The home interiors industry is moving fast. Trends change overnight, mass production dominates shelves, and “new” often replaces “lasting.” Yet alongside this speed, a quieter movement is growing. More people are choosing fewer, better things in higher quality. They want materials that age beautifully, designs that feel honest, and homes that reflect intention rather than impulse.
It is within this shift toward mindful living and slow design that House of Scandinavia finds its place. Founded in 2013 by Anna-Carin Berg, the brand offers a thoughtful alternative rooted in Scandinavian tradition, natural materials, and timeless aesthetics. What began as a small webshop has become a trusted Swiss destination for those who value quality over quantity.
Rooted In Scandinavian Heritage And Personal Vision
House of Scandinavia is deeply shaped by its founder’s story. Anna-Carin Berg grew up in Sweden and has lived in Switzerland for more than three decades. Her connection to Nordic design is not just professional, it is cultural and emotional. “Interior decoration has always been a passion of mine,” she says. After a career in international marketing, she felt drawn to create something of her own that reflected who she was and what she believed in.
That belief became House of Scandinavia. Starting as a small, slow-growing webshop, Anna-Carin built the brand step by step. There was no rush, no pressure to scale quickly. Instead, she focused on building something lasting. Today, the House of Scandinavia is known for its clarity and consistency all rooted in Scandinavian design traditions and a deeply personal vision.
A Carefully Selected World Of Natural Home Textiles
At the heart of House of Scandinavia is a carefully curated selection of home textiles made entirely from natural materials. Wool, linen, and cotton form the foundation of the collection. Polyester and artificial fibers have no place here. “Everything should be natural. Authentic. That is very Scandinavian,” Anna-Carin explains.
The range includes wool blankets, cushions, table linens, kitchen towels, and bathroom textiles for living rooms, bedrooms, and kitchens. In recent years, she has added a few lifestyle pieces like merino wool mittens, Scandinavian socks, and a traditional Norwegian cardigan. These are exceptions rather than a shift in focus. The core remains firmly centered on high-quality home textiles, including a towel line under her own label, House of Scandinavia, reflecting both craftsmanship and brand identity.
Building Trust, Sustainability, And A Thoughtful Future
Running an online business without prior e-commerce experience meant learning everything from the ground up. “It was learning by doing,” Anna-Carin says. One of the biggest challenges was building trust. Customers need to feel there is a real person behind a brand. Over time, through consistency, communication, and care, House of Scandinavia earned that confidence.
Sustainability is not a marketing angle here, it is a baseline. All products are made from natural fibers, chosen for their longevity, ethics, and cultural relevance. Looking ahead, Anna-Carin plans to continue serving only the Swiss market and to expand thoughtfully within home textiles, not beyond. Her advice to aspiring founders is simple and grounded. “Find something you are passionate about. You have to really love what you work with. Passion is what makes it sustainable.”
To Know more Visit: https://www.instagram.com/houseofscandinavia1?igsh=Mjd1MWJmczNnczJ2
To read more startup stories visit- https://swissbusinessjournal.ch/