Swedish outdoor furniture brand looks to expand UK presence

Swedish outdoor furniture manufacturer Grythyttan has announced its launch in the UK market.

The fourth-generation family brand, which has been established for over 100 years, is looking to expand its presence across the UK, with the launch a “natural step” in its expansion strategy.

Bo Hellberg, CMO at Grythyttan, said: “With a heritage spanning over 100 years, the UK launch was the natural next step for Grythyttan. We want to spread the good word of Swedish craftsmanship that makes for super comfortable outdoor furniture, made to endure the harsh climates that last decades and decades.

“We believe there’s nothing quite like it, the spring steel gives the furniture a comfortable rocking motion that we associate with relaxing summertime. Embodying core Scandinavian values such as simplicity, durability and first-class craftsmanship, Grythyttan is firmly rooted in the history of Swedish design. We are excited to have brought our unique design expertise to the UK market.”

 The Grythyttan outdoor furniture range includes chairs, tables and benches as well as matching accessories. The A2 chair, designed by Artur Lindqvist, has been an integral part of Swedish gardens since the 1930s and has hardly changed since then, which is due to its timeless, classic design. The A2 combines spruce, pine or white lacquered wood for the seat and backrest with a slim, galvanised spring steel frame. The design is straightforward and focused on practical comfort, while the steel frame ensures easy flexibility.

The High Tech series is another collection in Grythyttan’s portfolio. At the core is the High Tech chair by Nisse Strinning from 1984, characterised by a steel mesh frame for the seat and backrest and is available in black or galvanised steel. Matching round or rectangular tables with hard-wearing compact laminate tops are also available. The smaller round table from the High Tech collection is ideal for balconies and smaller spaces.

Since launching into the UK market earlier this year, Bo said that the response has been positive. “We want to establish ourselves as a brand and the product, as Grythyttan is exceptionally well suited for the UK market and climate.

“Each Grythyttan design is handmade and crafted from wood and steel. Specialising in high quality materials that are made to last, we want Grythyttan to be passed down from generation to generation.

“The response has been tremendously positive; it is our first year of proper sales. There have been direct imports previously, for many years, by people who have spotted Grythyttan when travelling to Sweden.

“Now, we want to increase Grythyttan’s presence in showrooms and retailers. Garden shows and exhibitions are another obvious target for this year and beyond. We also have some exciting new launches in the pipeline, so keep watching this space.”

Grythyttan is available at www.scp.co.uk

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