Purpose – The purpose of this paper is to identify links between the components involved in ecodesign orientations (EDOs) and the integration of ecological criteria into Scandinavian wooden furniture industries. The purpose of identifying these links is to recognize possibilities and gaps in wooden furniture product development and branding opportunities to deepen customer engagement with the Scandinavian country-of-origin (COO) brand. Design/methodology/approach – The application of ecodesign in Scandinavian wooden furniture industries was studied using survey data gathered from Nordic wood furniture designers. Factor analysis was used to identify the general types of Scandinavian design styles (SDSs) and EDOs implemented in the Scandinavian wooden furniture industry. The SDS and EDO impacts on the integration of ecological design criteria were modelled using logistic regression analysis. Findings – The integration of ecological criteria by Nordic designers influences both the perspectives on material and process optimization and the end use of wooden furniture as well as the recycling of these products. In contrast, our results showed no statistical evidence of connections between different SDS types and the integration of ecological criteria in design. Recognition of special needs of customers valuing both high Scandinavian design and EDO could provide strategic opportunities for wooden furniture industries to recognize new global market potential and enhance their competitiveness. Practical implications – Developing business opportunities for wooden furniture marketed under the Scandinavian COO brand, and forming a better understanding of customer expectations on the ecological information related to different wooden furniture SDS types, is needed. This would support developing new ecodesign strategies across the whole industry and enhancing value proposition of Scandinavian wooden furniture within different customer groups. Originality/value – Research findings on the intersection of industrial brand design and ecodesign are still scarce, especially with a special focus on strategic management and sustainability marketing of companies. The results of our study provide entirely new insights on the topic especially in the context of Scandinavian wooden furniture industry.