Meet Tenten: Finnish Design Shop launches its own brand
Finnish Design Shop’s own brand, Tenten, aims to solve everyday decorating dilemmas with products worthy of a perfect 10/10.
Hi Anu! Why is Tenten launching right now?
“Hi! Tenten was born from our desire to introduce our customers to more everyday superheroes – in this case, affordable products that bring quality and comfort to everyday life, from urban homes to summer houses. At Finnish Design Shop, we’ve spent years curating the very best of the design world, and along the way, we recognized a clear need for timeless, high-quality everyday essentials at an accessible price point.
That’s how the first Tenten products came to life: bedding made from long-staple cotton percale and handwoven wool rugs. At Finnish Design Shop, the customer is always at the heart of everything we do, and our customers will also play a key role in shaping how the product portfolio evolves in the future.”
Anu Soiniitty works as Brand Manager at Finnish Design Shop.
What criteria guided the design of the products?
“With Tenten, we wanted to bring beauty, tactile softness, and timeless appeal into everyday interiors. The collection was designed by Finnish Design Shop’s in-house team, and the products are crafted by manufacturers known for their exceptional quality and craftsmanship.
Alongside aesthetics and functionality, responsible materials were a key priority for us. That’s why the bedding is made from 100% organic cotton, while the Vasten rugs are woven from undyed New Zealand wool.”
The Unten duvet cover set delights with its sumptuous feel – almost like curling up beneath the covers of a luxury hotel bed.
The hypoallergenic bedding set is also well suited for sensitive skin and allergy sufferers.
Tenten is a go-to brand for home essentials — or “es-Tenten-tials,” as someone might call them.
Why should people choose Tenten’s duvet cover set?
“The high thread count of the Unten duvet cover gives the fabric an exceptionally soft yet durable feel – you can truly notice the difference the moment you slip into bed! The light blue shade feels both trend-forward and timeless, while the sand and white tones work beautifully in a wide range of interiors. The colors are also easy to mix and match with the separately sold pillowcases.
We also took the specific needs of different markets into account during the design process. We practical-minded Finns appreciate duvet covers with open top corners – hand openings that make changing the duvet easier – and bedding that runs smoothly through a mangle iron. In the US, on the other hand, it’s more important for the comforter to stay neatly tucked inside the cover, so we removed the hand openings from the US-size duvet covers and added hidden buttons at the bottom instead.”
“The Unten duvet cover set makes a wonderful gift for a spring graduate, a wedding couple, or even as a thoughtful present for a summer house host. To top it all off, each set is finished with a beautiful fabric ribbon.”
What can we expect from Tenten next?
“For next fall, I can already promise additions to both the bedding and rug collections: new colors, patterns, and textures. But that’s all I can reveal for now, so stay tuned!”
The Vasten rug feels wonderfully soft underfoot, making it a true treat for bare feet.
The rugs by Tenten are handwoven from wool, a material that is hard to beat in everyday use.
What’s your personal favorite from Tenten’s first collection?
“Slow mornings in bed with breakfast are one of my favorite ways to spend a day off, so it’s probably no surprise that I’ve already completely fallen for Tenten’s bedding! Even though light blue is my favorite color, my personal favorite piece is the sand-colored Unten duvet cover set paired with the matching Myöten fitted sheet. Tone-on-tone bedding is a trend that’s especially popular right now.”
Anu Soiniitty’s personal favorite from Tenten’s first collection is the sand-colored duvet cover set.
The name Tenten is inspired by Finnish Design Shop’s founding date, October 10, or 10/10.
And finally – where does the name Tenten come from?
“We ship design products to more than 170 countries, so we wanted a short, memorable name that would be easy to pronounce in English, Finnish, Italian, and many other languages. Tenten is a reference to Finnish Design Shop’s founding date, October 10, 2004, and it feels like a natural extension of our mission: bringing carefully curated pieces of Nordic happiness into homes around the world.
The name also playfully carries over into the product names, all of which are inspired by Finnish words and include the syllable ‘ten’: for example, Unten bedding takes its name from the Finnish word unten (‘of sleep’), Maaten bed sheets from maaten (‘lying down’) and Vasten wool rugs from vasten (‘against’ or ‘close to’). Hopefully as many people as possible will give them a 10 out of 10!”
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Published on 13 May, 2026
