Who we are ?


Handmade in Finland - Since 1964

In 1964 Pentti Viitala created our company with the idea that high quality furniture should be available at fair prices. While the company has grown substantially in it’s 53 years of business, this one simple word has been passed from one generation to the next and remains the foundation of everything we do, quality.

For us quality is not just the raw materials which we use but also the skilled craftsmen, manufacturing processes, support staff, design, comfort and more. Quality in our eyes is the full package and that is what we aim to deliver.

To this day Luonto Furniture remains family owned and operated, enabling us to stay true to our beliefs. Sacrificing margin over quality and profit over people, we have been able to maintain our standards throughout the decades and we believe this is what will keep our business moving forward for generations to come.

As a result of the strict adherence to our family values, Luonto Furniture is able to be transparent in every aspect. We want our customers to know every detail down to the frame of their furniture so they are 100% confident in what they are buying.

Every detail matters and that is why we invite our customers inside our production. There you will nd all the quality raw materials you would expect but also much more, our employees.

On average our employees have been with us over 20 years. That is a testament to the pride they take in their work and the level of professionalism and experience we are fortunate to have in our workforce.

Our sustainable manufacturing processes provide a clean and safe environment for our employees as well. These processes are something deeply rooted in our culture and have been developed over the history of our business, practices which we certainly believe support our mission of quality. With a focus on design with function, Luonto Furniture maintains our commitment to quality in every aspect of the business.

We hope you enjoy our products as much as we do!


"Our framework is clean, strong and built to last"


We utilize CNC technology to achieve pinpoint accuracy. Assuring every piece aligns and every hole is drilled correctly. After cutting, all component edges are hand sanded. 


Frames are assembled by hand. Every single joint where wood touches wood, water-based glue is applied. Using all high grade raw materials, our framework is clean, strong and built to last.


Our solid foam cores are wrapped with dacron to creating a comfort layer between the upholstery and foam.The gluing is an important step as it prevents the material from separating thus avoiding any future lumping. 


We have found through experience that technology cannot always match the quality of our craftsmen as they possess the touch and feel that machines cannot replicate. All top grain leathers and patterned upholsteries are cut by hand. 


Known for their attention to detail, our ladies machine sew every stitch of your sofa to perfection. From surging hidden edges to prevent fraying to stitching details critical to the design, our sewing department makes it happen. 


Where it all starts to come together, a critical step. This requires precision and strength, our team of upholster- ers are pros and they are tough. 

“it is done simply because it is where we come from and how we do things” 


Our Heritage

Our sustainable manufacturing processes are part of our heritage. Finland maintains very strict environmental standards which we have grown to live by. Roughly 80% of our country is lake and forest and a big emphasis on sustainability exists in our culture. This is not something we do to be on trend but rather it is done simply because it is where we come from and how we do things.

To speak to our sustainability efforts we can look to the beginning of the manufacturing process, the raw material. Viitala Forest is our family timber business and shows we really understand where our materials are coming from. Mainly Nordic Spruce and Birch are harvested and used in our sofa frames. Whenever a forest is harvested in Finland the trees are replaced for future use. The life cycle of one of our forests if roughly 80 years.

Once the timber is kiln dried and moved in for production, no saw dust is wasted. We produce roughly four thousand pounds of wood waste per day converting it into pellets that heat all three production lines, local schools and even one local town.

To keep our factory clean, once our design team has perfected our foam core shape, the template is sent to our supplier. This ensures our foam shape is accurate 100% of the time and prevents foam waste from enter- ing the factory.

From the beginning of production we look for raw materials and suppliers that support our efforts all the way to the end where we even make sure the scrap upholstery is repurposed by artisans.

With these methods and more we have a minimal footprint in making our product while helping others that can benefit from our byproducts. 

1964 - Production on a farm

Pentti Viitala, father of six, made the most courageous decision of his life; bought a lorry with his friend and began to upholster used sofas in the henhouse on his home farm. Sofas were then sold to door- to door.

1969 - Early days

Pentti, his wife Viola and one employee began manufacturing new sofas at the former Viitala village schoolhouse in Kurikka, Finland. There products were marketed at sports and youth clubs during sales events that Pentti pioneered.

1964 - Family Business

Timo Viitala, Owner and Chairman of the Board, pictured making buttons for sofas. This was Timo’s first of many roles he would go on to play in shaping the future of the business.

1970 - Schoolhouse Days

The schoolhouse was home to both the factory and the Viitala family. Working together, the family business moved from reupholstering to producing their own sofas here.

1972 - Production Capabilities Expanded

With increase demand, the company began investing in new equipment. Sewing, foams, and upholstery work were all now done in-house.

1973 - First Warehouse

To cut down lead times and meet demand, quantities of raw materials began being warehoused.

1975 - Door to door

Additional lorries purchased as home deliveries expanded. Deliveries were being made by truck, door to door, all over Finland.

1977 - Framework begins

Pentti’s basic principal was to sell quality goods at a fair price. His concept was a success and in 1977 the operations were ex- panded with the purchase of the Kuusisto sawmill. Now with making frames in-house as well, the company size grew to 20 employees and sales to retailers were initiated.

1987 - Growth Years

The entire decade marked a period of strong growth and big change for the company. In 1987, the company made a large investment and the initial foundation for the current Kurikka factory was laid. Additionally, Pentti and Viola named their children as a partners in the business.

1990 - Worldwide shipping

Immediately following the dissolution of the Soviet Union, the company made a brave decision to export to Russia and its neighboring countries. This boost in Eastern European trade saved the company from the effects of the recession taking hold of the Scandinavian market.

1991 - A VISION

Timo Viitala was named CEO of the company. A born leader and visionary, the company’s success was sure to continue. Timo remains an active member of our team as Chairman of the Board where he continues to mentor and share his vision.


As exports increased and our market share in Finland became even stronger, the need for increased capacity came again. Our second production line was completed and outfitted with state of the art equipment.

2005 - Further Expansion

As growth continued so did the need for capacity. The company now owned three production lines with approximately 400 employees working full time.

2008 - Exports

With increased production capacity the company was now selling products in 15 different countries through roughly 550 retailer locations around the world.

2012 - Luonto® in North America

With the arrival of Luonto to the US came the 3rd generation. The company opened its US headquarters in West Palm Beach, FL and a distribution center in Greensboro NC. Believing in ourselves, the foundation to best serve the US market was laid.


The company now exports to 18 countries worldwide through ap- proximately 800 retail fronts. In the US and Canada Luonto is now available in most major cities with 120 retail locations and grow- ing. Additionally, we now have 3 showrooms located in West Palm Beach, FL, Las Vegas, NV, and High Point, NC.