uno form has big plans for Sweden

uno form is raising its high-end design profile in Sweden with a showroom in central Gothenburg. The exclusive location has already had a positive impact on sales.

A new uno form showroom in Sweden’s second largest city is the first step on a journey to make the Danish manufacturer of high-end designer kitchens more visible on the other side of the Øresund Sound.

“We have an agenda that’s based on expansion in Sweden and raising our profile as a high-end brand. This means that we’ll go from a shop-in-shop concept to monobrand stores that create a framework to match the brand in quality and design,” explains uno form’s Sales Director Peter Bisgaard.

The showroom in Gothenburg is located in an area already teeming with exclusive shops and showrooms. So it’s no surprise that uno form products are increasingly appealing to a clientele who prioritise quality, design and craftsmanship – and who are willing to pay for it.

“We’ve noticed an immediate effect thanks to this location, which is that the average price of the kitchens we sell has risen significantly. It’s clear that our desirable location has led to us reaching the target group,” reports Peter.

A focal point of the showroom in Gothenburg is the messaging presenting Danish design as something unique and coherent. This is why the showroom features a number of other Danish designer brands, which together create a story that customers are keen to be a part of. 

This is a well-defined concept that, according to Peter Bisgaard, will also be part of future monobrand stores in Sweden. This means that uno form is establishing a designer destination with Danish brands not currently available in the same format. This gives customers a reason to visit the store, even if they’re not looking for a new kitchen right now. And Helene Löfgren, one of the three franchisees running the showroom in Gothenburg, says it works:

“We find that people are increasingly coming into the store because it’s exciting or they see an interior that they’re interested in. So that’s the first step on the purchase journey, and even though they might buy a lamp rather than a kitchen, we’ve established the uno form showroom as somewhere they want to visit again.”