Designa
Designa is a single-store building materials retailer in Södertälje, Sweden, selling flooring, paint, bathroom, kitchen, tile, and construction products to private homeowners and construction companies in greater Stockholm, with project management advisory services layered on top.
- Company typePrivate
- Founded2012
- HeadquartersSödertälje, Sweden
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What Designa does
Designa is a privately held building and interior materials retailer headquartered in Södertälje, Sweden, operating as a single physical storefront at Bergaholmsvägen 10. The company sells flooring, paint and spackle, carpets and panels, tools and materials, kitchen products and appliances, bathroom furniture and showers, tiles and ceramics, countertops, and WC and waterproofing systems. Its assortment is sourced from a curated set of premium Nordic and European suppliers including Bjelin, Pergo, Tarkett, Caparol, Teknos, Hafa, Haven, Tapwell, Cosentino, Smeg, and Geberit, among others.
The business serves two primary segments: private individuals undertaking home renovations and bathroom projects, and established construction companies operating in the greater Stockholm area. Beyond direct material sales, Designa offers project management and advisory services covering quotations, purchase planning, and material procurement coordination for larger renovation and new-build projects. The company maintains a documented reference portfolio of 10 housing cooperative (Brf) developments across Huddinge, Hammarö/Karlstad, Upplands-Bro, Trosa, Nynäshamn, and Steninge.
Designa operates as a subsidiary within the Happy Homes group, which provides access to an extended supplier network and broader product range. Revenue is generated through transactional one-time material sales plus professional service fees for advisory and project management work, priced on a unit basis with promotional campaigns such as 35% off paint products and 10% off flooring products. Distribution is exclusively through the physical showroom, supported by an Instagram content presence (@designasodertalje) and a WordPress-based website.
Designa firmographics
Firmographics- Name
- Designa
- Legal name
- Designa
- Website
- https://designa.se
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Designa is a single-store building materials retailer in Södertälje, Sweden, selling flooring, paint, bathroom, kitchen, tile, and construction products to private homeowners and construction companies in greater Stockholm, with project management advisory services layered on top.
- Ownership category
- akta.pro rank
Designa industry classification
Industry- Product category
- Building Materials Retail
- NAICS
- Interior Design Services (54141), Office Furniture (including Fixtures) Manufacturing (33721)
- SIC
- Household Furniture (2510), Partitions, Shelvg, Lockers, & Office & Store Fixtures (2540)
- akta.pro primary industry
- Painting, Decorating & Wallcoverings (IMAFANAI)
- akta.pro secondary industries
- Architectural & Decorative Paints (IMAEAHAA), Specialty Finishes & Decorative Installations (Plaster, Stone Veneer, Feature Walls) (IMAFANAM), Joinery, Millwork & Casework Installation (Cabinetry, Built-Ins) (IMAFANAJ), Interior Design Services (BPAHAKAB)
Keywords
Where Designa is headquartered
LocationHeadquarters
- HQ city
- Södertälje
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Designa business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales
Revenue model
- Building Materials Sales: Designa generates revenue through the sale of building and interior materials including flooring, paint, bathroom products, tiles, countertops, and construction articles. Both in-store purchases and order-based products are available through their carefully selected supplier network.
- Consulting and Advisory Services: The company provides professional guidance, quotes, project planning, and material procurement advisory services for renovation and construction projects, adding service value to material sales.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Paint products promotional pricing |
| Unit Pricing | Pay-as-you-go | Flooring products promotional pricing |
| Unit Pricing | Pay-as-you-go | Kitchen products promotional pricing |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
Designa product offering
Product offeringCore offering
Designa is a building materials retailer based in Södertälje, Sweden, selling flooring, paint and spackle, carpets, panels, tools, building materials, kitchen appliances, bathroom furniture, tiles, countertops, and WC/waterproofing products. The company operates a physical showroom and provides project management, planning, and advisory services for both private customers undertaking home renovations and construction companies executing commercial projects.
Product overview
Designa is a versatile retail concept in the building, paint, flooring, and bathroom sector offering complete solutions for construction and renovation projects. The company operates as a physical and online store with a broad assortment organized into product categories: Flooring (Golv), Paint & Spackle (Färg & Spackel), Carpets & Panels (Mattor & Paneler), Tools & Materials (Verktyg & Material), Kitchen & Appliances (Kök & Vitvaror), Bathroom Furniture & Showers (Badrumsmöbler & Duschar), Tiles & Ceramics (Kakel & Klinker), Countertops (Bänkskivor), and WC & Waterproofing (WC & Tätskikt). These products are complemented by advisory and project management services for material procurement. Designa is part of the Happy Homes group and works exclusively with carefully selected suppliers including Bjelin, Pergo, Tarkett, Caparol, Teknos, Hafa, Haven, Tapwell, Cosentino, Smeg, Geberit, and TECE, among others.
Differentiator
Problem solved
Functional benefit
Products and services
- Flooring
Quantifiable outcome
- Successfully delivered materials to 10+ housing cooperative projects across greater Stockholm region
Companies that use Designa
Customer profileNamed customers10 records
Segments2 records
Ideal customer profiles2 records
Designa technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Designa partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- Happy HomescoreDesigna is part of Happy Homes, which provides access to a strong network, well-known suppliers, and an even larger range of quality products. This affiliation is a key element of Designa's business model and value proposition.
- HavenminorNordic bathroom furniture supplier whose products are sold through Designa's retail store and as order items.
- TapwellminorPremium bathroom fixtures and accessories brand distributed through Designa's store.
- HafaminorNordic bathroom furniture and fixtures supplier whose products are sold through Designa.
- CosentinominorPremium countertop and surface materials manufacturer (Silestone, Dekton) distributed through Designa for kitchen and bathroom applications.
- BjelinminorFlooring supplier whose products are part of Designa's flooring assortment.
- PergominorFlooring brand available through Designa's product range.
- TarkettminorFlooring and surface materials supplier for Designa's product offerings.
- SmegminorPremium kitchen appliances brand available through Designa's kitchen and appliances range.
- CaparolminorPremium paint brand part of Designa's paint and spackel assortment.
- GeberitminorWC and sanitary systems manufacturer whose products are part of Designa's bathroom offerings.
- Macro DesignminorBathroom furniture supplier featured in Designa's promotional campaigns with complete bathroom package deals.
Scale indicators2 records
Recent moves5 records
Expansion highlights3 records
Designa competitors and assessment
Company assessmentDirect peers
- Bolist: Swedish building-materials dealer network serving local markets; comparable independent-retailer model and product range to Designa.
- Byggmax: Swedish discount building-materials retailer with nationwide store footprint; competes with Designa on the same flooring, paint, and renovation SKUs across greater Stockholm at lower price points.
- Skånska Byggvaror: Swedish building-materials retailer with strong focus on professional contractors and renovation projects; directly comparable B2B-led GTM to Designa.
- Colorama: Swedish paint-focused retailer network; comparable to Designa's paint category and overlapping customer base of professional painters and DIY consumers.
- K-Rauta: Nordic building-materials retailer serving both consumers and professional contractors in Sweden; directly comparable GTM and product mix to Designa.
Emerging players
- Kakelspecialisten: Swedish tile and ceramics specialist retailer; overlaps meaningfully with Designa's Kakel & Klinker category and renovation-focused customers.
- Nordic Surface: Nordic supplier and showroom of premium surfaces including Cosentino brands; partial overlap with Designa's countertop and bathroom premium offering.
Broad incumbents
- Bauhaus: Large European DIY and building-materials big-box chain with multiple Swedish locations; overlaps with Designa across flooring, paint, bathroom, and kitchen categories but offers much broader assortment.
- Jula: Swedish home-improvement and building-supplies retailer with broad assortment and larger scale; competes with Designa on DIY consumers in greater Stockholm.
Others
- Happy Homes: Designa's parent group operating additional building-material retail concepts in Sweden; not a competitor but the platform owner providing supplier leverage.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks7 records
Key highlights5 records
Customer concentration
Designa social profiles
Digital presenceDesigna financial estimates
Financial estimateRevenue estimate
Valuation estimate
Designa leadership team
Management profileNumber of profiles
Designa funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Designa 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 Designa
What does Designa do?
Designa is a building materials retailer based in Södertälje, Sweden, selling flooring, paint and spackle, carpets, panels, tools, building materials, kitchen appliances, bathroom furniture, tiles, countertops, and WC/waterproofing products. The company operates a physical showroom and provides project management, planning, and advisory services for both private customers undertaking home renovations and construction companies executing commercial projects.
Is Designa a public or private company?
Designa is a private company. It is classified as corporate owned and is currently operating.
When was Designa founded?
Designa was founded in 2012. It employs 1 to 10 people.
Where is Designa based?
Designa is headquartered in Södertälje, Sweden, in the Europe region.
How does Designa make money?
Two revenue lines are on record. Building Materials Sales are the primary driver. The others are consulting and Advisory Services.
Who are Designa's main competitors?
Direct peers on record are Bolist, Byggmax, Skånska Byggvaror, Colorama and K-Rauta. Emerging players are Kakelspecialisten and Nordic Surface. Broad incumbents are Bauhaus and Jula. Happy Homes is listed as an others.
Does Designa have an API?
No public API is recorded for Designa.
What industry is Designa in?
Designa's product category is Building Materials Retail. Its primary akta.pro industry code is IMAFANAI, Painting, Decorating & Wallcoverings, with a secondary code of IMAEAHAA, Architectural & Decorative Paints. Its NAICS code is 54141 and its SIC code is 2510.