Planora was founded by architects Matilda Falck, Victor Lindén and Anna Bärring. The idea was born out of the architecture firm Bräck Studio when the founders noticed that the market for their usual services had stagnated. They then shifted their focus to creating tactile planning tools for rooms and interiors, where the user builds the environment with small pieces of wood to the correct scale.
The tools were developed as a counterpoint to a daily life filled with AI and digital screens.
Architecture became increasingly digital, and at the same time our industry slowed down considerably, says Matilda Falck in a comment.
The team noticed that consumers were demanding a different way of working. The products were designed to be used directly on a table, thereby facilitating conversation and joint creation in the physical space.
We realized there was a need for something more human – something that brings people together around a table, encourages creativity and gives a sense of calm and focus, continues Matilda Falck.
The Figures Behind the Company
The development is reflected in the company's financial reports. During the fiscal year 2025, the company turned over close to 6 million Swedish krona, specifically 5.96 million. This compares to the previous accounting period, which covered 15 months, where turnover was 37,800 krona. Operating profit landed at approximately 615,000 krona, compared to the previous period's 1,500 krona.
E-commerce entrepreneur Joel Falck, former CEO of both Kitchentime and babyshop, serves as chairman of the board and is an investor in the company.
Global Distribution and B2B
The products, which cost between 300 and 1,000 krona, have quickly found buyers outside of Sweden. The company now sells to over 40 countries, including Canada, the United Kingdom, Japan and Mexico.
In addition to sales through its own e-commerce platform, it also collaborates with retailers and with other companies through B2B.
People understand it immediately, says Victor Lindén.
Working with physical wooden blocks instead of digital drawings has become a way for both professionals and private individuals to plan their renovations.
It's such an obvious idea, but no one had done it before. There's a kind of magic in seeing ideas take shape in front of you in real scale, in your own hands, he continues.
For many customers, the planning tools have also acquired another function besides the actual building. The founders see that users appreciate the time away from screens that the method offers.
We see people using it not just to plan their spaces but also as a way to unwind and reconnect, says Anna Bärring, concluding:
It's almost like therapy for the creative mind.