Stuga
- Company typePrivate
- Founded2015
- HeadquartersAustin, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
Stuga firmographics
Firmographics- Name
- Stuga
- Legal name
- Stuga
- Website
- https://stugastudio.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Stuga industry classification
Industry- Product category
- Hardwood Flooring
- NAICS
- Floor Covering Retailers (449121), Furniture and Home Furnishings Retailers (4491), Home Centers (444110)
- SIC
- Retail-Lumber & Other Building Materials Dealers (5211), Retail-Home Furniture, Furnishings & Equipment Stores (5700)
- akta.pro primary industry
- Hardwood Flooring Retail (CRAIAGAB)
- akta.pro secondary industries
- Flooring Underlayment, Moldings & Trim Retail (CRAIAGAI), Flooring Tools, Adhesives, Grout & Installation Supplies Retail (CRAIAGAJ)
Keywords
Where Stuga is headquartered
LocationHeadquarters
- HQ city
- Austin
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Stuga business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Infrastructure
Revenue model
- Hardwood Flooring Sales: Direct-to-consumer sales of engineered hardwood flooring products across Icons, Rebels, and Patterns collections. Revenue generated from per-square-foot pricing with volume-based discount tiers.
- Stair Solutions: Custom stair nosings made from flooring planks (flush and squared options) sold as add-on products to flooring purchases. Made-to-order in Austin, TX.
- Accessories: Underlayment, floor cleaners, oils, transition pieces, and installation tools sold alongside main flooring products.
- Shipping Services: Flat-rate shipping at $299 for flooring orders (curbside delivery), with optional white glove services. Samples ship free.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Icons Collection (Traditional Engineered Hardwood) |
| Unit Pricing | Pay-as-you-go | Rebels Collection (Waterproof Engineered Hardwood) |
| Unit Pricing | Pay-as-you-go | Patterns Collection (Herringbone) |
| Unit Pricing | Pay-as-you-go | Sample Products |
| Unit Pricing | Pay-as-you-go | Stair Nosings |
| Unit Pricing | Pay-as-you-go | Accessories |
| Other | Pay-as-you-go | Shipping |
| Unit Pricing | Pay-as-you-go | Trade Program Pricing |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels6 records
Stuga product offering
Product offeringCore offering
Stuga sells Scandinavian engineered hardwood flooring and custom stair nosings direct to consumers in the United States through curated collections (Icons, Rebels, and Patterns) of premium wood floors, supported by accessories including underlayment, molding, and cleaners. The company operates its own e-commerce site, an Austin sample shop, a showroom partner network, and a trade program for interior designers and architects. Sourcing and manufacturing are based in Sweden with a climate-positive production process.
Differentiator
Problem solved
Functional benefit
Products and services
- Icons Collection
Quantifiable outcome
- Wood floors can increase home value by up to 2.5%
- +3 more outcomes
Companies that use Stuga
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles2 records
Stuga technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Stuga partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- Swedish Flooring ManufacturerscoreLong-standing partnerships with Scandinavia's most forward-thinking hardwood flooring manufacturers. The main Swedish factory is climate-positive, producing more energy than it consumes. Workers receive living wages and all wood waste is recycled into biofuel used to reheat the factory and homes in Nybro, Sweden.
- Semihandmade ShowroomminorShowroom partner in Monrovia, CA 91016 featuring Drift flooring in their showroom space.
- Goop MarinminorRetail showroom partner in Larkspur, CA 94939 showcasing Greta flooring as part of their lifestyle retail experience.
- Hygge LifeminorRetail partner in Avon, CO 81620 featuring Fika, Sisu, and Pepper flooring in their showroom.
- Adair KitchenminorRestaurant/retail partner in San Antonio, TX 78209 featuring Happy Hour flooring in their establishment.
- Preferred Installers NetworkcoreSelect group of preferred installers around the US that Stuga knows and trusts. For areas without preferred installers, references NWFA directory for finding certified professionals.
- NWFA (National Wood Flooring Association)minorReferenced directory for finding certified flooring installation professionals. Helps customers in areas without preferred installers find qualified contractors.
Scale indicators4 records
Recent moves9 records
Expansion highlights4 records
Stuga competitors and assessment
Company assessmentDirect peers
- Olde Wood Ltd: Custom wide-plank solid and engineered hardwood flooring maker serving designers and high-end residential projects, comparable in premium positioning and bespoke offering.
- Flooret: Direct-to-consumer engineered hardwood and waterproof flooring brand selling premium wood floors online with sample programs, closely mirroring Stuga's DTC model and target buyer.
- Kährs: Swedish inventor of engineered hardwood flooring (1941) and likely Stuga's manufacturing partner; same product technology (Woodloc), same Scandinavian heritage, and direct competitor at retail.
- Hallmark Floors: Premium engineered hardwood flooring brand targeting designers and architects with curated collections, comparable positioning to Stuga's Icons line.
- Provenza Floors: Designer-driven hardwood and waterproof flooring brand with strong trade presence and premium pricing, comparable to Stuga's Icons and Rebels collections.
- Carlisle Wide Plank Floors: Specialty premium wide-plank hardwood flooring retailer with strong designer/trade relationships and made-to-order offerings, overlapping Stuga's premium positioning and professional channel.
- Wide Plank Floor Supply: Direct-to-consumer wide-plank engineered hardwood retailer with similar sample-driven online model and designer-friendly collections.
Broad incumbents
- Floor & Decor: National specialty retailer of hard surface flooring including hardwood, tile, and LVP; competes with Stuga at the project-procurement level with significantly broader assortment.
- LL Flooring (Lumber Liquidators): Large national hardwood and vinyl flooring retailer offering mid-market price points; competes at the broader consumer level but lacks Stuga's premium DTC and Scandinavian positioning.
- Mohawk Industries: Largest US flooring manufacturer with hardwood, LVP, and laminate brands; competes at the supplier and finished-product level across the categories Stuga sells into.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Stuga social profiles
Digital presenceStuga financial estimates
Financial estimateRevenue estimate
Valuation estimate
Stuga leadership team
Management profileNumber of profiles
Profiles1 record
Stuga funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Stuga M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Stuga
What does Stuga do?
Stuga sells Scandinavian engineered hardwood flooring and custom stair nosings direct to consumers in the United States through curated collections (Icons, Rebels, and Patterns) of premium wood floors, supported by accessories including underlayment, molding, and cleaners. The company operates its own e-commerce site, an Austin sample shop, a showroom partner network, and a trade program for interior designers and architects. Sourcing and manufacturing are based in Sweden with a climate-positive production process.
Is Stuga a public or private company?
Stuga is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Stuga founded?
Stuga was founded in 2015. It employs 1 to 10 people.
Where is Stuga based?
Stuga is headquartered in Austin, United States, in the North America region.
How does Stuga make money?
Four revenue lines are on record. Hardwood Flooring Sales are the primary driver. The others are stair Solutions, accessories and shipping Services.
Who are Stuga's main competitors?
Direct peers on record are Olde Wood Ltd, Flooret, Kährs, Hallmark Floors, Provenza Floors, Carlisle Wide Plank Floors and Wide Plank Floor Supply. Broad incumbents are Floor & Decor, LL Flooring (Lumber Liquidators) and Mohawk Industries.
Does Stuga have an API?
No public API is recorded for Stuga.
What industry is Stuga in?
Stuga's product category is Hardwood Flooring. Its primary akta.pro industry code is CRAIAGAB, Hardwood Flooring Retail, with a secondary code of CRAIAGAI, Flooring Underlayment, Moldings & Trim Retail. Its NAICS code is 449121 and its SIC code is 5211.