Press release



Copenhagen 26th of May 2017



NOFU presents new instore concept: Great furniture in tiny boxes


Throw a sofa in the cart along with the groceries in your local Bilka. NOFU’s new instore concept presents consumers with affordable Scandinavian furniture in small boxes, shipped to your doorstep. NOFU is a new and easy way to shop quality furniture – directly from your local hypermarket.


Most people know the classic gift box concept: Boxed experience presents offering brunch, wellness weekends, or even a helicopter ride. Now, the Danish hypermarket chain Bilka introduces NOFU’s instore concept – small boxes with great furniture, designed to flatter your home.


With NOFU’s instore concept, consumers can choose from more than 50 different ‘furniture boxes’ on display in Bilka. The furniture is paid in the supermarket, whereupon customers bring home the small box and finalize the order online. Six to eight weeks later, the handmade solid ash wood furniture is delivered to their doorstep, manufactured upon order to the specific wishes of the customer.


The Bilka branch in Skalborg in Northern Jutland is the first hypermarket to offer handmade Danish design furniture from NOFU. Since the end of May, consumers have been able to choose their favorite NOFU design from the box display in the store.


NOFU furniture is always handmade upon order in NOFU’s woodshops. As a result, customers receive furniture with a personal touch in exactly the design they want. Here lies the reason why NOFU can offer unique and sustainable furniture of the highest quality at a supermarket price level: The costs for storage and overproduction are minimal.


Thomas Schwartz, NOFU’s Director of Commerce and Business Development, says:


“We see the challenges faced by classic retail and want to offer our partners an attractive solution that takes up very little space in the supermarket. NOFU offers a high product density with a display that takes up only a few square meters in the supermarket. NOFU is the easy and transparent choice, both for retailers and end-consumers.”


”NOFU’s instore furniture concept offers consumers the opportunity to see the quality and available colors on a few select products in the supermarket. At the same time, the complete collection is on display in boxes. It’s easy – the customer only needs to bring home a small box, not a huge piece of furniture. We want everyone to be able to enjoy Danish design.”


Mette Hoe, E-commerce Vendor Manager at Dansk Supermarked/Bilka, says:


“Having NOFU and their concept on display in select stores presents a great opportunity for us. We’re always happy to present our customers with customization options. This means that customers get exactly the furniture they wish for. We look forward to our journey with NOFU, and we will do our best to give the customer the best possible experience.”


About NOFU

NOFU is affordable handmade Danish design. NOFU offers furniture for the entire home – from hallway and living room to kitchen and bedroom. All products are handmade in solid PEFC certified ash wood. The furniture is covered in chemical-free PU-varnish, and as a result is both durable and suitable for families with children. NOFU guarantees sustainable and environmentally friendly products and offers a variety of options for both wood stain and textile colors.



NOFU Shop in Shop concept. Designer Bertil Stam (left) and Director Thomas Schwartz (right).


For more information contact NOFU at +45 7026 2446