eEquity invests in Venture Design – a leading online B2B2C player in furniture

eEquity, a Nordic growth investor focused on digitally enabled businesses, has completed an investment in furniture seller Venture Design. eEquity is the only investor in the financing round encompassing almost EUR 10 million. Venture Design operates as a furniture sales partner with a B2B2C model that incorporates sourcing expertise, professional product captioning and dropshipping delivering directly to end-users. With this partnership, Venture Design will continue their growth journey, aiming to become a leading B2B2C player within home furnishing in Europe.

Sweden-based Venture Design, founded in 2014 by CEO Ola Johansson, is a fast-growing seller of furniture to retailers. With origins from selling outdoor furniture through container shipping directly to retailers’ warehouse, Venture Design has in recent years made a successful shift to selling both indoor and outdoor furniture with majority of sales now being made through dropshipping fulfilment, where Venture Design delivers furniture directly to end-users who place online orders with retailers. Venture Design is unique among wholesalers with their combination of excellent sourcing capabilities and omni-channel delivery with fashionable, affordable and appreciated furniture in quality materials, which have enabled them to both grow fast and be profitable. The market for online furniture is favoured by strong tailwinds with an accelerated transition from physical retail and an increased interest in home interior and differentiated furniture design among consumers. While maintaining the well-proven business model, many opportunities for growth lie ahead of Venture Design, including entering other European markets and continuing developing and expanding the product portfolio.

The investment from eEquity will enable Venture Design to expand into new product segments, increase warehouse capabilities, strengthen the organization, as well as increase automation and efficiency in the operations. With eEquity’s support and experience from other growth journeys, Venture Design is looking to become a leading online B2B2C furniture player in Europe.

Aida Jammal, Investment Manager at eEquity comments: “We are impressed with Venture Design’s great expertise in both furniture design and logistics, which together with the shift to dropshipping has enabled them to grow at this fast pace and increase profitability at the same time. We have a high confidence in the Venture Design-team and see great viability and potential in continuing to scale their successful business model. We are proud to be their preferred growth partner in their journey forward as they, with our support and expertise, become a leading furniture player in Europe.”

Ola Johansson, CEO and founder of Venture Design comments: “eEquity becoming a part of the Venture Design family gives us fantastic opportunities to continue grow at the same rapid pace we have done so far. We see eEquity as the perfect complement with their focus on e-commerce and, even though we, unlike many of eEquity’s other portfolio companies, target retailers rather than end customers directly, we can see many synergies between us and eEquity’s long-standing expertise in pursuing e-commerce. We are moving towards a turnover of more than SEK 400m in 2022 and to get eEquity onboard at this stage makes the goal of becoming a company with over 1 billion in revenue within 3-5 years feel reachable.”

About eEquity

Founded in 2010, eEquity is a private equity firm specializing in growth investments in digitally enabled businesses and e-commerce. The ambition of each investment is to help entrepreneurs realize their goals and visions. Our portfolio companies include NA-KD, iDeal of Sweden, Gordon Delivery, Sweef, Aim’n and Chimi Eyewear. eEquity has led investments of over EUR 350 million in +30 companies across four funds. eEquity typically invests in companies with sales between EUR 5-40 million, with an ambition to scale them to over EUR 100 million in sales with profitability. eEquity’s investors include leading family offices, European Investment Fund (“EIF”) and financial institutions. Visit for more information.

About Venture Design

Venture Design is a B2B2C furniture provider in Sweden who designs, develops, markets, and distributes furniture with a Scandinavian design and high value for money. The company was founded in 2014 by CEO Ola Johansson and is based in Växjö. Venture Design has an extensive product portfolio with affordable furniture for both outdoor and indoor use. Products are made available all over Scandinavia and in 20 other European countries through a network of over 200 retailers, being both traditional physical retailers and online-based. Visit for more information.

For more information, please contact
Ola Johansson, Founder & CEO, Venture Design
+46 733 80 29 53,

Aida Jammal, Investment Manager, eEquity
+46 708 55 15 25,

Relevant articles

Get in touch with us

Kungsgatan 27, 7th floor
SE-111 56 Stockholm