Great Dane

Name

Great Dane

Legal name

The Trustee for ASSAAD Family Trust, trading as Great Dane Furniture ABN 29 279 007 198

Website

https://greatdanefurniture.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Great Dane is a privately held Australian retailer and partial manufacturer of premium Danish and Scandinavian furniture, operating showrooms in Melbourne, Sydney, and Brisbane alongside an e-commerce store. It serves retail consumers and trade professionals (designers, architects, specifiers) through curated collections from 25+ Scandinavian brands.

Ownership category

akta.pro rank

Headquarters

HQ city

Melbourne - Fitzroy

HQ country

Australia

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Retail Furniture Sales: One-time sales of curated Scandinavian furniture, lighting, and interior accessories through showrooms and online store. Products include tables, chairs, sofas, beds, storage, lighting, rugs, and accessories from various Scandinavian designers and manufacturers.
2. Trade Services: Trade Services accounts for interior designers, architects, and specifiers providing access to the full bespoke product range beyond retail offerings, trade pricing, early access to collection releases, exclusive events, and exclusive content tailored for architects and designers.
3. Delivery and Storage Services: The company charges for delivery services including placement and rubbish removal, with additional fees for non-ground-floor deliveries. Storage fees of $200/week apply after the free 14-day storage period from purchase date.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Great Dane curates, retails, and manufactures premium Danish and Scandinavian furniture, lighting, and interior objects for Australian consumers and design professionals. The company operates physical showrooms in Melbourne, Sydney, and Brisbane, an e-commerce online store, and a Trade Services program serving interior designers, architects, and specifiers. It also manufactures its own Klassiks range, Stobie Coffee Table, and beds in Australia using local production partners.

Product overview

Great Dane is Australia’s leading retailer of Danish and Scandinavian furniture, operating as both a curator and manufacturer of bespoke furniture, lighting, and interior objects. The product portfolio centers on a carefully curated selection of Scandinavian furniture across categories including dining tables (Nanna Ditzel, Mads K. Johansen), seating (Inoda + Sveje, Niels O. Møller, Hans J. Wegner), sofas (Illum Wikkelsø, Ilse Crawford), beds (Klassik Bed, Hästens), storage solutions (String® Furniture, Royal System), and designer lighting (Le Klint, Kalmar Werkstätten). The company offers seasonal collections (Dining, Reserve, Copenhagen, Summer, Spring, Winter, Autumn), the Nanna Ditzel Exhibition Collection for centenary celebrations, and The Great Dane House experience through Airbnb. Trade Services provides architects and designers access to exclusive ranges and trade pricing. Great Dane also manufactures its own products in Australia including the Klassik range, Stobie Coffee Table, and beds, reviving Danish furniture craftsmanship traditions. The business operates showrooms in Melbourne, Sydney, and Brisbane.

Differentiator

Problem solved

Functional benefit

Brands

• The Great Dane House: A holiday escape nestled amongst ancient Moonah trees where guests can immerse themselves in the essence of Great Dane furniture collections.
• Nanna Ditzel Exhibition Collection

Products and services

• Dining Tables Solid wood dining tables designed by Scandinavian makers including Nanna Ditzel, Mads K. Johansen, Jeppe Utzon, and Christian Troels & Jacob Plejdrup, sold to retail consumers and trade professionals.
• Dining Chairs Scandinavian dining chairs by designers including Inoda + Sveje, Niels O. Møller, Kai Kristiansen, Gunnar Asplund, and Matti Klenell & Peter Andersson.
• Sofas Designer sofas including the Australia Sofa by Illum Wikkelsø, Ilse Sofa by Ilse Crawford, Klassik Sofa, Vita Sofa and Mondial Sofa by Nanna Ditzel, and ND82 Sofa.
• Beds Scandinavian beds including the Great Dane Bed, Klassik Bed with hand-woven Danish paper cord, and Hästens luxury beds.
• Storage and Shelving Storage solutions including String Furniture modular systems, Royal System by Poul Cadovius, and custom cabinets by Antrei Hartikainen.
• Lighting Designer lighting including Le Klint pleated lampshade lamps, Kalmar Werkstätten lamps by J.T. Kalmar and Garth Roberts, Örsjö lighting, and designs by Yki Nummi and Aage Petersen.
• Easy Chairs Designer easy chairs including the Flag Halyard Chair by Hans J. Wegner, ND83 Easy Chair by Nanna Ditzel, Vilda chairs by Jonas Bohlin, Sirocco Chair by Arne Norell, and Botero Chair by Matti Klenell & Peter Andersson.
• Coffee Tables Designer coffee tables including Fiori Table by Antrei Hartikainen & Poiat Studio, Stobie Coffee Table, and Museum Side Table by TAF Studio.
• Accessories and Homewares Curated accessories including glassware and vases by Carina Seth Andersson, leather accessories by Palmgrens, textiles, objects, and room fragrances by Studio Pneuma.
• Rugs Designer rugs including Rettangolo Rug by Ami Katz and other curated textile floor coverings.
• Reserve Collection Exclusive collection ensuring supply of most coveted designs from Scandinavian artisans, including limited editions and rare pieces.
• Nanna Ditzel Exhibition Collection Exclusive limited edition collection celebrating Nanna Ditzel's 100th Anniversary, featuring iconic Danish designs curated with Getama and Dennie Ditzel.
• Trade Services Trade account program for interior designers, architects, and specifiers offering access to the entire bespoke product range, trade pricing, exclusive collection releases, invitations to events, and a commercial sales team for assistance.
• The Great Dane House Airbnb property showcasing curated furniture in a residence nestled amongst ancient Moonah trees, offering guests an immersive Great Dane experience and the only place in Australia to experience a Hästens bed.
• Meditation Mat Wellness accessory designed and manufactured by Great Dane.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Eleven partnerships are on record, tiered flagship, preferred_delivery_partner and core.

• Dennie DitzelflagshipStrategic or Co-development Partner · 1 January 2023Great Dane's Creative Director Megan Marshall collaborated closely with Danish furniture manufacturer Getama and Dennie Ditzel (daughter of Nanna Ditzel) to curate an exclusive range of finishes for a limited edition Nanna Ditzel collection celebrating her 100th Anniversary.
• Inbox Delivery Servicepreferred_delivery_partnerChannel Partner/ Reseller/ DistributorGreat Dane's preferred delivery partner for ensuring superior service and excellence in delivering precious furniture orders safely to customers.
• HästenscoreStrategic or Co-development PartnerGreat Dane is the Australian stockist of Hästens beds, described as the world's most comfortable beds. The Great Dane House is the only place in Australia to experience a Hästens bed through Airbnb stays.
• Tärnsjö GarvericoreTechnology or IntegrationGreat Dane works exclusively with Tärnsjö Garveri, one of only about 5% of tanneries worldwide still employing the vegetable tanning technique. Their vegetable-tanned leather ages naturally, develops a beautiful patina, and lasts for generations.
• Le KlintcoreTechnology or IntegrationGreat Dane is an Australian stockist of Le Klint lighting. Le Klint has been manufacturing hand-pleated paper and plastic lamp shades in Odense, Denmark since 1943, with the intricate pleating craft preserved exclusively in their original Pleating Studio.
• GetamacoreStrategic or Co-development PartnerDanish furniture manufacturer Getama collaborates with Great Dane, including a very special collaboration for the Nanna Ditzel Exhibition Collection where Great Dane's Creative Director worked with Getama and Dennie Ditzel to curate exclusive finishes.
• SnedkergaardencoreTechnology or IntegrationDanish furniture maker Snedkergaarden manufactures Nanna Ditzel pieces for Great Dane. Their methods illuminate the structure, colour and grain of natural materials, with every piece worked, shaped and checked by cabinet makers.
• J.L. MøllercoreTechnology or IntegrationDanish maker J.L. Møller crafts the Møller 77 and Møller 78 dining chairs sold through Great Dane. Their family-run business maintains old craft traditions without compromising on quality.
• String FurniturecoreTechnology or IntegrationGreat Dane is the Australian stockist of String Furniture shelving systems, including String System, String Pocket, Works, Pira G2, and Museum. They also offer String Design Your Own consultations.
• KällemocoreTechnology or IntegrationSwedish manufacturer Källemo produces furniture for Great Dane including the Botero Chair and Botero Bar Stool designed for the National Museum in Stockholm. Källemo's ambition is to produce long-term sustainable furniture that 'stands the wear of the eye.'
• PalmgrenscoreTechnology or IntegrationStockholm-based leather atelier Palmgrens, founded in 1896, supplies leather accessories including trays sold through Great Dane.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Domo: Australian retailer of designer furniture, lighting, and homewares with strong Scandinavian and European curation. Multiple Australian showrooms and similar premium positioning make Domo a direct competitor across retail and trade channels.
• Living Edge: Australian retailer of contemporary designer furniture and lighting with showrooms in Sydney, Melbourne, Brisbane, and Perth. Living Edge's curated international brand portfolio overlaps substantially with Great Dane's designer roster and target market.
• Huset: Australian retailer specializing in Scandinavian and Nordic-inspired furniture and homewares, with both online and physical stores. Huset directly competes with Great Dane's Scandinavian curation in the Australian market at a slightly more accessible price point.
• Cult Design: Australia's other leading multi-brand retailer of premium designer furniture and lighting with showrooms in Sydney, Melbourne, Brisbane, and Adelaide. Cult carries a similar roster of European and Scandinavian premium brands and competes directly with Great Dane for the same design-conscious consumer and specifier customers.
• District: Australian retailer of contemporary designer furniture, lighting, and homewares with a curated multi-brand model. District's brand portfolio and target market substantially overlap with Great Dane's, competing for the same premium design-conscious customer.
• Citta Design: New Zealand-founded designer furniture and homewares retailer with Australian presence. Citta's curated Scandinavian and European-inspired aesthetic, premium positioning, and own-brand-plus-multi-brand model make it a comparable direct competitor across dining, living, and bedroom categories.
• Space Furniture: Australian high-end furniture retailer with showrooms in Melbourne, Sydney, and Brisbane (matching Great Dane's footprint). Represents premium international brands and competes with Great Dane for premium residential and commercial design projects.

Broad incumbents

• Bolia: Danish own-brand contemporary Scandinavian furniture retailer operating internationally including Australia via showrooms. Bolia competes with Great Dane for Scandinavian-curious customers but with proprietary own-brand products rather than multi-brand curation, making it a broader incumbent rather than a direct peer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/greatdanefurniture
• LinkedInlinkedin.com/company/great-dane-furniture

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 Great Dane