The interior design retailer Rum21, which has been part of Royal Design Group and Egmont-owned LivingNordic for several years, now announces a comprehensive relaunch. On October 27th, a new e-commerce platform was launched alongside an updated brand identity. The purpose of the change is to more clearly position the company as a specialist in furniture and Scandinavian premium design.
Rum21 was originally founded as a physical store in Borås in 2006 before the business transitioned to e-commerce. In the new strategic approach, the company chooses to narrow and curate its range more than before. In connection with the relaunch, over ten new premium brands are added to the assortment.
Investing in the Corporate Market
In addition to the changes towards consumers, Rum21 is now expanding its business towards corporate customers. The new B2B offering is aimed at interior design projects for offices, restaurants and other commercial environments.
The work to reshape the assortment and develop supplier relationships has been led by Sander Gjøls-Andersen, who was previously recruited to the key role of Chief Product Officer (CPO) to review the range of both Royal Design and Rum21.
We see great potential in further developing the brand and at the same time returning to what once laid the foundation for Rum21: the furniture, specialist knowledge, the carefully selected range and the passion for really good design. We want to create a destination where customers not only find products, but also get inspiration, knowledge and the opportunity to discover new designers and brands. The response from our suppliers and partners has been very positive, which strengthens our conviction that we are on the right track," says Sander Gjøls-Andersen.
Opening a Store in Gothenburg
In parallel with the digital launch, Rum21 is planning to return to physical retail. The company aims to open a physical store in Gothenburg in the spring of 2027. E-commerce will continue to be the core of the business, but the physical establishment will serve as a complement for personal advice and display of furniture.
E-commerce is and remains the base for Rum21, but we see a great opportunity in also meeting our customers physically. A store should complement the digital experience and provide an opportunity to experience materials, quality and furniture up close. It's about creating another meeting place for inspiration, knowledge and personal guidance.
The establishment in Gothenburg is in line with the group's overall structure. Earlier this year, Ehandel.se reported that the parent organization Egmont LivingNordic, which also includes Royal Design, AndLight and Bagaren och Kocken, moved its headquarters to Gothenburg to gather the commercial management under CEO Charlotta Svarfvar.
The investment in Rum21 also takes place against the background of an economic recovery for the group. After a comprehensive restructuring effort, Royal Design Group recently exceeded the billion-dollar revenue mark, which now provides room for new investments in the group's brands.