PR Home

What PR Home does

PR Home is a privately held Scandinavian lighting brand headquartered in Borås, Sweden (Viaredsvägen 32), that designs and sells indoor and outdoor lighting products to consumers, interior designers, and retailers. The product portfolio spans pendant/ceiling lamps (Taklampor), table lamps (Bordslampor), floor lamps (Golvlampor), wall lamps (Vägglampor), window lamps (Fönsterlampor), ceiling fixtures (Plafonder), lampshades, light sources (LED bulbs across E14/E27/GU10 sockets), accessories (dimmers, mounts, cord sets), rechargeable portable lamps (Frida, Glimt, Tiara series with USB-C and IP44 ratings), and weather-resistant outdoor lighting. Sub-brands and collaborations include the AWARE sustainable circular collection, Carl Larsson by PR Home, and the BoråsTapeter coordinated wallpaper-and-lighting partnership.

The business operates a dual-channel model: direct-to-consumer e-commerce at prhome.se (with free shipping over 999 SEK, Klarna invoice/installment/card payments, and country/currency switching for Norway and the EU) and a B2B wholesale portal at b2b.prhome.se where approved dealers apply for accounts and access trade pricing. Logistics are split by region — Bring for Swedish home delivery and pickup points (49 SEK freight), UPS Standard for Norway (99 NOK) and EU shipments (9.9 EUR). Geographic reach spans Sweden (primary), Norway, and the broader EU; there is no global footprint claim.

Revenue mechanics are hardware sales with unit-based pricing ranging from approximately 6 EUR (replacement bulbs/accessories) to 4,299 EUR (premium pendant fixtures), with most catalog items falling in the 50-300 EUR range. Marketing is multi-channel: organic social (Instagram, Facebook, LinkedIn), email newsletters, an influencer/collaboration program, content marketing through extensive buyer guides and seasonal inspiration lookbooks, and digital flipbook catalogs. The company explicitly identifies as a lighting retailer and brand rather than a technology company — there are no proprietary AI/ML capabilities, APIs, or software products. Ownership is private with no disclosed parent, investors, or leadership team in the available data, and no funding rounds, M&A activity, or regulatory actions are reported.

Name

PR Home

Legal name

PR Home

Website

https://prhome.se

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

11–50 employees

Short description

PR Home is a privately held Scandinavian lighting brand based in Borås, Sweden, that designs and sells indoor and outdoor lighting, lampshades, and light sources to consumers, interior designers, and retail dealers across Sweden, Norway, and the EU via e-commerce and a B2B wholesale portal.

Ownership category

akta.pro rank

Product category

Home Lighting

NAICS

Furniture and Home Furnishings Retailers (4491)

SIC

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

akta.pro primary industry

Lamps Retail (Table, Floor, Desk) (CRAIAHAE)

akta.pro secondary industries

Indoor Lighting Fixtures Retail (Ceiling, Wall, Pendant, Chandeliers) (CRAIAHAA), Outdoor & Landscape Lighting Retail (Path, Flood, Security, Deck) (CRAIAHAC), Lighting Parts, Shades & Accessories Retail (Harps, Finials, Glass, Mounting) (CRAIAHAI)

Keywords

• Scandinavian lighting design
• Home lighting fixtures
• Outdoor lighting solutions
• Lampshades and accessories
• LED light sources

Headquarters

HQ city

Skerike

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales - B2C: Direct sales of lighting products (lamps, lampshades, light sources, accessories) to individual consumers through the e-commerce website. Products range from decorative table lamps to outdoor lighting solutions.
2. Product Sales - B2B/Wholesale: Sales to retailers and dealers through the B2B portal. They have a dealer application process and offer wholesale pricing to qualified resellers.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

PR Home designs and sells Scandinavian-inspired lighting products including table lamps, pendant/ceiling lamps, floor lamps, wall lamps, lampshades, LED light sources, outdoor lighting, and rechargeable portable lamps. The company distributes through its own e-commerce site for consumers and a B2B portal for retailers and dealers across Sweden, Norway, and the EU.

Product overview

PR Home is a Scandinavian lighting company offering a comprehensive portfolio of indoor and outdoor lighting solutions. The core product line centers on diverse lamp types including pendant/ceiling lamps (Taklampor), table lamps (Bordslampor), floor lamps (Golvlampor), wall lamps (Vägglampor), window lamps (Fönsterlampor), and ceiling fixtures (Plafonder). Supporting products include lamp shades (Lampskärmar), light sources (Ljuskällor), and accessories (Tillbehör) such as dimmers, mounts, and replacement parts. The company has expanded into rechargeable portable lamps (Frida, Glimt, Tiara series) with battery-powered and USB-C charging capabilities. Outdoor lighting (Utomhusbelysning) encompasses weather-resistant versions across all lamp categories plus dedicated light strings. PR Home also features curated sub-brands including the sustainable AWARE circular collection and artistic collaborations like Carl Larsson by PR Home and BoråsTapeter partnership.

Differentiator

Problem solved

Functional benefit

Brands

• AWARE: A circular collection featuring sustainable lighting products.
• Carl Larsson by PR Home
• BoråsTapeter

Products and services

• Taklampor (Pendant/Ceiling Lamps) Ceiling and pendant lamps in various styles including industrial, linen, and rattan designs; includes both indoor and outdoor variants.
• Bordslampor (Table Lamps) Table lamps combining function and form as natural interior elements, ranging from organic shapes to graphic expressions with warm inviting atmospheres.
• Golvlampor (Floor Lamps) Floor lamps serving as optimal complements to ceiling lamps, providing pleasant light to areas not reached by overhead lighting; often equipped with dimmers.
• Vägglampor (Wall Lamps) Wall lamps serving both functional and decorative interior purposes, suitable as bedside lamps or reading lamps in living rooms.
• Fönsterlampor (Window Lamps) Common household lamps that are both practical and decorative, enhancing windows with curtains and providing pleasant illumination.
• Plafonder (Ceiling Fixtures) Practical ceiling-mounted light sources mounted close to the ceiling, suitable for hallways and kitchens; range includes classic and trendy linen designs.
• Uppladdningsbara lampor (Rechargeable Lamps) Rechargeable portable lamps featuring lithium-ion batteries with USB-C charging, flickering candle-like light effects, and IP44 ratings for outdoor use; battery life up to 8 hours.
• Lampskärmar (Lamp Shades) Lamp shades in various colors, materials, and shapes for all homes and styles, including options for outdoor use; available in polyester, linen-look, velvet, silk, and metal.
• Ljuskällor (Light Sources) Wide assortment of LED lamps and bulbs including sources with dusk sensors, spotlights, and series adapted for Nordic homes; features various socket types (E14, E27, GU10) and dimmable options.
• Utomhusbelysning (Outdoor Lighting) Outdoor lighting for balconies, terraces, and gardens including pendant lamps, table lamps, floor lamps, wall lamps, and light strings; weather-resistant materials suitable for year-round outdoor use.
• Tillbehör (Accessories) Accessories for lighting including indoor and outdoor use: branch connectors, ceiling mounts, remote controls, dimmers, replacement glass, cord sets, and light string components.
• AWARE Collection A circular collection featuring sustainable lighting products made from natural materials with environmentally conscious production methods.
• Carl Larsson by PR Home Artistic collaboration featuring lamp designs inspired by Carl Larsson's iconic interior style, including the Tulippa Carl Larsson collection with wallpaper-inspired patterns.
• BoråsTapeter Collaboration Partnership with BoråsTapeter featuring coordinated lighting and wallpaper designs for cohesive interior styling.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered minor and core.

• Borås TapeterminorStrategic or Co-development PartnerA collaboration with Borås Tapeter (Borås Wallpapers), a renowned Swedish wallpaper manufacturer. The partnership was featured on the trends page and includes product collaborations such as the Linné table lamp collection designed in partnership with Borås Tapeter.
• Carl LarssonminorStrategic or Co-development PartnerAn artistic collaboration featuring Carl Larsson designs integrated into lampshade collections. Includes Tulippa Carl Larsson collection with wallpaper-inspired patterns.
• BringcoreChannel Partner/ Reseller/ DistributorPrimary logistics partner for Swedish market. Handles home delivery and pickup point delivery for Swedish customers. Standard freight cost 49 SEK.
• UPScoreChannel Partner/ Reseller/ DistributorLogistics partner for Norwegian and EU markets. Standard shipping via UPS Standard - 99 NOK to Norway, 9.9 EUR to EU.
• KlarnacoreOthersPayment processing partner offering multiple payment options: invoice (14 days free), card payment, direct payment, installment plans, and direct bank payment for Swedish, Norwegian, and EU customers.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Emerging players

• HAY: Danish contemporary design brand whose lighting line overlaps with PR Home in pendants, table, and portable lamps aimed at design-conscious Nordic consumers. Comparable aesthetic and customer, but broader furniture/home scope.
• Philips Hue (Signify): Leading smart-lighting ecosystem with bulbs, fixtures, and controls. Represents the connected-lighting category that competes with PR Home's traditional plug-in/hardwired assortment for the same residential installations.

Broad incumbents

• IKEA: Global mass-market home furnishings retailer with a vast lighting assortment across all categories PR Home serves. Sets the price and availability benchmark PR Home's mid-premium positioning must differentiate against.

Others

• Tom Dixon: Premium design lighting brand with sculptural pendants, table, and floor lamps sold through its own site and high-end retailers. Adjacent competitor in the design-lighting premium tier PR Home aspires to.

Direct peers

• Umage: Danish Scandinavian lighting and lifestyle brand selling lampshades, pendants, and floor lamps globally through its own site and resellers. Comparable aesthetic, product categories (lampshades, pendants, ambient lighting), and D2C + dealer hybrid model.
• By Rydéns: Swedish lighting brand selling Scandinavian-inspired indoor and outdoor lamps via its own e-commerce site and dealer network. Closely comparable to PR Home in product mix (table, floor, pendant, outdoor), target customer (Nordic consumers and interior designers), and brand positioning.
• Globen Lighting: Swedish lighting brand (formerly Globen) covering decorative pendants, table lamps, and outdoor lighting for residential interiors. Similar target market and product breadth to PR Home, with overlapping Scandinavian design positioning.
• Northern: Norwegian Scandinavian design brand with a curated lighting portfolio (pendants, table, floor) sold via its own site and design retailers. Directly comparable design-led lighting assortment and Nordic target customer.
• Belid: Swedish lighting brand producing designer indoor and outdoor fixtures with a strong focus on Nordic craftsmanship. Comparable assortment, price band, and dealer-led distribution model to PR Home.
• Markslöjd: Swedish lighting manufacturer and brand with a broad assortment of decorative indoor and outdoor lighting distributed across the Nordics and Europe. Directly overlaps with PR Home across pendant, table, floor, and outdoor categories and shares a Scandinavian design-led retail approach.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/prhome.se
• LinkedInlinkedin.com/company/pr-home
• Instagraminstagram.com/prhome.se

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 PR Home