SF&D Competitive Analysis

	A	B	C	D	E
1	Direct Competitors	Features	Pros	Cons	Reviews
2	Nordic House - https://www.nordichouse.com/	Features: provide homemade specialty meats and imported Scandinavian goods. Does have more food goods than homegoods	Mission is clear on homepage, product pictures are easy to see and add to cart	Website is a bit dated, too simple. Hamburger menu on desktop limits people from seeing the nav categories	Inaccurate pics- I ordered 2 cushions which I returned as the colour in reality was much duller than those shown in the pic online! Even though I queried having to pay for the returns which I resent doing I received an email acknowledging receipt of the returns and advising that they would reimburse me within 3-5 days. A month later still no payment has been received and they have not replied to my email! Terrible customer service - wish I’d read other similar reviews before I ordered. Will not be using this company again! Hidden delivery charges- I recently tried to order a mirror with a delivery charge of £15 to my UK mainland address. Only after entering all my details at checkout was I asked to contact Nordic House for a pallet delivery quote. The quote, of which there was no initial mention, was £75!!! Half the cost of the mirror! Unsurprisingly, I didn't go ahead with the order, but this didn't stop Nordic House sending an unsolicited catalogue. This company has some beautiful products but on this occasion their service was very disappointing and misleading.
3	Huset - https://huset-shop.com/	is a one-stop shop for the best in modern Scandinavian design. Offering up the finest Scandinavian furniture and accessory brands for home and office, fine fashions for him and her, as well as clothing and toys for the littlest style icons – our House has everything you need for a well-rounded modern Scandinavian lifestyle.	- Artistic homepage layout with large photos of products and staging - easy to browse - Several product pictures availbable - Discover features under product page make it easy to find/ browse similar products	- Pictures might be a little too large, user can only see 3 products at a time - Contact us/ information about the brand is buried in the footer	Unique and modern design - This store lets me live my Scandinavian design house fantasies. The furniture, art, kitchen stuff, clothing, bags, toys, etc. are all taken from the owner's trips to Scandinavia and these offerings come from 60+ Scandinavian designers so Americans can enjoy them. I love the clean, contemporary and clever design of these items. I wish I have a * nice * house and not a rinky dink old apartment so I can fill it with equally nice things from this store.
4	Royal Designs - https://royaldesign.com/	One of the largest design stores with all the top leading brands for home decoration, tableware, kitchenware and more. Royal Design Group Ltd was founded in Sweden in 1999 and our business concept is to sell - Design at the right price! Here you will find a wide and careful selection from Scandinavia and Europe's leading brands in design in all price levels. Work closely with top Swedish designers	- Simple and modern design - Lots of large pictures, bright colors - Emphasis on sale items, they have large icons indicating savings - Like button adds items to your favorites list - Very informative product pages, shows item stock, shipping info, security, etc - Have a "Brands we love" section on homepage	- Product information should be higher up - Not a huge brand presence on the homepage but I assume that is because this is a larger well known brand	Broken items - Item was packaged poorly for shipping (to USA) and arrived shattered. A refund was issued eventually, but I had to dispute the charge with my credit card company first. Good Quality Items - ROYAL DESIGN offers high quality products. Have been shopping with them for years and have always loved my purchases, never have returned a single product.
5	Swedish Inspirations - https://swedishinspirations.com/	Swedish Inspirations offers Simple Nordic Design and has the largest selection of Swedish wool gnomes by Åsa Tomtebod in the US. - Sells SF&D's best seller which is the gnomes	- Simple design and large photos of their main products	- Navigation for items is all under "shop" and no other shopping categories - no option to search the site, no search bar - Hard to read fonts/ color contrast - doesn't provide product info on product page, oos is not shown until product is selected (annoying)	N/A
6	Scandinavian Shoppe - https://scandinavianshoppe.com/	Scandinavian Shoppe continues to strive to be your premier source for famous maker brands of Scandinavian merchandise. At some of the best prices anywhere, we have introduced new children's books, kitchen towels and gadgets, serving pieces, bath and body accessories, and many other gifts for your Scandinavian-style home. As always, Scandinavian Shoppe offers you the finest in Scandinavian products, including Scandinavian home decor, linens, jewelry, paper goods, candles, novelties, home accessories, kitchen items, and collectibles for both every day and Christmas. Our gift collection is well stocked, and we invite you to explore, imagine, and play as you create your own special world of Scandinavian design and fun.	- Has a large variety of scandinavian home goods - Has a section for Scandinavian lore (although the pages themselves are boring) - Has a section for recipes, cool blog style vibes	- Low Quality photos - has two shop nav categories (confusing) - Nav spacing is confusing and random	N/A
7	Solsken Shop - https://solskenshop.com/	Scandinavian design A selection of original, timeless, functional and good quality objects for the whole family	- Simple/ modern design with soothing color template - Large staged images of products - Feautred products highlighted on main page	- Nav categories (home) is confusing (home page vs home goods) - money converter option took a while to find, wasnt sure if they delivered to the us	N/A
8	Indirect Competitors
9	IKEA https://www.ikea.com/us/en/	affordable furniture, stylish home décor and innovative modern home solutions, as well as design inspiration and unique home ideas!	- Low prices - Lots of inspo pics/ staged photos that featured photos - Search bar is prominent and encourages use (gives suggestions) - Lots of filter options	- some low quality items	N/A
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