Scandinavian furniture found its home in Romania

After 10 successful years in Romania, the team behind BoConcept launches​ Scandinavian Design House (SDH) on the 13th of November 2015. SDH is a multi-brand concept dedicated to completely furnishing and decorating homes in the purest Scandinavian spirit, at affordable prices. The opening event will take place in the retailer’s showroom in Băneasa.

Apart from BoConcept, the most relevant Danish furniture and accessories brand, SDH brought here many other famous furniture brands, all of which have raised esthetics and multifunctionality to the level of contemporary urban art, making it accessible to all those who appreciate great design. The mission that SDH has taken on is to fulfill the need of combining the workspace, relaxation corner and playground by designing practical multi­purpose spaces.

The story started in 2006, when entrepreneur Diana Staicu mixed her home & deco retail experience with the love for Scandinavian design and lifestyle. That is how the BoConcept franchise was brought to Romania.

While thinking of her own child and analyzing the Romanian market offers, Diana felt the need to offer a better and safer choice to this market. Therefore, in 2009, the entrepreneur opened FLEXA, a Danish franchise specialized in interior design for children. This month, the FLEXA showroom is celebrating 6 years of activity. Meanwhile, the story has expanded online on ​​.

These developments have come naturally according to Diana Staicu, CEO of Scandinavian Design House: “We wanted to play according to other rules, to accomplish something with new standards and to settle a benchmark in the field of furniture retail, accessories and connected services. We respect our customers as much as we respect ourselves and all our suppliers and partners are carefully selected based on the quality of the products and the materials they use, sustainability, safety, the impact they have on our health and on the environment. Moreover, when you work together with a well-trained, professional team of experienced architects, interior designers and fitters, you are able to do things perfectly from concept to sketch and then to assembly. This is the team that welcomes our customers.”

Apart from Scandinavian furniture and decorations, SDH offers professional guidance for interior design. The sales consultants team is formed of well-trained, highly educated professionals. Their advice and recommendations have been turned into large interior design projects which have made many homes in the whole country more beautiful.

The concept of Scandinavian design has its base back in the ’50, when BoConcept was launched into the Danish market.  The design’s ​ core is based on beauty, simplicity, minimalism and functionality expressed through subtle, fluid, clean lines and organic forms inspired by nature.

Following these trends, SDH collaborates with many worldwide known furniture and accessories suppliers, such as FLEXA, Innovation, sits, VOX, LaForma, REspace, Eijffinger, fif Möbel, VITA, Frandsen, Création Baumann, TOSO and MOTTURA. This way, the SDH interior designers have the freedom to find a solution for every need, requirement and budget.

The opening event on the 13th of November starts at 10:30 with a press talk and will continue over the entire weekend in SDH showroom in Băneasa. Customers will be welcome with an anniversary 15% discount for the entire collection and the interior design service offered as a gift.

The showroom event will be doubled online by the launched in of the new website