What Sono Norge does

Sono Norge AS is a Norwegian e-commerce retailer specializing in professional and institutional workplace furniture, operating under the Sono Group brand alongside parallel storefronts in Denmark (sono.dk) and Sweden (sono.se). Headquartered at Bredmyra 4, Borgenhaugen, Norway (organization number 991 625 216), the company was founded in 2007 and operates with a small team of 1-10 employees, serving both individual/SMB buyers and B2B institutional customers across the Nordic region.

The company's product catalog is organized into four core verticals: office furniture (chairs, desks, storage, ergonomic accessories, reception and lounge), warehouse and industrial equipment (workshop furnishings, storage shelves, steel cabinets, transport and lifting, HSE products), wardrobes and lockers (compliant with Norwegian Work Authority requirements), and school/kindergarten furniture. It carries multiple third-party brands including Kinesis, Backapp, GBP, aeris, Varier, Glamox Luxo, and Ekoflex, alongside a proprietary aLTI steel shelving system. The underlying technology is a standard Magento-based e-commerce storefront with product catalog, search, shopping cart, and chat/phone customer service integration.

Sono Norge generates revenue through direct one-time e-commerce sales of furniture and equipment, with pricing largely quote-based and not publicly disclosed. Free shipping is offered on web orders, and multiple payment options including Vipps, Klarna, and Stripe are supported. Distribution is exclusively online through its own storefronts, supported by content marketing (a Kunnskap knowledge blog, project references, and downloadable catalogs) and SEO-optimized category pages targeting institutional buyers. The company holds ISO 9001 and ISO 14001 certifications, and a Sono Group sustainability report was published in 2024, reinforcing its positioning for institutional and B2B procurement.

Name

Sono Norge

Legal name

Sono Norge AS

Website

https://shop.sono.no

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

Sono Norge AS is a Norwegian e-commerce retailer and Sono Group subsidiary selling office furniture, warehouse/industrial equipment, wardrobes, and school furniture to SMB and institutional buyers across Norway, Denmark, and Sweden through localized online storefronts.

Ownership category

akta.pro rank

Headquarters

HQ city

Bogenhausen

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Furniture and equipment sales: Direct e-commerce sales of office furniture, industrial/storage equipment, wardrobes, and school furniture to businesses and consumers in Norway. Products include chairs, desks, storage solutions, workshop equipment, lockers, and related accessories. Sales appear to be primarily one-time transactions with no subscription component.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Sono Norge AS operates an online store (sono.no) that sells a wide range of office furniture, conference/canteen furniture, height-adjustable desks, ergonomic chairs, industrial and warehouse equipment (workbenches, shelving, pallet racking, steel cabinets, transport/lifting equipment), wardrobes/lockers, and school/kindergarten furniture to businesses and institutions across Norway. It also distributes multi-brand products (Kinesis, GBP, Backapp, aeris, Varier, Glamox Luxo, Ekoflex) and its own proprietary aLTI steel shelving system, with chat and phone sales support during business hours.

Product overview

Sono Norge is a Norwegian office and industrial furniture company offering a comprehensive portfolio of workplace solutions organized into four core product categories: (1) Office Furniture (Kontormøbler) covering chairs, desks, storage, ergonomic accessories, and reception/lounge areas; (2) Warehouse and Industry (Lager og industri) including workshop furnishings, storage shelves, steel cabinets, transport/lifting equipment, and HSE products; (3) Wardrobe/Lockers (Garderobe) for workplaces, schools, and industrial settings; and (4) School and Kindergarten (Skole og barnehage) furniture. The company also operates an Outlet section for discounted items. Key brands include Kinesis (ergonomic solutions), Backapp (active sitting), GBP (ergonomic workbenches), Ekoflex (height-adjustable desks), and the proprietary aLTI steel shelving system. Sono Norge is part of the Sono Group with operations across Norway, Denmark, and Sweden.

Differentiator

Problem solved

Functional benefit

Products and services

• Kontormøbler (Office Furniture) Core product category covering chairs, desks/tables, storage cabinets, ergonomic accessories, reception/lounge furniture, and office equipment (quiet rooms, phone booths, whiteboards, cable management) for professional workplaces.
• Lager og industri (Warehouse and Industrial Equipment) Core product category covering workshop furnishings (workbenches, ESD equipment, work chairs, tool boards/trolleys), storage shelving (boltless, V06, pallet racks, small-item shelves), steel cabinets (tool, PC, chemical, battery charging), transport and lifting equipment (pallet trucks, lift tables, sack trucks, dock lifts), and HSE products (impact protection, oil handling, waste bins).
• Garderobe (Wardrobe and Locker Systems) Core product category of wardrobe and locker solutions for workplaces, schools, and industrial facilities, with content framed around Norwegian Work Authority (Arbeidstilsynet) compliance requirements.
• Skole og barnehage (School and Kindergarten Furniture) Core product category of age-appropriate seating, tables, canteen furniture, and storage solutions designed for educational institutions and children's environments.
• Outlet (Discounted and Clearance Items) Discounted and clearance furniture and equipment offerings across the Sono catalog for price-sensitive buyers.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered minor.

• KinesisminorChannel Partner/ Reseller/ DistributorKinesis is one of the brands carried by Sono Norge, sold through their e-commerce platform. Kinesis produces ergonomic furniture solutions.
• GBPminorChannel Partner/ Reseller/ DistributorGBP (Gerhard B. Pedersen) is a brand of workbenches and ergonomic workstations for industrial use sold through Sono Norge.
• BackappminorChannel Partner/ Reseller/ DistributorBackapp produces balance chairs and active sitting solutions sold through Sono Norge.
• Glamox LuxominorChannel Partner/ Reseller/ DistributorGlamox Luxo provides lighting solutions for professional environments, distributed through Sono Norge.
• aerisminorChannel Partner/ Reseller/ Distributoraeris produces ergonomic seating and standing desks sold through Sono Norge.
• VarierminorChannel Partner/ Reseller/ DistributorVarier manufactures ergonomic chairs and active sitting furniture sold through Sono Norge.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Haworth: Haworth is a global contract furniture manufacturer operating broadly across office, architectural interiors, and seating categories. Its Nordic dealer network competes with Sono for larger enterprise and project-based orders.
• Montana Furniture: Montana is a Danish designer and manufacturer of modular storage and shelving for offices and homes, overlapping with Sono's office storage and shelving categories. It is an established incumbent competing in higher-end segments.
• IKEA for Business: IKEA's business and office furniture offering is a much larger, broader incumbent serving Nordic workplaces with seating, desks, and storage. While not specializing in Sono's institutional niches, it competes on price and brand reach.
• Kinnarps: Kinnarps is one of the largest Nordic office furniture manufacturers with a broad portfolio covering seating, desks, and storage for professional workplaces. It is a larger incumbent in the same category Sono serves as a distributor.
• Skandiform: Skandiform is a Nordic contract furniture brand offering seating, tables, and storage for public and office environments, comparable to Sono's project references in office and institutional segments.
• Steelcase: Steelcase is a global office furniture manufacturer with a strong presence in the Nordics through dealers and direct sales, competing in the same high-end office and ergonomic seating categories where Sono Norge distributes premium brands like Varier and Backapp.

Direct peers

• Treston: Treston is a Nordic manufacturer and supplier of industrial workbenches, workstations, and warehouse storage solutions, directly comparable to Sono's warehouse/industrial and workshop furniture category.
• Mat.se: Mat.se is a Swedish online retailer of office furniture and workplace supplies targeting B2B and public-sector buyers. It is a regional direct peer competing for the same Nordic SMB and institutional customers.
• AJ Produkter: AJ Produkter is a Nordic e-commerce-first retailer of office, warehouse, and industrial furniture with localized sites across the Nordics and a comparable B2B-focused catalog. It is the closest direct competitor to Sono Norge in product mix and channel strategy.
• Runelandhs: Runelandhs is a Nordic online retailer specializing in office, school, and institutional furniture with localized websites across Sweden, Norway, and Denmark. It is a direct peer in channel, geography, and product mix.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance2 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 Sono Norge