Maze Interior
Maze Interior is a bootstrapped Swedish furniture company founded in 2003 that designs, manufactures, and sells minimalist Scandinavian furniture (shelving, chairs, tables, storage) across 9 collections, serving consumers, international retailers in 25+ countries, and design professionals via DTC, wholesale, and B2B channels.
- Company typePrivate
- Founded2003
- HeadquartersStockholm, Sweden
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Maze Interior does
Maze Interior is a Swedish furniture design and manufacturing company founded in 2003 in Stockholm by photographer Kent Johansson, who created the original F-Shelf wall-mounted nightstand for his own apartment. The company designs and produces minimalist Scandinavian furniture including wall-mounted shelving systems (Pythagoras, Pythagoras XL), chairs (Same Chair), tables (Same Table, Parasol), storage and entryway furniture (Bill, City, Gentle, Frank, Nancy), and a children's line (Maze Junior), organized across nine design collections with over 243 SKUs. Manufacturing is approximately 80% Sweden-based (Småland and Västergötland) using FSC/PEFC-certified wood, recycled metal wire, and chrome-free leather from Elmo Sweden, following a stated "Slow Production" philosophy of small-batch, demand-driven output backed by a 20-year warranty. The company holds multiple European certifications (EN 16139:2013, EN 15372:2016, EN 16121:2013+A1:2018, Möbelfakta) and verified Environmental Product Declarations on selected products.
The business operates a hybrid go-to-market model combining direct-to-consumer e-commerce through mazeinterior.se (Swedish) and mazeinterior.com (English), wholesale distribution through an international network of online retailers spanning 25+ countries (key partners include Nordic Nest in 8+ countries, Svenssons, Royal Design, Rum21, Stockmann, Actus Interior), and a dedicated B2B/Professionals channel serving architects and interior designers with 3D files and EPD/LCA documentation. Pricing spans 249 kr to 26,995 kr with free shipping over 1,000 kr. Distribution is supported by a warehouse in Norrköping and a physical showroom in Stockholm (Styrmansgatan 4). Products are designed in collaboration with award-winning industrial designers including Tapio Anttila, Louise Hederström, Gustav Rosén, and Olof Kolte, with design accolades including Finnish Designer of the Year 2012, Top Designer Award 2017, Fennia Prize, Good Design, Design Plus, and Adex.
Maze Interior AB (Org.nr 556644-3544) is a privately held, founder-controlled company with no disclosed institutional investors, no funding rounds, and no public listing. The executive team is small, led by CEO & Sales Hanna Janse, Purchasing Manager Sandra Ivarsson, and Creative Director Lotta De Visscher, with founder Kent Johansson providing ongoing direction. The company maintains no mobile app, no public API, and no disclosed AI/ML capabilities; its primary digital surface is the Pythagoras Lab interactive online planning tool for configuring custom shelving systems.
Maze Interior firmographics
Firmographics- Name
- Maze Interior
- Legal name
- Maze Interior AB
- Website
- https://mazeinterior.se
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Maze Interior is a bootstrapped Swedish furniture company founded in 2003 that designs, manufactures, and sells minimalist Scandinavian furniture (shelving, chairs, tables, storage) across 9 collections, serving consumers, international retailers in 25+ countries, and design professionals via DTC, wholesale, and B2B channels.
- Ownership category
- akta.pro rank
Maze Interior industry classification
Industry- Product category
- Home Furniture
- NAICS
- Furniture Retailers (449110), Nonupholstered Wood Household Furniture Manufacturing (337122), Furniture and Home Furnishings Retailers (4491)
- SIC
- Retail-Furniture Stores (5712), Retail-Home Furniture, Furnishings & Equipment Stores (5700)
- akta.pro primary industry
- Drawer, Cabinet & Pantry Organization Retail (Dividers, Inserts, Lazy Susans) (CRAIAJAD)
- akta.pro secondary industry
- Kids & Nursery Furniture Retail (Cribs, Toddler Beds, Changing Tables, Bunk Beds) (CRAIAAAE)
Keywords
Where Maze Interior is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices4 records
Markets served
Maze Interior business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Direct E-commerce Sales: Maze Interior sells directly to consumers through its primary website mazeinterior.se (Swedish) and mazeinterior.com (English), processing orders and delivering products directly to end customers. This is the primary revenue channel.
- Wholesale to Online Retailers: Products are sold wholesale to a network of international online retailers including Nordic Nest, Svenssons, Royal Design, Rum21, and numerous others across Scandinavia, Europe, Asia, and North America. Retailers purchase at wholesale rates and resell to end consumers.
- B2B / Professional Sales: Dedicated B2B sales channel targeting architects and interior designers for office and commercial projects. Includes dedicated professional resources, 3D files, project support, and EPD/LCA documentation.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Direct E-commerce (mazeinterior.se) |
| Unit Pricing | Pay-as-you-go | Sample Sale (discounted samples) |
| Other | Pay-as-you-go | Free Shipping Threshold |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Maze Interior product offering
Product offeringCore offering
Maze Interior designs, manufactures and sells Scandinavian minimalist home furniture and interior accessories across nine design collections and a children's line (Maze Junior). Core products include wall-mounted shelves (F-Shelf, L-Shelf, Pythagoras), dining tables and chairs (Same Table, Same Chair), armchairs (Same Easy), coffee tables (Parasol), shoe benches (Nancy), storage benches (Frank) and modular shelving systems, primarily sold direct-to-consumer via its own e-commerce platform with wholesale distribution through international retailers and a B2B channel for architects and interior designers.
Product overview
Maze Interior is a Swedish furniture company founded in 2003 that creates minimalist and functional furniture for home environments. The product portfolio consists of nine design collections (Pythagoras, Pythagoras XL, Bill, City, Classic, Graphic, Nature, Pieces, and Gentle) plus the Maze Junior children's line. Core products include wall-mounted shelves (F-Shelf, L-Shelf), dining tables (Same Table), chairs (Same Chair), armchairs (Same Easy), coffee tables (Parasol), and storage solutions (Nancy, Frank, Downtown Shoe Shelf, Mixrack). The products are organized by function (tables, storage furniture, chairs) and by room (hall, office, kitchen/dining, bedroom, living room). The company operates a direct-to-consumer e-commerce platform at mazeinterior.se with a digital planning tool (Pythagoras Lab) for custom shelving design. Production is primarily based in Sweden (80%) with the remaining 20% in Italy and the Baltics, following their 'Slow Production' sustainability philosophy.
Differentiator
Problem solved
Functional benefit
Brands
- Gentle: Hall furniture series designed for organized entryway storage, including shoe shelves, hat racks, and storage benches in oak and walnut finishes.
- Maze Junior
- Pythagoras
- Pythagoras XL
- City
Quantifiable outcome
- 20-year warranty on all products, demonstrating long-term durability and quality commitment.
- +3 more outcomes
Companies that use Maze Interior
Customer profileNamed customers1 record
Ideal customer profiles3 records
Maze Interior technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Maze Interior partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core, minor and major.
- R-kåscoreLong-standing supplier partner collaborating with Maze Interior since the company's founding. Specializes in metal wire products as part of Maze's domestic Swedish production. Shares Maze's commitment to minimal environmental impact.
- Backstigs (Family-owned)coreFamily-owned supplier working with Maze Interior since the start, providing metal wire components as part of the Swedish production network.
- SteelnovacoreSupplier partner collaborating with Maze Interior from the company's founding. Contributes to Maze's domestic production in Sweden.
- Larssons Trä (Tranemo, Sweden)corePrimary wood supplier from Tranemo, Sweden, specializing in birch and pine raw materials. All wood is cultivated and processed in Sweden. Maze's exclusive wood supplier, working exclusively with materials from Swedish sustainable forestry.
- Elmo Sweden AB (Svenljunga, Sweden)coreLeather supplier from Svenljunga, Sweden, providing natural-tanned leather from Scandinavian cattle (meat or dairy cows, no animals raised solely for skin). Elmo provides full traceability back to individual farms; all farms must follow strict animal welfare regulations per World Organization for Animal Health standards. Chrome-free tanning process used.
- Pilke Lights (Finland)minorFinnish lighting brand produced alongside Maze Interior products in Finland. Products include CE-marked lamps tested by Nemko (Norwegian Electrical Material Control). Approximately 20% of Maze production takes place in Finland and the Baltikum region.
- Baltikum Suppliers (Baltic States & Italy)minorManufacturing partners in the Baltic states (Estonia, Latvia, Lithuania) and Italy handling approximately 20% of Maze Interior production (the remaining ~20% outside of Sweden's 80%).
- Nordic NestcorePrimary international online retailer for Maze Interior, operating in over 8 countries including Sweden, Australia, Denmark, France, Netherlands, Norway, Spain, South Korea, and US (scandinaviandesigncenter.com). One of the most significant distribution partners for Maze globally.
- Svenssons (Sweden)majorSwedish online furniture and interior retailer carrying Maze Interior products.
- Royal Design (Sweden)majorSwedish online design retailer offering Maze Interior furniture and accessories.
- Rum21 (Sweden)majorSwedish online furniture retailer featuring Maze Interior products.
- Lanna Møbler (Denmark)minorDanish furniture retailer offering Maze Interior products.
- Actus Interior (Japan)minorJapanese interior design retailer carrying Maze Interior products.
- Stockmann (Finland)minorMajor Finnish department store chain featuring Maze Interior products in their interior design section.
- RISE Research Institutes of Sweden ABminorIndependent Swedish research institute that conducted strength and durability testing for Maze Interior's Same Chair (EN 16139:2013) and Same Table (EN 15372:2016) products for non-household environments.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Maze Interior competitors and assessment
Company assessmentRegional players
- Nordic Nest: Swedish online retailer operating in 8+ countries (including Australia, US, South Korea) and a core international distribution partner for Maze Interior. Comparable as a multi-brand Scandinavian design retailer, but with a much larger catalog and broader geographic reach than Maze.
Emerging players
- Woud: Danish design brand offering Scandinavian furniture, lighting, and home accessories with a focus on honest materials and timeless design. Comparable to Maze Interior in design philosophy, premium positioning, and DTC-plus-wholesale model, but with a smaller and more recent catalog.
Broad incumbents
- Muuto: Danish contemporary design brand with a strong portfolio of Scandinavian furniture, lighting, and home accessories. Comparable to Maze in design sensibility, premium positioning, and emphasis on emerging designers, but with a far larger product range and global distribution footprint.
- Normann Copenhagen: Danish design company with a wide portfolio of furniture, lighting, and home accessories. Overlaps with Maze in Scandinavian design language, premium pricing, and an international reseller network, but offers a much larger and more diversified catalog.
- HAY: Danish contemporary design brand offering furniture, lighting, and accessories across a much wider catalog than Maze. Overlaps in Scandinavian design language, premium residential positioning, and broad international distribution, but operates at significantly larger scale and category breadth.
- Ferm Living: Danish design brand offering home furnishings, furniture, and kids products with a strong sustainability narrative. Comparable to Maze Interior in Scandinavian design DNA, premium DTC/wholesale model, and presence in the kids segment (Ferm Kids), but with broader category coverage and larger scale.
Peers
Direct peers
- Design Within Reach: US-based retailer (now part of MillerKnoll) specializing in authentic modern and Scandinavian design furniture, including a Stockholm showroom. Closely comparable to Maze Interior in curating and reselling premium Scandinavian design to consumers, though at much larger scale and broader portfolio.
- String Furniture: Swedish manufacturer of modular wall-mounted shelving systems (String Pocket, String System) founded in 1949. Closely comparable to Maze Interior as a Scandinavian design brand with a flagship modular shelving product, similar premium positioning, and overlapping target customers in residential and small-office settings.
- Montana Furniture: Danish manufacturer of modular shelving and storage systems (Montana Free, Montana Mini) by designer Peter J. Lassen. Direct competitor to Maze Interior's Pythagoras and Bill lines, with comparable customization, premium pricing, and a design-led modular storage proposition.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights6 records
Customer concentration
Maze Interior compliance and trust
Trust signalCompliance9 records
Maze Interior financial estimates
Financial estimateRevenue estimate
Valuation estimate
Maze Interior leadership team
Management profileNumber of profiles
Profiles4 records
Maze Interior funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Maze Interior 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 Maze Interior
What does Maze Interior do?
Maze Interior designs, manufactures and sells Scandinavian minimalist home furniture and interior accessories across nine design collections and a children's line (Maze Junior). Core products include wall-mounted shelves (F-Shelf, L-Shelf, Pythagoras), dining tables and chairs (Same Table, Same Chair), armchairs (Same Easy), coffee tables (Parasol), shoe benches (Nancy), storage benches (Frank) and modular shelving systems, primarily sold direct-to-consumer via its own e-commerce platform with wholesale distribution through international retailers and a B2B channel for architects and interior designers.
Is Maze Interior a public or private company?
Maze Interior is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Maze Interior founded?
Maze Interior was founded in 2003. It employs 11 to 50 people.
Where is Maze Interior based?
Maze Interior is headquartered in Stockholm, Sweden, in the Europe region.
How does Maze Interior make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are wholesale to Online Retailers and B2B / Professional Sales.
Who are Maze Interior's main competitors?
Nordic Nest is listed as a regional player. Woud is listed as an emerging player. Broad incumbents are Muuto, Normann Copenhagen, HAY and Ferm Living. Menu (by Room Copenhagen) is listed as a peer. Direct peers are Design Within Reach, String Furniture and Montana Furniture.
Does Maze Interior have an API?
No public API is recorded for Maze Interior.
What industry is Maze Interior in?
Maze Interior's product category is Home Furniture. Its primary akta.pro industry code is CRAIAJAD, Drawer, Cabinet & Pantry Organization Retail (Dividers, Inserts, Lazy Susans), with a secondary code of CRAIAAAE, Kids & Nursery Furniture Retail (Cribs, Toddler Beds, Changing Tables, Bunk Beds). Its NAICS code is 449110 and its SIC code is 5712.