Luxo Living

What Luxo Living does

Luxo Living A/S is a privately held Danish e-commerce retailer headquartered in Herning, founded in 2007, that operates luxoliving.dk as a curated multi-brand marketplace for Scandinavian home décor, furniture, lighting, children's products, and lifestyle goods. The company is structured as a Danish aktieselskab (A/S) registered under CVR 40447385 and employs between 1 and 10 people, with no disclosed investors, parent company, or external funding. Its assortment aggregates more than 90 Scandinavian and international design brands — including anchor partnerships with HAY, Ferm Living, House Doctor, Kay Bojesen, Muuto, Montana, Bloomingville, Normann Copenhagen, Audo Copenhagen, String, and Blomus — positioning the business as a one-stop destination for Nordic design rather than a single-brand house.

The storefront runs on a Magento CMS with responsive web capabilities; there is no native mobile app and no public API. Distribution is exclusively direct-to-consumer via the owned e-commerce site, with same-day dispatch on orders placed before 3 PM, shipping starting at DKK 49, and a 100-day return policy. Marketing is concentrated on owned digital channels — Instagram (with Instagram Shop integration and a #myluxoliving UGC campaign), Facebook, Pinterest, email newsletters, and content/blog category pages — and the company holds the Danish e-mærket consumer-protection certification, which underpins trust signals at checkout.

Revenue is generated almost entirely through unit-priced online product sales priced in Danish Krone, ranging from roughly DKK 25 for small accessories to DKK 2,749+ for larger furniture items, with B2B / EAN invoicing layered on top for business and corporate buyers. Pricing mechanics include item-level "Luxopris" promotions, a dedicated Udsalg (sale) section, and an Outlet section. Product revenue recognition is one-time per transaction. No revenue, ARR, or GMV figures have been disclosed, and no funding, M&A, leadership, or geographic expansion events are on record.

Name

Luxo Living

Legal name

Luxo Living A/S

Website

https://luxoliving.dk

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

Luxo Living A/S is a privately held Danish e-commerce retailer (Herning, founded 2007, 1–10 employees) operating luxoliving.dk as a curated multi-brand marketplace of Scandinavian and international home décor, furniture, lighting, children's, and lifestyle products from 90+ brands, selling direct to Danish consumers and B2B buyers via EAN invoicing.

Ownership category

akta.pro rank

Product category

Online Home Décor Retail

NAICS

Home Furnishings Retailers (44912)

SIC

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

akta.pro primary industry

Luxury Home & Lifestyle (Tableware, Decor, Home Textiles) (CRAKAFAI)

Keywords

• Scandinavian home decor
• Online furniture retail
• Interior design products
• Nordic lighting fixtures
• Danish e-commerce homewares

Headquarters

HQ city

Herning

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales: Revenue is generated through direct online sales of home décor, furniture, lighting, and lifestyle products to consumers. The company operates as a multi-brand retailer offering products from various Scandinavian design brands with pricing in Danish Krone (DKK).

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Luxo Living is a Danish e-commerce retailer that sells Scandinavian home décor, furniture, lighting, children's products, and lifestyle items directly to consumers through its own online store. The company curates and distributes products from over 90 Nordic and international design brands including HAY, Ferm Living, House Doctor, Muuto, Montana, Kay Bojesen, Bloomingville, and Normann Copenhagen. Orders are fulfilled domestically from Denmark with same-day dispatch on orders placed before 3 PM and a 100-day return policy.

Product overview

Luxo Living is a Danish e-commerce retailer specializing in Scandinavian home décor, furniture, and lifestyle products. The company operates a Magento-based e-commerce platform offering a comprehensive portfolio organized into five main product categories: Boligtilbehør (home accessories including vases, ceramics, candles, textiles, storage, and decorations), Møbler (furniture including tables, shelving, sofas, chairs, and outdoor furniture), Belysning (lighting including indoor and outdoor lamps and accessories), Børn (children's products including nursery, sleep, feeding, and toy items), and Livsstil (lifestyle including jewelry, fashion, and books). The company distributes over 90 Scandinavian and international design brands including Ferm Living, HAY, House Doctor, Kay Bojesen, Normann Copenhagen, and Montana. Products are sold through the e-commerce platform with shipping from Denmark and options for business/EAN ordering.

Differentiator

Problem solved

Functional benefit

Products and services

• Boligtilbehør (Home Accessories) Core product category covering home décor items such as vases, ceramics, glassware, candle holders, pictures, frames, textiles, bathroom accessories, kitchen accessories, storage solutions, decorations, and seasonal items including Christmas décor. Targeted at Danish consumers seeking Scandinavian-style home styling.
• Møbler (Furniture) Complete furniture collection including tables (dining, coffee, side, desks), shelving and storage (bookcases, consoles, modular shelves, cabinets), sofas and daybeds, chairs (bar stools, office, armchairs, lounge, bean bags, dining, benches), and outdoor furniture for residential and small office use.
• Belysning (Lighting) Lighting collection featuring indoor lighting (table lamps, floor lamps, light chains, pendants, wall lamps, ceiling lamps, portable lamps) and outdoor lighting, plus accessories such as lamp shades and light bulbs, sourced from Scandinavian and international design brands.
• Børn (Children) Children's product line including nursery items (play mats, decoration, folding mattresses, mobiles, children's lamps, storage, clothing, school start supplies), sleep time products (baby nests, night lamps, pillows, canopy, bed borders, children's bedding, mattresses, duvets and blankets), eating time items, changing time products, bath time items, and toys for Danish families.
• Livsstil (Lifestyle) Lifestyle product category including coffee table books and magazines, care products, jewelry (bracelets, necklaces, hair clips, earrings, ear studs, rings, pendants), and fashion items such as bags and clothing for individual consumers.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered primary and core.

• HAYprimaryOthersLuxo Living serves as an authorized retailer for HAY, offering their complete range of Danish furniture, lighting, and home accessories including popular items like Conical Vases, table clocks, and wall clocks.
• Ferm LivingprimaryOthersAuthorized retailer of Ferm Living products including vases, plant pots, mirrors, sculptural objects, and textile wall hangings with warm colors and natural inspiration.
• House DoctorprimaryOthersOffers House Doctor's range of decorative items including vases, lanterns, bowls, wall art, and rustic nordic décor with industrial and natural aesthetics.
• Kay BojesenprimaryOthersFeatures Kay Bojesen's iconic wooden figures including elephants, bears, monkeys, birds, and figurines crafted in oak, beech, and smoked oak with minimalist Nordic design.
• MuutoprimaryOthersAuthorized Muuto retailer offering Scandinavian furniture and accessories with a focus on enduring Nordic design aesthetics.
• MontanaprimaryOthersFeatures Montana shelving systems and furniture including the Montana Selection collection, known for modular storage solutions.
• BloomingvillecoreOthersOffers Bloomingville's extensive range including vases, wall decorations, artificial flowers, and home accessories with diverse materials and styles.
• Normann CopenhagencoreOthersCarries Normann Copenhagen products including Shorebird figures, design objects, and furniture with graphic, contemporary aesthetics.
• Ferm LivingcoreOthersAuthorized retailer of Ferm Living products including vases, plant pots, mirrors, sculptural objects, and textile wall hangings.
• StringcoreOthersFeatures String System shelving known for minimalist Swedish design and functional modular storage solutions.
• Audo CopenhagencoreOthersOffers Audo Copenhagen furniture and interior design solutions combining Nordic minimalism with contemporary aesthetics.
• BlomuscoreOthersCarries Blomus products including water pitchers, plant pots, door mirrors, and home accessories with clean, functional design.

Recent moves5 records

Expansion highlights3 records

Direct peers

• By Flou: Danish-curated online retailer of Nordic and international design brands spanning furniture, lighting, and home accessories. Direct peer with similar brand-aggregation, design-led positioning, and online-only D2C model.
• Broste Copenhagen: Danish home décor brand and retailer with a comparable Scandinavian/nordic-styled assortment spanning furniture, lighting, and accessories. Comparable as a Denmark-rooted home décor seller competing for the same design-conscious Danish consumer.
• Bahne: Established Danish retailer of home accessories, kitchenware, and lifestyle products with a long-standing omnichannel presence. Direct peer in the Danish multi-brand home/lifestyle space, competing for the same consumer wallet.
• Nordic Nest: Swedish-founded multi-brand e-commerce retailer carrying the same Scandinavian design brands (HAY, Ferm Living, House Doctor, etc.) to consumers across the Nordics. Closest direct peer to Luxo Living given shared multi-brand aggregation model, similar GTM, and overlapping supplier roster.
• Stilleben: Copenhagen-based curated design retailer and brand offering Scandinavian home design objects online. Comparable as a Denmark-based, design-led multi-brand seller with overlapping product categories and aesthetic positioning.

Emerging players

• HAY (official online store): Danish contemporary design brand selling directly online in Denmark. A supplier to Luxo Living whose own D2C channel competes for the same end consumer and represents both a partnership and a competitive overlap.
• Ferm Living: Danish design brand sold through Luxo Living now operates its own branded D2C e-commerce. Relevant as an emerging player that doubles as a supplier and potential competitor, illustrating the disintermediation risk for multi-brand aggregators.

Broad incumbents

• Wayfair: Global online home furnishings aggregator with massive SKU breadth and aggressive marketing. Broad incumbent operating an aggregation-plus-marketplace model analogous in concept, though at vastly larger scale and broader category mix.
• IKEA: Global home furnishings giant with deep Danish footprint, extensive online catalog, and lower price positioning. Broad incumbent setting baseline expectations for price, delivery speed, and returns across home categories in Denmark.
• H&M Home: Global apparel incumbent's home division operating a large-scale e-commerce business with broad household assortments at lower price points. Broad incumbent competing for share of Danish home consumer spending, particularly in lower-DKK décor and lifestyle categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/luxoliving
• Instagraminstagram.com/luxoliving
• LinkedInlinkedin.com/company/luxoliving

Compliance1 record

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 Luxo Living