First, it was Hygge and now it’s Lagom. It seems here in Britain we can’t get enough of Scandinavian design in our homes, whether it’s from the clever compartmentalising of our life into a TLS (Tiny London Studio) or taking the Marie Kondo approach to achieve that non-cluttered, well-put-together look.
But in truth, the inhabitants are what truly makes a house a home. Residents homes should be a reflection of them, their needs and their interior design taste, which is what Hygge and Lagom ultimately mean.
Hygge is a Danish word and can be described as a quality of cosiness and comfort that encourages a feeling of contentment or well-being.
Lagom is a Swedish word meaning "just the right amount".
These broad definitions have the added benefit of being applicable to just about anyone. It doesn’t matter how big or small your house is, what shape it is or even when it was built, both Hygge and Lagom work everywhere. So how do you, as a business owner, tailor your product base to these two highly intangible concepts?
Popular manifestations of Hygge/Lagom focus on simplicity. Pared-back interiors can manifest peace in the home, especially with the use of neutral palettes, white walls and abundant natural light. A clear space makes for a clear mind and a refined design does just that.
For retailers, variety in a product range is paramount to the success of the business. However, furniture selections significantly benefit from a range of neutral pieces that serve as long term investments. There will seemingly always be a market for neutral design schemes. Implementing Hygge and Lagom through softer palettes can be significantly less chaotic than trend dependent brighter hues, like vibrant jewel tones.
It's important not to conflate the simplicity of Hygge with sterility. Hygge is just as easily encapsulated by plump cushions, woollen throws and scented candles. Homes in their most basic form need to serve a purpose, to offer residents safety, comfort and peace. Comfort, in particular, is of vital importance to the occupier as it tends to feed their consequential feelings of safety and peace.
Comfortable furniture is a quality investment, it is the deciding factor that can convert a one-time buyer into a lifelong customer. Ensuring your sofas and soft furnishings can offer your clients that essential homely comfort will not only encourage return visits but may also increase your customer base through word-of-mouth exponentially.
Diversify your wholesale and supplier list to include companies and manufacturers who offer a bespoke service when it comes to soft furnishings. Like picking a mattress, the density of a sofa is dependent on the user. With an abundance of fillings available to you, like foam and fibre, feather filled, or injection moulded foams, to be certain of customer satisfaction offer your customers their personal choice of filling.
Lastly, incorporate features with natural elements into your product base. Just the right amount, or Lagom, of wood finishes and natural materials, are essential to Hygge. Scandinavian design is largely eco-friendly and sustainable, so most Hygge and Lagom design schemes feature natural element.
Exposed wood has become somewhat synonymous with cosiness, but also serves to bring the outdoors in. Incorporating nature into interior design schemes allows your customers to indulge in some healthy hedonism, to breathe deep and relax, putting your warmth, comfort and peace of mind first.