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Orrefors and Kosta Boda goes DTC for the first time in 279 years

For the first time in 279 years, Orrefors and Kosta Boda are doubling down on DTC. Both brands were previously only available through retailers, but are now launching two new flagship stores to help them reach a younger customer base and quickly expand into new markets internationally.

Ebba Swanberg

2 minutes

For the first time in the brands' 279‑year history, Orrefors and Kosta Boda are switching from a reseller focused strategy, to becoming digital and selling direct‑to‑consumer. Both Orrefors and Kosta Boda were previously only available through retailers, but are now launching two new digital flagship stores. With the new digital approach, the brands intend to meet a younger customer base and quickly expand into new markets internationally. 

Orrefors and Kosta Boda are two heritage brands known for their glass and contemporary interior design products in Scandinavia. During 2021, both brands have gone through an extensive digitization project that includes everything from brand design to implementing new technology. The brands were previously only available through retailers, but are now launching two new digital flagship stores together with design agency Grebban and the headless e‑commerce platform Centra with the goal to reach a younger and more digital audience – while introducing the brand to multiple new markets globally.

"Orrefors and Kosta Boda are now taking the first steps towards becoming two digitally recognized brands globally. To achieve this, one of the most important steps for us is to first gather data that gives us a better understanding of who our customers are. This was previously difficult as all sales took place via our retailers. Our new direct‑to‑consumer approach opens ups a new field of opportunities that allows us to create a direct relationship with our consumers. This also enables us to reach the younger target group, who previously mainly had a connection to Orrefors and Kosta Boda through their parents. We're starting from scratch and have a lot of work ahead of us, but are extremely excited about the future", says Johan Lidenmark, Head of Digital at Orrefors Kosta Boda AB.

To hit the ground running, big efforts have been put into highlighting the two brands’ unique and artistic approaches by creating customized and localized e‑commerce experiences for the markets in which they see potential. The initiative will first be launched in Scandinavia, before continuously rolling out in the rest of Europe where both Orrefors and Kosta Boda already have recognition.

Johan Lidenmark continues:

"The collaboration with Centra and Grebban has played a significant part in enabling us to accelerate growth abroad – we have built two scalable flagship stores tailored to sell DTC globally with automated, localized solutions for each market. We already have some brand awareness globally, including Europe, but with this new approach I see enormous potential to increase that awareness considerably in the years ahead" Johan Lidenmark, Head of Digital at Orrefors Kosta Boda AB, concludes.

The new sites are built by Grebban on the following tech stack:

Head over to Orrefors and Kosta Boda directly for the full experience.