DUSTY DECO

What DUSTY DECO does

Dusty Deco AB is a Stockholm-based, privately held design brand founded in 2014 by Edin and Lina Kjellvertz. The company curates and sells furniture, lighting, rugs, and decorative objects through a tri-channel model: a Shopify-hosted direct-to-consumer e-commerce platform (dustydeco.com) shipping globally from Sweden, three owned showrooms in Stockholm (flagship), Palma de Mallorca, and Los Angeles, and a network of approximately 50 retail partners spanning 18+ countries across Europe, North America, Asia, Australia, and the Middle East. Signature products include handmade rugs crafted from 100% wool with cotton backing, alongside furniture, lighting, and objects developed in-house and through collaborations with external designers.

The business model is a one-time-purchase retail model with no subscription tier. Prices range from approximately 1,000 SEK (small decorative objects) to 89,000 SEK (premium sofas such as the Paris Sofa Baby Velvet Mohair), with mid-range items including vases (1,190–3,800 SEK), lamps (2,900–6,500 SEK), rugs (9,750–14,900 SEK), and chairs/sofas (20,900–79,000 SEK). Free shipping within the EU, a 30-day return policy, and a complimentary interior design consultation service support the purchase journey. Klarna powers buy-now-pay-later and instalment payments across multiple currencies (SEK, EUR, DKK, NOK, GBP, USD). The customer base spans three primary segments: design-conscious homeowners seeking distinctive maximalist interiors, interior design enthusiasts guided by editorial content, and professional interior designers served through a dedicated downloads portal.

Dusty Deco's creative foundation is a maximalist, eclectic aesthetic drawing on 1950s–1970s Southern European design influences, anchored by co-founder-led design and collaborations with named designers including Matthew Williamson (exclusive collection), MER Arkitekter, Bross, Sigfrid Billgren, Niklas Runesson, Studio Stockholm, and the late Henning Kjaernulf. The company remains entirely founder-owned with no external funding, an approximately 10-person team, and an operating history of roughly a decade — characteristics that signal capital efficiency and creative control, but also constrain the pace of independent scaling.

Name

DUSTY DECO

Legal name

Dusty Deco AB

Website

https://dustydeco.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Dusty Deco is a Stockholm-based curated furniture and home decor brand founded in 2014, selling handmade wool rugs, furniture, lighting, and decorative objects via DTC e-commerce, three showrooms, and 50+ global retail partners, targeting design-conscious consumers and trade buyers through a maximalist, designer-collaborative aesthetic.

Ownership category

akta.pro rank

Product category

Designer Home Furnishings

NAICS

Furniture and Home Furnishings Retailers (4491), Home Furnishings Retailers (44912)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700), Retail-Furniture Stores (5712), Wholesale-Furniture & Home Furnishings (5020)

akta.pro primary industry

Decorative Accessories Retail (Vases, Bowls, Sculptures, Figurines, Trays) (CRAIACAB)

Keywords

• Curated home furnishings
• Handmade wool rugs
• Designer furniture brand
• Interior design service
• Decorative home objects

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales (E-commerce): Dusty Deco generates revenue through direct-to-consumer online sales via its Shopify-hosted e-commerce platform. Products span furniture (sofas, chairs, tables), lighting (floor, table, ceiling lamps), rugs (patterned, shaggy, solid), and decorative objects (vases, mirrors, candleholders, blankets). All prices are listed publicly; products are priced individually with no subscription model. Shipping is free within the EU; international orders incur customs duties.
2. Interior Design Consultation: Dusty Deco offers a free interior design consultation service, conducted online or in-showroom in Stockholm and Palma. The service guides customers in selecting and combining pieces from the collection, supporting product discovery and driving sales of the company's furniture and decor offerings. This service is complimentary and functions as a customer acquisition and conversion tool rather than a direct revenue stream.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Dusty Deco designs, sources, and sells a curated collection of designer furniture, handmade wool rugs, lighting, and decorative objects for the home. The brand operates its own e-commerce platform and three showrooms in Stockholm, Palma de Mallorca, and Los Angeles, and distributes through an international network of retail partners. A free interior design consultation service supports customers in selecting and combining pieces from the collection.

Product overview

Dusty Deco is a curated furniture and interior design brand offering an eclectic mix of furniture, lighting, rugs, and decorative objects. The product portfolio centers on four core categories: Furniture (chairs, armchairs, sofas, daybeds, and tables), Lighting (floor, table, and ceiling lamps), Rugs (handmade 100% wool in patterned, shaggy, and solid varieties), and Objects (blankets, candleholders, mirrors, and vases). The company collaborates with external designers including Matthew Williamson for exclusive collections, and complements its retail offering with an interior design consultation service. Products are available through the e-commerce platform, physical showrooms in Stockholm, Palma, and Los Angeles, and a global network of retail partners.

Differentiator

Problem solved

Functional benefit

Products and services

• Furniture Eclectic furniture collection including chairs, armchairs, sofas, daybeds, and tables in various wood, marble, and upholstery options, designed for residential interiors.
• Lighting Table, floor, and ceiling lamps crafted from materials including ceramic, ash, capiz shells, and metal, designed for ambient lighting in residential interiors.
• Rugs Handmade rugs crafted from 100% wool with cotton backing, available in patterned, shaggy, and solid styles; the first products in Dusty Deco's collection.
• Objects Decorative objects including blankets, candleholders, mirrors, and vases inspired by global travels and flea markets.
• Dusty Deco x Matthew Williamson Collection Collaboration collection with British designer Matthew Williamson featuring bold, maximalist rugs, throws, sofas, and daybeds with kaleidoscopic colors and intricate patterns.
• Interior Design Service Complementary design consultations offered online or in showrooms to help customers select furniture, materials, and combinations from the Dusty Deco collection.

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Matthew WilliamsoncoreStrategic or Co-development PartnerDusty Deco collaborated with British designer Matthew Williamson on an exclusive 'Dusty Deco x Matthew Williamson' collection, featuring rugs, throws, sofas, and daybeds. The collaboration celebrates maximalism and bold pattern, with Williamson's signature kaleidoscopic color and intricate design sensibility integrated into Dusty Deco's product range.
• MER ArkitektercoreStrategic or Co-development PartnerStockholm-based architecture and product design firm MER Arkitekter (29 employees, founded 1982) collaborates with Dusty Deco on furniture design. Designer Lucas Hinneud creates special carpentry and products for the Dusty Deco collection, including the Miles sofa and armchair series, with a focus on problem-solving and lasting innovation.
• Edin & Lina KjellvertzcoreStrategic or Co-development PartnerEdin and Lina Kjellvertz are the founders of Dusty Deco and its principal designers. They design Dusty Deco's own collections, signature pieces defined by bold forms and a timeless approach, drawing inspiration from Southern European styles of the 1950s–1970s and the maximalist aesthetic of Almodóvar.
• Sigfrid BillgrenminorStrategic or Co-development PartnerSwedish artist and designer Sigfrid Billgren collaborates with Dusty Deco on furniture design, including the 'Devon' coffee table launched at Nordiska Galleriet in 2023. Billgren's work blends art and design, bringing an exhibition-trained sensibility to Dusty Deco's furniture line.
• BrossminorStrategic or Co-development PartnerStockholm-based architectural firm Bross designs furniture for Dusty Deco, including the Alba chair series. Bross brings classical elegance with playful proportions, creating pieces that balance discipline with bold design.
• Niklas RunessonminorStrategic or Co-development PartnerSelf-taught craftsman and carpenter Niklas Runesson designs the 'Easy Chair' for Dusty Deco. His work embodies a playful yet mysterious quality inspired by nature and imagination, reflecting a family legacy of woodworking spanning three generations.
• Studio StockholmminorStrategic or Co-development PartnerSwedish design studio Studio Stockholm creates contemporary furniture for Dusty Deco, including the 'Decadent' lounge chair series. The studio applies a holistic approach combining architecture and interior design principles to furniture creation.
• Henning KjaernulfminorStrategic or Co-development PartnerDanish furniture designer Henning Kjaernulf (1914–2000) is celebrated for sculptural precision and masterful woodworking craftsmanship. His 'Razor Blade' dining chair is produced in collaboration with Dusty Deco, featuring his signature razorblade chair backrest design. Production is handled by Another Classic.
• Nordiska GallerietcoreChannel Partner/ Reseller/ DistributorNordiska Galleriet operates three Swedish retail locations (Stockholm, Gothenburg, Malmö) as an authorized Dusty Deco retailer, serving as a key distribution partner in the Swedish market.
• Rialto LivingminorChannel Partner/ Reseller/ DistributorRialto Living in Palma de Mallorca (Carrer de Sant Feliu 3) serves as a retail partner for Dusty Deco, extending the brand's presence in the Spanish market.
• ShopifycoreTechnology or IntegrationDusty Deco's e-commerce platform is powered by Shopify, which provides the online store infrastructure, payment processing, and order management system. Shopify handles PCI-DSS compliance and data security for all transactions.
• KlarnacoreTechnology or IntegrationDusty Deco integrates Klarna payment services, offering customers options including Pay Now (bank transfer), Pay Later (invoice), and Klarna Finance (instalment payments). Klarna processes payments for orders across multiple countries.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• West Elm: US-based furniture and home furnishings retailer with a global footprint and a designer-collaboration program. Comparable in product categories and multi-channel retail, but positioned at a lower price point and broader design spectrum.
• Anthropologie Home: Large-scale US retailer with a curated home assortment that overlaps with Dusty Deco's eclectic, maximalist aesthetic. Comparable in customer demographic and editorial-driven merchandising, but operates at a much larger scale and broader price range.

Direct peers

• HAY: Danish contemporary design brand producing furniture, lighting, and accessories with a strong international retail footprint. Comparable in offering breadth, designer-collaboration model, and global distribution through partner stores.
• &Tradition: Danish design brand offering furniture, lighting, and home accessories with a curated, designer-collaboration-driven catalog. Comparable in product categories, premium positioning, and global distribution model.
• Menu (by Menu Space): Danish design brand producing furniture, lighting, and accessories with a strong editorial and architectural-design presence. Comparable in collections, international retail partner model, and design-led brand identity.
• Nordic Nest: Swedish-founded e-commerce retailer of Scandinavian design brands spanning furniture, lighting, textiles, and decor. Comparable in DTC e-commerce model, multi-brand curation, and global shipping from Sweden.
• Ferm Living: Copenhagen-based design brand offering furniture, lighting, rugs, and decorative objects with a Scandinavian aesthetic. Comparable in product mix, DTC-led model, and international wholesale partnerships.
• Gubi: Danish design house producing furniture, lighting, and interior objects with a strong editor-driven, design-collaboration identity. Comparable in aesthetic positioning, price point, and global retail partner distribution.
• Svenskt Tenn: Iconic Swedish design retailer founded in 1924, selling curated furniture, textiles, and home objects with a similar high-end, design-forward aesthetic. Located in Stockholm and operates as a comparable design destination brand.
• Caravane: French design retailer offering furniture, lighting, textiles, and home objects with a similar curated, artisanal aesthetic. Comparable in product mix, premium positioning, and lifestyle-brand storytelling.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/DustyDeco
• Instagraminstagram.com/dustydeco
• Pinterestse.pinterest.com/dusty_deco
• LinkedInlinkedin.com/company/dusty-deco

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 DUSTY DECO