With a new group-wide strategy and a new showroom in central Stockholm, Lammhults Design Group is taking a unified approach to its next chapter – in which the group’s brands collaborate more clearly than ever and strengthen relationships with both customers and partners.
During Stockholm Design Days 2026, Lammhults Design Group presents its new strategic direction, summarized in the concept “Scandinavian Design. Multiplied”, under which all brands within the group are united in a more integrated and customer-focused framework. Lammhults Design Group includes brands such as Lammhults, Abstracta, Fora Form, and Ragnars. The ambition is to strengthen each brand’s unique identity while reinforcing synergies between them to create greater shared value.
The new strategic direction represents a transformation toward a more unified and customer-focused offering, where everyone works to elevate the strength of each brand while strengthening the synergies between them. This creates greater overall value than each brand can generate on its own, says Susanna Hilleskog, CEO of Lammhults Design Group.
New showroom in central Stockholm
The new strategic direction also takes physical form through a completely new showroom at Norrlandsgatan 20 in Stockholm. The showroom has been designed by Note Design Studio, whose co-founder Cristiano Pigazzini has also been appointed Creative Advisor and is responsible for the overall creative direction of Lammhults Design Group’s new chapter.
Cristiano explains that the work began with learning as much as possible about each individual brand – their strengths and weaknesses, their history, and how their product portfolios have developed over time. It involved thorough and respectful research into everything that has been, and still is, important to the brands. This knowledge was then related to the ambition and vision within Lammhults Design Group to create a shared direction that fully respects each brand’s identity.
”It has been incredibly inspiring to work with the companies’ archives – to see products from different eras and designers who have helped write design history. The archives clearly show how the companies within Lammhults Design Group have developed through various technological leaps and innovations in materials and construction. It has been like a journey through time,” says Cristiano Pigazzini, adding that the future plan includes a deepening of each brand’s identity, but also a stronger unity within the group. At the same time, the entire group will become more accessible to both existing and new target groups, without compromising on quality or integrity.
- Lammhults will continue to develop as a bold and progressive design brand.
- Abstracta will take an even clearer leading position within acoustics and well-being in work environments.
- Fora Form will strengthen its international presence as a carrier of Norwegian design tradition.
- Ragnars will consolidate its position within the premium segment and define the workplace of the future through relevant and well-considered solutions.
Strengthen visibility to reach a broader audience
The showroom is more than a traditional exhibition space – it is a strategically located meeting place with high visibility for customers, architects, partners and the general public. Here, the entire brand portfolio is presented in inspiring, contextual environments that clarify the group’s ambition to present design as holistic solutions.
”The showroom is designed to function as a physical manifestation of the new strategy, where the entire portfolio can be experienced in inspiring, contextual holistic solutions rather than merely as individual products. It will become a hub for customer dialogue, creative collaborations and inspiration, while also strengthening the interplay between design, business and customer needs,” says Susanna Hilleskog.
With its street-level location, the showroom helps make Lammhults Design Group more accessible and visible to a broader audience. The combination of physical environments and digital elements creates a more relevant and inclusive experience, both for professional target groups and end customers.
”Norrlandsgatan is as central as it gets in our industry. Lammhults Design Group is aware of its role as one of Scandinavia’s leading design players and wants to come closer to the people who actually use the products, inspire them and at the same time take a more active role in leading a market that is changing very rapidly. In a way, everyone in the group is not only ambassadors for their own brands, but also for a Scandinavian way of thinking about work, life and community – values that have existed for a long time and that are still highly relevant,” says Cristiano Pigazzini.
A strong Scandinavian platform with an international outlook
Lammhults Design Group is now represented in a more unified way across all Scandinavian countries. This creates more coordinated customer experiences, increased knowledge transfer between markets and a stable foundation for future international expansion – with Scandinavia as the base.
”Our ambition is now to become an even more cohesive and inspiring design player and partner for architects and designers – offering clear holistic solutions with a well-considered identity, smoothly integrated workflows and a customer journey that follows projects all the way from early idea to finished installation,” concludes Susanna Hilleskog.
About Lammhults Design Group
Lammhults Design Group not only brings together strong brands but multiplies their strengths. The company is home to some of Scandinavia’s leading design brands, where different expressions and distinct identities are gathered under a shared philosophy. Each brand has its own unique voice – but together they create a value that is greater than the sum of its parts.
With more than 400 years of combined experience, Lammhults Design Group unites craftsmanship with innovation to create quality furniture that not only meets today’s needs but also carries a vision for the future. By combining iconic design with deep insights into how people live, work and experience their environments, sustainable solutions are created that enrich spaces and promote a circular future. True quality is not only about lasting – but about staying with us through life.
Learn more: lammhultsdesigngroup.com
About Lammhults
Since 1945, Lammhults has offered inspiring interior solutions for work and meeting spaces, with furniture and interiors of high quality and timeless, expressive design built to last over time. With a strong market presence in Scandinavia and Europe, Lammhults continues to evolve through close collaborations with retailers, leading designers and architects.
Learn more: lammhults.se
About Abstracta
Founded in 1972, Abstracta is a leading player in acoustic solutions, with innovative products that combine design and function to create harmonious soundscapes. By meeting the needs of the modern office, Abstracta helps improve both productivity and well-being. With sustainability as a central part of its operations and a strong focus on product development, Abstracta has established a clear position in the Scandinavian and European market.
Learn more: abstracta.se
About Ragnars
Since the 1950s, Ragnars has offered designed office furniture based on industrial craftsmanship. The company creates customized products in collaboration with architects while also crafting its own collections. Ragnars stands for premium quality, tailored solutions and a deep understanding of the real needs of the workplace – where form and function go hand in hand. With strong design and high quality, Ragnars has established itself as a strong brand in the premium segment.
Learn more: ragnars.se
About Fora Form
With thoughtful and timeless design, Fora Form has been creating furniture for positive workplace experiences since 1929. The products are developed to provide the best conditions for collaboration and engagement. Today, Fora Form contributes to shaping the new world of work – with furniture and environments that enable meetings between people.
Learn more: foraform.no