• To create a digital world (Brand DNA)
To create a digital world
Case: Digital

Svenskt Tenn

Svenskt Tenns Digital World


Since 1924, the Svenskt Tenn furniture brand has spread its unique gospel from its fashionable store – the only one there is – at Strandvägen 5 in Stockholm, Sweden. With its very own eclectic interior philosophy, it has cut its own niche, both in Sweden and internationally.

The store is a carefully orchestrated venue where the clients meet the rich, wide range of Svenskt Tenn products in the flesh, arranged in a home like way, with plenty of warmth – something which is underscored by the prompt and considerate service.


In 2016, the Svenskt Tenn gave Planeta Design a challenge above the normal: Recreate the experience from the store, on the world wide web.

With an overall goal to strengthen the brand and increase sales in the long term, we decided to create a generous and eclectic digital world that could harbour all the different objectives of Svenskt Tenn. Apart from giving the customer the opportunity to buy online, it should also educate its visitors and nurture the Svenskt Tenn legacy.


The result is a website dedicated to products and the craft that creates them. Just like in the store, furnished environments inspire, and a multitude of images of each product assist the visitor in envisioning the product in real life, as well as conveying the craftmanship and the quality of the product.

The Svenskt Tenn store is an ever changing venue. And so is With the help of a wide array of different modules, the editor can give each piece of content a different design on the page. This versatility both ensures that the Svenskt Tenn experience stays dynamic and that every content piece gets the space and prominence that it deserves.
The website is of course responsive, and so is the customer service available through the site, a team of Svenskt Tenn employees that has grown distinctly since the website launch and who’s role become more and more crucial for every day that goes by.

Four months after the launch, the numbers are explicit:
The number of visitors to the website has increased by 19 percent. The revenue from the website has increased 20 percent.

Isn’t that a great argument for design as a business tool?


After four months:


Unique visitors


Website revenue