Roosimari OÜ

What Roosimari OÜ does

Roosimari OÜ, trading as Roosimari Sisustusstuudio, is an Estonian interior design studio and multi-brand home décor retailer headquartered at Lõõtsa 5, Tartu. The company combines a physical showroom/salon with an e-commerce storefront at www.roosimari.ee, selling a curated assortment of designer wallpapers (over 100 collections from brands such as Eijffinger, Hohenberger, Boråstapeter, Sandberg, Coordonné, RebelWalls, and William Morris), curtains and window treatments (including Roman, panel, roller, pleated and lamella systems plus custom manufacturing), rugs (HORREDSMATTAN, WOODNOTES, TISCARUGS), furniture and décor (Wikholmform, Zafferano), and home textiles (Ekelund, Almedahls). Core technology is a standard Voog-hosted e-commerce platform; there is no proprietary software or AI capability.

The business operates a direct-to-consumer model, with revenue generated through fixed-price sales in euros (unit prices ranging from roughly €30 for textiles to €500 for furniture items such as the Porto Tool). Free parcel-terminal delivery via Itella Smartpost is offered for orders above €100, with a 3-7 working day standard delivery and 14-30 calendar days for made-to-order items; a secondary pickup point operates at Pitsa Merano in Otepää, and prior-arrangement EU shipping is available. Payment processing is outsourced to Maksekeskus AS under Estonian bank-link and card rails. The company also provides home-visit consultation with samples and a custom curtain fabrication service delivered through a network of freelance curtain sewers, window-covering installers, and wallpaper specialists.

Roosimari serves primarily Estonian residential homeowners seeking curated interior solutions, with a secondary commercial/public-space segment for offices, restaurants, and public buildings. The business is owner-managed by Margit, who has 25+ years of interior-textile experience and a design arts degree from the Estonian Academy of Arts; the company is privately held as an Estonian OÜ with no external institutional investors, no parent, and no subsidiaries. No revenue, headcount, or funding data is publicly disclosed.

Name

Roosimari OÜ

Legal name

OÜ ROOSIMARI

Website

https://roosimari.ee

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Roosimari OÜ is an Estonian interior design studio and multi-brand home décor retailer operating a Tartu showroom and e-commerce store, selling curated designer wallpapers, curtains, rugs, furniture, and home textiles to residential and commercial customers across Estonia and the EU on prior arrangement.

Ownership category

akta.pro rank

Product category

Home Furnishings & Interior Décor Retail

NAICS

Interior Design Services (54141), Interior Design Services (541410)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700), Retail-Furniture Stores (5712)

akta.pro primary industry

Custom Window Blinds Retail (Wood, Faux Wood, Aluminum, Vertical) (CRAIAKAA)

akta.pro secondary industries

Rugs & Doormats Retail (Area Rugs, Runners, Entry Mats) (CRAIALAC), Curtain, Blind & Shade Installation/Repair (HSAGAAAG)

Keywords

• Interior design retail
• Curated wallpapers
• Custom curtains
• Home textiles
• Scandinavian rugs

Headquarters

HQ city

Tartu

HQ country

Estonia

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales (Retail): The company generates revenue through direct sales of interior design products including wallpapers, curtains, window coverings, rugs, home textiles, and furniture through both physical showroom and e-commerce channels. Products are sold at fixed prices in euros. The company also offers custom curtain fabrication services.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels3 records

Core offering

Roosimari Sisustusstuudio is an Estonian interior design studio and showroom based in Tartu that curates and retails designer wallpapers, curtains, window coverings, rugs, furniture, home textiles, lighting, and home décor products from over 20 European brands. The company operates a physical showroom salon and an e-commerce store (roosimari.ee), offering professional consultation, custom curtain manufacturing, and installation services delivered through a network of skilled craftspeople.

Product overview

Roosimari Sisustusstuudio is an Estonian interior design studio and e-commerce retailer based in Tartu that offers a curated portfolio of home décor products. The core offerings center on three main categories: designer wallpapers (tapeedid) from over 20 European brands including Eijffinger, Hohenberger, Boråstapeter, and Sandberg; curtains and window treatments (kardinad, aknakatted, kardinapuud) including Roman curtains, panel curtains, roller blinds, and custom curtain solutions; and rugs (vaibad) from Scandinavian and European brands such as HORREDSMATTAN, WOODNOTES, and TISCARUGS. The product lineup is complemented by furniture and home décor (mööbel ja sisustustooted) from Swedish brand Wikholmform, Italian lighting and tableware from Zafferano, and premium home textiles from Swedish heritage brands Ekelund (est. 1692) and Almedahls Home (est. 1830). The company also retails French natural beauty products from Panier des Sens. Roosimari operates both an e-commerce platform and a physical showroom salon in Tartu, offering consultation services and professional installation assistance.

Differentiator

Problem solved

Functional benefit

Products and services

• Designer Wallpapers (Tapeedid) Curated selection of designer wallpapers from European brands including Eijffinger, Hohenberger, Holden, Boråstapeter, Sandberg, Midbec, Sandudd, Coordonné, Parato, and RebelWalls. Over 100 collections available, featuring high quality, environmentally sustainable production and timeless design.
• Curtains and Window Treatments (Kardinad ja aknakatted) Curtains and window treatments including classic side curtains, day curtains, Roman curtains, panel curtains, roller blinds, vertical blinds, pleated blinds, and lamella curtains. Includes curtain rods, tracks, decorative curtain rods, electric mechanisms, and panel movement systems, with custom manufacturing through a network of skilled curtain sewers.
• Rugs (Vaibad) Natural rugs and terrace rugs from Scandinavian and European brands including HORREDSMATTAN (Sweden), TISCARUGS (Austria), and WOODNOTES (Finland). Includes plastic, cotton, and wool rugs combining traditional craftsmanship with contemporary design.
• Furniture and Home Décor (Mööbel ja sisustustooted) Furniture and home décor products from Swedish brand Wikholmform, including display cabinets, mirrors, tables, stools, vases, and containers.
• Zafferano Lighting, Furniture, and Tableware Italian-designed lighting, furniture, and tableware from Zafferano, including lamps, serving trays, tables, and vases inspired by Murano glass art traditions.
• Almedahls Home Interior Textiles Swedish textile products from Almedahls Home (dating to 1830) including towels, tablecloths, throws, and cushions combining Scandinavian design with natural, functional, and environmentally sustainable materials, including licensed William Morris and Frida Kahlo designs.
• Ekelund Home Textiles Swedish GOTS-certified organic home textiles from family company Ekelund (established 1692), produced in Horred, Sweden, including towels, tablecloths, children's products, throws, and cushions with licensed William Morris and Stig Lindberg designs.
• Panier des Sens Natural Beauty Products French natural beauty and lifestyle products from Panier des Sens En Provence, including Marseille liquid soaps, hand creams, body care, shower gels, lip balms, travel kits, and gifts made in Provence combining Marseille soap-making heritage with Grasse perfumery expertise.
• WOODNOTES Design Rugs and Textiles Finnish design rugs and home textiles from Woodnotes (established 1987), pioneer in paper twine applications, creating rugs, curtains, and interior textiles from natural, durable materials with Nordic design philosophy.
• International Interior Textile Brand Portfolio Curated portfolio of international interior textile brands including TELAMOR (Turkey), PRESTIGIOUS TEXTILES (UK), KOBE (Netherlands), WOODNOTES (Finland), ALHAMBRA (Spain), LIZZO (Spain), PEPE PENALVER (Spain), and IFI DESIGNS AND COLORS (Greece).
• Custom Interior Design Consultation and Home Visits Professional consultation services for home and public-space interior design, including showroom visits in Tartu, home visits with samples, and coordination of trusted craftspeople (curtain sewers, window covering installers, wallpaper specialists) for custom solutions.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Maksekeskus AScoreTechnology or IntegrationPayment processing partner that handles secure payment transactions for the e-commerce website. Maksekeskus AS processes Estonian bank payments (Swedbank, SEB, Luminor, LHV, Coop Pank, Citadele, Pocopay) and card payments (Visa/MasterCard).
• Itella SmartpostcoreChannel Partner/ Reseller/ DistributorLogistics partner providing parcel delivery services throughout Estonia via their parcel terminal network. Free delivery to parcel terminals for orders over €100.
• EijffingerminorOthersDutch wallpaper brand with collections like Rifle Paper Co, Calm Crafted, Magnifique, Natural Wallcoverings, and Museum. Known for high quality, eco-friendly production and timeless design.
• WoodnotesminorOthersFinnish design company founded in 1987, pioneer in modern paper rope applications. Creates rugs, curtains, and interior textiles from natural, durable, and elegant materials.
• Prestigious TextilesminorOthersBritish international interior textiles and wallpaper brand established in 1988 in West Yorkshire. Known for quality, experienced design team, and recognizable English style. Collections available across Europe, Asia, and Africa.
• ZafferanominorOthersItalian design brand since 2001 creating products that combine functionality, aesthetics, and emotional impact. Products include glasses, lamps, and tableware inspired by Murano glass craftsmanship traditions.
• EkelundminorOthersSwedish family company since 1692 producing organic home textiles. Products made in Horred, Sweden, using GOTS-certified organic materials. Awarded Kunglig Hovleveřandør prestigious royal warrant.
• Pepe PeñalverminorOthersInternationally recognized textile manufacturer from Spain with over 50 years of experience. Collections known for quality, colors, and craftsmanship beauty. Many collections made from recycled fibers.
• AlhambraminorOthersSpanish textile brand founded in 1977 in Alicante, known worldwide for high quality and distinctive design. Collections result from thorough research and development.
• HohenbergerminorOthersGerman wallpaper manufacturer offering collections like Arazzo, Tesoro, and Raku. Known for quality products with timeless designs.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Royal Design: Swedish wallpaper and home textiles retailer offering curated Scandinavian and European wallpaper, curtains, and interior textiles online. Highly comparable to Roosimari in product mix (wallpapers, curtains, textiles) and curated-brand positioning, though without physical showroom focus.
• Nordic Nest: Nordic design e-commerce retailer offering curated Scandinavian furniture, lighting, textiles, and home décor. Comparable to Roosimari in curatorial brand strategy and Nordic design focus, with a broader furniture assortment and no physical showroom.
• Bonami: Estonian/Czech home and interior furnishings e-commerce retailer operating across CEE with curated brands. Directly comparable to Roosimari as an Eastern European design-led home décor retailer serving overlapping Estonian consumers with multi-category home goods.
• Photowall: Swedish-made wallpaper and mural retailer producing custom wall coverings for residential and commercial customers across Europe. Comparable to Roosimari in the wallpaper category with a custom-product focus, though more vertically integrated into manufacturing.
• Desenio: Swedish online wallpaper, art print, and poster retailer targeting design-conscious consumers across Europe. Directly comparable in the wallpaper/wall décor category with similar DTC e-commerce model, though narrower in curtain and furniture offerings than Roosimari.

Broad incumbents

• IKEA: Global mass-market home furnishings retailer with extensive Estonian presence. Competes with Roosimari in curtains, rugs, lighting, and home décor categories, but at fundamentally lower price points and self-service model rather than curated premium offering.
• Hemtex: Swedish home textiles retailer operating chain stores across the Nordics with curtains, bedding, rugs, and home décor. Comparable to Roosimari in home textile and curtain category but broader mass-market positioning with physical chain footprint versus Roosimari's curated single showroom.
• West Elm: US-headquartered premium home furnishings retailer under Williams-Sonoma offering modern design-led furniture, rugs, curtains, and décor. Comparable to Roosimari in premium design positioning and multi-category home assortment, but at much larger scale and no Estonian-specific curation.
• H&M Home: Global mass-market home textiles and décor retailer with curated Scandinavian-style assortment. Comparable to Roosimari in design-led positioning and home textiles/rugs category, but operates at broader scale with no custom fabrication or interior consultation services.
• JYSK: Danish-founded mass-market home furnishings retailer with hundreds of stores across Northern Europe including Estonia. Broad incumbent comparable to Roosimari in product categories (curtains, rugs, furniture, home décor) but competing primarily on price rather than curated premium design.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/Roosimari

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 Roosimari OÜ