HAY

HAY democratizes Danish design with the About A Chair collection, priced at $399 per unit, which is 75% less than the $5,000-per-chair high-end pieces it references. Founded in 2002, the brand collaborates with design luminaries like the Bouroullec brothers while using smart manufacturing to keep costs low. Its annual production exceeds 500,000 units, and the 2018 Target partnership caused a panic among designers who prized its exclusivity. HAY offers a bolder aesthetic than #3 West Elm, with 30% higher design innovation ratings, though it remains more niche in availability.