Every piece of furniture tells a story of craftsmanship, materials, and vision. For Feel Design, this story is rooted in respect for natural materials and quality that outlasts trends. Their furniture, with clean Scandinavian lines and careful detail, balances feeling with function.
Founded in 2010 by Jörgen Alricsson, who had long experience in home furniture, Feel Design aimed to speed up the slow, costly traditional process. 'My father wanted a more agile way to deliver quality,' Filip explains.
Today, Filip Alricsson is CEO, managing daily operations while sharing strategic decisions with his father. 'We want to grow organically,' Filip explains. 'Our focus is Scandinavia and Europe, especially Benelux, Denmark, France, and Spain. These markets appreciate the clean Scandinavian aesthetic.' Unlike many competitors pursuing rapid expansion through acquisitions, Feel Design prefers steady growth built on strong client relationships.
© Feel Design
Crafting spaces with a natural feel
At the core of Feel Design's philosophy is a dedication to natural materials, primarily wood. 'Wood is our starting point,' Filip states. 'We love the clean look of wood, whether solid or veneer, but also combine it with upholstery, leather, and other materials to create pieces that are both beautiful and comfortable.' This ensures their furniture is visually appealing and functional.
Their inspiration comes from many places. 'Ideas come from everywhere, such as a door in Spain, a car we pass, even old Swedish furniture designs,' Filip says. This eclectic input is balanced by constant market feedback, allowing Feel Design to develop products that meet clients' needs without compromising style.
© Feel Design
Client collaboration: designing with purpose
Feel Design's collaborative relationship with clients sets it apart. Instead of producing large catalogues hoping one design sticks, the company creates customised, client-driven products. Filip notes, 'We develop sketches, make samples, and test extensively. Sometimes we iterate multiple times to get it just right. It's about making something the client truly wants to buy and use.'
This client-centred process reflects Feel Design's emphasis on trust and long-term partnerships. 'We're not interested in quick sales or volume for the sake of it. Our goal is to grow alongside clients, fulfilling commitments with quality and consistency.'
Sustainability beyond compliance
Sustainability is fundamental in interiors today. Feel Design embraces this fully, ensuring strict traceability of wood sources to comply with Scandinavian regulations. 'We track our wood from plantation to production to delivery,' Filip confirms. This transparency is paired with a commitment to durability.
'We don't want to contribute to a throwaway culture,' Filip says firmly. 'Our products are made to last, designed with quality for long use. That is as important as meeting sustainability requirements.' This philosophy meets growing demand for furniture that balances responsibility with timeless appeal.
© Feel Design
Looking ahead with steady innovation
Feel Design plans to maintain a steady flow of new products, balancing innovation with core values. 'We launch new designs regularly, often with exclusive clients who appreciate unique pieces,' Filip reveals. The company will continue attending key trade fairs like the Furniture Fair in Denmark and the Brussels Furniture Fair, reinforcing its presence in vital markets.
For Filip, Feel Design's success hinges on more than product design. 'It's about the feeling our furniture gives; the comfort, proportions, and natural materials. That feeling is what our clients come for, and what keeps them coming back.'
In an industry chasing trends, Feel Design's blend of authenticity, client partnership, and sustainability points to a more considered, enduring future. As Filip sums it up, 'We want to create furniture that feels right, looks good, and lasts longer than passing fashions. That is how we shape the future.'
More information:
Feel Design AB
Frodes Väg 21, 291 66 Kristianstad
[email protected]
[email protected]
[email protected]
Sweden
