ELJ Furniture

What ELJ Furniture does

ELJ Furniture (legal entity ELJ Bordet AB) is a privately held Swedish furniture wholesaler founded in 1997 and headquartered in Hyltebruk, Sweden, employing between 11 and 50 people. The company operates a stock-and-sell wholesale model under the tagline 'we stock, you sell', maintaining inventory of tables, chairs, office furniture, storage, event furniture, barriers, carts, outdoor furniture, and table linens for sale through an authorized dealer network across Sweden with 2-5 day domestic delivery.

The product portfolio combines a proprietary brand — Up & Down, which covers height-adjustable desks in Premium (dual-motor), Easy (single-motor), Eco (crank), and Ergo variants — with exclusive distribution agreements for several third-party brands including Interstuhl, Siesta Exclusive, Modify, Silencio, Axona AICHI, New Zown Classic, Newstorm, Choice, Luna, and Studio. Pricing is published in SEK as recommended retail guidance, with unit items ranging from approximately 395 SEK for laminate table tops to 5,595 SEK for premium conference chairs, with height-adjustable desks clustered in the 1,995-5,145 SEK range depending on configuration.

The business model is B2B wholesale: authorized dealers apply via the Återförsäljarportalen (dealer portal) and resell to end customers in offices, event and hospitality venues, public and institutional environments, and restaurants. Revenue mechanics rest on unit-level hardware sales supplemented by financing partnerships (Edge Finans, Wasa Kredit) that allow end customers to spread payments. Geographic scope is limited to Sweden; the Up & Down Eco desk frame carries FCC, PSE, KC, RCM, CE, and UL certifications, suggesting latent cross-border readiness, though no non-Swedish market sales are disclosed.

Name

ELJ Furniture

Legal name

ELJ Bordet AB

Website

https://elj.se

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

ELJ Furniture (legal entity ELJ Bordet AB) is a Swedish B2B furniture wholesaler founded in 1997 and based in Hyltebruk, Sweden, supplying tables, chairs, office furniture, event furniture, storage, and outdoor furniture to an authorized dealer network across Sweden with 2-5 day delivery.

Ownership category

akta.pro rank

Product category

Commercial Furniture Wholesale

NAICS

Furniture Merchant Wholesalers (42321)

SIC

Wholesale-Furniture & Home Furnishings (5020)

akta.pro primary industry

Furniture (Residential & Commercial) Wholesale Distribution (CRAOAFAA)

Keywords

• Office furniture wholesale
• Height-adjustable desks
• Event furniture supply
• Commercial furniture distribution
• Furniture dealer network

Headquarters

HQ city

Hyltebruk

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Furniture wholesale to dealers: ELJ Furniture generates revenue through wholesale sales of furniture products to authorized dealers and resellers. The company maintains stock of products and offers fast 2-5 day delivery within Sweden. Products are sold at wholesale/recommended retail prices, with dealers purchasing from ELJ and reselling to end customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

ELJ Furniture is a Swedish wholesale distributor of tables, chairs, office furniture, storage, event furniture, outdoor furniture, and related accessories. Operating under the tagline "Vi lagerhåller, ni säljer!" (We stock, you sell!), the company stocks inventory in Hyltebruk and sells to an authorized network of dealers and resellers across Sweden who then sell to end customers, with 2-5 day delivery on most products.

Product overview

ELJ Furniture is a Swedish furniture company operating on a wholesale model ('vi lagerhåller, ni säljer' - we stock, you sell), supplying furniture primarily to dealers and resellers. The product portfolio centers on office furniture including the Up & Down brand of height-adjustable standing desks (with Premium/Easy/Eco/Ergo sub-brands offering dual-motor, single-motor, and crank-operated options), comprehensive chair collections for office, conference, and event use, and complete office solutions. The brand portfolio includes both proprietary brands (Up & Down, Choice, Luna, Studio) and exclusive distribution partnerships (Siesta Exclusive, Interstuhl, Modify, Axona AICHI, New Zown Classic, Newstorm, Silencio). Additional categories span event furniture (folding tables/chairs, barriers with velvet ropes), outdoor furniture, storage solutions, transport carts, and table linens. The company emphasizes stock availability with 2-5 day delivery within Sweden and focuses on B2B relationships through dealer and reseller networks.

Differentiator

Problem solved

Functional benefit

Products and services

• Tables (Bord) Comprehensive table range including dining tables, folding tables, conference tables, educational tables, height-adjustable tables, bar tables, café tables, outdoor tables, table tops, table bases, and accessories sold to authorized dealers for resale to offices, schools, events, and hospitality venues.
• Chairs (Stolar) Extensive chair collection including work chairs, ergonomic seating, stackable chairs, folding chairs, bar stools, office chairs, conference chairs, upholstered chairs, outdoor chairs, benches, and accessories sold wholesale to dealers for resale across office, event, and hospitality settings.
• Office Furniture (Kontorsmöbler) Complete office furniture solutions including home office setups, desks, monitor arms, desk chairs, office products/accessories, and acoustic sound absorbers and screens for workspace optimization, sold wholesale to dealers.
• Storage (Förvaring) Office storage solutions including sliding-door cabinets, tower storage units, pedestal units, and storage accessories sold wholesale to dealers for office organization.
• Barriers (Avspärrning) Queue management and crowd-control systems including velvet-rope stanchions, belt barriers, barrier kits, sign holders, entrance packages, ropes, wall cassettes and mounts, and entrance mats, sold wholesale to dealers for events and public spaces.
• Carts (Vagnar) Transport and utility carts including table carts, chair carts, clothing carts, general transport carts, and cart accessories sold wholesale to dealers for event and office use.
• Outdoor Furniture (Utemöbler) Weather-resistant outdoor furniture including outdoor chairs, bar stools, tables, bench sets, and outdoor barrier systems sold wholesale to dealers for terrace, café, and exterior settings.
• Table Linens and Textiles (Dukar och textilier) Table coverings and textiles including tablecloths, table covers, standing-table covers (standard and Deluxe), stretch tops, chair covers, stretch-fabric chair covers, and chair-cart covers sold wholesale to dealers for event and hospitality use.
• Lillstugan (Silent Meeting Pod) A silent meeting pod booth for private work in open office environments, featuring a built-in sofa, table, and ventilation; available in 3 different colors and sold wholesale to dealers.
• Up & Down Height-Adjustable Desks Proprietary Up & Down brand of height-adjustable desks including Premium (dual-motor, programmable positions), Easy (single-motor), Eco (crank-operated), and Ergo (dual-motor ergonomic) models, sold wholesale to dealers for office and home office end customers; multiple international compliance certifications apply to the Eco frame.
• Axona AICHI Event Furniture (Stacking Chairs and Transport Carts) Axona AICHI brand of event and stacking furniture, including new transport carts (Vagn X50, Vagn Tipo, Vagn Gene) and stackable chairs (X50, Tipo SX, Gene LS) sold wholesale to dealers for events and festivals.

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves4 records

Expansion highlights3 records

Broad incumbents

• IKEA (IKEA of Sweden / IKEA Business): Swedish-headquartered global furniture giant whose IKEA Business offering competes for the same Swedish office and corporate furniture customers as ELJ. Overlaps heavily on tables, seating, and storage categories but at vastly greater scale and via a different (consumer-anchored) channel mix.
• HAY: Danish contemporary furniture and accessories brand with strong overlap on tables, chairs, and office-adjacent product. Comparable to ELJ's premium brand distribution lines and to its modern/contemporary Scandinavian design positioning.
• Fritz Hansen: Danish premium design furniture manufacturer with a portfolio spanning seating, tables, and office furniture. Comparable to ELJ's premium brand tier (e.g., Interstuhl/Siesta Exclusive) and to its office/event seating category, though Fritz Hansen is brand-owner-led rather than wholesale-distributed.

Direct peers

• Materia: Nordic office furniture group with multiple brands (Materia, NCAB, etc.) serving corporate and public-sector buyers across the Nordics. Comparable to ELJ in product scope, multi-brand portfolio, and dealer/wholesale Nordic distribution.
• Skandiform: Swedish office furniture company with a dealer-driven wholesale model and a portfolio spanning seating, tables, and workspace solutions. Comparable to ELJ in product categories and Swedish/Nordic dealer-channel go-to-market.
• Offecct: Swedish design-led office and public-environment furniture brand with acoustic and sustainable product lines. Comparable to ELJ in its focus on office and public-space furniture, including acoustic solutions, and its dealer/specifier distribution.
• Kinnarps: Swedish-headquartered office and workspace furniture manufacturer-wholesaler with a broad product range across desks, seating, and storage sold through dealers and direct sales. Directly comparable to ELJ in product categories (office furniture, ergonomic seating) and Nordic B2B/wholesale go-to-market.
• AJ Produkter: Nordic office and warehouse furniture supplier (Swedish roots) selling workplace furnishings through B2B channels with in-stock delivery. Directly comparable to ELJ in stock-and-deliver office furniture positioning and Nordic B2B/wholesale model.
• EFG (European Furniture Group): Swedish office furniture manufacturer and wholesaler serving Nordic and European markets through a dealer network. Highly comparable to ELJ in product focus (office furniture), channel model (B2B/wholesale to dealers), and Nordic geographic footprint.

Emerging players

• Stolab: Smaller Swedish furniture manufacturer focused on seating and tables with a design-led, sustainable positioning. Comparable to ELJ on Swedish origin, niche product focus (seating/tables), and dealer-led wholesale distribution, though at a smaller scale and more limited category breadth.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/eljfurniture
• Facebookfacebook.com/eljfurniture
• LinkedInlinkedin.com/company/eljfurniture

Compliance8 records

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 ELJ Furniture