Norway Design Companies Enter U.S. Market

March 3, 2021  by Laurie Northington in Business Strategy, Designer Weekly, Industry   

With the 2021 focus on the U.S. market, Norwegian interior design is poised to take its own distinctive place alongside the world’s appreciation of Scandinavian design.

Consumer and retailer appreciation involves not only the recognizable Nowegian look influenced by the northern skies and landscapes, nature’s colors and the native materials, but the manner in which they do business on behalf of their employees, the environment and the sustainable excellence of their products built to last. Norway, located at the top of the world, became a home for the crafts people and furniture makers in the 1940s and today has a thriving business making and exporting the Norwegian look.

The Norwegian Design Industry will introduce four innovative interior design brands and bring its innovative new lifestyle product launches to the U.S. marketplace, culminating in an appearance at the International Contemporary Furniture Fair (ICFF) in November. The chosen roster includes Dyfosit​,​ Fram Oslo​,​ Heymat ​and ​Northern​.

These four brands are exceptional examples of Norwegian producers. Each company is exemplary in their sustainable business practices, and the use of engineering technology and Norwegian native materials to manufacture and export their distinctive, modern look—inspired by the beauty of Norway’s natural surroundings. Their holistic approach to manufacturing, and their association with Norway’s leading designers, is the story behind each company.

Dyfosit​, ​by Sykkylven Stål AS, was launched successfully at the 2020 Stockholm Furniture Fair. In 2010, Sykkylven Stål AS started working on the idea of creating something new and unique as an interior functional system in furniture while maintaining their commitment to environmental and societal responsibility. This led to the launch of Dyfosit MK5 that will debut in the U.S. marketplace this year.

Fram Oslo is a family-owned Norwegian furniture and interior design company run by two sisters, Annette and ​Sunniva Hoff. It was ​founded to pay tribute to Norwegian design heritage inspired by Norway’s stunning natural wonders, and how function plays a vital role in design and all other aspects of Norwegian daily life. The company name, Fram Oslo, is evidence of their love for Norway. Fram means “forward” and is the name of history’s most famous polar ship. Like the great Norwegian explorers who moved the world forward, Fram Oslo’s mission is to bring Norwegian design into more homes around the world—rooted in tradition, but developed for the modern home.

Heymat produces a collection of innovative and decorative mats that uniquely incorporate design, functionality, sustainability and maintenance. In addition to the stunning motifs inspired by Norway’s Northern Lights and natural landscapes, each mat is elevated to a work of art. Upcycling is a feature and the pile of a Heymat is produced by 100% recycled plastic bottles. For easy maintenance, the industrial techniques and materials allow the mat to absorb water and dirt and can be cleaned by machine washing at home. 

Northern is a pioneering new lifestyle brand launched by the award-winning design studio formerly known as Northern Lighting, with its debut collection appearing at the Stockholm Furniture Fair in 2018. Established by Ove Rogne, CEO and co-founder of Northern Lighting, Northern showcases the beauty of natural materials, classic sensibilities and an edgy approach to contemporary design in lighting, furniture and interior accessories.

The four brands have a retail presence in the U.S. at Design Within Reach, Design Milk, MOMA Design Store and select stores with a focus on Scandanavian design.