Reform

About Reform

Reform is a Danish company operating in the home furnishings and interior design market, specializing in architect-designed kitchens. Founded in Copenhagen in October 2014 by Jeppe Christensen and Michael Andersen, the company was established to address a gap in the market for design-focused kitchens at accessible price points. Christensen, with a background in business and marketing, and Andersen, a former project manager for the Bjarke Ingels Group, identified a growing consumer desire for personalized kitchens that were more affordable than custom carpentry.

The initial business model centered on the concept of "IKEA hacking," providing high-end, custom-designed fronts and countertops for IKEA's modular cabinet systems. This strategy allowed customers to leverage IKEA's affordable and functional cabinet bases while upgrading the aesthetic with architect-designed surfaces. To achieve this, Reform collaborates with internationally recognized architects and designers, such as Bjarke Ingels Group, Norm Architects, and Jean Nouvel, who create exclusive collections for the company. These collaborations are a core part of the company's identity, aiming to continually push design boundaries.

Revenue is generated through the direct-to-consumer sale of these kitchen components, which keeps costs down by eliminating intermediaries. Over time, the business has evolved. While initially dependent on IKEA's framework, Reform has transitioned to producing its own line of cabinet boxes and now offers complete, integrated kitchen systems. This move signals a strategic shift towards becoming an independent, design-led kitchen brand. The product range includes cabinet fronts, countertops, sinks, and storage solutions, utilizing a variety of materials including wood, brass, and linoleum. The firm serves both individual homeowners and design professionals, with a significant portion of its U.S. business coming through the trade. The company has pursued an aggressive international expansion strategy, establishing showrooms in major cities like New York, Berlin, Los Angeles, and Copenhagen to drive sales and increase conversion rates.