1. The business mainly operates in the Netherlands and the European and US markets, with a primary focus on online retail of home comfort furniture such as bean bag sofas and luxury chandeliers. 2. In home furnishing e-commerce retail, it is a vertically focused niche brand, with competitors including Wayfair and IKEA. 3. The brand terms used on the official website are "Act Design Shop" or "Actdesignshop".