Wooden monitors prove a hard sell

European users haven't exactly warmed to the idea of wood-cased computer peripherals, according to a Swedish vendor of the distinctive-looking products.

Stockholm startup Swedx, a maker of LCD (liquid crystal display) monitors, mice and keyboards that are cased in solid wood, first launched its products at the Cebit exhibition last year, said Fawzi Salloum, vice president of the company, speaking on the sidelines of this year's show in Hanover, Germany.

Sales haven't exactly taken off, Salloum said, explaining the company is selling 3,000 of its wood-cased monitors each month. That doesn't account for very much of the European market for flat-panel displays, which Salloum estimated at around 4 million units per year.

"It's been hard, it's been difficult," Salloum said, acknowledging the four-year-old company has yet to turn a profit. "We're very small."

Despite slow sales, Swedx isn't giving up on the idea of wood-cased computer peripherals and Salloum is hopeful that the company's fortunes will improve.

"Day by day we are setting up new (sales) channels," Salloum said, explaining that the company's first year involved marketing the company's products to potential distributors across Europe.

The company currently offers LCD monitors in three screen sizes -- a 15-inch version for €458 (US$560), a 17-inch offering and a 19-inch version -- as well as a USB (Universal Serial Bus) keyboard and a USB mouse and a wireless mouse. Pricing for the mice and keyboard was not immediately available.

Each of the products is available in a choice of three woods: ash from the U.S., beech from Germany and sapele from Africa, Salloum said, adding that the monitors are meant to appeal to a broad range of customers, including home users and senior corporate executives.

Swedx draws on Sweden's rich history of woodworking and its reputation as a provider of high-technology products, the company's brochure said.

"One of the main advantages of our product range is that it is environmentally friendly," the brochure noted. "Swedx gives you access to a wonderful world of more feelings and beauty."

Looking ahead, Salloum hopes to see the company reach profitability "soon" and believes the company's message and its unique array of products is striking a chord with some users.

"Spain and Luxembourg are pretty good markets for us," he said.

Join the newsletter!

Error: Please check your email address.
Rocket to Success - Your 10 Tips for Smarter ERP System Selection
Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Sumner Lemon

IDG News Service
Show Comments

Cool Tech

SanDisk MicroSDXC™ for Nintendo® Switch™

Learn more >

Breitling Superocean Heritage Chronographe 44

Learn more >

Toys for Boys

Family Friendly

Panasonic 4K UHD Blu-Ray Player and Full HD Recorder with Netflix - UBT1GL-K

Learn more >

Stocking Stuffer

Razer DeathAdder Expert Ergonomic Gaming Mouse

Learn more >

Christmas Gift Guide

Click for more ›

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Edwina Hargreaves

WD My Cloud Home

I would recommend this device for families and small businesses who want one safe place to store all their important digital content and a way to easily share it with friends, family, business partners, or customers.

Walid Mikhael

Brother QL-820NWB Professional Label Printer

It’s easy to set up, it’s compact and quiet when printing and to top if off, the print quality is excellent. This is hands down the best printer I’ve used for printing labels.

Ben Ramsden

Sharp PN-40TC1 Huddle Board

Brainstorming, innovation, problem solving, and negotiation have all become much more productive and valuable if people can easily collaborate in real time with minimal friction.

Sarah Ieroianni

Brother QL-820NWB Professional Label Printer

The print quality also does not disappoint, it’s clear, bold, doesn’t smudge and the text is perfectly sized.

Ratchada Dunn

Sharp PN-40TC1 Huddle Board

The Huddle Board’s built in program; Sharp Touch Viewing software allows us to easily manipulate and edit our documents (jpegs and PDFs) all at the same time on the dashboard.

George Khoury

Sharp PN-40TC1 Huddle Board

The biggest perks for me would be that it comes with easy to use and comprehensive programs that make the collaboration process a whole lot more intuitive and organic

Featured Content

Product Launch Showcase

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?