What Hay does

HAY is a Danish contemporary furniture, lighting, and home accessories brand founded in 2002, operating as a wholly-owned subsidiary within the MillerKnoll collective (NASDAQ: MLKN). The company designs and sells products across three principal categories — furniture (seating, tables, storage, beds, and outdoor), lighting (pendant, floor, table, wall, and portable lamps), and accessories (bathroom, bedroom, kitchen and dining, outdoor living, travel, and office) — built on collaborations with internationally acclaimed designers including Ronan and Erwan Bouroullec, Jasper Morrison, Stefan Diez, Hee Welling, and Doshi Levien. Iconic collections such as Palissade, Mags, Quilton, and New Order (with an online configurator) form the design backbone, and recent launches including the Deville Collection (≥60% post-consumer recycled aluminium) and HAY Dogs signal continued category expansion.

The business operates a hybrid go-to-market combining direct-to-consumer sales via hay.com e-commerce and physical HAY Stores with a dedicated B2B contract sales force targeting business, hospitality, care, education, and public-sector clients. North American professional procurement is routed through MillerKnoll's enterprise channel, while the HAY B2B portal (hayb2b.com) and a dedicated [email protected] contact serve the contract market. Pricing is unit-based across the catalog with no disclosed subscription or recurring component, and revenue streams break down into furniture, lighting, and accessories hardware sales alongside dedicated contract sales. The brand participates in major international design events (Fulton Market Design Days, 3daysofdesign, New York, London, Milan) and is led by Andrea Owen as Chairperson of the Board of Directors; the company is headquartered in Horsens, Denmark.

Name

Hay

Legal name

HAY

Website

https://hay.com

Company type

Private

Founded year

2002

Operating status

Operating

Short description

HAY is a Danish contemporary furniture, lighting, and home accessories brand founded in 2002, serving both residential consumers and commercial/contract clients as a wholly-owned subsidiary within the MillerKnoll collective (NASDAQ: MLKN).

Ownership category

akta.pro rank

Product category

Contemporary Furniture Design

NAICS

Furniture Retailers (449110), Household and Institutional Furniture and Kitchen Cabinet Manufacturing (3371), Upholstered Household Furniture Manufacturing (337121), Household and Institutional Furniture Manufacturing (33712)

SIC

Household Furniture (2510), Retail-Home Furniture, Furnishings & Equipment Stores (5700), Retail-Furniture Stores (5712)

akta.pro primary industry

Bedroom Furniture Retail (Beds, Dressers, Nightstands, Armoires) (CRAIAAAC)

akta.pro secondary industry

Decorative Storage & Baskets Retail (CRAIACAF)

Keywords

• Contemporary furniture design
• Danish design lighting
• Outdoor furniture collections
• Modular shelving systems
• Designer home accessories

Headquarters

HQ city

Horsens

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Operations, Infrastructure

Revenue model

1. Furniture Sales: HAY generates revenue primarily through direct sales of furniture products including seating (chairs, sofas, stools, benches), tables (dining, coffee, conference, desks), and storage solutions.
2. Lighting Sales: Sales of lighting products including ceiling lamps, floor lamps, portable lamps, table lamps, and wall lamps.
3. Accessories Sales: Revenue from accessories including bathroom products, bedroom items, kitchen & dining, travel accessories, and outdoor living products.
4. Contract/Professional Sales: B2B sales to professionals in business, hospitality, care, education and public sectors through direct project engagement.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

HAY designs and sells contemporary furniture, lighting, and home accessories for residential and professional interiors. The portfolio spans seating (chairs, sofas, stools, benches, bar stools, lounge chairs), tables (dining, coffee, conference, desks), storage/shelving, beds, wardrobes, outdoor furniture, ceiling/floor/table/portable/wall lamps, and accessories (rugs, cushions, vases, kitchenware, travel bags, pet products). Products are developed in collaboration with internationally renowned designers.

Product overview

HAY is a Danish furniture and design company that operates as a platform of complementary product portfolios rather than a single unified product. The core offerings span three main categories: Furniture (including seating collections like chairs, bar stools, lounge chairs, sofas, stools, and benches; table collections including dining, coffee/side, conference/high tables, and desks; storage solutions like shelving systems, cabinets, and wardrobes; beds; and extensive outdoor furniture), Lighting (featuring ceiling/pendant lamps, floor lamps, portable lamps, lamp shades, table lamps, and wall lamps), and Accessories (bathroom essentials, bedroom linens, storage crates, pet accessories, rugs, candles/candleholders, cushions/throws, vases, office accessories, kitchen & dining items, outdoor living accessories, and travel bags). Notable furniture collections include the Layout Chair Collection, Palissade Collection, About A Chair (AAC), Soft Edge, J-Series, Deville Collection, and New Order Shelving System by Stefan Diez. HAY collaborates with renowned international designers and is part of the MillerKnoll collective, offering sustainable LED lighting and products designed for both residential and contract/commercial markets.

Differentiator

Problem solved

Functional benefit

Products and services

• About A Chair (AAC) Collection Popular seating collection offering multiple chair variants for residential and commercial interiors including living rooms, offices, and hospitality settings.
• MAGS Sofa Collection Modular sofa collection for residential and professional living spaces, available in multiple configurations and upholstery options.
• Quilton Sofa Collection Modular and customizable sofa system designed by Doshi Levien for contemporary living spaces, available with optional lift functionality.
• Layout Chair Collection Modular chair collection with configurable options designed for diverse residential and contract interior settings.
• Soft Edge Collection Seating collection featuring chairs, stools, and bar stools with soft curved edges, suitable for residential and contract interiors.
• J-Series Collection Contemporary chair collection offered in multiple colour options for residential and commercial interiors.
• Palissade Collection Iconic outdoor furniture collection designed by Ronan and Erwan Bouroullec, featuring visual simplicity and core strength for natural or urban landscapes, including chairs, benches, sofas, and tables.
• Palissade Cantilever Collection Lighter expression of the Palissade outdoor range featuring a floating cantilever frame, available in chairs, armchairs, dining armchairs, and lounge chairs.
• Palissade Cord Collection Outdoor collection with recycled polyester cord handwoven onto steel frames, offering dining armchairs, benches, lounge chairs, sofas, and chaise longues with a softer aesthetic.
• Deville Collection Contemporary outdoor bistro-style collection of chairs, armchairs, and tilt-top tables made from at least 60% post-consumer recycled aluminium, lightweight and rust-resistant.
• Balcony Collection Outdoor furniture collection by Ronan and Erwan Bouroullec made of durable steel with slender squared forms and circular cutouts for airflow and drainage.
• Traverse Collection Outdoor furniture collection by Erwan Bouroullec with die-cast aluminium frames and heat-treated ash slats, including chairs, tables, benches, and stools that develop a patina over time.
• Hee Collection Steel-wire furniture collection by Hee Welling that is stackable and weatherproof, available in a wide assortment of colours for indoor and outdoor contexts including bars, restaurants, public spaces, and homes.
• Crate Collection Outdoor furniture collaboration with Rietveld Originals relaunching Gerrit Rietveld's 1934 wooden shipping crate design, crafted in solid pine with water-based lacquered finish.
• Weekday Collection Outdoor benches and tables designed by Hannes & Fritz, featuring water-based, weather-resistant surface treatment and an impromptu seating concept.
• New Order Shelving System Versatile shelving and table system by Stefan Diez with open-grid construction, configurable storage and workspace solutions for domestic and professional environments.
• HAY Colour Crate Stackable, collapsible storage crates made from 100% recycled post-consumer plastic, with optional lids and wheels for organising spaces throughout the home.
• HAY Dogs Collection Pet accessories by Holly Golightly including food storage, treats, travel blankets, harnesses, beds, collars, leashes, rope toys, and bowls for dog owners.
• Outdoor Market by Jasper Morrison Curated outdoor essentials by Jasper Morrison including folding furniture, BBQ items, hammocks, canopies, coolers, picnic accessories, and cooking utensils, with a straightforward and uncluttered style.
• Terrazza Collection Versatile outdoor accessories including parasol bases and covers, cushions, folding seat cushions, tablecloths, and air quilts for comfort and colour outdoors.
• Aplat Table Lamp Table lamp by CPRV available in two sizes (400 and 660) for residential and contract interiors.
• Host Portable Lamp Portable and weatherproof lamp collection designed for indoor and outdoor environments.
• Apex Lamp Series LED lighting series including table lamp, floor lamp, desk lamp, and desk clip lamp variants with sustainable and energy-efficient design.
• HAY Rugs Collection Designer rugs combining textures and nuances for unique character, including Haze Rug, 3 Colour Rug, Shift Kelim Rug, Check Rug, Moiré Runner, Pinocchio, and various door mats.
• Vases & Plant Pots Vase and plant pot collection including brightly-coloured glass, textural stoneware, and ultra-thin porcelain designs.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core, flagship and minor.

• MillerKnollcoreStrategic or Co-development PartnerHAY is a brand within the MillerKnoll collective (NASDAQ: MLKN), a global collective of design brands that also includes Herman Miller, Knoll, Muuto, DWR, NaughtOne, Maharam, and Geiger. This relationship provides HAY with global distribution capabilities, manufacturing expertise, and cross-brand collaboration opportunities.
• Ronan and Erwan BouroullecflagshipStrategic or Co-development PartnerFrench designer brothers Ronan and Erwan Bouroullec have created signature collections for HAY including the Palissade outdoor collection and Balcony collection. Their work represents some of HAY's most iconic and successful product lines.
• Jasper MorrisoncoreStrategic or Co-development PartnerBritish designer Jasper Morrison collaborated with HAY on the Outdoor Market collection, a curated selection of outdoor living essentials including furniture, cooking equipment, and accessories designed in Morrison's characteristic straightforward and functional style.
• Stefan DiezcoreStrategic or Co-development PartnerGerman designer Stefan Diez collaborated with HAY on the New Order shelving and table system, a versatile modular system designed for contemporary lifestyles suitable for domestic and professional environments.
• Doshi LeviencoreStrategic or Co-development PartnerDesign studio Doshi Levien created the Quilton sofa collection for HAY, featuring modular and customizable seating solutions for contemporary living spaces.
• Hee WellingcoreStrategic or Co-development PartnerDanish designer Hee Welling created the Hee Collection for HAY, featuring sturdy steel wire furniture suitable for indoor and outdoor use, known for stackable and weatherproof designs.
• Hee WellingcoreStrategic or Co-development PartnerDanish designer Hee Welling created the Hee Collection for HAY, featuring sturdy steel wire furniture suitable for indoor and outdoor use in bars, restaurants, public spaces, and homes.
• Gerrit Rietveld (Rietveld Originals)minorStrategic or Co-development PartnerHAY collaborated with Rietveld Originals to relaunch the Crate Collection, originally designed by Dutch architect Gerrit Rietveld in 1934. The collection is crafted in solid pine with water-based lacquered finish for outdoor settings.
• Julien RenaultminorStrategic or Co-development PartnerDesigner Julien Renault created the Deville Collection for HAY, a contemporary outdoor bistro-style collection made from at least 60% post-consumer recycled aluminium.
• Hannes & FritzminorStrategic or Co-development PartnerDesign duo Hannes & Fritz created the Weekday outdoor collection for HAY, originally designed as impromptu seating solution and refined into benches and tables for outdoor use.
• HAY Dogs by Holly GolightlyminorStrategic or Co-development PartnerHolly Golightly designed the HAY Dogs collection featuring functional and visually appealing pet accessories including beds, bowls, harnesses, leashes, and toys.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Muuto: Sister brand within the MillerKnoll collective offering Scandinavian contemporary furniture, lighting and accessories for residential and contract interiors. Most directly comparable to HAY on product mix, price tier, target customer and design-led positioning.
• Stellar Works: Design-led furniture brand producing contemporary collections that bridge Asian craftsmanship and Western design vocabulary. Comparable to HAY on designer collaborations and residential/contract customer overlap.
• Normann Copenhagen: Danish design brand offering furniture, lighting and home accessories with a contemporary Scandinavian aesthetic at accessible price points. Closely comparable to HAY on product breadth, customer base and design-led go-to-market.
• Audo Copenhagen: Danish design brand offering furniture, lighting and accessories formed by the merger of Menu and by Lassen. Comparable to HAY on contemporary Scandinavian aesthetic, multi-category portfolio and residential/contract customer overlap.
• Gubi: Danish design brand spanning lighting, seating, tables and accessories with strong designer collaborations (e.g., GamFratesi, Greta Grossman). Directly comparable to HAY on designer-led collections and contemporary Scandinavian positioning.
• Montana Furniture: Danish modular furniture and storage brand (Designer Peter J. Lassen). Comparable to HAY on Danish design heritage, residential/office customer overlap and emphasis on modular systems.
• Carl Hansen & Søn: Danish heritage furniture manufacturer known for Wegner and other modernist designs. Comparable to HAY on Danish design DNA, premium price positioning and overlap in residential and contract interiors, though with a more heritage-led portfolio.
• Fritz Hansen: Iconic Danish premium furniture and lighting brand (Series 7, Egg, Swan). Directly comparable on Danish-design heritage, premium price positioning and overlap across seating, tables and lighting for residential and contract markets.
• &Tradition: Danish contemporary design house producing furniture, lighting and accessories that blend heritage and contemporary designers. Comparable to HAY on multi-category portfolio, designer collaborations and premium Scandinavian positioning.

Broad incumbents

• Vitra: Swiss design furniture major with deep designer collaborations (Eames, Bouroullec, Prouvé) spanning residential, office and contract markets. Comparable to HAY on designer partnerships and contemporary design positioning, but with a broader and more global footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubevimeo.com/haydesign
• Xx.com/HAYdesign
• LinkedInlinkedin.com/company/hay

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Hay