A NEW DIRECTION
Home office space featuring the new Planner shelving units and the Seven series chair
Fritz Hansen reveals a new masterbrand strategy, anchoring furniture, lighting and interior accessories under one cohesive brand.
2019 marks the end of The Republic of Fritz Hansen and Lightyears and the beginning of a new direction for the Danish design brand, under the simpler brand name Fritz Hansen. Committed to bringing exceptional design to a global audience of design passionate people, Fritz Hansen is a luxury lifestyle brand that creates extraordinary collections of high-end furniture, lighting and interior accessories. Products are meaning ful additions to spaces, inspiring creativity and underpinning our 150-year history of design tradition and craftsmanship excellence, while looking firmly to the future. By removing the prefix, The Republic of, Fritz Hansen redefines its image, branching
out with a wider ranging product portfolio in more markets than ever before. Uniting all our designs under the Fritz Hansen umbrella, we put the spotlight on our roots, our traditions and—not least—our future with a new and distinctive identity that showcases our full product portfolio to maximum effect. We have also introduced a new trade fair concept and image campaigns under the subtitle Room for Imagination. Bolder, more colourful and enhancing the everyday, the concept profiles our human approach to extraordinary and lasting design, connecting to our consumers and the spaces they create—whether current and casual or classic and conservative. In short, Fritz Hansen improves life and the spaces we live in through great design. 3
