Backe i Grensen

What Backe i Grensen does

Backe i Grensen is a privately held, family-owned specialty design and gift retailer headquartered in Oslo, Norway, founded in 1889 by Johan Jørgen Backe. The company operates two physical retail locations, a flagship at Akersgt. 45 in Oslo's Grensen district and a second store at Lilleakerveien 16 in the CC Vest shopping center, alongside an e-commerce storefront at backeigrensen.no that supports buy-online-pickup-in-store fulfillment. It serves Norwegian retail consumers with a curated assortment of premium tableware, glassware, kitchenware, interior decor, textiles, bathroom products, and children's items, drawing on a portfolio of more than 100 designer brands including Zalto, Riedel, Royal Copenhagen, Marimekko, Georg Jensen, Le Creuset, Burleigh, Spode, and Gien. Product price points range from approximately 100 NOK for entry-level accessories to over 3,500 NOK for premium serveware, with all prices inclusive of 25% Norwegian VAT.

The business operates a direct-to-consumer model anchored in physical retail and supported by digital channels. Revenue is generated through one-time unit sales of curated branded and house-brand products, with two non-transactional retention programs layered on top: the Backe+ membership/loyalty program and a wedding/gift registry service (Gavelister) that converts bridal events into multi-buyer transactions. Marketing is multi-channel, combining Backe Magazine editorial content, organic social (Facebook and Instagram), email marketing through Backe+, and the wedding registry as a bottom-of-funnel conversion tool. Customer segments include design-conscious home enthusiasts and gift/occasion buyers as primary personas, with a secondary professional/hospitality segment.

Underlying technology is a standard e-commerce platform with integrated inventory management across the two physical locations. The company has no disclosed APIs, integrations, AI/ML capabilities, or proprietary technology assets, and relies on third-party payment processing through Nexi. The ownership structure is independent with no parent company, no external investment, and no disclosed funding activity, having operated continuously for over 137 years on the strength of its brand heritage and curation expertise.

Name

Backe i Grensen

Legal name

Backe i Grensen

Website

https://backeigrensen.no

Company type

Private

Founded year

1889

Operating status

Operating

Headcount range

11–50 employees

Short description

Backe i Grensen is a privately held Norwegian specialty design retailer, founded in 1889, operating two Oslo stores and an e-commerce site selling curated premium tableware, glassware, kitchenware, and gifts from 100+ designer brands to Norwegian retail consumers.

Ownership category

akta.pro rank

Product category

Curated Home & Gift Retail

NAICS

Home Furnishings Retailers (44912), Gift, Novelty, and Souvenir Retailers (45942)

SIC

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

akta.pro primary industry

Local Artisan, Handmade & Craft Gifts Retail (CRALAJAL)

Keywords

• Curated home goods
• Premium tableware retail
• Scandinavian design brands
• Wedding gift registry
• Specialty kitchenware store

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Retail Product Sales: Physical retail store selling curated design items, kitchenware, tableware, interior decor, accessories, and gift products. Products range from entry-level items (100 NOK) to premium collectibles (3,500+ NOK). Supports online purchasing with buy-online-pickup-in-store model.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Backe i Grensen operates a traditional curated design and gift retail business from two physical stores in Oslo, Norway, complemented by an own e-commerce store, selling premium tableware, glassware, kitchenware, interior decor, textiles, bathroom items, children's products, and accessories sourced from over 100 international designer brands. The company layers on dedicated wedding and event gift registry services (Gavelister) and a customer loyalty program (Backe+), positioning itself as a heritage curator of functional, craftsmanship-driven home and gift objects rather than a trend-driven general retailer.

Product overview

Backe i Grensen is a traditional design and gift shop established in 1889 in Oslo, Norway, offering a curated collection of home goods and design items. The company provides an extensive portfolio of products organized into categories including: tableware and serveware (Serviser, Bestikk, Vinglass, Kaffe- og teutstyr), kitchen equipment (Gryter og panner, Knivserier, Kjøkkenutstyr), interior decor (Interiør, Vaser, Duftlys), table textiles (Tekstiler til bordet), bathroom products (Til Badet), children's items (Til Barn), and accessories. The store carries over 80 international designer brands including Zalto, Riedel, Burleigh Pottery, Spode, Royal Copenhagen, Marimekko, Le Creuset, Staub, Georg Jensen, and HAY. Additional services include wedding gift registries (gavelister) and a customer loyalty program (Backe+). The company operates two physical retail locations in Oslo.

Differentiator

Problem solved

Functional benefit

Brands

• Backe+: A membership/loyalty program offering exclusive benefits to customers.

Products and services

• Backe+ Membership Program

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core and minor.

• ZaltocoreOthersFeatured premium brand in the store and highlighted as 'world's best wine glasses.' Special focus on their wine glass collection including Universal, Burgundy, Bordeaux, White Wine, and Balance varieties.
• RiedelcoreOthersPremium wine glass and barware brand featured prominently. Products include Veritas 270-year anniversary collection, Veloce, Vinum, and O Wine series.
• Burleigh PotterycoreOthersEnglish pottery brand since 1851, using traditional tissue transfer technique. Featured collections include Blue Asiatic Pheasants, Blue Regal Peacock, Blue Willow, and Blue Calico.
• MarimekkocoreOthersFinnish design house featured with popular patterns including Unikko, Räsymatto, and Siirtolapuutarha. Wide range of tableware, kitchen accessories, and textiles.
• Royal CopenhagencoreOthersDanish luxury porcelain brand featured with Princess, Mussel Mega, and other collections. Serves and tableware products.
• GiencoreOthersFrench faience manufacturer established in 1821 in Gien, Loire Valley. Two centuries of craftsmanship tradition highlighted in editorial content.
• Bordallo PinheirocoreOthersPortuguese ceramic brand since 1884 known for humorous and artistic design. Madeira and other series featured.
• SpodecoreOthersBritish ceramics house famous for Blue Italian collection since 1816. Timeless classic designs featured.
• MateuscoreOthersPortuguese ceramics brand known for colorful, hand-painted pieces. Bubbles collection and other colorful serveware highlighted.
• Le CreusetminorOthersFrench cookware brand featured for premium pots and pans. French quality positioning emphasized.
• Joh.Jørg.BackecoreOthersParent company brand. Founder Joh.Jørg.Backe established the original store in Grensen in 1889.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• The Conran Shop: UK-based curated design and home goods retailer offering premium furniture, lighting, tableware, and gifts. Comparable curated multi-brand premium design destination model.
• Husfliden: Norwegian chain of traditional craft and design stores selling handcrafted Norwegian home goods, textiles, and gifts. Overlaps with Backe's gift/curated craft category and shares Norwegian heritage positioning.
• Illum Bolighus: Copenhagen-based curated Scandinavian design and home goods retailer carrying premium Nordic and European brands (Royal Copenhagen, Georg Jensen, Iittala). Operates as a destination flagship in a single Nordic capital — directly comparable multi-brand design specialist model to Backe i Grensen in Oslo.
• Nordiska Galleriet: Stockholm-based curated design retailer offering premium Nordic and European home, tableware, and gift brands. Closest single-city Nordic peer with a similar curated multi-brand heritage positioning and gift/registry service.
• Tilbords: Scandinavian tableware and kitchenware specialty retailer with Norwegian stores, focusing on premium brands (Iittala, Marimekko, Arabia, Riedel). Direct competitor in Norway's curated tableware and kitchen category.

Broad incumbents

• Anthropologie: Global multi-channel lifestyle retailer offering curated home goods, tableware, and gifts with strong editorial content and wedding registry. Comparable curation-and-content model at significantly larger scale.
• H&M Home: Mass-market home and interior retailer with extensive Scandinavian footprint. Competes in the home/gift category at a much lower price point with global scale and online distribution.
• Steen & Strøm: Historic Norwegian department store (Oslo flagship) carrying premium home, tableware, and gifts. Established incumbent in Backe's category with broader assortment and larger footprint.
• Magasin du Nord: Copenhagen-based premium department store offering home goods, tableware, and gifts alongside broader categories. Larger incumbent with overlapping premium home and gift assortment but broader retail mix.

Others

• Royal Copenhagen: Danish heritage porcelain brand (founded 1775) that is both a Backe supplier and a vertical competitor via its own flagship and online store. Relevant brand-level peer given Backe's reliance on Royal Copenhagen's premium assortment.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/backeigrensen
• Instagraminstagram.com/backeigrensen
• LinkedInlinkedin.com/company/backe-i-grensen

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 Backe i Grensen