Reflections from Möbelriksdagen 2025

At Repass, we believe that technology should serve craftsmanship—not replace it. Last week, we had the privilege of participating in Möbelriksdagen 2025 in Tranås, Sweden. At this two-day gathering, the furniture and interior design value chain came together to explore the industry's most pressing topics: sustainability, digitalization, design, innovation, and collaboration. 

Hosted in the historic Möbelstaden Tranås, the event offered a dense and inspiring program filled with knowledge, dialogue, and future-focused discussions. Through keynote talks, PechaKucha presentations, and study visits, participants explored how the industry can combine design with sustainability and digital transformation to drive long-term growth. 

This article shares our reflections from the conversations we took part in—particularly around one recurring question: How can we protect the integrity of high-quality furniture from the growing threat of counterfeits? 

From payment systems that could block fake transactions in real time, to customs officers scanning products at the border, the vision is bold—but increasingly possible. And at the heart of it all is a simple idea: Trust, built into every product. 

Counterfeit Products: A Threat to Quality and Identity 

One of the most pressing issues discussed was the rise of counterfeit furniture—especially affecting high-end Swedish brands. Counterfeiting does not just hurt revenue; it undermines decades of design, craftsmanship, and brand trust.  

Today, payment providers like Mastercard can block transactions to stores known for selling counterfeit goods—but only after damage has been done. What if we could stop fake products before they ever reach the customer?   

Imagine a future where every piece of furniture carries a Digital Product Passport (DPP)—a unique digital identity that can be scanned at checkout. The payment system verifies the product in real time. If it is not authentic, the transaction is blocked instantly. This is not a distant dream. Industries like luxury goods, wine, and electronics already use digital passports to guarantee authenticity.  

What will it take?  

• Digital product passports embedded in every item  
• Collaboration across manufacturers, retailers, payment providers, and authorities  
• A shared commitment to trust, transparency, and protecting design  

What is at stake?  

• Consumers gain safety and transparency  
• Producers protect their brands and reduce losses  
• The industry strengthens its reputation and competitiveness 

At Repass, we are already helping brands embed digital identities into their products—not just for storytelling, but for authenticity, traceability, and protection. We see DPPs as a practical tool to build trust and reduce risk across the value chain. 

Border Control: Stopping Fakes Before They Enter the Market 

What if customs officers could instantly verify a product’s authenticity at the border? Not through guesswork or tip-offs, but through real-time access to product data. This is not just about regulation—it is about business resilience. With structured product data accessible at borders, companies can: 

• Stop counterfeit shipments before they reach the market 
• Speed up clearance for verified goods 
• Protect intellectual property and brand reputation 

We believe that early adoption of DPPs offers a competitive edge. It is not about waiting for 2027—it is about starting now, with one product line, one market, one checkpoint. Repass is working with forward-thinking brands to make this a reality. 

Digital Meets Craft: Bridging the Gap 

During our visit to leading Swedish furniture producers—TMT Design AB, NC Nordic Care AB, and H.O Sjöstrand—we saw firsthand the craftsmanship, precision, and identity that define this industry. And yes, paper is still part of the process. Not because the industry is behind, but because it works. It is fast, trusted, and deeply human.   

At Repass, we do not believe in digital for digital’s sake. We believe in digital that respects tradition, enhances what works, and helps companies tell their stories more clearly. That is why our platform is designed to be flexible, collaborative, and grounded in real-world needs. Digital Product Passports can help companies thrive without losing sight of their values, their stories, and their craftsmanship. 

Where to start? 

• Begin with your values and your product’s journey 
• Test digital tools and share what resonates 
• Use what you already know—your identity, quality, and repair services—and turn it into structured, scannable data 

A Shared Future: Collaboration is Key 

The conversations in Tranås made one thing clear: no single company can do this alone. Blocking fake products, enabling border control, and bridging digital and physical workflows requires: 

• Cross-industry collaboration 
• Shared standards and data models 
• A commitment to transparency and trust 

We are proud to be part of this movement—and grateful to Interior Cluster Sweden, Anna Rosenqvist, and all the participants who made Möbelriksdagen such a meaningful experience. 

If you are curious about how to get started with DPPs or want to connect with brands already walking this path, we would love to share what we have learned. Let us build a smarter, more resilient furniture industry—together.