Johannesburg’s design scene just got a stylish upgrade. Sofacompany, the Danish furniture brand known for its timeless silhouettes and commitment to craftsmanship, has opened its flagship store in the city’s buzzing design hub, Kramerville.
With its roots firmly grounded in Danish design DNA, Sofacompany bridges the gap between high-end exclusivity and high-street accessibility. The brand has built a reputation for offering beautifully made sofas, furniture, and accessories that strike the perfect balance of quality and affordability. And now, Joburgers can experience the magic in person.
More than just a showroom, the new 800-square-metre flagship store is an immersive journey through design. Styled to inspire, each room allows visitors to envision how the pieces might come alive in their own homes. Rather than simply displaying furniture in isolation, Sofacompany has created a layered, sensory experience curated alongside like-minded local brands.
“People deserve to live beautifully, and it shouldn’t be out of reach price-wise,” said Operations Director, Gunter Hahndiek.
The flagship isn’t just about Sofacompany — it’s about design synergy. Collaborations with award-winning furniture designers Pedersen + Lennard, artisan rug makers Herringbone, and Scandinavian acoustic specialists WoodUp elevate the space into a truly design-forward environment.
“We’re partnering with brands that are synergistic, who share a design philosophy in terms of their quality proposition and authenticity,” said Managing Director, Jonno Sherwin. “They also all have a pared-back aesthetic which lends itself well to Sofacompany’s design identity.”
The result is a space that celebrates both global sophistication and local creativity, proving that Danish minimalism and South African craftsmanship are a natural match.
Every corner of the flagship store feels like a masterclass in how to live beautifully. Pieces are selected not just for their visual appeal, but for how they feel and function in everyday life. Visitors can browse, touch, and imagine, making the store an inspiring stop for homeowners, decorators, and design enthusiasts alike.
Take your time: This is not a showroom to rush through. Explore each styled space and get inspired.
Touch and feel: Sofacompany encourages you to sink into the sofas, run your hand across the fabrics, and experience the pieces as you would at home.
Look out for the locals: Don’t miss the collaborations with Pedersen + Lennard, Herringbone, and WoodUp — they add a distinct South African flavour to the Scandinavian aesthetic.
Insider tip: Visit during the week to avoid weekend crowds and enjoy a more personal, leisurely design journey.
Whether you’re hunting for the perfect sofa or simply looking for design inspiration, Sofacompany’s new flagship is a welcome addition to Joburg’s creative landscape.
Stay up-to-date on the hottest, hippest and most happening things to do in Mzansi!