Purpose: The purpose of this research paper is to examine the potential of the Swedish textile industry to achieve more sustainability in the home textile segment, through establishing a local value chain for local consumption. The aim is to explore the potential of both the supply and demand side of the local market. For the supply, or the industry perspective, the goal is to show companies the relevant aspects to consider when choosing to establish a local value chain in Sweden, with a focus on the home textile segment. For the demand, or the consumer perspective, the objective is to find out how they perceive locally produced sustainable products and whether there is interest for purchasing such products. Methodology: Existing literature and relevant results from researches have been collected and used as secondary sources, for forming and backing up the industry perspective of the thesis work. Face to face interviews have been conducted and analyzed, for getting primary information for the consumer perspective for the paper. This work is an explorative study, combining information for both the supply and demand sides of the home textiles segment in Sweden. Findings: After combining the findings from the literature review and the results from the analysis from the interviews, it can be concluded that there is a potential to establish a local value chain in Sweden. The situation is not ideal though, also potential risks and drawbacks related to the locality of the value chain of the home textiles segment that are presented have to be considered. The paper explores both the advantages and the disadvantages for producing locally in Sweden, to estimate the existing potential.

Sedari kallas en sittmöbel som finns i många hem i Marocko. Suedi är slang för ”svensk” och Sedari Suedi är titeln på mitt examensprojekt.    Designförslaget Sedari Suedi är en sittmöbel där kultur i hemmet från Marocko och Sverige möts. Bland annat för att undersöka hur kulturen i hemmet ser ut i Sverige idag. Material, färg och funktion arbetar tillsammans i kontraster för att symbolisera berättelser från mina undersökningar. Samt möjliggörandet av en ökad interaktion mellan individer i hemmet.  I en globaliserad värld där människor är i rörelse på ett sätt som aldrig förr kan frågor kring kultur och identitet uppstå både hos individen men även ute i samhället. Hur kultur i hemmet och identitetsbyggande hänger ihop är givetvis en tolkningsfråga och upplevs troligtvis olika, av olika personer. Hur stor vikt har hemmet som uttrycksform och om artefakter är en förstärkning  av en individ och dess status samt identitet är frågor jag reflekterat över under examensarbetets gång.  Arbetet i detta projekt är en blandning i utforskande av egna upplevelser från tidigare erfarenheter, en resa till Marocko med sex stycken hembesök. En analys av utbudet av produkter för hemmet i Sverige, berättelser och samlade insikter från personer med marockansk bakgrund i Sverige, samt en användarstudie. / Sedari is the name of a type of seating furniture found  in many Moroccan homes. Suedi is slang for "Swedish" and Sedari Suedi is the title of my degree project. The design proposal Sedari Suedi is a seating furniture, where culture in the home from Morocco and Sweden come together. I investigate what the culture of the home looks like in Sweden today. The materials, colors and functions in the design proposal work together in contrasts to symbolize the stories from my explorations. As well as enabling an increased interaction between individuals in the home. In a globalized world where people are moving around more than ever, questions about culture and identity can arise both in the individual but also in the greater society. How is the culture of the home and its artefacts is connected to one’s identity? Is it an extension of an individuaI and a form of expression that goes beyond form and function? These are some questions that I reflect on during the course of the project. The research in this thesis is a mixture of exploration of my own previous experiences, a trip to Morocco including six home visits. An analysis of the range of products for the home in Sweden, stories and collected insights from people with Moroccan background in Sweden, and a user study.