She wants to encourage people to sit on the floor

Innovator of the month: Sofie Otto
Innovation: Floor chair Floorfred

 

In many Swedish households, sitting on the floor is not a natural part of everyday life. Sofie Otto wants to change that. She is passionate about inspiring more people to sit on the floor.

Sofie's first child arrived earlier than expected. More specifically, eight weeks early. The labour was turbulent and the need for closeness and attachment to her firstborn was a fact. As a new mother, Sofie became increasingly interested in attachment theory and how presence plays a central role in child development.

- After a conversation with child psychologist Birgitta Knutsdotter Olofsson, I realised that the magic happens on the floor. That's where you should meet the child, says Sofie.

After Sofie became a mother of two, it became clear that the children's needs were different, but that the common denominator was still closeness. There was also a clear difference if Sofie sat on the sofa or on the floor.

- It was more inclusive to be on the floor.

This realisation was the starting point for innovation. Sofie wanted to find an ergonomic solution that made it possible to sit on the floor for a longer period of time and wanted to create a product that did not compromise on design or durability. Sofie had an innovation advisor to help her, who in turn recommended a business course that proved to be an important key in her innovation journey.

Material selection and target groups

 
A process of thorough research on material selection and technical details began, where both aesthetics and ergonomics were essential aspects during the process. 

- In the beginning, I spent a lot of time on research in the form of preliminary studies on floor behaviour. I contacted an ergonomist and a textile designer and took as my starting point what I saw as problems and what type of product I was missing on the market. 

Minimalism, design, and sustainability were some of the keywords. The floor chair had to serve as an interior detail as well as a functional piece of furniture. It was important that the material was both of good quality and easy to maintain.

- The main collection is made of recycled wool, which is both durable and hygienic. The material can also be washed in a washing machine.

Although Sofie herself sees the need for the product among parents of young children, the uses for the chair are numerous. Preschools, paediatric waiting rooms and yoga studios are some of the intended target groups. Although there are similar floor chairs on the market, none of the existing chairs were an option for Sofie. Nevertheless, she has noticed a shift in the market.

- There are sustainable children's products on the market if you make the effort to look. 

Sofie explains how local production and sustainability should be key factors for companies today, which also become part of brand building. With her many years in the advertising and communication industry, she emphasises the value of the brand. Customers should be able to get a feeling right away.

Although the floor chair is not yet an established piece of furniture in Sweden, Sofie's hope is that more people will realise the magic that occurs when moving down to the floor. In this way, FloorFred is more than just an ergonomic floor chair, it is an enabler of change in everyday life. 

Sofie's tips for other innovators:

  Talk with others more. Successful entrepreneurs are often helpful and willing to help others, so make connections.
  It's easy to feel alone in the process. It is important to remember that there is support and inspiration available, often in your immediate network. They often have valuable knowledge.