Smartasaker

What Smartasaker does

Smartasaker (legal name: Smartasaker; dba: SmartaSaker) is a privately held Swedish e-commerce retailer founded in 2006 that curates and sells innovative household products to general consumers. The company operates localized e-commerce storefronts across Sweden, Norway, Finland, Denmark, and the broader EU, supplemented by physical retail showrooms in Stockholm and a Swedish warehouse that supports 1-3 day delivery across the Nordic region. Product categories span home organization and storage (SmartStore, Bigso, JosephJoseph, Stackers, Yamazaki), kitchen accessories, lighting, outdoor and leisure goods, safety products, smart-home devices, and gift items, with individual product prices ranging from approximately 50 SEK to over 2,500 SEK and free shipping above 499 SEK.

The platform is built on standard e-commerce architecture augmented by an AI-powered search assistant that allows natural-language product discovery. The core technology layer is conventional online retail infrastructure; the AI search feature is a UX enhancement rather than a proprietary model. Smartasaker differentiates through rigorous curation — the company handpicks and tests its entire range — and through a content marketing engine (blog "Smarta Tips," social channels, email newsletter) that emphasizes Swedish innovators and educational storytelling. A minor product development partnership with Lindén International and Split Vision (e.g., the Påsklämma clip) signals limited upstream product co-creation.

Revenue is generated primarily through one-time product sales (hardware sales model) and secondarily through digital and physical gift cards (two-year validity). The customer base is predominantly individual consumers, with a secondary corporate gift-buying segment. The company earned back-to-back Di Gasell recognitions from Dagens Industri in 2021 and 2022 and is celebrating its 20-year anniversary in 2026. No outside funding, M&A activity, or public ownership is disclosed.

Name

Smartasaker

Legal name

Smartasaker

Website

https://smartasaker.se

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Smartasaker is a privately held Swedish e-commerce retailer founded in 2006 that curates and sells innovative household products to general consumers across Nordic and EU markets, operating through localized websites, Stockholm retail stores, and a Swedish fulfillment network.

Ownership category

akta.pro rank

Product category

Online Consumer Goods Retail

NAICS

Furniture, Home Furnishings, Electronics, and Appliance Retailers (449), Electronics and Appliance Retailers (4492), Electronics and Appliance Retailers (44921)

akta.pro primary industry

Connected Lighting & Smart Switches Retail (CRAIAMAB)

akta.pro secondary industries

Smart Home Sensors & Monitoring (Motion, Leak, Smoke/CO, Environmental) Retail (CRACAGAJ), Smart Home Software, Apps & Subscriptions Retail (CRACAGAM)

Keywords

• Household goods retail
• Home organization solutions
• Kitchen accessories online
• Consumer e-commerce
• Nordic online retail

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales: One-time product sales through e-commerce platform and physical retail stores. The company sells innovative household products across categories including home, storage, lighting, leisure, safety, vehicles, holidays, and gifts.
2. Gift Cards: Digital and physical gift cards with 2-year validity sold to customers for gifting purposes

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Smartasaker is a Swedish e-commerce retailer that curates, hand-picks, and tests innovative consumer products across categories including home organization, kitchen accessories, storage, lighting, smart home devices, outdoor/leisure, safety products, and gifts. The company emphasizes products from Swedish innovators and offers curated solutions for everyday household challenges through its own online storefront spanning Sweden, Norway, Finland, Denmark, and the EU, plus physical retail stores in Stockholm and a Sweden-based warehouse enabling 1-3 day delivery across the Nordics.

Product overview

Smartasaker is a Swedish e-commerce platform that curates and sells innovative consumer products, with a strong focus on Swedish inventors and entrepreneurs. The company operates a multi-category online retail store featuring storage and organization solutions (SmartStore, Bigso, JosephJoseph storage boxes; Stackers, Yamazaki jewelry and watch boxes), bedroom furniture (Brabantia, Yamazaki, Wenko clothing racks and valets), kitchen accessories, smart home devices, outdoor gear, and safety products. Smartasaker positions itself as a discovery platform for clever everyday solutions, hand-selecting and testing all products in their assortment. The business model centers on connecting Swedish innovators with consumers, featuring monthly innovator spotlights and maintaining an extensive catalog spanning home organization, lighting, holidays, and leisure categories.

Differentiator

Problem solved

Functional benefit

Products and services

• Storage Boxes Storage box solutions for organizing items in closets, drawers, and throughout the home, including SmartStore, Bigso, and JosephJoseph brands.
• Jewelry Storage Jewelry organizers including jewelry boxes, stands, ring holders, and earring holders from brands like Stackers, Yamazaki, Umbra, and Bigso, designed to protect against scratches and tangling.
• Watch Boxes Watch storage solutions from Stackers, including boxes for 4-8 watches, display lids, and travel cases with velvet lining for scratch protection.
• Door Hooks Over-door hooks and hangers from brands like Metaltex, Umbra, Yamazaki, and Gancho for hanging storage without drilling.
• Clothing Racks Clothing racks and valet stands from Brabantia, Yamazaki, Wenko, and Umbra, including freestanding racks, wall-leaning designs, rolling racks with shelves, and wardrobe covers.
• Kitchen Accessories Kitchen tools and accessories including Brelock butter container with built-in butter knife, rotating spice racks, champagne openers, and various cooking aids.
• Smart Home Products Smart home devices including solar-powered power banks, emergency lights, LED candles with timers, and app-controlled water meters.
• Outdoor and Leisure Products Outdoor gear including coolers, camping equipment, beach accessories, garden tools, thermal mugs, and solar-powered products for outdoor activities.
• Safety and Security Products Safety items including seat belt cutters, window breakers, reflective gear, RFID blocking products, anti-slip products, and personal safety devices.
• Swedish Innovators Collection Featured monthly collection of products from Swedish innovators, including IQoro reflux trainer, Vingel glass holder, Burkkylare can cooler, and other patented Swedish inventions.
• Gift Cards Digital and physical gift cards with 2-year validity, sold in variable denominations for gifting purposes.

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Lindén International in collaboration with Split VisionminorStrategic or Co-development PartnerProduct development collaboration for innovative everyday items like the Påsklämma (clip with pour function) combining Lindén International's manufacturing with Split Vision's design innovation

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Presentkungen: Swedish online retailer focused on gifts, gadgets, and innovative everyday products — directly overlaps Smartasaker's gift card and corporate gifting segments, with similar Swedish consumer base.
• Coolstuff: Swedish online retailer specializing in gadgets, innovative products and gift items — directly comparable to Smartasaker's portfolio of curated, problem-solving novelties and Swedish-language e-commerce focus.
• Jollyroom: Swedish D2C e-commerce retailer with a strong Nordic footprint selling home, children's, and lifestyle products online — comparable in operating geography, multi-category breadth, and warehouse-led distribution model.
• Megaflis: Swedish home goods retailer with physical stores and online presence selling household, kitchen, and lifestyle products — comparable Nordic D2C + physical retail model targeting similar Swedish consumer base.
• Flying Tiger Copenhagen: Danish variety retailer of affordable, novel household items, gadgets, and everyday solutions — comparable in assortment philosophy (clever, low-cost, trend-led household products) and Nordic retail presence.
• Coolshop: Denmark-based Nordic e-commerce retailer selling gadgets, home goods, and innovative everyday products across multiple categories — structurally similar multi-country D2C approach with broad SKU diversity.

Broad incumbents

• IKEA: Global Swedish-founded home furnishings retailer with strong Nordic presence — overlaps in home organization, kitchen, and storage categories, but operates at vastly larger scale and price point.
• Åhléns: Swedish department store chain with home goods, gifts, and lifestyle assortment — overlaps with Smartasaker's home, kitchen, and gift categories via a broader omnichannel retail approach.
• H&M Home: Swedish-headquartered home furnishings and lifestyle retailer operating globally — comparable in Nordic home goods retail, but at vastly larger scale and broader geographic reach.
• Clas Ohlson: Sweden-anchored Nordic retailer of hardware, home, and lifestyle products with both physical stores and e-commerce — broader assortment and larger scale, but overlapping customer base and category coverage.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/smartasaker
• Facebookfacebook.com/SmartaSaker
• Instagraminstagram.com/smartasaker.se
• LinkedInlinkedin.com/company/smartasaker

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 Smartasaker