Norway to boost exports of its innovative furniture solutions

When it comes to upper-end markets, Norwegian furniture products check all the boxes: durable, sustainable and comfortable with superior materials and attractive, functional design.

“Norwegian furniture is extremely high quality. Our customers are looking for something special and different, and they are willing to pay for it,” states Runar Haugen, Head of the National Export Initiative on Manufacturing and Design, which is run by Innovation Norway on behalf of the Norwegian Government.

“Moreover, our customers are proud of the products they own and the stories behind them. They enjoy talking to their friends and neighbours about them,” he adds.

A great example of this is the Stressless® recliner chair, the most exported Norwegian furniture product of all time. Launched by Ekornes in 1971, the recliner became a huge success in North America as the ultimate TV recliner, and today it remains a global favourite with many strong export markets. In addition to the original recliner, Ekornes sells a full collection of recliner chairs, sofa models and reclining dining chairs.

Drawing on decades of experience in strategic positioning and brand building – he was the Group Marketing Director of the Ekornes Group for 25 years – Haugen now shares his knowledge with other Norwegian furniture companies seeking to increase exports. His current work includes leading trade missions to promising export markets. In 2025, for example, he took two groups to Germany – one for finished furniture products and the other for suppliers in the furniture supply chain.

Like the original Stressless recliner, the Siesta easy chair is an iconic piece of furniture that made an international splash in the 1970s during the Scandinavian design movement. Designed by the award-winning Ingmar Relling in 1965, Siesta was highly innovative at the time: lightweight using minimal materials and laminated wood. It was also flat packed for easier transportation.

Siesta was a big hit both in Europe and in the US, but over time it disappeared from the market. Now this popular chair has been resurrected by LK Hjelle, an 85-year-old Norwegian furniture company, which recently received the prestigious Made in Norway origin label. In addition, LK Hjelle was selected to take part in the 2025 trade mission to Germany.

“We’re among the few Norwegian furniture manufacturers who still design and craft our furniture at our own factory. We’ve been doing this since the 1940s, and we’ll continue to do so right here in Sykkylven, the country’s furniture capital,” states Jens Peter Brunstad, CEO of LK Hjelle.

LK Hjelle sells primarily in Norway through high brand recognition, while exports account for about 25 per cent of its turnover, mainly in Denmark, Sweden and the US. Now the company aims to establish itself in Germany, first in the retail sector and then expanding to the project market.

The company’s main target group consists of interior architects and designers who are passionate about their work and want to combine different brands to create their own signature style.

Norwegian furniture companies give high priority to social and environmental sustainability. “Norwegian furniture is produced in the most eco-friendly way possible with excellent working conditions for workers,” explains Haugen.

Production is powered by 100 per cent renewable energy, mostly from hydropower, and many companies choose environment-friendly options. Kleppe Møbelfabrikk, for example, uses UV lacquer for wood finishing, which increases the products’ durability and scratch resistance and reduces the potential for volatile organic compounds (VOC) emissions.

A leader in sustainable furniture, LK Hjelle emphasises longevity and durability. The company knows that the longer a product lasts, the eco-friendlier it is, resulting in less waste, less new production and less resource consumption.

“We always ensure that the screws are tight, that we choose the best suppliers, and that it’s easy for our customers to have their furniture repaired, so the pieces get renewed life and can bring joy for many, many years. Some easy chairs are so well loved that they become hand-me-downs for the next generation,” he adds.

Other environmentally conscious companies have joined LK Hjelle in the export initiative.

Brunstad plans to expand into the German market with its Delta easy chairs, while Formfin seeks to export its collection for the first time, including its new design chair called Røst. In addition, Kleppe wants to sell its classic dining and coffee tables beyond Scandinavia to the European continent.

Finally, Ekornes Interior Solutions, which is part of the Ekornes Group, aims to capture more of the professional market in maritime, hotel and hospitality, providing recliners, dining chairs, mattresses, beds and sofas tailored to specific projects and interior design concepts, both on land and at sea. The company uses 3D knitting technology to create high-quality upholstery that is both durable and functional.

In addition to finished products, the Norwegian furniture industry provides cutting-edge components of interest to export markets. One of these is Sykkylven Stål, a high-tech company specialising in producing innovative, practical and patented functional systems for recliners and other seating furniture, such as dining chairs and lounge chairs, under the Dyfosit® brand. Sykkylven Stål has a rich history in the furniture industry and is a reliable, environmentally conscious supplier to national and international furniture manufacturers.

“Dyfosit® provides furniture manufacturers with great design freedom, exceptional comfort with natural movements and ease of adaptation,” states Morten Falch Aure, CEO of Sykkylven Stål. Having met the strict criteria for origin, responsibility and sustainability, the brand has also been awarded the Made in Norway label.

With prior export success, the company is now seeking to establish a strong position in Germany and has been included in the trade mission to Germany for sub-suppliers. A unique selling point is the company’s strong collaboration with a cluster of furniture sub-suppliers, all located in the small city of Sykkylven, providing a “one-stop shopping” advantage for the international market.

“Collaboration not only reduces individual risks and costs but also helps to build valuable networks. This is common in Norway where smaller companies must work together to compete internationally,” says Falch Aure.

The Norwegian furniture industry is ready to excel in global markets, but each company must define its unique narrative and communicate it to a noisy, competitive world. According to Haugen, qualifying for and receiving the Made in Norway label is an excellent start, but even more is required.

“The products must stand out globally in order to earn relatively high prices, and this is where brand building and strategic positioning come into play,” he concludes.