Malmö-based startup Hemset, previously known as DeDecco, has announced a funding round. The startups purpose is to make home styling and furnishing digitalised and less time-consuming. The company is now taking in 285 000 EUR from Maxify and Wellstreet Ventures to further develop the concept, service proposal, supplier collaboration and marketing.

“We are especially pleased to bring in owners who share our vision of creating an interior service that is time-efficient, affordable and personal. Now that we have filled up with fuel in the rocket, we are ready to take the company to the next level”, says Emma Gunnebrink, a co-founder and CEO of Hemset.

The company has developed a digital platform that connects customers and professional decorators by creating value for both. The customer receives interior assistance with increased accessibility at a reasonable price, while the interior designer avoids time-consuming sales meetings and home visits.

“Styling and home furnishings have become increasingly common, but the industry is still largely analogous. Instead of being innovative, we have been able to improve and digitize the process, where home furnishing assistance is instead directly in your mobile”, says Emma.

At Hemset, the customer puts up a profile with associated photos and videos of the home. By adding an indication of style, taste and any wishes, the decorator adjusts the room’s new interior design accordingly. The entire consultation takes place digitally, online or via telephone, which removes unnecessary work steps and speeds up the entire process.

Since the startup was founded in 2018, Hemset has collaborated with a handful of e-retailers and interior suppliers in order to change the traditional interior design industry. Now Hemset has acquired new partners, Maxify and Wellstreet Ventures.

“Hemset establishes something unique in the market by digitizing a traditional industry. With the help of Hemset, the whole picture of home decor, like those listed on, will change. We believe that the team has the conditions needed to succeed and, therefore, we see the value of investing in Hemset”, says Georg Westin, founder of Maxify.

“We think that Hemset’s idea undoubtedly lies right in time. We have invested so that we already believe that consumers today expect household services to be delivered via a digital platform with state-of-the-art customer experience. We are happy to support Hemset and see them change the interior design industry”, says Jessica Dick, Chief Investment Officer at Wellstreet.

The startup was previously called DeDecco and it has participated in Think Accelerate programme at Mindpark in Helsingborg, as well as Femtech Bootcamp, an accelerator program from Tillväxtverket and Wellstreet aimed at female tech founders.