What Slöjd.nu does

Slöjd.nu (legal entity: Textila Idéateljén – Slöjd AB) is a Swedish EdTech company founded in 1999 by craft teacher Inger M öller Degerfält and headquartered in Lund. The company develops and sells digital educational materials and supporting physical equipment for craft (slöjd) and art (bild) education in Swedish primary schools (grades 1-9). Its core software products are Slöjdlexikon, a comprehensive digital textbook with hundreds of instructional technique films and 200+ project instructions aligned with the Swedish Lgr22 curriculum; Slöjdportfolio, a digital workbook where students document and reflect on craft projects across school years; and Bildportfolio, a parallel workbook for art education. Beyond software, Slöjd.nu sells Janome sewing machines (notably the school-model Allvis 740DC), overlock and embroidery machines, accessories, craft-room furniture, and physical instructional kits; it also offers on-site sewing machine maintenance in Skåne and Blekinge and recurring professional development (fortbildning) for teachers.

The business operates primarily through a subscription licensing model for the digital products, with tiered per-school annual pricing (Teacher license at 2,995 SEK; full school "Alla" license at 3,495–5,695 SEK depending on student count; combined Slöjdlexikon + Slöjdportfolio bundle at 4,885–7,085 SEK), three-month termination notice on subscriptions, and automatic renewal. Hardware is sold through the same e-commerce storefront on a one-time basis, with custom quotes for schools. Go-to-market is a hybrid of e-commerce (slojd.nu/butik), direct sales via email, phone and in-person meetings (especially for larger municipal deals), free digital demonstrations and trial periods, and annual participation in the Slöjdlärarkonferensen craft-teacher conference. Distribution is augmented by a channel partnership with Gleerups, a major Swedish educational publisher that embeds selected Slöjdlexikon films in its own craft materials.

The platform is a web-based system with video content delivery, user authentication, and portfolio management, hosted on Swedish servers (Glesys) and operated under GDPR-compliant data processing agreements. Slöjd.nu is founder- and management-owned (Mi Möller is CEO), privately held, and serves exclusively the Swedish education market, with "hundreds of schools" equipped to date. All content is authored by practicing craft teachers and professionally reviewed, and the company emphasizes pedagogical credibility, curriculum alignment, and domestic data residency as core value propositions.

Name

Slöjd.nu

Legal name

Textila Idéateljén – Slöjd AB

Website

https://slojd.nu

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

1–10 employees

Short description

Slöjd.nu is a Swedish EdTech company that develops digital textbooks (Slöjdlexikon) and student workbooks (Slöjdportfolio, Bildportfolio) for craft and art education, and sells Janome sewing machines and craft-room equipment, serving Swedish primary schools via annual subscriptions and direct sales.

Ownership category

akta.pro rank

Product category

Digital Educational Materials (K-12)

NAICS

Software Publishers (5132), Office Supplies and Stationery Retailers (459410)

SIC

Miscellaneous Publishing (2741), Pens, Pencils & Other Artists' Materials (3950)

akta.pro primary industry

Instructional Equipment & Classroom Tools (Whiteboards, Lab Kits, Manipulatives) (EDAEAIAB)

akta.pro secondary industry

Kids Crafts & Educational Craft Kits Retail (CRALACAG)

Keywords

• Digital educational materials
• Craft education software
• School curriculum platforms
• Sewing machine distribution
• Teacher professional development

Headquarters

HQ city

Lund

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Slöjdlexikon Subscriptions: Annual subscription licenses for digital textbook access, priced based on number of students in grades 3-9. Two license tiers: 'Lärare' (Teacher - 2 teacher logins) and 'Alla' (All - all teachers and students at school).
2. Slöjdportfolio Subscriptions: Semester-based subscription for digital workbook, billed per term with three-month notice period. License for one school.
3. Bildportfolio Subscriptions: Subscription-based digital workbook for art education, similar structure to Slöjdportfolio.
4. Sewing Machines and Accessories: Sale of Janome sewing machines (school models, home machines), overlock machines, embroidery machines, and related accessories (presser feet, needles, spare parts, cables/pedals).
5. Professional Development/Training: Courses, training sessions, and lectures for craft teachers, offered both physically and digitally. Includes workshops on sewing machine maintenance.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Slöjd.nu develops and sells digital educational materials for craft (slöjd) and art (bild) education in Swedish primary schools. Its core offerings are three digital platforms — Slöjdlexikon (a comprehensive digital textbook with knowledge films and project instructions), Slöjdportfolio (a digital workbook for student documentation and reflection), and Bildportfolio (a parallel digital workbook for art education) — sold as annual subscriptions to schools and municipalities. The company also distributes Janome sewing machines and accessories, provides on-site maintenance services, and offers professional development training for craft teachers.

Product overview

Slöjd.nu offers a suite of digital educational tools for craft (slöjd) and art (bild) education in Swedish primary schools. The core platform consists of three interconnected products: Slöjdlexikon (a comprehensive digital textbook with instructional videos, knowledge films, and curriculum-aligned content), Slöjdportfolio (a digital workbook for students to document and reflect on craft projects), and Bildportfolio (a parallel digital workbook for art education). Together, these products help teachers increase equivalence and improve learning outcomes. The company also sells Janome sewing machines, overlock machines, and embroidery equipment for schools, provides on-site maintenance services in Skåne and Blekinge, offers professional development courses, and supplies supplementary materials including craft kits, aluminum sheets for metalwork, calendars, and furniture for craft rooms.

Differentiator

Problem solved

Functional benefit

Brands

• Slöjdlexikon: A comprehensive digital textbook for crafts (slöjd) throughout primary school, featuring instructional videos, material knowledge, and project instructions.
• Slöjdportfolio
• Bildportfolio

Products and services

• Slöjdlexikon A comprehensive digital textbook for craft (slöjd) education covering grades 1-9 in Swedish primary schools. Includes knowledge films, instructional videos, text on techniques, material knowledge, project instructions for 200+ projects, PDF templates, and teacher guides aligned with the Swedish Lgr22 curriculum. Sold as annual subscription licenses (Teacher tier or full school tier priced by student count).
• Slöjdportfolio A digital workbook for craft education where teachers assign work areas and tasks, and students document their learning journey, reflections, and image-based work throughout all school years. Sold as a semester-based subscription per school.
• Bildportfolio A digital workbook for art education (bild) where teachers assign tasks and students document and reflect on their learning journey throughout primary school. Sold as an annual subscription.
• Fortbildning (Professional Development) Courses, training sessions, and lectures for craft and art teachers, offered both in-person and digitally. Topics include sewing machine maintenance, portfolio tool usage, and curriculum planning. Priced per course (e.g., 2,600 kr excl VAT for sewing machine maintenance training).
• Symaskiner (Sewing Machines and Equipment) Sales of Janome sewing machines and related equipment for schools, including the recommended Janome Allvis 740DC school machine, Janome Easy Jeans 1800 home machine, Janome MyLock 554D overlock, Janome Memory Craft 550E embroidery machine, and accessories such as presser feet, needles, spare parts, cables, and pedals. Includes free shipping to schools.
• Skolservice (School Service) On-site sewing machine maintenance and repair services for schools in the Skåne and Blekinge regions of Sweden, performed by qualified technicians.
• Slöjdsalmöbler (Craft Room Furniture) Sewing machine tables and furniture for craft rooms, including Sjöbergs electric-height-adjustable tables and complete solutions for textile craft rooms. Sold to schools and municipalities.

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• GleerupscoreChannel Partner/ Reseller/ DistributorSlöjd.nu has partnered with Gleerups, a major Swedish educational publisher. Selected films from Slöjdlexikon are included in Gleerups' craft education materials (Gleerups slöjd), extending Slöjd.nu's reach to even more schools and teachers in Sweden.

Scale indicators3 records

Recent moves8 records

Expansion highlights5 records

Regional players

• Creativebug: Online craft education platform offering video-led instruction across sewing, knitting, and other crafts. Comparable in craft-specific video instructional content, though targeting consumers/hobbyists in English rather than Swedish schools.

Emerging players

• Studentlitteratur: Swedish publisher with growing presence in K-12 digital materials alongside its higher-education core. Overlaps with Slöjd.nu in serving Swedish teacher training and selected school subjects.
• Kognity: Swedish-founded EdTech platform providing digital textbooks and learning resources, primarily for IB and international schools. Comparable as a Swedish-rooted digital educational content platform, though serving a different curriculum.

Others

• Skillshare: Online learning platform with deep craft and maker education categories including sewing, woodworking, and crafts. Comparable in combining video instructional content for craft skills, though operating as a global consumer subscription rather than B2B school sales.
• NE Nationalencyklopedin: Swedish educational content provider offering digital encyclopedic and curriculum-aligned learning resources. Comparable in providing Swedish-language educational content to schools, though not craft-specific.

Direct peers

• Gleerups: Major Swedish educational publisher that is both a channel partner and a direct competitor in slöjd/bild curriculum materials. Selected Slöjdlexikon films are embedded in Gleerups slöjd, and both companies target the same Swedish elementary school craft/art curriculum.

Broad incumbents

• Sanoma Utbildning: Nordic educational publisher offering digital learning materials across multiple subjects for Swedish schools. Competes with Slöjd.nu for school wallet share and curriculum mandates, though not specialized in slöjd.
• Natur & Kultur: Swedish educational publisher and non-profit producing learning materials across subjects for Swedish schools. Serves the same municipalities and schools as Slöjd.nu with broader curriculum coverage.
• Liber: Major Swedish educational publisher (part of Bonnier) producing textbooks and digital resources for K-12. Operates in the same procurement cycles and school relationships as Slöjd.nu, though across a much broader subject portfolio.
• Bonnier Utbildning: Swedish educational publisher under Bonnier, providing textbooks and digital learning platforms across multiple K-12 subjects. Competes with Slöjd.nu for educational material budgets in Swedish schools with a wider catalog.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC-2KX3-1AO8aCdnl3wS6HfQ
• Facebookfacebook.com/slojd.nu
• LinkedInlinkedin.com/company/sl%C3%B6jd-nu
• Instagraminstagram.com/slojd.nu

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

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 Slöjd.nu