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

For the first time in the brands' 279‑year history, Orrefors and Kosta Boda are switching from a retail‑focused strategy, to a digital, direct‑to‑consumer strategy. Both brands were previously only available via retailers, but are now building a direct link to their consumers through two individual direct‑to‑consumer flagship stores. Both brands are now eyeing and international expansion, while building a direct relationship with a younger target audience.

Orrefors and Kosta Boda are two heritage brands best known for their glass and contemporary interior design products. During 2021, both brands underwent an extensive digital transformation that covered everything from branding and design, to implementing new technology that would elevate the brand further internationally. Both 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. 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. But our new direct‑to‑consumer channel 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, that 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 large parts of Europe, but I see enormous potential to increase that awareness in other parts of the world as well".

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