPremium bathroom and kitchen fixtures brand exhibiting at MAKAJO showrooms.
• BoschcoreChannel Partner/ Reseller/ DistributorHome appliances brand (white goods) exhibiting at MAKAJO showrooms.
• HTHcoreChannel Partner/ Reseller/ DistributorKitchen and bathroom furnishings brand exhibiting at MAKAJO showrooms.
• ConturacoreChannel Partner/ Reseller/ DistributorWood stoves and fireplaces brand exhibiting at MAKAJO showrooms.
• KährscoreChannel Partner/ Reseller/ DistributorFlooring manufacturer exhibiting at MAKAJO showrooms, specializing in wood and laminate flooring.
• CosentinocoreChannel Partner/ Reseller/ DistributorSurface materials brand (quartz and natural stone) exhibiting at MAKAJO showrooms.
• WienerbergercoreChannel Partner/ Reseller/ DistributorBuilding materials manufacturer (brick, roof tiles) exhibiting at MAKAJO showrooms.
• SiemenscoreChannel Partner/ Reseller/ DistributorHome appliances brand exhibiting at MAKAJO showrooms.
• CDVIcoreChannel Partner/ Reseller/ DistributorAccess control and security systems brand exhibiting at MAKAJO. Uses the showroom as a platform to demonstrate products to customers in a tangible way.
• Green BoxcoreChannel Partner/ Reseller/ DistributorBuilding products brand that has both showroom and office space at MAKAJO, benefiting from co-location with other industry companies.
• MidroccoreStrategic or Co-development PartnerConstruction and property development company that has commissioned MAKAJO for interior design and customer option management services in their projects.
• PeabcoreStrategic or Co-development PartnerMajor Swedish construction and development company using MAKAJO's services for interior design projects.
• NCCcoreStrategic or Co-development PartnerConstruction company that has partnered with MAKAJO for interior design concepts in residential development projects.
• SernekecoreStrategic or Co-development PartnerProperty development company with multiple projects handled by MAKAJO, including Brf Knytkalaset in Malmö.
• JMcoreStrategic or Co-development PartnerMajor residential developer that has commissioned MAKAJO for interior design and option management services.
• BaldercoreStrategic or Co-development PartnerReal estate company with multiple residential projects where MAKAJO has provided interior design services.
• HSBcoreStrategic or Co-development PartnerHousing cooperative organization that has partnered with MAKAJO for projects like Brf Vattenbrynet.
• Atrium LjungbergcoreStrategic or Co-development PartnerProperty developer for the Nobelberget project in Nacka where MAKAJO provided interior design concepts.
• SkanskacoreStrategic or Co-development PartnerMajor construction and development company for the Brf Ranalyckan project in Halmstad.
• Einar MattssoncoreStrategic or Co-development PartnerConstruction and property development company that has worked with MAKAJO on residential projects.
• WästbyggcoreStrategic or Co-development PartnerConstruction company that has commissioned MAKAJO for interior design services in residential developments.

Scale indicators5 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• Kinnarps: Swedish office and commercial interior solutions provider with showrooms and turnkey design services. Comparable to Makajo in delivering B2B interior solutions to Swedish construction and property clients via showroom-driven engagement.
• Mio: Swedish furniture and home furnishings retail chain with showroom-based stores and interior design services. Comparable to Makajo in multi-brand showroom retail of home interior products targeted at Swedish consumers and trade.
• Input interiör: Swedish home interior retail chain operating multi-brand showrooms selling kitchen, bath and home furnishings to consumers and trade. Comparable to Makajo in showroom-based multi-brand distribution of interior products in Sweden, though more consumer-focused.
• BoConcept: Danish-founded premium furniture brand with a global franchise showroom network and dedicated interior design service. Comparable to Makajo in its showroom-as-distribution-plus-design-consulting model and Nordic premium positioning.
• Bolia: Scandinavian premium furniture brand operating own-brand showrooms across Europe with design consultation services. Comparable to Makajo in showroom-led, design-supported retail for premium interior products in the Nordic market.

Emerging players

• Søstrene Grene: Nordic home and interior retail chain with a showroom-style store concept across Scandinavia. Comparable to Makajo in physical showroom-led interior retail in the Nordic region, though with a different product mix (lifestyle rather than building).
• Lagerhaus: Swedish home and lifestyle retail chain with showroom-style stores and curated interior product assortments. Comparable to Makajo in Swedish showroom-based interior retail, though focused on lifestyle/home accessories rather than building-trade products.

Broad incumbents

• K-Rauta: Nordic building products retail chain (part of Kesko) operating large showrooms across Sweden. Comparable to Makajo as a broad incumbent in physical, multi-brand building-product retail serving trade customers in Sweden.
• Bauhaus: Major European DIY and building products retail chain with large-format showrooms across the Nordics. Comparable to Makajo as a broad incumbent in showroom-based building product retail in Sweden and the Nordics.
• Byggmax: Swedish building products retail chain with a national store network serving both DIY consumers and trade customers. Comparable to Makajo as a broad incumbent in Swedish building-product distribution, though focused on DIY materials rather than interior furnishings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Makajo