Stories 2025.03.03

Taking Grythyttan Global While Honoring Our Heritage

The Nordic design icons within NOD’s portfolio exemplify strong brands and high-quality products that embody integrity. Grythyttan Stålmöbler [Grythyttan] stands out as a prime example of how a robust brand can thrive both locally and expand globally. With a dedicated sales team in the home market and an expanding international presence, Grythyttan showcases a commitment to maintaining local roots while pursuing international growth. This dedication to timeless design harmonizes aesthetic appeal with sustainable practices, creating furniture that resonates well beyond Sweden’s borders.

Grythyttan holds significant potential by boldly embracing its historical legacy while making strides in the international market. This approach influences product development and fosters a culture of innovation. The cornerstone of Grythyttan’s strategy focuses on delivering quality that enables sustainable investment, steeped in the rich tradition of Swedish craftsmanship that has been refined over four generations.

A strong marketing team is essential to effectively building an international brand, alongside the expertise necessary for managing global operations. Grythyttan’s success is also fueled by creative minds and formidable product development capabilities that ensure the brand remains relevant in a competitive market. An important aspect of Grythyttan’s global marketing strategy involves creating opportunities for audiences to experience the brand’s iconic chairs and tables firsthand. Participation in esteemed exhibitions and design fairs, such as Clerkenwell Design Week in London and 3 Days of Design in Copenhagen, plays a crucial role in elevating Grythyttan’s presence internationally. As trends evolve and the lines between outdoor furniture and interior design blur, particularly in regions with longer seasons, Grythyttan is well-positioned to capture new markets.

While Grythyttan honors its esteemed heritage, it embraces innovation to ensure continued success. The artisanal crafting of furniture remains steadfast in the workshop in Grythyttan, where time-honored production methods ensure quality and uniqueness. In celebrating its 130th anniversary, Grythyttan showcased its classic furniture in modern finishes, such as the A2 and classic series in a fresh light green color, alongside updates to the High Tech series with new color additions. Collaborations for new designs are already on the horizon for 2026, emphasizing the continuation of a craft synonymous with quality and tradition.

Grythyttan carefully curates its brand identity by enhancing what distinguishes it from competitors. The classic collection is celebrated as a national treasure, each piece holding a story that spans generations. This rich history simplifies collaboration with architects and public spaces, where an immediate appreciation for the quality, sustainability, and timeless appeal of Grythyttan’s designs is evident.

Local production in Grythyttan is integral to the brand’s identity, firmly rooted in its DNA. Visitors to the workshop appreciate how this established connection contributes to the overall brand experience. The distinctive feeling associated with Grythyttan’s craftsmanship cannot be replicated anywhere else.

In addressing today’s pressing sustainability challenges, Grythyttan places significant emphasis on environmentally friendly practices. From the design and production of timeless products envisioned to last, to utilizing recycled steel and wood sourced from FSC-certified forests, every element of Grythyttan’s operations reflects a commitment to sustainability.

Grythyttan prioritizes collaboration with suppliers to uphold sustainable practices and respect human rights. By setting ambitious goals to reduce greenhouse gas emissions, validated by the Science Based Targets initiative (SBTi), Grythyttan demonstrates its commitment to combating climate change.

Through a balanced approach that honors its heritage while innovating for the future, Grythyttan exemplifies how to build a strong global brand, ensuring it remains poised to make a mark on the international stage while remaining steadfast in its dedication to quality and sustainability.