Omhu CEO Simon Salomonsson on Scaling the Viral Teddy Sofa and Avoiding Hay, Muuto, Vitra Pricing
Founded four years ago by Jonas Larsen and Frederik Frøsig, the Danish furniture company Omhu has successfully sold more than 40,000 units of its modular Teddy sofa. CEO Simon Salomonsson, who came on board in September 2024, mentioned that the brand targets a mid-market price range of €1,500–1,600, positioning itself above IKEA yet below competitors like Hay, Muuto, and Vitra. Omhu operates 80 showrooms and ships to 26 countries, selling directly to consumers. Plans are underway for a factory in the US to complement its Polish facility. The company has remained profitable and self-sustaining, utilizing viral marketing on social media to boost sales. Salomonsson also highlighted product issues and sustainability challenges, with plans to diversify the product line within a year.
Key facts
- Omhu has sold more than 40,000 sofas since its founding four years ago.
- CEO Simon Salomonsson joined in September 2024 as the company's fifth employee; there are now nearly 60 employees.
- The Teddy sofa is priced around €1,500–1,600, positioned above IKEA but below Hay, Muuto, and Vitra.
- Omhu ships to 26 countries and operates 80 showrooms.
- A US factory is planned alongside the existing production facility in Poland.
- The company has been profitable and self-funded from day one.
- A 2023 video by Danish influencer Astrid Olsen caused a surge in orders across Europe and the US.
- Omhu has not participated in Copenhagen's 3 Days of Design, citing cost and time constraints.
Entities
Artists
- Simon Salomonsson
- Jonas Larsen
- Frederik Frøsig
- Astrid Olsen
Institutions
- Omhu
- IKEA
- Hay
- Muuto
- Vitra
- Dezeen
- 3 Days of Design
Locations
- Copenhagen
- Denmark
- Poland
- United States
- Peru
- Milan
- New York
Sources
- Dezeen —