Vision
To be your most value-adding
global furniture partner
Good reasons to partner up with us
Sustainable ambitions
Reliable supply chain
Quality assurance
Responsible procurement People with passion Digitalised interface
Dependable solution provider
Management
Jimmi King Mortensen President & CEO
Aksel Lægsgaard EVP, CFO
Mette Marie Grandjean Odderskov SVP People
Jesper Bolvig Hansen SVP Production
Schani Stig Thomsen SVP Sales
Morten Bak SVP Procurement
Anders Fogh SVP Products
Søren Lysemose Støvring SVP Buisness Development
Our operating model
We provide high-value furniture solutions for tomorrow’s winning retailers
Flow of furniture goods
Direct to retailers
Global strategic supplier network
Own upholstery production
Warehouse and logistics services
Direct to retailers
Our operating model
We provide high-value furniture solutions for tomorrow’s winning retailers
Value-adding solutions
Trends and insights
Product development
Complex Digital Integration White- and private label solutions
Self-service B2B webshop
Import clearance and documentation
Highest standards in legal compliance
Extensive quality control
ESG data and roadmap
Financial stability
Actona Group brands
Focused on Scandinavian design, SITS produces modern, innovative and comfortable sofas, sofa beds and armchairs in Europe. SITS is all about bringing you comfort - whether it is the physical or the visual comfort a design can bring you.
With an eye for timeless design, Flexlux produces design chairs, relax chairs and sofas in Europe. When you take a seat in a Flexlux design, you will experience ultimate comfort. To top it off you can choose from a wide selection of covers including real leather.
Actona develops affordable furniture that seamlessly blends contemporary design with a Scandinavian touch. With a global perspective, Actona offers a commercial, wide, and comprehensive product range.
Building on existing knowledge, skills, and resources within Actona Group, a. upholstery offers European-crafted sofas at an accessible price point. All a. upholstery products are designed with the customer in mind offering pleasant comfort, timeless style, and durability, making them the perfect addition to any home.
Brand positioning
Categories
Sofas
Sofa-beds
Accent chairs
Coffee tables
Strong in fabrics,
Special capability
Competencies
Design
comfort options, loose covers, modular sofas
Made-to-order
Customisation
Very high flexibility
Scandinavian design
Sofas
Sofas with function
Recliners
Accent chairs
Strong in leather and fabrics, fixed covers and combinations
Made-to-order
Strong online concept
Selected collection
International design with Italian twist
A commercial, wide and comprehensive affordable product range
Price-focused unbranded trading products. Strong supplier/trading setup
Source to order
Commercial products at competitive prices
Contemporary design with a Scandinavian touch
Price-focused
Sofas and ottomans
Commercially versatile and practical designs at an accessible price point
Selected collection of styles made exclusively in Europe by skilled craftsmen
Soft minimalist design
Actona Group
Price range
History
Founded in Denmark as Marmorhuset
Start up of upholstery production in China
Lars Larsen Group purchases the majority holding of the company
Extension of the administration in Denmark with 1020 m2
Establishing of 1,800 m2 office, warehouse and showroom in China. Extension of the warehouse in Denmark
Start up of upholstery production in Ukraine
Merging with Interstil A/S
Acquisition of the furniture company Theca A/S and its two production sites
Acquisition of the furniture manufacturer SITS and its two production sites
Changes name to Actona Group
Revenue
We work hard to create sustainable results
Our strategy
Creating an even bigger, stronger and more sustainable business
Defining our understanding of ‘sustainable’
A healthy business. Healthy for our partners, our surroundings and ourselves
We are a responsible partner you can count on
We provide green choices within products and services
We give customers opportunities that best suit their business and ideals
Our financial target is clear
We want to reach more than DKK 4 billion through organic growth and acquisitions by 2025/2026.
Sustainable ambitions
Circular Products
CO2 data on all materials
Life Cycle Assessment
Sustainable design & manufacturing
Design for Disassembly
Sustainable Production
Cut CO2 from our own operations
Carbon footprint across the supply chain
Recycling
Load optimisation
Responsible Procurement
100% Sustainable certified wood
Responsible packaging
Sustainable supplier management system
Responsible fabrics
We use FSC -certified wood
We use FSC-certified wood in our own production.
Our goals is to use sustainable certified wood in all our products containing wood by 2025.
What is FSC?
The Forest Stewardship Council (FSC) is an international, non-governmental organisation. They are dedicated to promoting responsible management of the world’s forests.
FSC is the world’s most respected and widespread forest certification system.
FSC ensures that the forest is being managed in a way that preserves biological diversity and benefits the lives of local people and workers while ensuring it sustains economic viability.
There are three types of FSC labels - and they all support responsible forest management.
FSC 100%, FSC MIX and FSC Recycled
A great partnership
To succeed with our strategy we need our skilled employees, competent partners and satisfied, forward-looking customers.
Compliance
Superior setups for quality control and top due diligence system
Focus on compliance with rules and regulations
Health and safety of products are secured
Highly skilled QA & QC organisation with quality assurance
Any new product complies with legal requirements in the market and is safe for use
Quality control inspectors check the products before shipments
Control of packaging, labels and product information according to manual
Group values
Our power is acceleration
We work with speed and precision to accelerate potential
We bring passion and curiosity every day
We set ambitious goals and aim for success
Our focus is customer-centricity
We are a preferred partner with a commercial mindset
We are focusing on being a value-adding partner
We are an ambitious partner
Our style is trust
We treat each other responsibly and respectfully
We create and maintain long-term co-operation with partners and colleagues
We work as a team to achieve common success
Our upholstery production
With six production sites across Europe and China, our combined production area covers more than 140,000 m2.
We excel at product development and production innovation, and with our sustainable ambitions, we are committed to cutting CO2 from our operations.
OEM production
Partnership with international furniture design brands.
White label production
Development, design and production of upholstery furniture
Production for own brands
We manufacture furniture for our brands; SITS, Flexlux and Actona
Upholstery capabilities
Categories
Furniture on customer preferences
Special capability
Competencies
Design
Standards
Actona Group
Price range
Private label
Large ability to meet individual customer preferences
Customer-owned designs or based on customer preferences
Certification and testing acc. to customer specifications etc. GREENGUARD, Ecolabel
Data for ESG reporting and GHG emissions calculation
Furniture on customer preferences
White label
Large ability to meet individual customer preferences
Design variants from Actona Group brands or Actona Group Designs
Certification and testing acc. to Actona Group standards
Data for ESG reporting and GHG emissions calculation
Our European warehouses
We supply close to all European markets from our warehouses in Denmark and Poland
Poland
Capacity 20.400 m2
Warehouse handling Approximately 300,000 m3 per year
Pallet spaces 25,100
Denmark
Capacity 37,000 m2
Warehouse handling Approximately 150,000 m3 per year
Pallet spaces 15,000
Goods for resale
Partners in retail
We are working with large retailers around the world
Product development
Every year, our skilled product development team creates new and exciting furniture designs.
Design Rights
We are proud of our designs and protect many products through Design Rights®. By purchasing products with Design Rights®, you are guaranteed original products that are protected.
Our designers
Selected products are designed by internal and external Danish and international designers:
Christina Aagaard
Lasse Cha Pedersen
Anders Nørgaard
John Nissen
Studio Lillelund
Nordvink
Göcke design
Quality control and assurance
To be close to our quality control and assurance partners, we are represented widely in Asia. Our local presence and close co-operation expedite processes and enhance focus on valueadding activities.
Quality matters
We use only one quality platform for reporting and evaluating quality assurance activities
• Sample Inspection
• Inline Inspection
• Final Inspection
• Self-inspection
Simple, intuitive & multi-language interface
Real-time reporting & transparency
Customised checklist Track time & location
What we offer our production partners
Access to +90 markets on direct FOB deliveries
Access to many small and large customers with consolidated and optimised buying volume through our European warehouses
Professional teamwork with product management and design in Denmark
Business development, compliance, quality control and -assurance located in Asia
Long-term business partnerships
Ambitious and SBTi-approved sustainability focus with clear timelines
Bi-annual price windows
Credit rating AAA
What we expect from our production partners
Growth potential and high willingness to continuously develop business with us
A dependable partner that delivers high performance, flexibility and trustworthiness
A responsible and proactive management team to support our daily operations and strategic initiatives
Understanding of our business model – commercially and technically
Comply with our supplier contract, quality standards and compliance requirements
Competent and fast PD department that actively works with value engineering
Efficient, optimised and well-planned production and procurement
A willing and co-operative approach to the sustainability journey
Long-term and loyal partnership
International exhibitions
Maison&Objet 5-9 September 2024 Sits, Flexlux
Furniture China 10-13 September 2024 Flexlux and Actona
M.O.W. Furniture fair 22-26 September 2024 Sits, Flexlux and Actona
Tvis In House fair 21 October – 8 November 2024 Sits, Flexlux and Actona
IMM Cologne 12-16 January 2025 Sits, Flexlux and Actona
Maison&Objet 16-20 January 2025 Sits, Flexlux
NEC Birmingham 19-22 January 2025 Sits, Flexlux and Actona
Poznan Poland 25-28 February 2025 Sits, Flexlux and Actona
China In House fair 16-22 Marts 2025 Flexlux and Actona
Partnertage, DE 1-3 April 2025 Sits, Flexlux
Salone del Mobile Milano 8-13 April 2025 Sits, Flexlux
Our showrooms
Denmark
At our headquarters in Denmark, you can visit our 5,700 m² showroom and experience a broad range of products from SITS, Flexlux and Actona.
Poland
In our 750 m² showroom in Poland, we showcase a selection of modern, innovative and comfortable upholstery furniture from SITS.
China
Our 2,000 m² showroom near Dongguan in China, is always updated with a small selection of relax chairs from Flexlux and a wide range of modern and bestselling furniture from Actona.