SKANDINAVISK targets homeowners aged 35+. These individuals have likely reached a stage where external debts are largely settled, allowing for the availability of discretionary income. They prioritize financial responsibility while embracing the concept of spare disposable income, which they often allocate toward enhancing their living spaces. This target audience is known for their organization, valuing order and efficiency in both their personal and domestic lives. They seek to create harmonious living environments characterized by simplicity and functionality. As such, they are drawn to minimalist aesthetics and prefer decor that is clean, uncluttered, and imbued with a sense of tranquillity. SKANDINAVISK recognizes and caters to the preferences of this demographic, offering products and designs that align with their lifestyle choices and aesthetic sensibilities.