# Reform Furniture

Startup profile on Capital Atlas: https://capitalatlas.ai/startups/reform-furniture-aps

- Industry: Consumer Products
- Headquarters: Copenhagen, Denmark
- Website: www.reformcph.com
- Total disclosed funding: $12M
- Latest round: Series A (Dec 15, 2020)
- Investors on record: 1

## About

Reform Furniture ApS designs and manufactures modular kitchen systems, integrating craftsmanship with modern architectural aesthetics to create customizable kitchen solutions that cater to contemporary living demands.Founded in 2014 by Jeppe Christensen, Michael Andersen, and Peter Suhm, Reform Furniture ApS is based in Copenhagen, Denmark. The company specializes in modular kitchen design and has completed a total of 3 investment deals, with the most recent funding round occurring on March 23, 2022, where they raised EUR 25 million from Experienced Capital and Vaekstfonden. This funding has contributed to their ongoing expansion efforts into the United States.Reform specializes in providing modular kitchen systems designed to blend craftsmanship with contemporary architectural aesthetics. Their core product offerings include customizable kitchen components such as countertops, drawers, organizers, and wardrobes, allowing customers to create personalized spaces tailored to their needs. These products are developed in collaboration with leading architects and designers, ensuring a professional finish and high functionality. Reform's solutions are particularly suited for urban dwellers and modern homeowners who seek efficient and stylish kitchen designs. The company’s products are marketed extensively across various geographical markets, including the United States, Germany, France, and Denmark, catering to a diverse client base that includes individual consumers, interior designers, and contractors.Reform generates revenue primarily through direct-to-consumer sales of its modular kitchen systems, as well as through partnerships with various showrooms and retailers. The transaction structure typically involves customers engaging with the brand either online or in physical showrooms, where they can receive tailored consultations for their kitchen projects. Customers place orders based on their specifications, which are then fulfilled through the company’s manufacturing and logistics systems. Pricing plans are structured around specific product offerings, with an emphasis on customizability, ensuring that each project meets individual client requirements. Flagship offerings, such as the Atelier Collection, exemplify the brand's commitment to quality and aesthetic appeal, reinforcing its market presence in the kitchen design sector. In 2023, the company reported an EBITDA of EUR 554,126.1.In March 2022, Reform Furniture ApS raised EUR 25 million in venture funding to support its expansion strategy into the United States market. The company plans to leverage these funds to enhance product offerings and explore new regional markets, increasing their presence by the end of 2023. Additionally, they are developing new modular kitchen designs aimed at urban customers, which will be launched in conjunction with their market entry initiatives.

## Funding rounds

- Series A, Dec 15, 2020, $12M — Vaekstfonden

## Investors

- Vaekstfonden (https://capitalatlas.ai/funds/vaekstfonden) — Series A