Company Presentation
www.hammel-furniture.com
INTRODUCTION
3
History Values, Mision, Vision Sustainability Brand hierarchy
4 5 6 7
MISTRAL
8 Mistral Mistral Kubus
BY HAMMEL Findahl Edge Keep Meza Join One Basic Light
9 10
11 12 13 14 15 16 17 18 19
SALES MATERIALS
21
Marketing
22
SERVICE AND TRAINING
25
BRAND MOVIE
26
CRAFTED IN DENMARK
WITH A H EART FUL L O F H AM M EL Hammel Furniture is a Danish furniture company with a proud tradition of Danish design and craftsmanship, all produced in our own factories in Denmark. With brands like ‘by Hammel’ and ‘Mistral’, Hammel Furniture demonstrates its
dedication to Danish design and craftsmanship offering a wide range of furniture and storage solutions for the entire home – designed to last a lifetime. We design and manufacture storage solutions that are long lasting in both design and quality – always in motion and in sustainable partnerships with both suppliers, wholesale customers, online pure players and employees. Established in Hammel, Denmark in 1961, we believed back then – as we do now – that contributing to more harmony in people’s lives, creates the same in our lives too. We are Hammel Furniture and here is always
H ar mon y in Th e Makin g
OUR HISTORY
2000
2005
2010
2016
Torben Kristensen takes over after the death of his father
Produktion facilities and management move to present address at Anbækvej i Hammel, Denmark
Hammel Furniture buys all activities in GANGSØ. Gangsø´s management and production are moved from Fårvang til Hammel Furniture´s present facilities
Jon Knudsen takes over as chairman of the board
1961
2004
2009
2014
2018
Hammel Møbelfabrik A/S is founded by Verner Kristensen and Søren Didriksen
Dania Capital takes over the company after suspension of payments Nov. 2003
Nov. 3rd a group of investors – lead by Hans Houlind buy the company
Investor change. Jens-Ole Staghøj takes over the management from Hans Houlind, and Hans Houlind becomes chairman of the board
Hammel Furniture buys Findahl Møbelfabrik in Skærbæk. The production continues at the same facilities in south of DK with skilled and qualified employees
VALUES
MISSION
VISION
At Hammel Furniture we aim to
We want to contribute to
To be a successful and growing
contribute to more harmony in
Living in Harmony.
international design furniture
the lives, lived by our employees and our customers too. In everything we do we are open,
brand. - we make furniture for life
and take Pride in our Danish
Our quality, solutions and
roots and Craftmanship.
market approach supports
decent and stand united towards
innovative partnership, trust and
our goals.
sustainability for our suppliers, customers and employees.
We are Hammel Furniture. We strive for Harmony in the making.
WE ARE DECENT, AND WE…
OPENESS TOWARDS…
UNITED. WE ARE…
• keep to schedule
• Tasks
• Ambitious
• engage in long-term
• People
• Brave
• engage in proactive relationships
• Opportunities
• Strong-minded
• see quality as a key concept
• Changes
• Helpful
• act on facts rather than feelings
• Proud
SUSTAINABILITY COMPANY
SUSTAINABILITY PRODUCTS
We are constantly working on having
When designing new products, we
the eco-friendliest production as
always aim to make the products
possible, with respect for the
as sustainable as possible.
environment and the details in a close collaboration with our suppliers.
• Chipboards with a minimum consist of 75% recycled wood.
We are e.g.:
• New water-based UV lacquer on
• Closely monitoring our CO2
all plates.
emission in order to be CO2 neutral.
• We use FSC certified wood,
• 100 % powered by green energy.
Hammel Furniture is FSC certified.
• Changing sanitary appliances in
• Focus on a short transportation
order to reduce the water
from our suppliers which results in
consumption.
less emission of CO2.
• Keeping our buildings and machines as up-to-date as possible to reduce
energy consumption and much, much more.
SUB BRANDS
PRODUCTS SERIES
Since the nineties Mistral has been one of the most versatile storage concepts in the market. Through the years our craft and production has gone hand in hand with continuous invention of contemporary and functional design. And our
famous Danish quality and craft never goes out of style. A brand that reaches across generations. Designed for your life and made in Denmark.
Mistral is yours for life. High quality made in Denmark since 1991. Timeless Danish design created for life. A flexible range of furniture made to fit your needs. The items can be combines in new ways and can always be expanded with eg. new cabinets. Mistral is available in several carefully selected colours and wood veneers.
Mistral Kubus is the simple and streamlined storage range in high quality. The white and black cabinets can be combined with doors in the same
colour or in oak veneer. Simple and streamlined – or creative and asymmetrical, on legs, or attached to the wall. Your home - your choice.
By Hammel is an everchanging collection of
contemporary series of design furniture and interior. All pieces in the collection has that little bit extra that makes it a By Hammel product. The collection is updated reguarly in order to stay crisp, new and inspiring to our clients and customers.
BEAUTIFUL CHAIRS AND TABLES SINCE 1946 Find the dining chair, lounge chair, bench or dining table that fits into
your home. When you choose furniture from Findahl by Hammel you buy a piece of Danish furniture history. Findahl by Hammel stands for fine Danish craftsmanship since 1946. Expertly and stylishly performed down to the most minute detail.
DANISH DESIGN, URBAN LIVING Edge by Hammel is a furniture line with edge: Stylish, minimalist and with push to open function. The line is an outcome of Danish design and urban living. City’s modern pulse meets nature’s strong materials. The basic modules from Edge by Hammel are available in 7 muted colours and 7 lacquer and with real veneer on the fronts. The fabric doors are available in 3 colours, where either sound from speakers or remote signals easily can travel through the closed doors.
BEAUTIFUL DETAILS Keep by Hammel is luxurious knock down storage furniture with beautiful and distinctive details.
Characterised by uncluttered and pure geometry, rounden off shapes and no visible fittings. The unique metal handles and the rounded detail on the shelves are details to remember and make Keep by Hammel stand out. Keep by Hammel is designed by the Danish design team Steffensen & Würtz. And made in Denmark for you to keep.
CUSTOMIZE YOUR OWN TABLE Meza by Hammel is an exclusive selection of dining tables where you can combine legs and
table tops to fit in your home. The design is elegant and Nordic and made in Denmark. You can choose between 4 shapes and 4 colours of table tops plus two tables with a beautiful and useful ceramics top. 3 sizes and 4 different legs. All tables are with high quality extension rails and the dark laminates (graphite and black) is Fenix laminate known for high quality and anti-finger function.
WITH STORAGE FOR 6 LEAVES Come join us! Unfold the table and invite friends and family. With the Join by Hammel table you can easily make room for one more. That is hygge!
The unique table has integrated storage of up to 6 leaves. This is a very rare feature, which gives you the opportunity to have a beautiful dining table of 220 cm and extend it to 541 cm. The small size is 160 cm to be extended to 374 cm. Join by Hammel
is available with table tops in oak veneer, black Fenix laminate and graphite Fenix laminate – all with solid wood legs. Made in Denmark and designed
by the Danish design duo Steffensen & Würtz.
NORDIC DESIGN WITH A TWIST The coffee tables from One by Hammel are Nordic design with a twist, light but still sturdy. The simple combination of a 2.5 cm tabletop and the solid legs give it a beautiful and modern look. The tabletop is very hardwearing, as well as practical and easy to maintain. One by Hammel is made at Hammel Furniture’s own factory in
Denmark, where quality and sustainability are essential. The coffee tables from One by Hammel is designed by Carsten Buhl, who is well-known for his design
of the iconic Mette chair from Findahl by Hammel.
DESIGNED AND MADE IN DENMARK
Basic by Hammel is a variety of coffee, dining and kitchen tables. From kitchen tables with melamine to high quality dining tables with ceramics. A table for everyone. Designed and made in Denmark.
LIGHT UP EVERY ROOM
The future expression of lamps belongs to those who dare to challenge the traditional way of looking at design. Thus up-coming designers have been invited
to play with us and our collaborator creating the next version of designer lamps with a touch of innovation. Heim - Grip and Vang are designed to fit in and fit with the rest of the Hammel collection, but are at the same time unique pieces of design that can be placed where ever you want in your home.
SALES MATERIALS
We offer you a variety of sales materials for you to use
when working with our products online or in your shop.
SALES MATERIALS In a partnership we are providing you with wide range of sales materials making it easier for you to work with our products in your shop.
We can eg. provide: •
Brochures, leaflets and campaign materials.
•
Pdf pricelists.
•
Shop in shop concept, POS materials – tools to support your Hammel display.
•
Training.
•
Web drawing program. A configurator for most of our products.
SALES MATERIALS In a partnership we offer you a lot of helpful tools, working with our products online.
We can eg. provide: •
Seotext from which you can make your own content.
•
Several pictures per product – some also with videos (delivered from Sharepoint).
•
E-commerce guide for retailers with focus on the way to present us online.
•
Design help, landing page, web banners, newsletters.
•
Web drawing program. A configurator for most of our products. Option for integrating the drawing program to allow setups to be placed directly into the cart.
•
Digital brochures and leaflets.
MARKETING At Hammel Furniture we are focusing on creating brand awareness and on creating content that hit our target group in the best way. In order to create the best possibilities for you in your shops and on-line. Hammel Marketing activities: •
Home page
•
Social media
•
Online advertising
•
Digital campaigns
•
Cooperation with influencers
•
Catalogues
•
PR
SERVICE AND TRAINING We see ourselves as sounding boards. Therefore, dialogue and collaboration
are key words for us. We have our own sales and service team in-house, who are always ready to help our partners.
Our experienced sales team will visit you and make sure that you have the needed knowledge of our products, and that you are always updated.
Please do not hesitate to contact us:
S W E D E N , B E N E L U X , AT L AN T I C & U S
D AC H & N O R W AY
D E N M AR K
Kenneth M. Pedersen
Lars Frandsen
Peder Pedersen
Sales Director
Area Sales Manager
Account Manager
+45 5060 4378
+45 3069 4505
+45 8140 5103
kmp@hammel-furniture.dk
laf@hammel-furniture.dk
pep@hammel-furniture.dk
E-COM
P R E S S & M AR K E T I N G
Mette Backhausen Busch
Louise Frogner Krusell
E-commerce Sales Manager
Head of Marketing
+45 4051 0181
+45 31 43 53 14
mbb@hammel-furniture.dk
lfk@hammel-furniture.dk
OUR BRAND MOVIE