Danske Mobler
Danske Møbler is a New Zealand family-owned furniture manufacturer and omnichannel retailer operating a factory in Auckland, seven showrooms nationwide, and an e-commerce storefront, serving residential homeowners with proprietary NZ Made and imported furniture plus exclusive Stressless recliner distribution, and serving commercial hospitality clients with custom fit-out services.
- Company typePrivate
- Founded1958
- HeadquartersAuckland, New Zealand
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Danske Mobler does
Danske Møbler is a New Zealand family-owned furniture manufacturer and omnichannel retailer founded by Ken and Bente Winter, operating a factory and head office in Auckland (Mt Eden/Three Kings) supported by seven retail showrooms across the North Island (Albany, Hamilton, Hawke's Bay, Lower Hutt/Wellington, Palmerston North, Tauranga) and a national e-commerce storefront carrying 956 SKUs. The product portfolio combines proprietary NZ Made collections (Connect, Strada, Duke, Reef, Oakley, Coastal, Copenhagen2, Bondi, Haze) with imported ranges and exclusive New Zealand distribution rights for Norwegian-made Stressless recliners, sofas, dining chairs, and home office chairs, as well as IMG Recliners and Sealy mattresses. Customization and bespoke manufacturing — including sourcing of unusual timbers and upholstery fabrics — is a stated specialty, complemented by an in-house re-upholstery service and complimentary in-home furniture consultations in Auckland, Tauranga, and Lower Hutt.
The company earns revenue primarily through one-time retail furniture sales across living, dining, bedroom, display/storage, and outdoor categories, with unit pricing ranging from approximately $49 for small imported items (e.g., the Poppy Stool) to over $10,000 for premium Stressless recliner sofas. A second revenue stream is commercial fit-out contracts for hotels, restaurants, and boardrooms — with anchor customers including Sofitel Hotel, Travelodge, and Sky City — delivered by a dedicated commercial sales team providing on-site installation and interior joinery. Customer finance is offered through Gem Visa, Q Mastercard, and Gem CreditLine, and a trade account program supports interior designers, architects, and resellers. Manufacturing operations are anchored by over 65 skilled tradesmen in Auckland's woodwork and upholstery factories, supporting both catalogue production and bespoke work.
The company is privately held with no parent entity, no external funding rounds disclosed, and operates solely within New Zealand, with delivery restrictions to offshore islands. Geographic reach, customer mix (residential homeowners as the primary segment with commercial hospitality and trade professionals as secondary), and channel mix (company-owned showrooms, e-commerce, in-home consultations, stockist network, direct commercial sales) collectively describe a vertically integrated, multi-channel furniture specialist differentiated by Stressless exclusivity, NZ Made craftsmanship, and bespoke commercial capability rather than by technology or scale.
Danske Mobler firmographics
Firmographics- Name
- Danske Mobler
- Legal name
- Danske Møbler
- Website
- https://danskemobler.co.nz
- Company type
- Private
- Founded year
- 1958
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Danske Møbler is a New Zealand family-owned furniture manufacturer and omnichannel retailer operating a factory in Auckland, seven showrooms nationwide, and an e-commerce storefront, serving residential homeowners with proprietary NZ Made and imported furniture plus exclusive Stressless recliner distribution, and serving commercial hospitality clients with custom fit-out services.
- Ownership category
- akta.pro rank
Danske Mobler industry classification
Industry- Product category
- Home Furniture
- NAICS
- Household and Institutional Furniture Manufacturing (33712), Upholstered Household Furniture Manufacturing (337121), Nonupholstered Wood Household Furniture Manufacturing (337122), Furniture Retailers (449110), Reupholstery and Furniture Repair (81142)
- SIC
- Household Furniture (2510), Retail-Furniture Stores (5712), Retail-Home Furniture, Furnishings & Equipment Stores (5700), Wholesale-Furniture & Home Furnishings (5020)
- akta.pro primary industry
- Dining Room Furniture Retail (Dining Tables, Chairs, Bar Stools, Buffets/Sideboards) (CRAIAAAB)
- akta.pro secondary industries
- Bed Frames, Foundations & Headboards Retail (CRAIABAE), Furniture (Residential & Commercial) Wholesale Distribution (CRAOAFAA)
Keywords
Where Danske Mobler is headquartered
LocationHeadquarters
- HQ city
- Auckland
- HQ country
- New Zealand
- HQ region
- Oceania
Offices7 records
Markets served
Danske Mobler business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure
Revenue model
- Retail Furniture Sales: One-time purchase model for upholstered furniture, wood furniture, outdoor furniture, and homewares through retail showrooms and e-commerce website.
- Commercial Furniture Contracts: Custom furniture fit out for commercial clients including hotels, restaurants, and boardrooms with on-site installation and after-sales service.
- Re-Upholstery Services: Comprehensive re-upholstery service evaluating internal components and helping customers choose new fabrics and leathers to modernize existing furniture.
- Custom Made Furniture: Bespoke furniture manufacturing tailored to customer specifications with ability to source unusual timbers and fabrics.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level imported furniture items |
| Unit Pricing | Pay-as-you-go | NZ Made furniture - mid-range |
| Unit Pricing | Pay-as-you-go | Stressless premium recliners and sofas |
| Other | Multi-year contract | Finance options available |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels6 records
Danske Mobler product offering
Product offeringCore offering
Danske Mobler manufactures and retails upholstered and wood furniture across living room, dining, bedroom, outdoor, and homewares categories, producing 143 NZ Made products in its Auckland factories and serving as the sole New Zealand distributor of Norwegian-made Stressless recliners and IMG recliners. The company also offers custom-made furniture, re-upholstery services, in-home consultations, and commercial furniture fit-out for hotels, restaurants, and boardrooms. Sales are conducted through nine company-owned showrooms, a national e-commerce website, and a stockist network.
Product overview
Danske Mobler is a New Zealand family-owned furniture manufacturer and retailer offering a diversified portfolio of products across living room, dining room, bedroom, display/storage, and outdoor categories. The core offering includes proprietary NZ Made collections (Connect, Strada, Duke, Reef, Oakley, Coastal) alongside exclusive distribution of Norwegian-made Stressless recliners and IMG recliners. Products range from upholstered lounge suites and dining furniture to bedroom collections and outdoor settings. Services include re-upholstery, in-home consultations, and commercial fit-out. The company operates factories in Auckland (Mt Eden and Three Kings) with showrooms throughout New Zealand.
Differentiator
Problem solved
Functional benefit
Brands
- Connect Collection: Customisable NZ Made dining tables and furniture collection crafted in Auckland factory
- Eden Collection
- Stressless
- IMG Recliners
- Strada
Products and services
- Connect Collection NZ Made modular dining furniture collection featuring customisable dining tables, bench seats, and sideboards available in multiple sizes (1600, 1800, 2100mm) with choice of Osaka, Plinth, or Tokyo base styles and nine color finishes. Crafted in the Auckland factory.
- Strada Collection NZ Made bedroom and living room collection including bedside tables, dressers, tallboys, headboards, lowboys, sideboards, coffee tables, and entertainment centres available in rimu or oak finishes. Made in Auckland factory.
- Duke Collection Contemporary bedroom furniture line featuring foil laminated oak or walnut finishes, including bedside tables with ceramic tops, dressers, tallboys, and queen/super king slat beds with LED headboard lighting and gas lift storage accessed via the slat frame.
- Reef Collection Knotty oak dining and storage collection featuring dining tables, bench seats, and sideboards with black wooden legs, each table top unique due to natural timber characteristics.
- Oakley Collection Solid and veneer oak dining collection with clear lacquer finish and matt black steel legs, including dining tables, round dining tables, and bookcases.
- Coastal Collection Rustic mountain ash bedroom collection with brushed white finish, including bedsides, dressers, headboards, and tallboys.
- Copenhagen2 Collection Contemporary oak veneer bedroom suite with white lacquered drawers and soft-close features.
- Bondi Collection Contemporary bedroom collection with rounded corners and timber-look finish, including queen slat beds and bedside tables with recessed handles.
- Haze Collection Pine wood bedroom collection with dark brown stain and bronze metal underframes and handles, including dressers, headboards, tallboys, and bedsides.
- IMG Recliners & Chairs Norwegian-made recliners and chairs featuring Cold-Cure moulded foam cushioning technology, available in manual, power, lift, and motion configurations across Chelsea, Divani, Lord, and Majesty collections.
- Stressless Recliners & Sofas Exclusive Norwegian-made recliners, reclining sofas, home office chairs, and dining chairs featuring patented internal mechanisms, BalanceAdapt system, and Glide system for personalised comfort. Available as sole distributor of Stressless in New Zealand with leather colours, wood finishes, and fabric options.
- Eden Outdoor Furniture NZ Made outdoor furniture including Eden rosewood and Accoya collections designed for New Zealand conditions, plus lightweight aluminium pieces for city balconies.
- Sealy Mattresses NZ made mattresses stocked in-store, recognised for importance of sleep quality and support, available across the showroom network for customers seeking complete bedroom solutions.
- Re-Upholstery Service Comprehensive re-upholstery service evaluating and restoring upholstered furniture with new fabrics and leathers, helping customers modernise existing pieces and extend furniture life.
- In-Home Furniture Consultation Complimentary personalised furniture consultation service available in Auckland, Tauranga, and Lower Hutt with experienced design consultants helping customers select furniture suitable for their space and style.
- Commercial Furniture Fit-Out Custom commercial furniture and interior joinery manufacturing with on-site fit-out for hotels, restaurants, boardrooms, and conference facilities, with capability to source unusual timbers and upholstery fabrics. Trusted by Sofitel Hotel, Travelodge, and Sky City.
Quantifiable outcome
- 10-year warranty available on NZ Made furniture construction and finishing
- +1 more outcomes
Companies that use Danske Mobler
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Danske Mobler technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature3 records
Danske Mobler partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered flagship, core and minor.
- StresslessflagshipExclusive distributor of Norwegian made Stressless recliners, home office chairs, sofas and dining chairs in New Zealand. Stressless is a world-renowned brand known for patented comfort mechanisms. Danske Mobler offers the full Stressless range with customization options.
- Tasman LeatherscoreSupplier of leather materials for upholstered furniture. Tasman Leathers provides product knowledge resources about NZ made leathers.
- WarwickcoreFabric supplier for upholstered furniture including the Capri slip cover lounge suite collection available in Lexus range of colours.
- Charles ParsonscoreInterior textiles supplier partner.
- James DunlopcoreTextiles supplier for furniture fabrics.
- SealycoreNZ made mattress brand stocked at Danske Mobler. Sealy mattresses available in showrooms for customers seeking complete bedroom solutions.
- IMG ReclinerscoreNorwegian brand of recliners and chairs stocked at Danske Mobler. Products include Chelsea, Divani, Lord, and Majesty collections with Cold-Cure moulded foam cushioning technology.
- MelukaminorHomewares collaborator featured in partnerships section.
- Papier HQminorCollaboration for exclusive homewares collection - Papier HQ x Danske Mobler.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Danske Mobler competitors and assessment
Company assessmentDirect peers
- Smiths City: NZ-based multi-category home retailer with furniture showrooms and credit-financing options. Comparable in showrooms, financing partnerships, and NZ-focused consumer furniture retail.
- Coastwood Furniture: New Zealand-made furniture manufacturer and retailer with showrooms nationwide, offering solid wood furniture in a similar custom-made and NZ-made positioning. Directly comparable as a domestic wood furniture brand competing for the same residential and trade customers.
- Living & Giving: New Zealand homewares and furniture retailer with showrooms. Comparable in curated home furnishings assortment and NZ retail footprint, though more focused on homewares than core furniture manufacturing.
- Mocka: New Zealand-based design-led furniture and homewares retailer operating both online and via showrooms. Comparable in product range (living, dining, bedroom) and DTC/e-commerce motion, though Mocka is more flat-pack and price-oriented.
- Nufurn: Commercial contract furniture supplier focused on hospitality, residential, and aged-care fit-outs. Comparable on the B2B commercial furniture fit-out segment that Danske Mobler services for hotels and boardrooms.
Broad incumbents
- Harvey Norman New Zealand: Large multi-category retailer operating franchise showrooms across NZ including furniture, bedding, and homewares. Overlaps on retail furniture and bedding (Sealy-adjacent) but competes across a much broader portfolio and not NZ-made.
- IKEA: Global flat-pack furniture retail giant with a major NZ presence. Competes broadly on furniture and homewares across all categories but operates a fundamentally different model (self-assemble, low price) — the principal pricing headwind for Danske Mobler's imported tier.
- Freedom Furniture: Established Australasian furniture retailer with showrooms in NZ (and Australia). Competes head-on in living, dining, and bedroom furniture but at a broader, more mass-market positioning without the NZ-made manufacturing or Stressless exclusivity.
- Briscoes Group (including Living & Giving): NZ-listed home goods retailer with a broader value-positioned home and kitchen assortment. Comparable on retail distribution and credit-financing exposure to NZ consumer spending, though furniture is a secondary category.
Others
- Stressless (Ekornes): Norwegian premium recliner and furniture brand. Comparable via the branded 'Stressless' sub-brand that Danske Mobler exclusively distributes in NZ; relevant as a principal partner and supply-side dependency.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Danske Mobler social profiles
Digital presenceDanske Mobler financial estimates
Financial estimateRevenue estimate
Valuation estimate
Danske Mobler leadership team
Management profileNumber of profiles
Profiles3 records
Danske Mobler funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Danske Mobler M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Danske Mobler
What does Danske Mobler do?
Danske Mobler manufactures and retails upholstered and wood furniture across living room, dining, bedroom, outdoor, and homewares categories, producing 143 NZ Made products in its Auckland factories and serving as the sole New Zealand distributor of Norwegian-made Stressless recliners and IMG recliners. The company also offers custom-made furniture, re-upholstery services, in-home consultations, and commercial furniture fit-out for hotels, restaurants, and boardrooms. Sales are conducted through nine company-owned showrooms, a national e-commerce website, and a stockist network.
Is Danske Mobler a public or private company?
Danske Mobler is a private company. It is classified as family owned and is currently operating.
When was Danske Mobler founded?
Danske Mobler was founded in 1958. It employs 101 to 250 people.
Where is Danske Mobler based?
Danske Mobler is headquartered in Auckland, New Zealand, in the Oceania region.
How does Danske Mobler make money?
Four revenue lines are on record. Retail Furniture Sales are the primary driver. The others are commercial Furniture Contracts, re-Upholstery Services and custom Made Furniture.
Who are Danske Mobler's main competitors?
Direct peers on record are Smiths City, Coastwood Furniture, Living & Giving, Mocka and Nufurn. Broad incumbents are Harvey Norman New Zealand, IKEA, Freedom Furniture and Briscoes Group (including Living & Giving). Stressless (Ekornes) is listed as an others.
Does Danske Mobler have an API?
No public API is recorded for Danske Mobler.
What industry is Danske Mobler in?
Danske Mobler's product category is Home Furniture. Its primary akta.pro industry code is CRAIAAAB, Dining Room Furniture Retail (Dining Tables, Chairs, Bar Stools, Buffets/Sideboards), with a secondary code of CRAIABAE, Bed Frames, Foundations & Headboards Retail. Its NAICS code is 33712 and its SIC code is 2510.