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Scan Magazine | Design Profile | Hübsch

Hübsch A/S have made a virtue out of creating products in a material that is clean, simple and nice to look at – products that will help you relax.

Where happiness lives Do to others, as you would have them do to you. Following this golden rule has been the key to great success for the Danish home interior & design company Hübsch A/S over the last four years. The brand is today known in most of Europe for its Scandinavian look combined with the philosophy of simple living and willingness to experiment with different materials. By Nicolai Lisberg | Photos: Hübsch

“Everything we do, we do with a smile. It might sound simple, but we truly believe that if we make our clients happier that also makes a difference for us. Smiling is contagious,” says PR and marketing director Daniel Henriksen. Four years ago he founded Hübsch A/S along with Flemming Hussak and Jannie Krüger and since then the company has grown to be a respected brand throughout Europe. Besides the three founders the company today consists of 15 employees who are located around Denmark, Germany and the Netherlands, and even though Hübsch A/S delivers interior design to big furniture stores around Europe, Daniel Henriksen insists that the company has not forgotten about the small furniture shops – quite the contrary.

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“It’s the small stores that helped us in the beginning, when we just started out and our philosophy is to stay loyal towards these stores. We wish to cooperate with our clients and help them make a successful business as well. It is very important for us that we don’t end up simply as the supplier whose only concern is how to make the biggest profit the fastest. That is also one of the reasons why we don’t wish to be in every store on every corner. Of course it has something to do with the fact that we would like to keep our brand exclusive, but it’s also to avoid our clients competing with each other about the price. We aim to help and protect the clients we work with.” A creative playground Another thing that is very typical for Hübsch A/S is their desire to combine and

mix different materials. Twice a year the company launches a new collection – one at the beginning of the year and one in August. If you take a look at these collections, you will quickly see how the creativity is worked into the products. “There are a lot of designs on the Scandinavian market, so it’s a necessity to stand out from the crowd and add your own personal twist. One way to do so is to not always follow the trends, and instead create them yourself. We are not afraid of taking risks and trying something new. This year we have used a lot of marble in our products, which is something that hasn’t been used for a long, long time, but by combining it with some high quality acacia wood, we have made some nice cutting boards and lamps. I guess you can call it a creative playground, because we have a lot of fun mixing these things,” says Henriksen, who adds that it’s essential for Hübsch A/S products not to become too sterile. “We have a Scandinavian look, but we make sure that the cosiness is not taken out of the products. There has to be some

Profile for Scan Group

Scan Magazine | Issue 69 | October 2014  

Promoting Brand Scandinavia. Featuring interview with actress Signe Egholm Olsen.

Scan Magazine | Issue 69 | October 2014  

Promoting Brand Scandinavia. Featuring interview with actress Signe Egholm Olsen.