HTH Kitchen

What HTH Kitchen does

HTH Kitchen (legal name HTH Kjøkken A/S) is a Danish manufacturer of kitchen, bathroom, wardrobe, and utility-room furniture, founded in 1966 by brothers Hans Henning and Tonny Haahr. The company operates three production facilities in Ølgod and Bjerringbro, Denmark, with an ISO 9001-certified in-house test laboratory, producing approximately 75,000 kitchens annually. HTH employs 1,200+ people in Denmark and distributes through ~120 stores in 4 countries (Norway, Denmark, Sweden, Finland), of which 26 are located across Norway under hth.no. The current entity sits within Nobia Danmark A/S, part of the publicly listed Swedish kitchen group Nobia AB (Nasdaq Stockholm), which owns approximately 20 kitchen brands.

The core product platform is a customized cabinet system offered across kitchen, bathroom, wardrobe, and utility-room categories with matched front designs in materials ranging from laminate and lacquered MDF to veneer, solid wood, and Corian. Add-on modules include countertops (laminate, granite, ceramic, steel, solid wood), sinks and faucets (with Quooker integration), drawer systems, and sliding-door wardrobes. White goods are resold from partner brands (AEG, Siemens, Miele, NEFF, BORA, RørosHetta, Thermex). Service tiers span self-assembly under the HTH GO (DIY) line, full-service design-and-install, and a B2B professional Totalkonsept serving housing developers, type-house companies, architects, contractors, and institutions with certification documentation for BREEAM-NOR and Swan-labeled projects.

Revenue is generated primarily through one-time custom-project sales (kitchen orders typically NOK 80,000–150,000+ depending on tier and finishes), supplemented by tiered assembly/delivery/installation services, financing via HTH FlexPay (up to 54 months), and B2B project contracts. GTM combines owned showrooms, a webshop, free design meetings, 24-hour 3D visualization, video consultations, in-home visits, and high-profile event sponsorship (Norway Chess "Kitchen Talks"). Sustainability is a material differentiator: 100% renewable electricity in production and stores, 99% FSC/PEFC-certified wood, Swan-labeled product range, ISO 9001/14001/45001 certifications, Indoor Air Comfort Gold, and an SBTi-validated 72% CO2 reduction target by 2026.

Name

HTH Kitchen

Legal name

HTH Kjøkken A/S

Website

https://hth.no

Company type

Private

Founded year

1966

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

HTH Kitchen is a Danish manufacturer of custom kitchens, bathrooms, wardrobes, and utility-room furniture serving Nordic consumers and B2B clients through 26 owned retail showrooms in Norway, an e-commerce webshop, and a professional projects division. Founded in 1966, it operates as a core brand within Nobia AB.

Ownership category

akta.pro rank

Product category

Kitchen Furniture

NAICS

Furniture and Home Furnishings Retailers (4491)

SIC

Retail-Furniture Stores (5712)

akta.pro primary industry

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

akta.pro secondary industries

Plumbing Fixtures & Faucets Showrooms (CRAIAFAC), Kitchen & Bath Accessories & Hardware (Pulls, Hinges, Organizers) Retail (CRAIAFAI), Commercial/Builder Kitchen & Bath Showrooms (Trade-Focused) (CRAIAFAK)

Keywords

• Custom kitchen cabinets
• Bathroom furniture
• Wardrobe systems
• Kitchen design consultation
• DIY kitchen assembly

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Custom kitchen, bathroom, and wardrobe sales: HTH's primary revenue stream comes from the sale of custom-built kitchen cabinets, bathroom furniture, and wardrobe systems. Products are sold through owned retail stores in Norway, with pricing varying by model, size, materials, and customization level. The company also offers white goods (appliances) from partner brands (AEG, Siemens, Miele, NEFF, BORA) as add-on sales.
2. Design, delivery, and installation services: HTH offers tiered service packages: (1) customer self-picks up and self-installs using HTH GO series; (2) HTH assembles and delivers to home; (3) HTH delivers and provides professional installation. These services represent an additional revenue stream layered on top of product sales.
3. B2B project contracts (housing developers, institutions, contractors): HTH serves the professional building market through project contracts for housing developers, type house companies, institutions, and commercial clients. These involve larger-volume, multi-unit kitchen and bathroom installations with project management, documentation, and certification support.
4. Financing (FlexPay): HTH offers consumer financing through HTH FlexPay, allowing customers to spread payments over up to 54 months interest-free or with low fees. While financing is a service rather than direct revenue, it facilitates higher-value purchases and may generate ancillary revenue.

Pricing tiers

Go-to-market motion4 records

Distribution channels4 records

Marketing channels8 records

Core offering

HTH manufactures and sells custom-designed kitchen, bathroom, wardrobe, and utility room furniture systems produced in its own factories in Denmark. Products are sold through owned retail showrooms (26 across Norway) and an e-commerce webshop, accompanied by tiered services from self-assembly (HTH GO) to full design consultation, 3D visualization, delivery, assembly, and installation. The offering extends to integrated appliances (AEG, Siemens, Miele, NEFF, BORA, RørosHetta, Thermex WINEMEX), countertops, sinks, faucets, sliding-door wardrobes, and B2B project contracts for housing developers and institutions.

Product overview

HTH Kitchen is a Danish kitchen, bathroom, and wardrobe furniture company founded in 1966, operating as part of Nobia AB (Nobia Danmark A/S). It is one of the largest kitchen producers in Northern Europe with 120+ stores across 4 countries and 3 factories producing approximately 75,000 kitchens annually. The product portfolio is organized around a platform-plus-modules model: the core offering is customizable cabinet furniture systems for kitchens, bathrooms, wardrobes, and utility rooms, sold under multiple named design lines (Art, Base, Focus, Glatt, Mono, Mood, Next, Nordic Atmosphere, Nordic Creation, Nordic Spirit, Nordic Roots, Nova, One, Scandinavian Classic, Stockholm, Tendens, Reflection). These cabinets are complemented by add-on modules and accessories including sliding door wardrobes (Skyvedører), drawer systems (Skuffesystemer), countertops (Benkeplater) in materials like Corestone, Corian, granite, ceramic, laminate, steel, and solid wood, sinks and faucets (including Quooker boiling water taps), and wardrobe interior systems. HTH also offers integrated appliances through partner brands (AEG, Siemens, Miele, NEFF, BORA, RørosHetta, Thermex WINEMEX). A self-service tier (HTH GO) allows customers to self-assemble and self-install products, while a full-service tier provides design consultation, delivery, assembly, and installation, including a comprehensive B2B Totalkonsept for commercial projects. The Nordic Roots design was introduced in 2023 and the Anniversary collection celebrates 60 years in 2026. Mono is being relaunched in 2027 with a sustainable redesign (60% recycled materials). Design consistency across rooms is enabled by offering the same front designs across kitchen, bathroom, wardrobe, and utility room products.

Differentiator

Problem solved

Functional benefit

Brands

• HTH GO: A do-it-yourself kitchen series where customers can pick up and assemble cabinets themselves
• Anniversary
• Kitchen Talks

Products and services

• HTH Kjøkken (Custom Kitchen Furniture Systems) Customizable kitchen cabinet systems sold through HTH showrooms and the web shop, available in a wide range of designs, colors, materials, and configurations. Offered with design consultation, assembly, delivery, and installation services. All HTH kitchen fronts can be matched across other rooms to create a coherent home design.
• HTH Bad (Bathroom Furniture) Bathroom furniture and storage solutions offered in matching HTH kitchen designs, including vanities, cabinets, mirrors, and accessories, enabling a coherent visual style across the home.
• HTH Garderobe (Wardrobe and Closet Systems) Custom wardrobe systems including sliding-door wardrobes, hinged-door wardrobes, walk-in closets, and built-in storage solutions. Available in a wide range of door profiles (Plain, Alu Light, Alu Lux, Rammed Door), colors, materials, and interior configurations.
• HTH Vaskerom (Utility Room Furniture) Utility and laundry room furniture systems extending the HTH design language into functional spaces such as laundry rooms, entryways, storage rooms, and mudrooms.
• HTH GO (Self-Assembly DIY Series) A do-it-yourself product line where customers self-assemble and self-install their kitchen, bathroom, or wardrobe. Products are delivered flat-packed; customers choose their level of involvement from self-assembly only, to self-assembly with delivery, to full assembly and installation by HTH.
• Anniversary Kitchen Collection A special kitchen collection launched to celebrate HTH's 60th anniversary in 2026, built from 60 years of design experience and intended to reflect how people live, gather, and create moments in the kitchen.
• Reflection Kitchen A modern, sleek kitchen design featuring beige-colored doors paired with a sandstone-colored countertop, built from HTH's Glatt model elements. Swan-labeled in Beige, Støvgrå (Dust Gray), and Grå (Gray). Starting price from NOK 37,061.
• Nordic Roots Kitchen Design A kitchen design introduced in 2023, inspired by Nordic earth tones and natural materials, featuring warm earth-tone colors and Swan-labeled cabinets, fronts, and countertops for a more sustainable kitchen.
• Mono Kitchen Front HTH's white-lacquered kitchen front. A redesigned version is scheduled for delivery from week 1 of 2027 with 60% recycled materials and 80-100% end-of-life recyclability, reducing greenhouse gas emissions by 200,000 kg per year while retaining the smooth lacquered surface and rounded corners.
• Colour Stories (Kitchen Color Collection) A curated color collection of carefully selected HTH kitchen colors designed with timelessness and flexibility in mind; the colors work alone or combined with each other and with materials such as wood, metal, and stone.
• Skyvedører (Sliding Door Wardrobe Systems) Custom-made sliding-door wardrobes with four profile options (Plain, Alu Light, Alu Lux, Rammed Door) and a wide range of panel materials and colors. Can be tailored to sloped walls, angled spaces, and non-standard dimensions. Plain profile from NOK 16,608; Alu Light from NOK 27,396; Alu Lux from NOK 32,105.
• Benkeplater (Countertops) Countertops in multiple materials including Corestone, Corian, granite, ceramic, laminate, steel, and solid wood (from HORN). Offered across kitchen, bathroom, and utility room product lines and available via web shop and stores.
• Hvitevarer (Kitchen Appliances from Partner Brands) A curated selection of kitchen appliances from partner brands including AEG, Siemens, Miele, NEFF, and BORA. Includes integrated and standalone ovens, induction cooktops, cooktops with integrated ventilation, steam ovens, wine coolers, and range hoods.
• RørosHetta Sense (Smart Kitchen Ventilation) Smart kitchen ventilation hood from partner RørosHetta with 11 built-in sensors that automatically detect and adapt to cooking steam and odors. Features automatic activation, silent mode after cooking, and a smartphone app. Available in custom handcrafted finishes.
• HTH Design Consultation Services Design consultation services offered to customers via in-store meetings, in-home visits, and video conferencing. Customers can upload a kitchen sketch and receive a 3D drawing within 24 hours. Service is described as free at the initial meeting stage.
• Assembly and Installation Services Professional assembly and installation of kitchen, bathroom, and wardrobe products, with options for partial services (assembly-only or delivery-only) within the HTH GO concept.
• HTH Totalkonsept (B2B Full-Service Project Delivery) A comprehensive B2B project management service covering the full kitchen, bathroom, and wardrobe installation process from initial consultation and design through plumbing, electrical, and painting work to quality inspection and documentation.
• Manufacturer Declarations and EPD Services (Building Certification Documentation) Manufacturer declarations covering the majority of HTH's product range (front models, countertops, cabinet carcasses, accessories) plus Environmental Product Declarations (EPDs) for selected products, providing product composition, environmental certifications, and EU taxonomy compliance to support BREEAM-NOR and other building certifications.

Quantifiable outcome

• 99% of wood from certified responsible sources (FSC/PEFC)
• +3 more outcomes

Named customers4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature5 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Norway ChesscoreGTM or Marketing Partner · 1 January 2023HTH is the main partner (hovedpartner) of Norway Chess, recognized as the world's strongest chess tournament. The partnership includes the 'Kitchen Talks' concept where guests are interviewed in an HTH kitchen at the tournament venue, and the use of an HTH Nordic Roots kitchen for interviews.
• AEG (Electrolux brand)coreChannel Partner/ Reseller/ DistributorAEG is a featured white goods brand sold through HTH stores and referenced in promotions. HTH competitions offer AEG appliance packages (e.g., AEG white goods packages worth NOK 42,391 as competition prizes).
• Siemens (BSH Home Appliances)coreChannel Partner/ Reseller/ DistributorSiemens is a key white goods partner featured prominently on the HTH website with integrated kitchen solutions including induction cooktops with integrated hoods (InductionAir Plus), ovens, and dishwashers. The partnership includes cashback promotions and exclusive kitchen integration.
• MieleminorChannel Partner/ Reseller/ DistributorMiele premium appliances are available through HTH stores as an option for customers seeking high-end white goods.
• NEFFminorChannel Partner/ Reseller/ DistributorNEFF appliances are available through HTH stores, offering an additional brand choice for customers.
• BORAminorChannel Partner/ Reseller/ DistributorBORA cooktops and extraction systems are available as premium appliance options through HTH.
• QuookerminorChannel Partner/ Reseller/ DistributorQuooker instant boiling water taps and the CUBE chilled/sparkling water accessory are available through HTH. The partnership offers premium kitchen faucet solutions with multiple functions.
• Pressalit CareminorStrategic or Co-development PartnerHTH collaborates with Pressalit Care, specialists in kitchen and bathroom solutions for healthcare settings, particularly for ergonomic and accessibility-focused institutional kitchen projects.
• RørosHettacoreTechnology or IntegrationRørosHetta is a Norwegian company producing 'the world's smartest kitchen hood' with 11 integrated sensors (Sense technology). The product is featured as a premium ventilation solution available through HTH. RørosHetta Sense automatically detects cooking steam and adjusts extraction levels, controllable via smartphone app.
• Thermex (WINEMEX series)minorChannel Partner/ Reseller/ DistributorThermex WINEMEX wine climate cabinets (built-in and freestanding models) are offered through HTH as a specialized wine storage solution with multi-zone cooling, UV protection, and anti-vibration compressors.

Scale indicators11 records

Recent moves7 records

Expansion highlights6 records

Regional players

• Bribus: Norwegian kitchen manufacturer serving the local new-build and renovation market. Comparable Norwegian competitor with overlap in housing developer relationships and project-based B2B sales.

Broad incumbents

• IKEA (SEKTION kitchens): Global mass-market home furnishing retailer whose SEKTION kitchen line competes for the same Norwegian/Nordic homeowners at substantially lower price points. Sets the floor on price competition for HTH's entry-level GO series.
• Nobia AB: Swedish-listed parent company of HTH and ~19 other kitchen brands across Europe. Comparable as a kitchen manufacturing group; relevant for understanding HTH's positioning within a multi-brand portfolio.
• Howdens Joinery: UK-listed kitchen trade supplier serving primarily builders and developers through a depot model. Comparable as a B2B/B2C kitchen distributor with trade-focused operations adjacent to HTH's professional division.
• Nobilia: Germany's largest kitchen manufacturer, serving European markets through independent dealers. Comparable as a high-volume custom kitchen producer; relevant benchmark for HTH's manufacturing scale.

Direct peers

• Kvik: Danish kitchen manufacturer with a comparable showroom-based retail model across Northern Europe, offering customizable kitchens at similar mid-premium price points. Direct competitor to HTH in Norway, Denmark, and Sweden.
• Marbodal: Swedish kitchen brand owned by Nobia AB (HTH's parent group). Competes directly in Scandinavian markets with similar cabinet customization, design-led showrooms, and overlapping dealer networks.
• Schmidt Group: French/European kitchen manufacturer with a franchise showroom network across Europe. Comparable mid-premium positioning, customization model, and multi-country retail footprint.
• Magnet Joinery: UK kitchen retailer with a showroom-and-trade model serving consumers and housing developers. Comparable in go-to-market (showroom design consultation + trade division) and custom kitchen positioning.
• Ballingslöv: Swedish kitchen manufacturer with showroom-based retail across the Nordics, offering comparable custom cabinet solutions. Competes for the same Scandinavian consumer and B2B housing developer segments as HTH.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Pinterestpinterest.dk/hth_norge

Compliance12 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 HTH Kitchen