Form & design was founded in November 2004 by the swedish designer Ulrika Elofsson. The 1:st collection was launched in April 2005. It consisted of a small coordinated range of tea towels with trendy prints and matching dish cloths. The reaction on the market was positive, and this lead to further development of the collection. The printed tea towels and dish cloths are now accompanied by more coordinated products in Scandinavian design, such as cushion covers, table runners, serviettes, lamp shades and trays.