Troeds of Sweden 1965 brochure and what it tells us

Troeds of Sweden 1965 brochure and what it tells us

Troeds was founded in Sweden in 1934 by Svea and Hugo Troedsson . Their mid-century furniture was very popular in Great Britain in the 1960s particularly their teak dining room furniture . Other Swedish companies such as Ulferts also sold in the UK at the time but on a much smaller scale than Troeds . Troeds at the time used the talented Swedish designer Nils Jonsson whose name is often stamped on their pieces along with the model name and Troeds . He wasn’t their only designer as they used Yngve Ekstrom sometimes , but most of the pieces we see here are by Jonsson . Prior to working for Troeds he had designed for at least one Danish company , and we’ve had a fantastic bureau by him in the past .

We recently managed to add a 1965 Troeds leaflet to our collection of mainly British brochures and catalogues . It’s very basic with a dining suite photographed in black and white on the front cover and a list of British stockists on the back . Inside are basic details such as model names , sizes , and prices and wood finishes available . Compared to the brightly coloured G Plan catalogues of the time it is very basic . In London you could only buy their furniture at Harrods or Liberty and Co . Apart from in Birmingham where they were available at Rackhams and Lee Longlands you could only find them at local up-market mainly small retailers like Chapmans in Newcastle .

Although they did make bookcases , desks , chests of drawers and other pieces it is only their dining furniture that comes up regularly for sale . We virtually only see their pieces in teak , but other veneers such as rosewood , walnut , wenge and oak were sometimes available on . Rosewood when available was the most expensive and added 30% to 40% to the price which at the time made a vast difference hence it’s rarely seen today . Wenge was a little less expensive , and the prices for oak and teak were identical .

We often get asked if pieces are solid teak , and you’ll see a lot of pieces described on Ebay by private sellers wrongly described as solid teak ! Very little mid-century furniture was solid teak . To get the best grains it was rarely viable to use solid teak , but interestingly one Troeds sideboard is described as solid teak and that is a model called Oden . It’s difficult to compare prices with Troeds as all their models were different sizes , but the Oden was nearly 50% more expensive than the nearest model of similar size that they made . The Oden has lovely sliding doors and not surprisingly with such a price difference is not seen very often . It’s an unusual size at about 174cms , but then Troeds had probably the largest range of sideboard sizes around at the time , the smallest being about 126cms and the largest about 253cms . The Grand being the largest was still cheaper back in the day than the Oden and yet it was 50% larger !

Troeds prices for their teak dining furniture seem to be around 10% more than the equivalent British models of the time by makers such as McIntosh , so will have been cheaper than their Danish counterparts . However their dining tables and chairs are rather boring and with so many nicer 1960s designs out there they have to be really good value today .

Some of their sideboards are really smart , but can be let down by mostly having square legs which aren’t as elegant as turned circular legs as found on G Plan and McIntosh ones . The big plus is the variation in sizes of the sideboards they made in the 1960s . The quality of finish both external and internal is excellent .