Since its launch in 2020, Network of Design has brought together niche brands under one roof. With investment company Altor as its owner, the group of companies has enjoyed financial security that has made it possible to expand at a steady pace. The acquisition of Printworks is the next step in that journey, with the idea being that the brand will be able to use the group's shared resources to increase its growth.
So far, the group of companies has primarily focused on furniture and interior design. Now adding board games and office supplies to the portfolio could be interpreted as a move towards a more general lifestyle segment. However, that is not the case. Instead, the deal is described as a puzzle piece that complements the current range, as Printworks' products are based on the same core idea of design as the rest of the brands in the group.
We have always been looking for design-driven companies, and Printworks fits very well into that ambition. At the same time, they represent a category that complements our existing portfolio in the best possible way, says Therese Hillman to Ehandel.se and continues:
We are adding a brand that works with what they themselves call functional decoration – objects and everyday products that are both used and become a natural part of the home. This is therefore not a shift away from our core, but a natural next step for us. Printworks feels close to both String and Photowall which is perfect for us.
Focus on the International Market
A large part of Printworks' sales take place outside of Sweden, with the North American market accounting for around 40 percent. One of the reasons for the acquisition was that the business is geographically dispersed.
The new owner now plans to build on this by adding its own structure and experience in market expansion.
Printworks has done an impressive job internationally, not least in the USA, and that is an important part of the deal. They have built strong positions in markets where we want to continue to grow, says Therese Hillman.
We contribute with our network and our experience in developing brands globally. It is now about continuing to create opportunities together, hopefully also in a cost-effective way.
E-commerce and Retailers
When companies are acquired, a recurring question is whether operations should be merged to save resources. However, the group of companies clarifies that they intend to maintain the current structure and that the Printworks brand will continue to run its e-commerce independently. The parent company will instead function as a support tool.
Printworks has built a strong e-commerce business, and that is something we really want to cherish. Our starting point is that what works should continue to work, says Therese Hillman.
At the same time, we at Network of Design have extensive experience in building and scaling digital businesses, and there is a natural potential upside there. Our role is to support where it creates value, not to centralize.
The strategy is therefore to preserve the agility that has made the online store profitable, without burdening the organization with new and overarching systems. Instead of a merger of the digital infrastructure, the group chooses to act as a resource bank.
This means that the parent company steps in when requested to analyze and tweak the processes that are already in place, with the aim of further optimizing sales.
I think we can help them with a lot of details regarding their own e-commerce, I want us to utilize our collective experience in both management and the board in the best possible way, says Therese Hillman and continues:
It's the hard work every day, where you don't neglect any detail that builds the best companies and that's where I feel we have exactly the same philosophy as the Printworks team.
Financial Goals and Positioning
Regarding financial development, Printworks has shown an upward trend in recent years. In 2025, the company had a turnover of 122 million Swedish kronor. This compares to 2024, when turnover was 85.1 million Swedish kronor with an operating profit of 14 million Swedish kronor.
To maintain market share going forward, the company relies on its specific niche. The goal is to maintain the balance between B2B channels and direct-to-consumer sales.
Printworks has already shown that they can grow quickly and profitably, which is a very good starting point. Our focus going forward is to continue building on that, with international expansion, continued development of the offering and a strong balance between retailers and direct to consumer, always with a long-term perspective.
They are a clear design-driven company with a strong identity and a very clear picture of what they want to be. They have succeeded in taking everyday products and making them something more, functional objects that also function as part of the interior design. Products that are both used and find a place in the home, and which in many cases also create social contexts.
To withstand competition, the CEO also points to the company's organization and customer relationships as crucial factors.
That, together with a very competent team and strong commercial understanding, is a position that is difficult to copy. Their customer list is also very impressive, as is how closely they work with their customers. I really believe that the best deals are made together with your customers, says Therese Hillman.
More Acquisitions on the Horizon
With the latest addition, an already extensive brand family is growing. Before Printworks joined, the group consisted of names such as Astrid, Byarums Bruk, Cooee Design, Grythyttan Stålmöbler, Kasthall, Kids Concept, Norling Studio, Photowall, String Furniture, Vaarnii and Wall of Art. By bringing these together under the same umbrella, a breadth within Nordic design is created.
The focus is now on the future and the agenda for the rest of the year is set. The plan includes both internal development for the existing companies and an active monitoring of the market to find more actors to acquire.
The focus is to continue developing and scaling the companies we have, with international growth, digital development, a clear design strategy and also deepened collaboration within the group where we see that it makes a difference, says Therese Hillman and concludes:
At the same time, we are still active in corporate acquisitions, with a focus on design-driven companies with a strong identity and clear direction that is also reflected financially. Printworks is a very good example of what we are looking for, we are incredibly happy that they will soon be part of our group.