Jotex Home Textiles

Jotex is a prominent Swedish brand specializing in home textiles and decor, known for its bold designs and extensive collection of curtains, bedding, and rugs. Founded in 1963 by Sven-Åke Johansson in Gnosjö, Sweden, the brand initially gained popularity through mail-order sales before transitioning into a major e-commerce player.

Today, Jotex is part of the Ellos Group, a leading e-commerce conglomerate in the Nordic region. While the brand remains deeply rooted in Swedish design traditions, its manufacturing is global, with a significant portion of its textile production occurring in Asia—particularly China, Pakistan, and India—to maintain competitive pricing and scale. The brand is currently under the ultimate ownership of Nordic Capital, a private equity firm that acquired Ellos Group to further drive its digital growth across European markets.