Kährs and Nature Home Enter Strategic Partnership to Accelerate Growth in China

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The collaboration, officially confirmed at a signing ceremony in Foshan on January 7, follows the signing of a Letter of Intent in Shanghai in May 2025. The agreement was executed by Johan Magnusson, President and CEO of Kährs, and Robin She, Chairman of the Board and Group President (CEO) of Nature Home.  

Through the partnership, Nature Home will introduce Kährs premium flooring solutions across its network of more than 100 stores in top-tier cities across China, bringing Kährs Swedish design heritage to new customer segments with high expectations on design, sustainability and quality. 

“China is one of our most important growth markets, and the partnership with Nature Home provides a strong platform for rapid and scalable expansion. With access to more than 100 premium retail locations, we can reach new customer segments and ensure the highest standards of product presentation, training, and service,” says Johan Magnusson, President and CEO of Kährs. 

“Kährs is a well-known brand in China since many years, and their products will be a great contribution to our premium interior retail stores all over China. The partnership combines Kährs Scandinavian craftsmanship, strong innovation pipe-line and long experience in wood flooring with Nature Home’s strong retail footprint, local market expertise and professional customer offering. By working closely together, we aim to build a consistent and scalable presence for Kährs in China, says Robin She, Chairman of the Board and Group President (CEO) of Nature Home.