Before going public at the end of September, new furniture company Hem met the press at Maison&Objet in Paris this week and will do the same at next week’s London Design Festival.
Marketing itself as ‘the first affordable high-end design brand created to serve online-direct customers’, Hem has an internationally distributed team working in Berlin, Helsinki, New York, Pune, Stockholm and Warsaw.
‘In today’s world of immediacy – where practically anything is just an app or a click away – we wondered why buying home furnishings online is still so difficult,’ says Petrus Palmér, a founding member of Form Us With Love and now Hem’s senior vice president of design and global creative director. He says that even though consumers buy all sorts of other products on the internet, ‘most furniture brands don’t sell their goods online’.
Hem, which means ‘home’ in Swedish, wants to change that and ‘to be the company to help usher in the evolution’. To do so, they’ve cut out the middleman. By working directly with some of Europe’s top factories, the brand can pass on rock-bottom prices to consumers. Hem is also collaborating with top designers – including Luca Nichetto, Gamfratesi and Sylvain Willenz – but Palmér promises to ‘pursue talent over fame and recognition’, while conceding that ‘often those factors coincide’.