AB Elsa Gullberg Textilier och Inredning was founded in Stockholm in 1927, the first firm of its kind in Sweden. Its shop and workshop stood near Hamngatsbacken in a functionalist building by the architect Birger Borgström.
The firm existed to close the gap between handicraft and the mills. Rather than treat the two as opposites, Elsa Gullberg had artist-designed textiles made in quantity, so that work of a standard previously confined to one-off weaving reached ordinary households. It produced carpets and wall hangings as well as furnishing fabric, and its designs were woven both by hand and by machine. Her daughter Elsa-Maria took charge in 1955. See also Elsa Gullberg.
