Danish furniture brand Sofacompany has opened its flagship South African store in the design hub of Kramerville, Johannesburg, marking a new era for stylish, accessible furniture shopping.
Known for blending Scandinavian design with quality craftsmanship at competitive pricing, the brand bridges the gap between high street and high-end, making premium furniture attainable for a wider audience.
More Than a Showroom – An Experience
The 800-square-metre flagship is styled as a curated, sensory experience rather than a traditional showroom. Customers are invited to immerse themselves in layered lifestyle settings, giving them an authentic sense of how Sofacompany’s pieces might feel in their own homes.
“We want people to experience the brand, not just browse furniture,” says Operations Director Gunter Hahndiek. “People deserve to live beautifully, and it shouldn’t be out of reach price-wise.”
Collaboration with Local and Global Talent
Adding to the experience, Sofacompany has partnered with like-minded brands that share its design-forward ethos. These include:
- Pedersen + Lennard – award-winning South African furniture designers
- Herringbone – artisan rug makers
- WoodUp – Scandinavian acoustic specialists
“Partnerships like these reflect our philosophy of authenticity, quality and pared-back elegance,” explains Managing Director Jonno Sherwin.
Styled to Inspire
Each corner of the store has been carefully designed to highlight not just form, but also function and comfort. The curated spaces showcase how Danish silhouettes meet local craft, delivering interiors that are both modern and timeless.
Visit Sofacompany Kramerville
Shoppers can find the new flagship store at 33 Commerce Crescent, Kramerville, Johannesburg, or browse the range online at www.sofacompany.co.za.
