Made by Choice | Finnish Wood Furniture

Background

Made by Choice was founded in 2015 by three longtime friends — Lasse Laine, Sebastian Jansson and Niclas Ahlström — who shared an interest in design and craftsmanship. The company’s factory sits in Halikko, near Salo in southwestern Finland, in a building once used by a Finnish home electronics manufacturer, where around 40 artisans and engineers now combine CNC wood-milling with hand-finishing.

Design philosophy

The company’s guiding idea is what it calls Nordic Happiness: furniture built collectively rather than around a single house designer, meant to be sustainable, bold and playful rather than purely functional. That approach was recognised in 2022, when Made by Choice was named Life-Enhancer of the Year at the Wallpaper* Design Awards.

Key collaborations

Thomas Sandell has been Made by Choice’s most consistent collaborator, starting with the Goma collection, developed out of his own restaurant project, and followed by the Ella Chair, Pavo Lounge Chair and Tisti Cabinet. Matti Klenell‘s Laulu chair, originally designed for the Finland Music Hall of Fame, later grew into a matching cabinet. Harri Koskinen designed the Nude Dining Chair, while Joanna Laajisto has contributed two collections, Kaski and Airisto.

Recent work

American artist Matthew Day Jackson’s Kolho collection has become one of the brand’s bestsellers, extended in 2025 with a Milano Edition. The same year, New York studio Snarkitecture brought its sculptural minimalism to Finnish bent plywood with the Leiksa Collection, and Made by Choice joined six other Nordic brands for The Building, a collaborative exhibition at Stockholm Design Days 2026.