Strömshaga AB

What Strömshaga AB does

Strömshaga AB is a privately held Swedish family-owned wholesale distributor of home décor and interior design products, founded by the Björkman family in 1973 and headquartered in Floda near Gothenburg, Sweden. The company operates an exclusive B2B wholesale model, selling only to registered retailers across Europe and bypassing direct-to-consumer sales; end consumers locate Strömshaga products through a retailer store finder on the company's multi-language website. Its assortment spans candles and lanterns, glassware, textiles, kitchen utensils and tableware, bathroom accessories, garden and outdoor items, and seasonal Christmas decorations, with a private sub-brand called Brobacka covering natural and vegan hand soaps, hand creams, and cleaning products.

The product portfolio is built on a mix of glass, metal, wood, ceramic, and textile inputs, with explicit sustainability positioning around WFTO Fair Trade artisan production (including women artisans in Bangladesh), organic cotton, recycled glass (50–60% in select tealight lines), and FSC-certified wood. The core technology is a conventional e-commerce platform with no public API, integrations, or AI capabilities, supported by a digital image bank, downloadable seasonal catalogs, and participation in the Formex trade fair for retailer acquisition.

The business model is straightforward wholesale distribution: revenue is generated through one-time purchase orders from registered retail accounts, with unit prices on the public sale section ranging from 3 to 319 SEK and discounts up to 50%. Marketing is conducted through organic social channels (Instagram, Facebook, Pinterest), content marketing via inspiration pages, and trade events. With 11 employees, no external institutional investors, no subsidiaries, and no documented M&A activity, Strömshaga is a tightly-held, founder-family-operated lifestyle brand focused on maintaining its niche position in Nordic country, industrial, and rustic home décor.

Name

Strömshaga AB

Legal name

Strömshaga AB

Website

https://stromshaga.se

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

11–50 employees

Short description

Strömshaga AB is a Swedish family-owned B2B wholesale distributor, founded in 1973, selling home décor, kitchen, textile, and seasonal products exclusively to registered retailers across Europe, with a private Brobacka sub-brand for natural personal care.

Ownership category

akta.pro rank

Product category

Home Décor Wholesale

SIC

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

akta.pro primary industry

Retailer & Small-Store Supply (C-Store, Mini-Mart, Independent Retail) (CRAEAEAD)

Keywords

• Wholesale home decor
• Interior design wholesale
• Nordic home goods
• Country-style decor
• Sustainable home accessories

Headquarters

HQ city

Gothenburg area

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wholesale B2B Sales: Strömshaga generates revenue exclusively through B2B wholesale sales to registered retailers. The company sells a wide range of home décor products including garden items, interior decorations, kitchenware, textiles, lighting, bathroom accessories, and seasonal Christmas products.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Strömshaga AB is a wholesale (B2B) supplier of home décor and interior design products, selling exclusively to registered retailers. The assortment spans candles, lanterns, glassware, vases, kitchen accessories, textiles, lighting, bathroom items, Christmas and seasonal decorations, and garden décor. The company also operates the Brobacka sub-brand for personal care products (hand soaps, creams, cleaners). All sales are to pre-approved trade accounts — the company does not sell to end consumers.

Product overview

Strömshaga AB is a Swedish family business selling home décor and interior design products exclusively to registered retailers. The product portfolio includes multiple categories: Garden (baskets, outdoor decoration, pots), Interior decoration (pots, vases, candle holders, kerosene lamps, lanterns, cast iron items), Kitchen (utensils, tableware, jars, textiles), Textiles (cushions, plaids, kitchen textiles, bags), Lighting (electrical lamps, kerosene lamps, hurricane lanterns), Bathroom (accessories, skincare, cleaning), and Christmas decorations. The company operates under a sub-brand called Brobacka for personal care and cleaning products (hand soaps, hand creams, dish soaps, all-purpose cleaners). The product line spans various materials including glass, metal, wood, ceramic, textile, and eco-friendly materials like recycled glass (50-60%) and FSC-certified wood. Strömshaga emphasizes sustainability with Fair Trade products, organic cotton items, and Swedish-made products.

Differentiator

Problem solved

Functional benefit

Brands

• Brobacka: Strömshaga's exclusive collection of hand soaps, hand creams, dish soaps and all-purpose cleaners available in several different scents. All products are natural and vegan.

Products and services

• Candles & Lanterns

Segments1 record

Ideal customer profiles1 record

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• WFTO (World Fair Trade Organization)coreStrategic or Co-development PartnerStrömshaga's Fair Trade certified products are made by artisans following the WFTO's 10 Principles of Fair Trade. The partnership supports women artisans in Bangladesh, providing fair wages, safe working conditions, and community development opportunities including access to clean water, sanitation, healthcare, and environmental initiatives.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Bloomingville: Bloomingville is a Danish home décor wholesale brand selling a broad Nordic-inspired assortment (interior, kitchen, textiles, Christmas) to retailers worldwide — directly comparable to Strömshaga's multi-category B2B model and Scandinavian design positioning.
• House Doctor: House Doctor is a Danish design brand producing Scandinavian-inspired home interior, lighting, furniture, and accessories sold to retailers globally — closely comparable to Strömshaga in Nordic aesthetic, B2B wholesale, and multi-category breadth.
• Kähler (by Rosendahl): Kähler is a Danish heritage design brand producing ceramics, home décor, and seasonal items sold to retailers across Europe — comparable to Strömshaga in heritage-led Nordic design, multi-category home portfolio, and B2B wholesale distribution.
• IB Laursen: IB Laursen is a Danish B2B wholesale brand of country/cottage-style home décor sold exclusively to retailers — the closest direct analogue to Strömshaga in business model, aesthetic, and product range across interior, kitchen, garden, and Christmas.
• Madam Stoltz: Madam Stoltz is a Danish wholesale brand for home interior, furniture, and lifestyle accessories with a country/industrial aesthetic — strongly overlapping with Strömshaga's product mix and exclusive retailer-only distribution model.
• Chic Antique: Chic Antique is a Danish wholesaler of vintage-inspired home accessories, lighting, and furniture marketed to retailers with a romantic/country/industrial style — overlapping directly with Strömshaga's core design language and wholesale channel.

Emerging players

• Nordic Nest: Nordic Nest is a Swedish online retailer aggregating Scandinavian home and lifestyle brands to consumers — adjacent to Strömshaga as a Nordic home décor channel, though operating a consumer marketplace rather than B2B wholesale.

Regional players

• Lagerhaus: Lagerhaus is a Swedish home and lifestyle retailer chain carrying its own brand of Nordic-inspired interior goods — directly comparable to Strömshaga in product category and Swedish/Nordic design aesthetic, though it sells direct-to-consumer rather than wholesale-only.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/stromshaga
• Instagraminstagram.com/stromshaga
• Pinterestpinterest.se/stromshaga
• LinkedInlinkedin.com/company/str%C3%B6mshaga-ab

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 Strömshaga AB