HAY A/S
HAY A/S is a Danish contemporary furniture, lighting, and home accessories brand within the MillerKnoll collective, selling direct-to-consumer through hay.com and HAY Stores, B2B via hayb2b.com, and through premium retail partners like Selfridges, MoMA Design Store, and 29CM, serving design-conscious consumers and commercial professionals globally.
- Company typePrivate
- Founded2002
- HeadquartersHorsens, Denmark
- Headcount251–500
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What HAY A/S does
HAY A/S is a Danish contemporary furniture, lighting, and home accessories design brand headquartered in Horsens, Denmark, founded in 2002 by Rolf and Mette Hay. The company operates as a subsidiary within the MillerKnoll global design collective, which reported $3.7 billion in net sales for fiscal year 2025. HAY's product portfolio spans indoor seating (chairs, bar stools, lounge, sofas, stools, benches), tables (dining, coffee, conference, desks), storage, beds, wardrobes, a full lighting range (ceiling, floor, portable, table, wall lamps), and kitchen, dining, and indoor-living accessories. A significant outdoor living franchise includes the Palissade family (including Cantilever and Cord variants), Terrazza, Hee, Weekday, Balcony, Crate, Deville, and Traverse collections, plus the signature Hay Outdoor Market by Jasper Morrison line of 35 products.
The company's go-to-market is a hybrid product-led and channel-partner model. HAY sells directly to consumers through hay.com e-commerce and owned HAY Stores and showrooms globally, while serving professionals and businesses via a dedicated hayb2b.com platform. Distribution is amplified through premium retail partnerships including Selfridges in the UK, MoMA Design Store in the US, and 29CM/Musinsa's Iguhome stores in Seoul. The brand's competitive position rests on long-standing collaborations with internationally renowned designers (Jasper Morrison, Ronan Bouroullec, Naoto Fukasawa), Scandinavian design credibility, and a commitment to honest materials and functional craftsmanship, reinforced by a sustainability initiative with Tencent's CarbonXmade program for carbon-sequestering foam furniture.
HAY A/S firmographics
Firmographics- Name
- HAY A/S
- Legal name
- HAY A/S
- Website
- https://hay.dk
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- HAY A/S is a Danish contemporary furniture, lighting, and home accessories brand within the MillerKnoll collective, selling direct-to-consumer through hay.com and HAY Stores, B2B via hayb2b.com, and through premium retail partners like Selfridges, MoMA Design Store, and 29CM, serving design-conscious consumers and commercial professionals globally.
- Ownership category
- akta.pro rank
Where HAY A/S is headquartered
LocationHeadquarters
- HQ city
- Horsens
- HQ country
- Denmark
- HQ region
- Europe
Offices1 record
Markets served
HAY A/S business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Furniture and Seating Sales: HAY generates primary revenue through designing and selling contemporary furniture including chairs, sofas, tables, and outdoor furniture through direct-to-consumer e-commerce and physical retail stores.
- Lighting Products: Sale of lighting products including ceiling lamps, floor lamps, portable lamps, table lamps, and wall lamps.
- Accessories and Home Goods: Revenue from kitchen and dining accessories, bathroom products, bedroom items, candles, cushions, throws, home decor, storage solutions, vases, plant pots, and pet accessories.
- B2B/Professional Sales: Dedicated B2B platform (hayb2b.com) serving professionals and businesses with furniture and design solutions for workspaces and commercial environments.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Outdoor Market collection price range |
Go-to-market motion2 records
Distribution channels7 records
Marketing channels5 records
HAY A/S product offering
Product offeringCore offering
HAY A/S designs, manufactures, and sells contemporary Danish furniture, lighting, and home accessories across residential and commercial markets. The product portfolio spans indoor and outdoor seating, tables, beds, storage, ceiling/floor/table/portable/wall lighting, and kitchen, dining, and lifestyle accessories. HAY distributes through its own e-commerce (hay.com), physical HAY Stores, dedicated B2B platform (hayb2b.com), and global showrooms serving both consumers and design professionals.
Product overview
HAY A/S is a Danish furniture and lifestyle design brand operating as part of the MillerKnoll global design collective. The company offers a comprehensive portfolio of furniture, lighting, and home accessories organized across core categories and named sub-brands/collections. The product architecture consists of: (1) Core furniture categories spanning indoor seating (chairs, sofas, stools, benches), tables (dining, coffee, conference, desks), storage (beds, wardrobes, shelves), and extensive outdoor furniture; (2) Named outdoor sub-brands including Palissade (with Cantilever and Cord variants), Terrazza, Hee, Weekday, Balcony, Crate, Deville, and Traverse collections; (3) A signature collaboration line with Jasper Morrison called 'Outdoor Market'; (4) A full lighting range (ceiling, floor, portable, table, wall lamps); (5) Kitchen & dining accessories and indoor living accessories (cushions, candles, storage, vases). Recent innovations include carbon-sequestering foam furniture developed through Tencent's CarbonXmade program, and the Palissade Cantilever unveiled at Clerkenwell Design Week 2026. The brand positions itself around quality craftsmanship, honest materials, functionality, and simplicity characteristic of Scandinavian design.
Differentiator
Problem solved
Functional benefit
Brands
- Outdoor Market by Jasper Morrison: A collection of outdoor cooking and living products designed in collaboration with British product designer Jasper Morrison, featuring firepits, cooking utensils, hammocks, cushions, and folding furniture.
- Palissade Collection
- Terrazza Collection
- Colour Crate
- Hee Collection
- Deville Collection
- Weekday Collection
- Traverse Collection
- Balcony Collection
Products and services
- Indoor Seating (chairs, bar stools, lounge, sofas, stools, benches) Comprehensive indoor seating range including dining chairs, bar stools, lounge chairs, sofas, stools, and benches designed for residential and commercial interiors.
- Tables (dining, coffee, conference, desks) Complete table collection including dining tables, coffee and side tables, conference and high tables, and desks for various interior applications.
- Palissade Collection Iconic outdoor furniture collection designed by Ronan Bouroullec, featuring chairs, tables, and loungers in powder-coated steel with a focus on durability and Scandinavian aesthetic for public and residential outdoor spaces.
- Palissade Cantilever New addition to the Palissade family featuring cantilevered seating design with hot-dip galvanised finish for outdoor environments.
- Outdoor Market by Jasper Morrison Collaboration with designer Jasper Morrison featuring 35 outdoor lifestyle products including portable furniture, tools, and soft goods made from stainless steel and textiles.
- Terrazza Collection Outdoor living collection featuring parasols and accessories designed for summer outdoor living experiences.
- Lighting (ceiling, floor, portable, table, wall lamps) Full range of lighting solutions including ceiling lamps, floor lamps, portable lamps, table lamps, and wall lamps designed with Scandinavian aesthetics.
- Kitchen & Dining Accessories Comprehensive kitchen and dining accessories including cleaning, coffee and tea, cooking, drinkware, food storage, kitchen textiles, and tableware.
- Indoor Living Accessories Home accessories including candles and candleholders, cushions and throws, home decor, mirrors, office items, storage, vases and plant pots for interior styling.
Quantifiable outcome
- HAY introduced at 29CM Iguhome store resulted in 56%+ sales growth month-over-month
- +1 more outcomes
Companies that use HAY A/S
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles2 records
HAY A/S technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
HAY A/S partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered flagship and core.
- Jasper MorrisonflagshipBritish product designer Jasper Morrison collaborated with HAY on the 'Market Bag' outdoor cooking and living collection featuring stainless steel firepits, cooking utensils, hammocks, cushions, and folding furniture. Morrison is described as 'the master of everyday objects' by HAY founders.
- SelfridgescorePremium UK department store Selfridges serves as retail partner for HAY's Market Bag outdoor cooking and living collection, positioning HAY products within upscale retail environment.
- MoMA Design StorecoreHAY's Hay Outdoor Market by Jasper Morrison collection featuring 35 outdoor products is available at MoMA Design Store and online, positioning HAY within the curated design retail environment of the Museum of Modern Art.
- Tencent CarbonXmadecoreHAY partnered with Tencent's CarbonXmade program to launch market-ready carbon-sequestering foam furniture, turning captured CO2 into everyday products as part of sustainable innovation initiative.
- 29CM/MusinsacoreKorean commerce platform 29CM (operated by Musinsa) introduced Danish design brand HAY at their Iguhome Seongsu store in Seoul. Foreign customers accounted for 56% of sales during March-May period, and sales rose 56%+ compared to previous year.
- MillerKnoll CollectiveflagshipHAY is a brand within the MillerKnoll global design collective, a leading global furniture company with $3.7 billion in net sales in fiscal year 2025. MillerKnoll includes brands such as Herman Miller, Knoll, Muuto, Colebrook Bosson Saunders, and NaughtOne.
- Naoto FukasawacoreJapanese product designer Naoto Fukasawa, known for his design philosophy focused on objects that give users a feeling of 'rightness' and harmony, has collaborated with HAY on furniture, lighting, and everyday objects over his four-decade career.
- Ronan BouroullecflagshipFrench designer Ronan Bouroullec designed the Palissade Cantilever family for HAY, hot-galvanized steel outdoor seating that debuted at Clerkenwell Design Week 2026.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
HAY A/S competitors and assessment
Company assessmentDirect peers
- Muuto: Danish contemporary furniture and accessories brand, also part of the MillerKnoll collective. Comparable product architecture across seating, tables, lighting, and accessories, with a similar Scandinavian design language and overlapping designer collaborations.
- Fritz Hansen: Iconic Danish premium furniture manufacturer (Series 7, Egg, Swan). Competes with HAY in the design-conscious residential and contract segment and co-exhibited at 3daysofdesign 2026.
- Carl Hansen & Son: Danish heritage furniture maker known for Hans Wegner designs. Targets a similar premium residential and contract audience and was a fellow exhibitor at Copenhagen's 3daysofdesign 2026.
- Gubi: Danish design house producing furniture, lighting, and accessories spanning mid-century and contemporary aesthetics. Overlaps HAY in premium residential and hospitality channels with comparable pricing.
- Normann Copenhagen: Danish design brand with a parallel contemporary furniture, lighting, and accessories portfolio. Comparable D2C-plus-retail distribution model and accessible-premium price positioning.
- Audo Copenhagen: Danish design brand (formerly Menu) offering furniture, lighting, and accessories with a minimalist Nordic aesthetic. Direct overlap on categories, designer collaborations, and contract/hospitality buyers.
- House of Finn Juhl: Danish collector-grade furniture maker. Competes in the design-conscious premium tier and was a co-exhibitor with HAY at 3daysofdesign 2026.
- Fermob: French outdoor and metal furniture specialist. Closest direct peer to HAY's Palissade, Hee, and other outdoor collections, with overlapping hospitality and residential outdoor channels.
Broad incumbents
- Knoll: Sister brand inside the MillerKnoll collective with a much larger modernist contract furniture portfolio. Competes for the same B2B/architect customers and overlaps in tables, seating, and outdoor.
- Vitra: Swiss-owned design furniture company with deep designer collaborations (Eames, Bouroullec). Overlaps with HAY in premium residential and contract channels and at design events globally.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
HAY A/S social profiles
Digital presenceHAY A/S financial estimates
Financial estimateRevenue estimate
Valuation estimate
HAY A/S leadership team
Management profileNumber of profiles
Profiles2 records
HAY A/S funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HAY A/S M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about HAY A/S
What does HAY A/S do?
HAY A/S designs, manufactures, and sells contemporary Danish furniture, lighting, and home accessories across residential and commercial markets. The product portfolio spans indoor and outdoor seating, tables, beds, storage, ceiling/floor/table/portable/wall lighting, and kitchen, dining, and lifestyle accessories. HAY distributes through its own e-commerce (hay.com), physical HAY Stores, dedicated B2B platform (hayb2b.com), and global showrooms serving both consumers and design professionals.
Is HAY A/S a public or private company?
HAY A/S is a private company. It is classified as corporate owned and is currently operating.
When was HAY A/S founded?
HAY A/S was founded in 2002. It employs 251 to 500 people.
Where is HAY A/S based?
HAY A/S is headquartered in Horsens, Denmark, in the Europe region.
How does HAY A/S make money?
Four revenue lines are on record. Furniture and Seating Sales are the primary driver. The others are lighting Products, accessories and Home Goods and B2B/Professional Sales.
Who are HAY A/S's main competitors?
Direct peers on record are Muuto, Fritz Hansen, Carl Hansen & Son, Gubi, Normann Copenhagen, Audo Copenhagen, House of Finn Juhl and Fermob. Broad incumbents are Knoll and Vitra.
Does HAY A/S have an API?
No public API is recorded for HAY A/S.