Carl F Myklestad AS

What Carl F Myklestad AS does

Carl F Myklestad AS, operating under the brand HOME BRANDS, is a privately-held Norwegian company established in 2019 and headquartered in Lysaker, Norway. The company operates a dual business model combining proprietary brand ownership with exclusive distribution rights for premium international kitchen and dining brands in the Nordic market. Its wholly-owned brand portfolio includes Magnor (heritage Norwegian oat chocolate/confectionery), Modern House, Sabor, Vargen & Thor, Anders Petter, Stiernholm, and Nordic Bubbles. Alongside these owned brands, HOME BRANDS holds exclusive distribution/agency rights for premium international brands including Smeg, Royal Porcelain, Joseph Joseph, Victorinox, Les Artistes, Woll, Stanley, Tramontina, Zwiesel, Zyliss, Gefu, Tenderflame, and Gastrolux.

The company functions primarily as a B2B distributor of kitchenware, tableware, cookware, glassware, and dining products, selling to Norwegian retailers and business customers through a dedicated B2B web store (nettbutikk) accessible via homebrands.no with login functionality. Its go-to-market combines a corporate website featuring brand catalog content and a sustainability section with direct customer service via email ([email protected]) and phone (+47 922 77 400). The website is available in Norwegian, Swedish, and English, signaling intent to serve the broader Nordic region beyond Norway as the primary operating geography.

With a stated headcount of approximately 5 employees, HOME BRANDS operates as a lean brand-management and distribution business that derives its competitive position from exclusive agency agreements and proprietary brand equity rather than scale-driven cost advantages. Revenue mechanics, pricing structure, funding history, ownership composition, and management team composition are not disclosed in the available source material; the company appears to operate as an independent private entity without external venture or private equity backing. No app, API, SDK, or technology platform exists, consistent with the underlying physical-goods distribution business model.

Name

Carl F Myklestad AS

Legal name

HOME BRANDS

Website

https://myklestad.no

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Carl F Myklestad AS, operating as HOME BRANDS, is a Norwegian B2B distributor of kitchen and tableware products, combining seven wholly-owned proprietary brands with exclusive Nordic agency rights for premium international brands such as Smeg and Victorinox.

Ownership category

akta.pro rank

Product category

Houseware Distribution

NAICS

Home Furnishing Merchant Wholesalers (423220), Home Furnishing Merchant Wholesalers (42322)

SIC

Wholesale-Furniture & Home Furnishings (5020)

akta.pro primary industry

Home Décor, Housewares & Gifts Distribution (CRAOAFAB)

Keywords

• Kitchenware distribution
• Tableware wholesale
• Houseware brands
• B2B distribution
• Home brand house

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales

Distribution channels1 record

Marketing channels2 records

Core offering

Carl F Myklestad AS (operating as HOME BRANDS) is a Norwegian brand house and market-leading distributor of kitchen and tableware products. The company owns and develops its own portfolio of brands — Magnor, Modern House, Sabor, Vargen & Thor, Anders Petter, Stiernholm, and Nordic Bubbles — and holds exclusive Nordic distribution rights for premium international brands including Smeg, Royal Porcelain, Joseph Joseph, Victorinox, Les Artistes, Woll, Stanley, Tramontina, Zwiesel, Zyliss, Gefu, Tenderflame, and Gastrolux.

Product overview

HOME BRANDS is a Norwegian company that designs and develops quality products for the kitchen and table across all categories. The company operates its own portfolio of brands including Magnor, Modern House, Sabor, Vargen & Thor, Anders Petter, Stiernholm, and Nordic Bubbles. Additionally, HOME BRANDS serves as a market-leading distributor of quality brands, holding agency rights for products such as Smeg, Royal Porcelain, JosephJoseph, Victorinox, Les Artistes, Woll, Stanley, Tramontina, Zwiesel, Zyliss, Gefu, Tenderflame, and Gastrolux. The company appears to be primarily a B2B distributor of kitchenware, tableware, and cooking products rather than a technology company.

Differentiator

Problem solved

Functional benefit

Products and services

• Magnor Proprietary brand owned by HOME BRANDS covering kitchen and table products.
• Modern House Proprietary brand owned by HOME BRANDS focused on modern kitchen and dining products.
• Sabor Proprietary brand owned by HOME BRANDS for kitchen and table products.
• Vargen & Thor Proprietary brand owned by HOME BRANDS covering Scandinavian-design kitchen products.
• Anders Petter Proprietary brand owned by HOME BRANDS for premium kitchen products.
• Stiernholm Proprietary brand owned by HOME BRANDS for Scandinavian design houseware.
• Nordic Bubbles Proprietary brand owned by HOME BRANDS for beverage and celebration products.
• Smeg distribution Exclusive Nordic distribution of Smeg premium Italian kitchen appliances.
• Royal Porcelain distribution Exclusive Nordic distribution of Royal Porcelain porcelain tableware.
• Joseph Joseph distribution Exclusive Nordic distribution of Joseph Joseph design-led kitchen tools and accessories.
• Victorinox distribution Exclusive Nordic distribution of Victorinox Swiss Army knives and kitchen cutlery.
• Les Artistes distribution Exclusive Nordic distribution of Les Artistes kitchen products.
• Woll distribution Exclusive Nordic distribution of Woll premium cookware.
• Stanley distribution Exclusive Nordic distribution of Stanley outdoor and drinkware products.
• Tramontina distribution Exclusive Nordic distribution of Tramontina kitchen and houseware products.
• Zwiesel distribution Exclusive Nordic distribution of Zwiesel (Zwiesel Glas) premium glassware.
• Zyliss distribution Exclusive Nordic distribution of Zyliss kitchen tools and gadgets.
• Gefu distribution Exclusive Nordic distribution of Gefu kitchen accessories and gadgets.
• Tenderflame distribution Exclusive Nordic distribution of Tenderflame candle and flame products.
• Gastrolux distribution Exclusive Nordic distribution of Gastrolux cookware products.
• B2B web store (nettbutikk) Login-protected online store for B2B customers to browse the catalog and place orders across HOME BRANDS' owned and distributed kitchen and tableware brands.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

20 partnerships are on record, tiered core.

• SmegcoreChannel Partner/ Reseller/ DistributorExclusive distribution partner for Smeg products in the Nordic market. Smeg is a premium Italian kitchen appliance brand.
• Royal PorcelaincoreChannel Partner/ Reseller/ DistributorExclusive distribution partner for Royal Porcelain products in the Nordic market.
• JosephJosephcoreChannel Partner/ Reseller/ DistributorExclusive distribution partner for JosephJoseph design-led kitchen products.
• VictorinoxcoreChannel Partner/ Reseller/ DistributorExclusive distribution partner for Victorinox Swiss Army knives and kitchen cutlery.
• Les ArtistescoreChannel Partner/ Reseller/ DistributorExclusive distribution partner for Les Artistes brand products.
• WollcoreChannel Partner/ Reseller/ DistributorExclusive distribution partner for Woll premium cookware.
• StanleycoreChannel Partner/ Reseller/ DistributorExclusive distribution partner for Stanley brand outdoor and drinkware products.
• TramontinacoreChannel Partner/ Reseller/ DistributorExclusive distribution partner for Tramontina kitchen and houseware products.
• ZwieselcoreChannel Partner/ Reseller/ DistributorExclusive distribution partner for Zwiesel (Zwiesel Glas) premium glassware.
• ZylisscoreChannel Partner/ Reseller/ DistributorExclusive distribution partner for Zyliss kitchen tools and gadgets.
• GefucoreChannel Partner/ Reseller/ DistributorExclusive distribution partner for Gefu kitchen accessories.
• TenderflamecoreChannel Partner/ Reseller/ DistributorExclusive distribution partner for Tenderflame products.
• GastroluxcoreChannel Partner/ Reseller/ DistributorExclusive distribution partner for Gastrolux cookware products.
• MagnorcoreStrategic or Co-development PartnerProprietary brand owned by HOME BRANDS. Norwegian oat chocolate and confectionery brand.
• Modern HousecoreStrategic or Co-development PartnerProprietary brand owned by HOME BRANDS. Design-focused kitchen and home products.
• SaborcoreStrategic or Co-development PartnerProprietary brand owned by HOME BRANDS. Food and culinary products.
• Vargen & ThorcoreStrategic or Co-development PartnerProprietary brand owned by HOME BRANDS. Scandinavian design kitchen products.
• Anders PettercoreStrategic or Co-development PartnerProprietary brand owned by HOME BRANDS. Premium culinary products.
• StiernholmcoreStrategic or Co-development PartnerProprietary brand owned by HOME BRANDS. Scandinavian design houseware.
• Nordic BubblescoreStrategic or Co-development PartnerProprietary brand owned by HOME BRANDS. Beverage and celebration products.

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• Le Creuset: Premium global cookware and tableware brand. Comparable premium kitchen and dining category positioning distributed through specialty retail channels.
• Stelton: Danish design-led houseware brand (e.g., thermos jugs, Emma series). Comparable Scandinavian design positioning across kitchen and dining product categories.
• Georg Jensen: Danish luxury design houseware and silverware brand with global distribution. Comparable premium Nordic positioning in kitchen, dining, and gifting categories where HOME BRANDS operates.
• Rosenthal: German premium porcelain and tableware brand. Comparable premium positioning in branded tableware category where HOME BRANDS distributes Royal Porcelain and Zwiesel.
• BergHOFF: Belgian cookware and kitchenware brand distributed internationally. Comparable premium cookware and kitchen-tools category overlap with HOME BRANDS' Woll, Gastrolux and Zyliss portfolios.
• Menu (Audo Copenhagen): Danish design brand with kitchen and dining category exposure (formerly Menu Space). Comparable Nordic design-led premium kitchen and dining assortment.
• Eva Solo: Danish design brand specializing in kitchen tools, tableware, and home accessories. Comparable Scandinavian premium positioning and kitchen/dining category focus.
• SCANPAN: Danish premium cookware manufacturer. Comparable premium cookware category and Nordic positioning to HOME BRANDS' Woll and Gastrolux cookware distribution.
• Fiskars Group: Finnish global home goods group owning brands like Iittala, Royal Copenhagen, Wedgwood, and Arabia. Comparable as a multi-brand Nordic houseware and tableware brand-and-distribution platform with a similar premium positioning.

Emerging players

• Rosti: Danish design houseware brand with bowls, kitchen tools, and melamine products. Comparable Nordic design houseware category focus and Scandinavian distribution overlap.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/carl-f-myklestad-as

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries7 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 Carl F Myklestad AS