Brdr. Kruger

Brdr. Krüger is a Danish furniture company founded in Copenhagen in 1886 and described on its own site as Denmark’s oldest family-owned furniture company, now in its fifth generation. It sells dining chairs and tables, side and coffee tables, bar stools, lounge chairs, sofas, lighting and accessories, made in a craft atelier near Copenhagen and shown in a flagship store at Bredgade 28. Prices run from 40 euro for a material sample to 15,190 euro for the largest table. Built on WordPress with WooCommerce.

Website Design

Long sections under small capitalised labels. Every homepage block opens with an eyebrow in capitals, such as OUR HERITAGE or DESIGN IN DIALOGUE, followed by a full-sentence heading and a paragraph of running text. The page reads closer to a catalogue essay than to a storefront.

Named pieces as a fixed row. A horizontal strip of the Bølling Tray Table, HB Collection, ARV Chair, Ekko Chair and F Chair is labelled Brdr. Krüger Icons, giving the range a small set of permanent entry points above the full shop grid.

Editorial placed level with the shop. Stories, Projects and Designers carry the same visual weight as the product sections, and a feature on a designer’s home sits between the icon row and the projects block rather than in a blog.

Shopping Experience

One grid, priced from. The shop page lists roughly thirty entries in one ungrouped grid, each showing a from price in euro and an All the variants here link, so the grid works as a range index rather than a set of buyable items.

Variants chosen on the product page. A product page presents a Material select, a Clear selection control, a quantity field and a Buy button, with finish, upholstery and armrest options explained in the copy below rather than shown as swatches.

Fulfilment stated at the point of sale. Product pages carry a line reading Make to order in Denmark. Delivering worldwide, with shipping cost deferred to the cart and free shipping inside Denmark.

A factory sale inside the main catalogue. Ex-display pieces are listed as ordinary products with a Sale flag and a frank note, one chair stating that it has served as a display model and is still in great condition despite being used.

Brand Storytelling

Continuity in place of a founding myth. The heritage text names the founding brothers, Theodor and Ferdinand Krüger, then argues that tradition is not about standing still and stays alive by remaining close to making and material.

Designers credited at length. Product copy attributes each piece, links to the designer and describes the commission, including a collection developed with David Thulstrup for the restaurant Noma.

Notable Features

A separate track for professionals. B2B login, price list, 3D files, catalogue images and maintenance documents are grouped for architects and specifiers, apart from the consumer shop.

Samples sold as products. Wooden, metal, compact laminate, webbing and leather sample sets are listed at 40 euro each, with a complete sample box at 250 euro.

A dealer network beside the store. Find a dealer runs alongside the Copenhagen flagship page, which invites private and professional visits alike.