Stepping into the nursery is the result of long-term planning. The company has been working for five years to develop the new bed, which features a frame with breathable mesh material and wheels for mobility.
The product is also designed to integrate with the company's soft lift. The design department's goal has been to create a solution that lasts over time.
The new furniture is initially sold via the company's own e-commerce platform and in their own physical stores. However, the company is already in discussions with several retailers who have expressed interest in carrying the product.
A Growing Concept
Managing furniture sales online is an uncharted territory for the business, but initial indications from the market suggest that consumers have found their way to the platform.
The intention is not to force a rapid transition where furniture immediately becomes the company's core business, but rather to gradually expand the range and build trust.
We have received very pleasant and positive feedback from customers. We have chosen to launch everything quietly but expect to increase the pressure here during the winter, says Niklas Najafi Kristensen.
A lot of work has gone into the design of these products. We are very proud and happy with the feedback we have received from customers and believe that this will be a continued exciting part of what we do.
The company operates based on a long-term strategy that allows for more similar launches in the future. However, the business is not driven by fixed internal result targets for what proportion of total sales should be made up of furniture going forward.
Our ambition is to continue developing our range within different categories. Furniture is definitely an area where we see plenty of potential to reach out with well-thought-out, well-designed products at a slightly more appealing price, so the ambition is to continue launching more in the furniture category, says the CEO and continues:
We don't usually focus on a category becoming x percent of the whole somewhere, but the focus is on delivering good products and meeting customers in the best way so that they become our ambassadors to the next step. This applies to our previous range and must continue to apply as we look ahead.
The Battle for Customers Online
When an e-commerce retailer enters the furniture segment, they automatically find themselves in a position where they challenge global players. A functioning strategy is required to gain market share online when many consumers are accustomed to shopping from traditional furniture warehouses.
The path forward is about finding your own niche, rather than offering something that suits everyone.
The basis of everything we do is to succeed in developing products from the ground up that customers want and appreciate. This allows us to grow from one customer to many satisfied customers, says Niklas Najafi Kristensen.
Ikea and many others have their range and are skilled, but there are plenty of opportunities to offer customers different designs that provide slightly different values. No products are for everyone, but our key is to find a strong own expression. In this way, we believe it will appeal to enough customers.
New Demands on Logistics
The transition to handling large boxes involves changes in daily operations. The company is also in a period of growth.
During the financial year 2025, revenue landed at 191.8 million Swedish krona, which corresponded to an increase of 30 percent. Operating profit, in turn, increased by 38 percent to 19.8 million Swedish krona. With these figures in hand, management chooses to prioritize the consumer's experience of delivery over optimizing exact shipping costs.
It is absolutely true that we have had to review our logistics solutions to handle larger and more bulky products. But overall, logistics is not central to our business. It's the customers and making sure we reach all the way there, says Niklas Najafi Kristensen and concludes:
It is more important to us than maximizing the margin through perfectly optimized shipping methods when we enter a new product category.