FOLKHEMMET - möbler för medvetna

What FOLKHEMMET - möbler för medvetna does

Folkhemmet - möbler för medvetna is a privately held Swedish furniture retailer headquartered in Täby, Sweden, operating with 11-50 employees. The company sells Scandinavian-designed indoor and outdoor furniture and home furnishings across categories including sofas, armchairs, coffee tables, dining tables and chairs, beds, bedroom storage, outdoor furniture, and home decor accessories. It distributes through an omnichannel model combining a Shopify-powered e-commerce storefront with multiple physical retail showrooms in Sweden under the "Våra Butiker" banner, and offers free shipping on orders above 5,000 SEK alongside Klarna buy-now-pay-later integration.

The business operates a hybrid go-to-market. The primary segment is Swedish homeowners purchasing for residential use, served through both showrooms and the online store. A secondary B2B channel targets corporate customers including hotels, offices, and project buyers, supported by an interior design consultation service, a custom sofa configuration offering (Designa din soffa), and a corporate leasing program delivered through financial partner Complete Finance over 24-60 month terms. The company curates recognized third-party brands such as Brafab, Hillerstorp, Cane-Line, Nordic Breeze Collection, Fjäderfeldt, and Refined Classics, and differentiates via a price-matching guarantee, a 30-day return policy, and content marketing through Instagram, Facebook, lookbooks, and Google/Meta paid advertising.

Folkhemmet generates revenue primarily through one-time retail sales of furniture at unit prices ranging from approximately 2,000 to over 37,000 SEK, plus B2B project sales structured as managed leasing services via Complete Finance. The technology stack is commodity retail infrastructure: Shopify e-commerce, Klarna payments, Lipscore localization, and cookiebot consent management, with no proprietary software, no app presence, and no disclosed AI capabilities. Operating scope is single-country (Sweden), the company is independently owned with no disclosed venture or private equity backing, and revenue, funding, and ownership figures are not publicly disclosed.

Name

FOLKHEMMET - möbler för medvetna

Legal name

Folkhemmet

Website

https://folkhemmet.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Folkhemmet is a privately held Swedish furniture retailer selling Scandinavian-designed indoor and outdoor home furnishings to Swedish homeowners via Shopify e-commerce and physical showrooms, with a secondary B2B channel for hotels, offices, and project buyers financed through Complete Finance.

Ownership category

akta.pro rank

Product category

Furniture Retail

NAICS

Furniture and Home Furnishings Retailers (4491)

SIC

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

akta.pro primary industry

Outdoor Furniture Retail (Patio Seating, Dining Sets, Umbrellas, Outdoor Storage) (CRAIAAAJ)

akta.pro secondary industries

Bedroom Furniture Retail (Beds, Dressers, Nightstands, Armoires) (CRAIAAAC), Home Office Furniture Retail (Desks, Office Chairs, Bookcases, Filing/Storage) (CRAIAAAD)

Keywords

• Scandinavian furniture retail
• Home furnishings
• Outdoor furniture
• Interior design services
• Sofas and dining

Headquarters

HQ city

Täby

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Furniture Product Sales: One-time sale of furniture and home furnishings including sofas, outdoor furniture, dining sets, bedroom furniture, and interior decorations. Products are sold at retail prices with most items priced below recommended retail price.
2. Corporate Leasing: Business customers can lease furniture through a partnership with Complete Finance instead of purchasing outright. Leasing terms range from 24-60 months with down payment and residual value components. Monthly payments are tax-deductible as operating expenses.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Folkhemmet is a Swedish specialty furniture retailer that curates and sells Scandinavian-designed furniture and home furnishings — including sofas, armchairs, dining tables and chairs, beds, outdoor furniture, and home decor — through a Shopify-powered online store and multiple physical showrooms in Sweden. The company complements product sales with value-added services: corporate furniture leasing (via Complete Finance), interior design consulting for residential and commercial projects, custom sofa configuration, and a price-matching guarantee against Swedish competitors.

Product overview

Folkhemmet is a Swedish furniture retailer offering Scandinavian-designed furniture and home furnishings. The product portfolio centers on a comprehensive range of indoor and outdoor furniture including sofas (both modular indoor and outdoor), armchairs, coffee tables, dining tables and chairs, bedroom furniture (beds, nightstands, dressers), and home decor accessories (rugs, lighting, mirrors, paintings). The company also provides value-added services including custom sofa design, interior design consulting for both residential and commercial clients, corporate furniture leasing through partner Complete Finance, and price matching. The business operates through both physical stores and online channels, serving retail customers and B2B corporate clients.

Differentiator

Problem solved

Functional benefit

Products and services

• Indoor Sofas (Soffor)

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Recent moves4 records

Expansion highlights4 records

Direct peers

• Lagerhaus: Lagerhaus is a Swedish retail chain specializing in Scandinavian-style furniture, home decor, and interior accessories with both physical stores and e-commerce. Comparable as a design-led Swedish multi-channel home furnishings retailer with overlapping target customers and product mix.
• Trademax: Trademax is a leading Swedish online-first furniture retailer selling sofas, dining, bedroom, and outdoor furniture with home delivery. Comparable as a Sweden-based multi-category furniture e-commerce competitor with overlapping product breadth and target customers.
• Chilli: Chilli is a Swedish furniture and home furnishings retailer operating both physical stores and an online channel, offering living, dining, bedroom, and outdoor categories with a Scandinavian design focus. Directly comparable as a multi-channel Swedish furniture retailer targeting similar customers.
• Sova: Sova is a Swedish online specialist in sofas and seating furniture with a curated selection of Scandinavian and European brands. Comparable as a Swedish e-commerce furniture retailer focused on the same design-conscious consumer segment with overlapping brand portfolio.
• Mio: Mio is one of Sweden's largest furniture retail chains operating physical stores across the country plus an online store, selling indoor and outdoor furniture across all major categories (living, dining, bedroom) at mid-market price points. Directly comparable as a multi-channel Swedish furniture retailer with overlapping customer segments and similar omnichannel structure.
• Rum21: Rum21 is a Swedish furniture retailer offering Scandinavian and European designer furniture across living, dining, bedroom, and outdoor categories through online and showroom channels. Directly comparable as a Swedish design-led multi-channel furniture competitor with similar brand curation approach.
• JYSK: JYSK is a Scandinavian-origin discount furniture and home goods retailer with a significant physical store presence in Sweden and an online store. Directly comparable as a multi-category furniture and home furnishings retailer competing on value-oriented pricing in the same Swedish geography.
• Sohome: Sohome is a Swedish online furniture retailer offering Scandinavian-style sofas, dining, bedroom, and outdoor furniture with delivery across Sweden. Comparable as a Sweden-based online furniture specialist targeting similar design-conscious residential customers.

Broad incumbents

• IKEA: IKEA, founded in Sweden, is the dominant global furniture retailer with a large Swedish store footprint, deep catalog across living/dining/bedroom/outdoor, and a strong e-commerce channel. Comparable as the broad incumbent that defines Swedish furniture retail pricing and selection, but operates at vastly larger scale and with its own private-label products.

Emerging players

• Nordisk Hemslojd: Nordisk Hemslojd is a Swedish retailer specializing in Scandinavian craft, furniture, and home furnishings with a curated, design-focused assortment. Comparable as a Sweden-based design-led home furnishings retailer with overlapping Scandinavian product positioning and target customer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Folkhemmet
• Instagraminstagram.com/folkhemmetcom
• LinkedInlinkedin.com/company/folkhemmetm%C3%B6bler&inredning

Compliance1 record

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 FOLKHEMMET - möbler för medvetna