HAY

Danish design without the $5,000 chairs. Target collab exposed the secret.

The Danish brand that brought Scandinavian design out of the $5,000-per-chair stratosphere and into something approaching affordability. Founded in 2002 by Mette and Rolf Hay, the company collaborates with designers like the Bouroullec brothers and Muller Van Severen but keeps prices accessible through smart manufacturing. Their About A Chair collection sits in design offices worldwide. When Target partnered with HAY in 2018, designers panicked — their secret was out.

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