What Swedese does

Swedese Möbler AB is a Swedish design furniture manufacturer founded in 1945 and headquartered in Vaggeryd, Småland, Sweden. The company produces and markets design-led furniture for both consumer (B2C) and professional (B2B) markets, spanning residential, public, healthcare, hospitality, religious, and institutional settings. Its product portfolio is anchored by the Lamino armchair, designed by Yngve Ekström in 1956 and in continuous production since, alongside a stable of in-house and designer-led collections including Origin, Serpentine, Gap Collection, Savoa, and the dedicated Swedese Care line.

The company operates craft-based manufacturing facilities in Vaggeryd and Äng/Nässjö in Småland. Go-to-market is executed through owned showrooms in Stockholm, Göteborg, and Vaggeryd combined with a distributor network covering more than 25 countries. Pricing is published in Swedish kronor inclusive of VAT, with dedicated catalogs segmented by audience. Service offerings such as Swedese Repair and Swedese Care extend the brand into aftermarket and healthcare verticals. Recent commercial milestones include selection as official furniture supplier to the United Nations for the Palais des Nations in Geneva and a circular-economy 'Embassy of Sharing' partnership with Granitor Properties.

Leadership is led by CEO Julio Patino, supported by COO Diana Popov and CFO Peter Andersson. Distribution and brand development rely on co-branded designer collaborations (including the Yngve Ekström estate, Sakari Hartikainen, and Anna Elzer Oscarson) and partnerships with Klarna for payment infrastructure, Interior Cluster Sweden, Science Park Borås, Morakniv, and ReMida. The company has received sustainability and innovation recognition, including Årets Nytänkare, and is positioning around circular-economy initiatives and digital product passports in anticipation of EU sustainability regulation.

Name

Swedese

Legal name

Swedese Möbler AB

Website

https://swedese.se

Company type

Private

Founded year

1945

Operating status

Operating

Headcount range

51–100 employees

Short description

Swedese Möbler AB is a Swedish design furniture manufacturer founded in 1945, producing iconic and contemporary furniture for residential, professional, healthcare, and institutional customers across more than 25 countries from its Småland manufacturing base.

Ownership category

akta.pro rank

Headquarters

HQ city

Vaggeryd

HQ country

Sweden

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Furniture sales: One-time purchase model for furniture products including armchairs, sofas, tables, chairs, shelves. Products sold to both consumers (B2C) and professionals (B2B).
2. Swedese Repair: Furniture renovation and restoration services including reupholstery, part replacement, and refurbishment. Extends product lifecycle and supports circular economy model.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Swedese designs, manufactures, and sells Scandinavian design furniture including armchairs, sofas, chairs, tables, sideboards, and shelves, produced using form-pressing techniques and upholstery craftsmanship in Småland, Sweden. The company serves both consumers via its e-commerce platform and showrooms, and professional B2B clients (offices, hospitality, healthcare, government) through dedicated sales teams and an international distributor network across 25+ countries. It also provides Swedese Repair, a renovation and reupholstery service that extends product lifecycles and supports a circular economy model.

Product overview

Swedese is a Swedish furniture manufacturer based in Vaggeryd, Småland, established in 1945. The company produces a comprehensive portfolio of furniture for both residential and professional markets. The product range includes armchairs (fåtöljer) such as the classic Lamino by Yngve Ekström, Serpentine by Broberg & Ridderstråle, Origin by Matti Klenell, and the Care Collection for healthcare environments; sofas including Origin, the modular Gap Collection system, Happy, and Continental; tables such as Savoa, Flower, Spin, Bespoke, Luna, and Drum; and chairs including Stella, Grace, Amstelle, and Desirée. Swedese also offers the Swedese Repair renovation service for refurbishing existing furniture. Products are designed in collaboration with Scandinavian designers and manufactured in Småland, emphasizing craftsmanship, sustainability, and furniture traceability through digital product passports.

Differentiator

Problem solved

Functional benefit

Brands

• Swedese Care: Furniture collection focused on care and healthcare environments with special adaptations for accessibility and hygiene requirements
• Swedese Repair
• Lamino by Swedese
• Gap Collection
• Origin
• Serpentine

Products and services

• Lamino armchair Classic armchair designed by Yngve Ekström, featuring a form-pressed curved wooden frame with leather or fabric upholstery. A signature Swedese product in continuous production since 1956, sold to consumers and professional clients globally.
• Serpentine armchair Armchair with S-curve silhouette and thin steel legs, designed by Broberg & Ridderstråle. Available in sheepskin, fabric, or leather with detachable components for renovation. Sold to consumers and professional buyers.
• Origin furniture series Furniture series by Matti Klenell including sofa, armchair, and puff, featuring rounded forms on form-pressed wooden legs. Sold to consumers and professional clients.
• Gap Collection modular sofa system Flexible modular sofa system with three variants (Gap Café, Gap Meeting, Gap Lounge) for hotels, cafes, libraries, and offices. Modules can be connected, reconfigured, and customized with integrated power outlets. Sold primarily to professional B2B clients.
• Care Collection Furniture line for healthcare and care environments with special features including wheels for mobility, adjustable backs, higher seat heights, and removable covers for hygiene. Sold to care facilities, nursing homes, hospitals, and healthcare centers.
• Swedese Repair Renovation and restoration service for restoring and refurbishing Swedese furniture, including reupholstery, part replacement, and refurbishment. Extends product lifecycles and supports a circular economy model. Sold to consumers and enterprises.
• Happy armchair Armchair series launched in 2003, expanded with multiple models including a higher seat height option for increased accessibility. Part of the Care collection. Sold to consumers and care facilities.
• Select armchair Versatile armchair usable as a TV chair, recliner, nursing chair, or bedside chair. Features an adjustable back with controls on left, right, or both sides.
• Pillo armchair Easy-to-place armchair with generous forms, available with or without neck cushion, with aluminum swivel base or wooden legs in two heights.
• Mandy armchair Armchair with generous forms and components that can be disassembled for renovation and maintenance.
• Amstelle armchair Easy-to-place armchair with soft inviting forms and organic materials. Named after the winding Dutch river Amstel.
• Savoa table Sculptural table in solid oak with organic forms, designed in collaboration with Finnish industrial designer Sakari Hartikainen.
• Continental armchair Classic armchair with form-pressed wooden frame and upholstery options.
• Madison sofa and armchair Armchair and sofa series with classic Scandinavian design.
• Stella chair series Chair series available as conference chairs, armchairs, and stackable chairs.
• Grace chair series Chair series available as conference chairs, armchairs, café chairs, and bar stools.
• Flower table Table with organic flower-like design, made in Småland, Sweden.
• Spin table Table with distinctive sculptural form.
• Bespoke table collection Customizable table collection including standard, angle, lounge, and bar versions.
• Luna sideboard Sideboard designed to be equally beautiful from all angles.
• Drum bowl table Round bowl table available in different heights (46cm and 56cm) with optional high bowl.
• Levi wall shelf Wall shelf with simplicity and character; an Emilia Ilke collaboration added color variations.
• Pinot lounge group Lounge group without padding where the construction itself becomes the aesthetic expression, made from layered wood, leather, and linen fabric. Designed by Mika Lindblad.

Quantifiable outcome

• Furniture lifespan extended by 50+ years through repair and upcycling services
• +1 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Granitor PropertiescoreStrategic or Co-development PartnerCircular economy collaboration where construction waste materials from property development were transformed into furniture. Granitor Properties developed Embassy of Sharing in Malmö and partnered with Swedese to create furniture from building materials.
• Addentity InteriörminorStrategic or Co-development PartnerInterior design firm collaborated on Embassy of Sharing project to design furniture from construction waste materials.
• Interior Cluster SwedencoreStrategic or Co-development PartnerLed the Data to Business project with 60 Nordic furniture and fashion brands to develop digital product passport prototypes for furniture products.
• Science Park BoråsminorStrategic or Co-development PartnerPartner in Data to Business project for digital product passport development.
• KlarnacoreTechnology or IntegrationPayment solutions provider enabling multiple payment options including invoice, direct payment, and installment plans for e-commerce customers.
• Sakari HartikainencoreStrategic or Co-development PartnerFinnish industrial designer collaborated with Swedese to create the Savoa table, representing the first collaboration between the designer and Swedese.
• ReMidaminorStrategic or Co-development PartnerReuse center that receives leftover materials from Swedese production for use in educational activities at preschools, schools, and after-school programs in Vaggeryd municipality.
• Sara N. BergmanminorStrategic or Co-development PartnerSustainable art collaboration creating limited edition products.
• MoraknivminorStrategic or Co-development PartnerCollaboration honoring craftsmanship traditions, combining furniture making with knife manufacturing heritage.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Mater: Danish design brand specializing in sustainable, circular-economy furniture using reclaimed and FSC-certified materials. Comparable to Swedese on the sustainability/circular narrative (Swedese Repair) and Scandinavian design DNA, though smaller in scale.

Direct peers

• HAY: Danish design furniture brand producing chairs, sofas, and tables with Scandinavian aesthetics for both residential and professional markets. Direct competitor to Swedese across the same B2B/B2C channels and product categories, with a significantly larger international retail footprint.
• Bolia: Danish design furniture retailer/manufacturer offering Scandinavian sofas, chairs, and tables. Comparable to Swedese on direct-to-consumer positioning, Scandinavian design language, and customizable premium furniture.
• Gubi: Danish design house producing furniture and lighting with a curated vintage-meets-contemporary aesthetic. Competes with Swedese in the premium Scandinavian contract and residential segments, particularly in hospitality.
• &Tradition: Copenhagen-based Scandinavian design brand manufacturing chairs, tables, lighting, and sofas. Direct competitor to Swedese in the premium B2B/B2C space with a similar heritage-meets-contemporary design language.
• Muuto: Copenhagen-based Scandinavian design furniture manufacturer offering chairs, sofas, and lighting with a strong designer-collab model. Overlaps with Swedese in mid-to-premium contract furniture and shares the designer-driven new product cadence.
• Offecct (Flokk): Swedish furniture manufacturer (now part of Flokk) producing design seating and tables for offices and public spaces. Direct Swedish peer to Swedese with overlapping contract-market focus and similar heritage in Småland-region manufacturing tradition.
• Gärsnäs: Swedish furniture manufacturer in Småland producing design chairs, tables, and sofas. Closest Swedish peer to Swedese by geography, heritage, and product categories, with overlapping designer-collab approach.
• Carl Hansen & Søn: Danish manufacturer of wooden design furniture, including Hans Wegner and Børge Mogensen classics. Most directly comparable to Swedese on wood-craftsmanship heritage, form-pressed construction, and Scandinavian design DNA for residential and professional buyers.
• Fritz Hansen: Iconic Danish furniture manufacturer (established 1872) producing chairs, tables, and sofas including designs by Arne Jacobsen and Poul Kjærholm. Comparable to Swedese as a heritage Scandinavian design furniture maker serving both consumer and contract markets.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCRvJ5vnlPzJoSkQ7oceAojw
• Facebookfacebook.com/swedese.se
• Instagraminstagram.com/swedeseab

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 Swedese