"Emotional impact of design, be it positive or negative, shapes future direction: Fritz Hansen's latest staff additions highlight the Danish design brand's future trajectory"

In a recent development, Danish design brand Fritz Hansen, founded in 1872 and still active today, has appointed Henrik Steensgaard as its new CEO and Els Van Hoorebeeck as the creative director, effective from March 2024 and early February 2025 respectively.

Steensgaard, who previously worked at brands like Vipp, Hay, &Tradition, The Office Group, finds his role at Fritz Hansen a mix of daunting and energizing. He believes that the company has been too focused on being an 'important brand' and not enough on innovation, and aims to steer Fritz Hansen towards a more innovative future.

Van Hoorebeeck, who also has a background at Vipp, Hay, and The Office Group, finds the extensive archive of Fritz Hansen exciting for storytelling purposes. She believes it's important to tell these stories as part of their brand promise, and her role at Fritz Hansen is to oversee design, launching, customer experience, and storytelling.

Both Steensgaard and Van Hoorebeeck share a common belief in the importance of lessening the environmental footprint of consumer companies. Fritz Hansen, under their leadership, is committed to quality, ensuring that their products have many lifecycles and endure over time. The company is also embracing circularity in a fundamental way, aiming to make significant impact in their own circularity.

Fritz Hansen's design philosophy emphasizes evoking emotions, having the power to inspire joy, and being enduring. This philosophy is reflected in their iconic designs by Arne Jacobsen and Poul Kjaerholm, and the brand owes it to these designers to continue to expand their legacy.

As part of their growth strategy, Fritz Hansen plans to expand into the United States, China, and Japan as potential future markets. The health of the company is generally good, but there are aspects that need improvement, and Steensgaard is determined to address these challenges head-on.

The brand's heritage is being kept relevant as a priority, underlining its longevity and intrinsic value for consumers and the environment. Fritz Hansen's website can be found at fritzhansen.com.

In conclusion, under the leadership of Steensgaard and Van Hoorebeeck, Fritz Hansen is poised to continue its legacy as a leading design brand while also focusing on innovation, sustainability, and growth in various markets.

"Emotional impact of design, be it positive or negative, shapes future direction: Fritz Hansen's latest staff additions highlight the Danish design brand's future trajectory"