Company Profile FERM LIVING COMPANY PROFILE. Made with love. Danish Design

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1 Company Profile FERM LIVING COMPANY PROFILE Danish Design Made with love

2 [adj. to be a dab hand at something, especially crafts] v

3 A sincere passion for design, craftsmanship, and aesthetics was the essential element in the foundation of ferm LIVING back in From our base in Copenhagen, we have developed a distinctive and confident design during the years bringing life and beauty to your home. We believe in always challenging ourselves when creating collections ranging from accessories over furniture to lighting. We create contemporary looks with a touch of mid-century charm that cherish our Scandinavian design heritage. Subtle designs for every corner of your life emerge from a continuous exploration of our unique design DNA. We design products for the little candid moments in everyday life. And we love what we do. Everyday Moments

4 A conversation with founder & creative director Trine Andersen We design the things that are missing in our lives Retracing the steps of ferm LIVING s development from one woman s idea to a success story of an internationally acclaimed design brand is a journey that takes us through the trends of Scandinavian design and underlines the importance of staying true to yourself. Trine Andersen, the founder and creative director of ferm LIVING, is proud to see what her idea back in 2006 has grown into: How the creation of the wallpaper, she wanted in her own place turned into a respected brand of accessories and furniture for the entire home. ferm LIVING s simple design reflects their recipe for success: We just placed one foot in front of the other and very organically grew bigger, making every step of the way feel natural. It was more of an easy flow forwards than it was a sprint after a fixed set of goals, Trine Andersen says. In a business of rapid changes, changing trends, and new brands popping up every week, staying true to the core of one s business is essential. And from this principle, the design DNA of ferm LIVING grew, she tells: We design on a foundation of our personal wants and needs. We all have families, kids, and homes to decorate, and so we don t produce or design anything we wouldn t want to live with ourselves. To navigate within the field of design, we set up a few fix points from which we move forward. We create designs for modest spaces and everyday life, meaning that functionality is at the heart of our designs. Although moving forward, ferm LIVING has kept a graphic profile as the common thread in the collections throughout the year. Where, in the beginning, the graphic element was very explicit and came in forms of print with circles, triangles, or natural motifs, today it is more understated: We have maintained our graphic identity, only now with a different expression. In our most recent collections, the graphic edge is present as a texture, a silhouette, or geometry. We play with contrasts and structures. Colour has, therefore, always been important to us in our creation of an expressive and pleasant atmosphere, Trine explains right before summing up what kind of brand ferm LIVING is and will become: We design within a recognisable universe, but we want to be the brand that doesn t just present what our customers expect. It s a part of our DNA to keep surprising with a new direction, object, or atmosphere.

5 We design within a recognisable universe, but we want to be the brand that doesn t just present what our customers expect. It s a part of our DNA to keep surprising with a new direction, object, or atmosphere.

6 Collections Our universe is made up of two collections: ferm LIVING and ferm LIVING KIDS. We release a new collection in each category biannually; one Spring/Summer collection, one for Autumn/Winter. Although separate, and with vastly different aims and functions, it has always been our goal to reach a symbiotic design, in which the kids accessories and objects, furniture, and textiles from the LIVING collection speak the same language. In our opinion, you don t need a grand house to have a grand home, and so we have modest spaces in mind whenever we design a new product. Functionality and aesthetics are inseparable, and an integral part of what we do. We strive at a simple and light design for everyday use with a characteristic expression, reflecting our classic, Scandinavian design heritage.

7

8 We Care It s a natural part of who we are to take good care of the origin of our products, so we create our products in line with traditions of craftsmanship, in honest materials and with a keen eye for detail. By honest materials, we think of clean, real commodities with a minimal impact on the environment.

9 We believe in first impressions, which is why we give our packaging, care labels and hangtags a special touch. We put a lot of thought into choosing the look, materials, as well as the design of our packaging. A significant result of this is that we used recycled cardboard for all boxes and hangtags. This way, we believe, our products will tell a story from the second you pick it up that will grow into a dear belonging when the designs find their new place in a home. Inside Out

10 IDENTITY We want to create a recognisable ferm LIVING universe that creates settings and makes our customers imagination soar. A key ingredient in this process is original visual merchandising that turns every display in stores of our retailers into a unique part of our universe. Our collections tell little stories, and we wish for our displays to communicate them in a way that inspires to homes that reflect the family s taste and preferences.

11 Distribution ferm LIVING has no physical store but more than 1000 retailers worldwide. And with help from a team of local agents and our sales team, we are growing every day.

12 Let s connect Head office ferm LIVING ApS Laplandsgade 11 DK-2300 Copenhagen S fermliving.com PR & Marketing Agents & Distributors Our collections are full of good stories that we tell every day on our social media platforms. We want to convey a sense of how our products are conceptualised, manufactured and how they can be styled. We express this with carefully chosen images and illustrations, inspiring our customers to personalise their home interior. Instagram Facebook Pinterest Web Newsletter France Modern Living modernliving.fr Germany, Austria & Switzerland Agentur Pedersen GbR agenturpedersen.com Italy Select Nordic Benelux Kolk en Kolk +31 (0) kolkenkolk.nl Norway Pure Agency pureagency.no Spain Caprichos Daneses caprichosdaneses.com UK & Ireland Modern Wares David Heasman USA ScanTrends scantrendsusa.com

13 fermliving.com

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