Heller

What Heller does

Heller is a modern design furniture brand founded in 1971, specializing in indoor-outdoor furniture and accessories developed through collaborations with world-renowned architects and designers including Frank Gehry, Philippe Starck, Mario Bellini, Lella & Massimo Vignelli, Hlynur Atlason, Anna Dawson, and JUMBO Studios. The product portfolio is organized into named designer collections (Frank Gehry Collection, Bellini Collection, Vignelli Collection, Anna Dawson Collection, Hlynur Atlason Collection, JUMBO Collection) and the Hellerware sub-brand, which covers stackable, colorful dinnerware and accessories. Core products span seating (Fortune Chair, Limbo Chair, Gehry Easy Chair, The Bellini Chair, Bocca Sofa, Bluff Chair), tables and stools (Vignelli Cube, Gehry Left Twist Cube, SOS Stool), modular systems (Honeycomb Modular Shelving), and accessories (Swell Wall Catchall, Asti Ice Bucket, Excalibur Toilet Brush). Pricing ranges from $49-$299 for Hellerware pieces to $318.75-$2,000 for seating and sofas, with periodic promotional discounts (e.g., 15% off).

Heller operates a multi-channel go-to-market model consisting of direct-to-consumer e-commerce through hellerfurniture.com, a dedicated trade program for interior designers and architects with volume discounts, wholesale distribution through the Faire marketplace, retail partnerships via authorized dealers, and an outlet channel (Modern Outlet). Marketing is brand- and content-led, leveraging social media channels (Instagram, Facebook, Pinterest, TikTok, YouTube, Vimeo), email programs (Heller Cool), and designer-storytelling content on its website. The customer base spans retail consumers, trade professionals, and commercial buyers in hospitality, corporate, and multi-family residential segments. As of February 16, 2026, Heller was acquired by Haworth, a $2.57 billion USD global furniture maker headquartered in Holland, Michigan. Heller now operates within Haworth's Lifestyle portfolio alongside Italian design brands including Cappellini, Cassina, Ceccotti, Poltrona Frau, and Zanotta, and gains access to Haworth's global dealer network spanning more than 150 countries. Post-acquisition leadership: John Edelman transitioned from President & CEO to Creative Director (and concurrently became President of North and South America at Haworth Lifestyle); Andrew McPhee moved from COO to General Manager.

Name

Heller

Legal name

Heller

Website

https://hellerfurniture.com

Company type

Private

Founded year

1971

Operating status

Operating

Headcount range

1–10 employees

Short description

Heller is a modern design furniture brand founded in 1971, selling indoor-outdoor furniture, dinnerware, and accessories via designer collaborations with Frank Gehry, Mario Bellini, and the Vignellis. Acquired by Haworth in February 2026, it now serves consumers, trade professionals, and commercial buyers through DTC, wholesale, and a 150-country dealer network.

Ownership category

akta.pro rank

Product category

Modern Designer Furniture

NAICS

Furniture Retailers (449110), Home Furnishings Retailers (44912)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700), Retail-Furniture Stores (5712)

akta.pro primary industry

Dining Room Furniture Retail (Dining Tables, Chairs, Bar Stools, Buffets/Sideboards) (CRAIAAAB)

akta.pro secondary industry

Tabletop, Dining Décor & Entertaining Accessories Retail (Centerpieces, Serveware Décor, Place Settings) (CRAIACAE)

Keywords

• Modern furniture design
• Indoor outdoor furniture
• Designer furniture collections
• Stackable dinnerware accessories
• Contemporary home furnishings

Headquarters

HQ city

Westport

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Others

Revenue model

1. Direct Product Sales: Heller generates revenue primarily through direct-to-consumer sales of furniture and accessories via their e-commerce website, selling items ranging from chairs ($318.75-$1,700) to dinnerware sets ($49-$299).
2. Trade Program: Sales to trade professionals including interior designers, architects, and hospitality buyers through a dedicated trade program with potential volume discounts.
3. Wholesale Distribution: Wholesale sales through the Faire marketplace platform, enabling broader distribution to independent retailers.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

Heller designs, manufactures, and sells modern indoor-outdoor furniture and Hellerware dinnerware/accessories through designer collaborations with architects such as Frank Gehry, Mario Bellini, Lella & Massimo Vignelli, Philippe Starck, and others. Products include seating, benches, tables, shelving, and stackable colorful plastic dinnerware, sold via direct e-commerce, a trade program, wholesale on Faire, authorized retail partners, and an outlet.

Product overview

Heller Furniture is a modern accessible design brand offering indoor-outdoor furniture and accessories. The company operates as a single unified product portfolio organized into several designer collections (Frank Gehry Collection, Bellini Collection, Lella & Massimo Vignelli Collection, Anna Dawson Collection, Hlynur Atlason Collection, JUMBO Collection) and the Hellerware sub-brand for dinnerware and kitchen accessories. Products include seating (Fortune Chair, Limbo Chair, Gehry Easy Chair, Bellini Chair, Bocca Sofa, Bluff Chair), tables (Vignelli Cube, Gehry Left Twist Cube), accessories (Swell Wall Catchall, Asti Ice Bucket, Excalibur Toilet Brush), and Hellerware dinnerware (Max 1 Dinnerware Set, Maxmugs, Maxplates, Maxbowls). The brand was acquired by Haworth in February 2026 and is now part of Haworth Lifestyle alongside Italian design brands including Cappellini, Cassina, Ceccotti, Poltrona Frau, and Zanotta.

Differentiator

Problem solved

Functional benefit

Brands

• Hellerware: A collection of colorful, stackable dinnerware, mugs, bowls, and accessories designed by various designers.
• Frank Gehry Collection
• Vignelli Collection
• Bellini Collection
• Worry Free Plastics Regenerative Collection
• JUMBO Collection
• Hlynur Atlason Collection
• Anna Dawson Collection

Products and services

• Fortune Chair™ A stackable, colorful lounge chair in modern aesthetics, designed for indoor-outdoor residential and commercial use.
• Gehry Easy Chair An easy chair designed by Frank Gehry featuring bold sculptural form, part of the Gehry Collection for indoor and outdoor use.
• The Bellini Chair® A registered-trademark dining chair designed by Mario Bellini, featuring soft forms balancing bold design with comfort for residential and hospitality use.
• Bocca Sofa A sofa featuring bold sculptural forms in Heller's seating collection, for modern living spaces.
• Gehry Sofa A sofa from the Frank Gehry Collection featuring sculptural twisted forms for residential interiors.
• Vignelli Bench A bench designed by Lella & Massimo Vignelli featuring clean modernist design for indoor or outdoor use.
• Limbo Chair™ A lounge chair with distinctive sculptural form designed for indoor-outdoor use.
• ArcoBellini Chair A dining chair designed by Mario Bellini with an arched silhouette.
• Bluff Chair™ An accent chair designed for modern living spaces, suitable for indoor and outdoor use.
• Gehry Left Twist Cube A side table/stool featuring the signature twisted geometry of Frank Gehry's design language.
• Vignelli Cube A side table/stool from the Vignelli Collection featuring geometric modernist design.
• SOS Stool A versatile stool/side table designed for multiple uses.
• Honeycomb Modular Shelving Modular shelving system that serves as a customizable canvas for displaying and organizing items.
• Swell™ Wall Catchall A wall-mounted catchall designed by Anna Dawson, inspired by ocean shapes, functioning as both storage and sculptural art.
• Asti Ice Bucket An ice bucket originally designed by Sergio Asti in 1972 that chills bottles, arranges flowers, or serves as sculptural decor.
• Max 1 Dinnerware Set A complete 25-piece stackable, colorful dinnerware set from the Hellerware collection.
• Maxmugs Colorful stackable mugs from the Hellerware dinnerware collection.
• Maxplates 9.75" Large 9.75-inch dinner plates from the Hellerware collection featuring colorful stackable design.
• Maxplates 7.5" Small 7.5-inch plates from the Hellerware collection featuring colorful stackable design.
• Maxbowls Bowls from the Hellerware dinnerware collection featuring colorful stackable design.
• Max 2 Cups & Saucers Set of 12 cups and saucers from the Hellerware collection.
• Excalibur Toilet Brush A bathroom accessory from the Hellerware collection with distinctive design.
• Thuma + Heller Max Breakfast Set A collaborative breakfast set combining Thuma and Heller Max dinnerware.
• Frank Gehry Collection Furniture collection designed by Frank Gehry featuring his signature sculptural, twisted forms suitable for indoor and outdoor use.
• Bellini Collection Furniture collection designed by Mario Bellini and Claudio Bellini, featuring soft forms balancing bold design with human comfort.
• Lella & Massimo Vignelli Collection Furniture collection designed by Lella & Massimo Vignelli featuring clean modernist geometric forms, now available in new colors.
• Hlynur Atlason Collection Furniture collection designed by Hlynur Atlason.
• Anna Dawson Collection Furniture collection designed by Anna Dawson, featuring organic shapes inspired by ocean surfing.
• JUMBO Collection Furniture collection designed by JUMBO Studios.
• Worry Free Plastics Regenerative Collection A sustainable collection featuring regenerative plastics for environmentally conscious consumers.

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered core and minor.

• HaworthcoreStrategic or Co-development Partner · 16 February 2026Heller Furniture was acquired by Haworth, a global furniture maker headquartered in Holland, Michigan, with reported sales of $2.57 billion USD. Under the acquisition, John Edelman transitioned from President & CEO to Creative Director while Andrew McPhee (former COO) became General Manager. Heller brand joins Haworth Lifestyle portfolio alongside Italian design brands including Cappellini, Cassina, Ceccotti, Poltrona Frau, and Zanotta.
• ThumaminorStrategic or Co-development PartnerCollaborative product partnership resulting in the 'Thuma + Heller Max Breakfast Set', combining Thuma's bed frame expertise with Heller's Hellerware dinnerware collection.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Design Within Reach: Heritage DTC retailer of authentic modern designer furniture. Closest comparable in go-to-market: designer-collab catalog, trade program, multi-channel retail. Now part of MillerKnoll.
• Knoll: Iconic American designer furniture brand (MillerKnoll) with similar museum-grade catalog (Saarinen, Bertoia, Florence Knoll) and contract/residential channels. Direct strategic comparable for Heller's positioning.
• Article: Modern DTC furniture brand selling design-forward mid-priced seating, tables, and case goods direct to consumers. Comparable in target consumer (modern design-conscious) and digital-first GTM.
• Floyd: Direct-to-consumer modern furniture brand targeting design-conscious millennials/Gen Z. Comparable in DTC motion, accessible price points, and modular/aesthetic-forward positioning.

Broad incumbents

• Cassina: Italian heritage designer furniture maker, now a Haworth Lifestyle sister brand alongside Heller. Comparable in designer-collab catalog, premium positioning, and contract/residential channels.
• Cappellini: Italian experimental designer furniture brand within Haworth Lifestyle. Comparable in avant-garde designer collaborations and gallery-like presentation; broader European distribution.
• Poltrona Frau: Italian luxury furniture maker (Haworth Lifestyle sister) known for leather seating. Comparable in craft heritage, premium pricing, and contract/hospitality channels.
• Crate & Barrel: Large modern home furnishings retailer with broad seating, dining, and accessories assortment. Comparable in serving design-conscious consumers at accessible price points, though at much larger scale.
• West Elm: Williams-Sonoma brand specializing in modern, design-forward home furnishings. Comparable in aesthetic positioning (mid-market modern design) and multi-channel retail, including trade program.

Emerging players

• Thuma: Direct-to-consumer bed frame and bedroom furniture brand that has collaborated with Heller on the 'Thuma + Heller Max Breakfast Set'. Comparable as DTC design-forward emerging player; smaller catalog focused on bedroom.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@HellerFurniture
• Facebookfacebook.com/hellerinc
• Instagraminstagram.com/hellerfurniture
• Pinterestpinterest.com/hellerfurniture
• TikToktiktok.com/@hellerfurniture

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Heller