Softlux kardinad & disain

What Softlux kardinad & disain does

Softlux kardinad & disain is a Tartu, Estonia-based window treatment and interior design retailer operating under the legal entity Softlux OÜ. Founded in 2000 and led by CEO/Designer Piia Kaasik, the company manufactures and sells custom-made window coverings for residential, commercial, and hospitality customers from a single showroom at Riia 140, Tartu (open E–R 11:00–17:00, Saturday by appointment). The core product portfolio spans textile curtains, Roman shades, pleated blinds (including specialty shapes such as triangular, trapezoid, and arched windows), roller and cassette roller shades, zebra blinds, wood and aluminum Venetian blinds, vertical louver curtains, Allusion curtains, curtain rails and rods, insect screens, awnings, and motorized solutions compatible with smart-home systems. The company also distributes Cristina Masi Italian wallpapers (Lei, Prima Dama, Romanza collections). All products are made-to-measure using fabrics sourced from European textile factories, with on-site measurement and professional installation bundled into each sale; pricing is quoted per project and is not publicly listed.

The go-to-market is sales-led and showroom-anchored: customers consult with in-house designers, receive on-site measurements, and have products installed by the company. There is no e-commerce or online ordering, and the digital footprint consists of the softlux.ee website (with measurement guides and installation videos), phone/email contact, and standard Google Analytics and Facebook Pixel tracking. Customer segments are horizontally defined — residential homeowners (primary), commercial/business spaces, and hospitality — with no named enterprise accounts disclosed. The company is privately held, founder-owned, and has no external investors, no parent company, no subsidiaries, and no funding rounds on record.

In 2025 the company was recognized as a "Usaldusväärne Ettevõte 2025" (Reliable Company) by the Estonian Tax and Customs Board (Maksu- ja Tolliamet), reinforcing its domestic trust profile. There are no AI/ML capabilities, patents, trademarks, regulatory actions, M&A activity, or disclosed headcount figures in the available data. Geographic operations are restricted to Estonia, and the addressable customer base is therefore a function of the Estonian residential renovation and new-build market rather than any cross-border expansion.

Name

Softlux kardinad & disain

Legal name

Softlux OÜ

Website

https://softlux.ee

Company type

Private

Founded year

2000

Operating status

Operating

Short description

Softlux kardinad & disain is a Tartu, Estonia-based custom window treatment retailer founded in 2000, selling made-to-measure curtains, blinds, shades, awnings, motorized solutions, and Italian wallpapers to residential, commercial, and hospitality customers across Estonia.

Ownership category

akta.pro rank

Product category

Custom Window Treatments & Interior Design

NAICS

Window Treatment Retailers (449122), Curtain and Linen Mills (31412), Blind and Shade Manufacturing (337920)

akta.pro primary industry

Custom Drapery & Made-to-Measure Window Coverings Retail (CRAIAKAD)

akta.pro secondary industries

Curtains, Blinds & Window Treatment Installation (HSAGAHAC), Motorized Shades, Blinds & Curtain Automation (HSAHADAD), Window Treatments & Shading Systems (Blinds, Shades, Awnings) (IMADAIAN)

Keywords

• Custom window treatments
• Interior design solutions
• Textile curtains and blinds
• Motorized shading systems
• Luxury wallcoverings

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Custom Window Treatments Sales: The company sells custom-made window coverings including textile curtains, roman shades, roller shades, pleated curtains, vertical blinds, and specialized solutions. Products are manufactured to customer specifications and measurements. Revenue is generated from product sales combined with consultation, measurement, and installation services.
2. Installation and Measurement Services: The company provides on-site measurement and professional installation services for all window treatment products, bundled with product sales.
3. Wallpaper Sales: Sale of Cristina Masi luxury wallpapers from Italy, including Lei, Prima Dama, and Romanza collections.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Softlux kardinad & disain designs, custom-manufactures, and installs made-to-measure window coverings including textile curtains, Roman shades, pleated blinds, roller and cassette roller blinds, zebra and Venetian blinds, vertical louver and Allusion curtains, motorized shading systems, awnings, and insect screens, alongside Italian Cristina Masi wallpapers. The company provides bundled consultation, on-site measurement, and professional installation services through its showroom in Tartu, Estonia.

Product overview

Softlux kardinad & disain is a window treatment and interior design company offering a comprehensive portfolio of custom-made window coverings and decorative solutions. The product lineup includes textile curtains (Tekstiilkardinad), roman curtains (Roomakardinad), pleated blinds (Voldikkardinad), roller blinds and cassette roller blinds (Rulood ja kassettrulood), zebra blinds, venetian blinds in wood and aluminum (Ribakardinad), vertical louver curtains (Püstlamellkardinad), and Allusion curtains. Supporting accessories include curtain rails and rods (Siinid ja kardinapuud) and insect nets (Putukavõrgud). The company also offers motorized solutions (Motoriseeritud lahendused) as an addon for automated control, markiisid (awnings) for outdoor sun protection, and Cristina Masi Italian wallpapers. All products are custom-measured and manufactured to order for precise fit.

Differentiator

Problem solved

Functional benefit

Products and services

• Tekstiilkardinad (Textile Curtains) Custom textile curtains made from fabrics produced in well-known European textile factories, available in varying opacity levels from sheer to blackout for residential and office interiors.
• Roomakardinad (Roman Curtains) Roman curtains that combine the softness of fabric with the practicality of roller blinds, rising in elegant horizontal folds.
• Voldikkardinad (Pleated Blinds) Pleated blinds made from durable polyester textile that fold into accordion-style pleats, suitable for standard and specialty-shaped windows including triangular, trapezoid, and arched windows.
• Rulood ja kassettrulood (Roller Blinds and Cassette Roller Blinds) Roller blinds that combine decorative and practical functions, protecting rooms from direct sunlight and overheating, with cassette versions featuring an enclosed mechanism for cleaner aesthetics.
• Zebra rulood (Zebra Blinds) Modern blinds with alternating transparent and darker fabric strips that can be shifted to precisely control light levels without fully raising the shade.
• Ribakardinad (Venetian Blinds) Venetian blinds available in wood (warm, natural aesthetics) and aluminum (moisture-resistant, minimalist), allowing precise light and privacy control.
• Püstlamellkardinad (Vertical Louver Curtains) Vertical louver curtains consisting of separate vertical lamellas that can be rotated and slid sideways, ideal for large windows and patio doors.
• Allusion kardinad (Allusion Curtains) Innovative window treatment combining the lightness of sheer curtains with the practicality of vertical louver curtains, featuring soft vertical fabric lamellas for large windows.
• Siinid ja kardinapuud (Curtain Rails and Curtain Rods) Curtain rails offering smooth, quiet operation for light to heavy curtains, and decorative curtain rods that serve as visible interior design elements.
• Putukavõrgud (Insect Nets) Insect screens allowing fresh air and light into rooms while keeping mosquitoes, flies, and other insects out.
• Motoriseeritud lahendused (Motorized Solutions) Motorized window treatments controllable via button, remote control, wall switch, or smart device, with quiet and smooth mechanisms compatible with smart home systems.
• Markiisid (Awnings) Awnings providing effective protection from sun, heat, and light rain, suitable for terraces, balconies, windows, and commercial spaces.
• Cristina Masi tapeedid (Cristina Masi Wallpapers) Luxurious Italian wallpapers from Cristina Masi in exclusive designs including Lei, Prima Dama, and Romanza collections, featuring rich patterns and deep tones.

Quantifiable outcome

• Sound insulation improvement with thick curtains
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• European Textile FactoriescoreOthersFabrics for textile curtains are produced in well-known European textile factories, ensuring quality materials for custom window treatments.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Hunter Douglas: Global leader in custom window coverings (blinds, shades, shutters) with a dealer/installer network. Closely comparable to Softlux in product mix and made-to-measure service model, though operating at vastly larger scale across multiple geographies.
• Gardinia: European manufacturer and retailer of curtain rails, rods, blinds, and accessories. Comparable to Softlux as a broad window-treatment specialist with custom-cut options and dealer distribution.
• Silent Gliss: Premium Swiss supplier of curtain rails, motorized curtain tracks, and shading systems for residential and commercial projects. Comparable to Softlux on the high-end curtain-rail and motorization offering and project-based specification sales.
• Griesser: European manufacturer of exterior venetian blinds, awnings, and roller shutters with a dealer/installer network. Comparable to Softlux on awnings and shading-systems manufacturing, with overlap in motorized exterior solutions.
• Luxaflex: Premium custom window blinds and shades brand sold through local dealers/consultants across Europe. Closely comparable to Softlux in custom-measure, designer-led consultation model and premium product positioning.

Broad incumbents

• JYSK: Nordic home goods retailer with stores across the Baltics selling ready-made curtains, blinds, and rails. Competes with Softlux in Estonia on convenience and price, particularly for standard residential customers.
• IKEA: Mass-market home furnishings retailer with a significant curtains, blinds, and window-treatment assortment. Competes with Softlux on price and accessibility for standard windows, but lacks Softlux's made-to-measure and specialty-shape capabilities.
• VELUX: Global roof window and shading systems manufacturer, including motorized blinds and awnings integrated with roof windows. Comparable to Softlux on the motorized shading and awning categories, but specialized in roof applications rather than full wall-window range.

Market position

Strengths5 records

Weaknesses2 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Softlux kardinad & disain