Crafting a Norwegian design success story in New York

“The timing could not have been better, as Norwegian design is in vogue in the US now. High quality and sustainable design are important to many American consumers and that’s exactly what they find in Norwegian design products,” says Antonio Raposo, senior advisor at Innovation Norway’s New York office.

In 2023, ten Norwegian companies travelled to New York as part of the Global Growth programme run by Innovation Norway – the official Norwegian trade promotion organisation – together with its partners Norsk Industri - Designindustrien and the Royal Norwegian Consulate General in New York.

Walking through the doors Innovation Norway and its partners opened for them, the companies made productive contacts and signed agreements with important distributors, retailers, editors, PR agencies and more. In their luggage, they brought home good advice, new knowledge and strong networks – a solid springboard for conquering the US market.

More and more quality-conscious Americans are discovering Norwegian design, as demand for products fashioned from natural materials by companies focusing on sustainability is growing. Take, for example, Eikund, which designs furniture made with sustainable wood, leather and textiles with a small ecological footprint. Or Lundhs, which makes its high-end countertops and tiles from natural stone from Larvik, Norway.

“The US has become the largest export market for Norwegian design in recent years, and growth now surpasses the development in European markets. This is probably because Norwegian design products resonate with American consumers,” says Raposo.

Directly inspired by the New York trip in 2023, five of the participating companies (Eikund, Hadeland Glassverk, Heymat, Lundhs and Norvigroup Norsk Dun) – in close collaboration with Norsk Industri - Designindustrien and the Royal Norwegian Consulate General in New York – hosted an exclusive design event, Oslo First, in June 2024.

“The trip to the Big Apple was the starting point for these companies’ internationalisation journey, which continued at Oslo First. It’s not just about showcasing products, but about strengthening relationships with the American dealers and buyers who travelled across the pond from New York to Oslo,” says Raposo.

The Norwegian hosts welcomed 30 renowned US dealers and buyers to Oslo for a two-day showcase of the best in Norwegian design and craftsmanship, before the entourage continued on to Copenhagen for the international fair 3daysofdesign. Participants got to experience Norwegian hospitality, enjoying guided tours of the capital’s design landmarks and an exclusive mini trade fair.

“This was a fantastic and unique opportunity to highlight Norwegian design and build a strong foundation for exporting our design products to the US,” says Jørgen Tengesdal, CEO of Eikund and spokesperson for the organising companies.

“We believe that this initiative not only increased visibility for our services but will also pave the way for long-term growth and collaboration. When the buyers were travelling to 3daysofdesign in Copenhagen, anyway, why not invite them to Oslo first?”

Norwegian design creates a harmonious and balanced atmosphere by bringing nature into the indoor environment, drawing inspiration from natural materials, shapes and fibres and keeping sustainability foremost in mind. The organisers of the Oslo First event approach this in different ways.

Eikund fashions its furniture from natural materials because they are more environment-friendly and leave a smaller ecological footprint. The wood is sustainable with clear traceability, and leather and textiles are certified treated with natural processes that use less chemicals. Transparency is at the core of Eikund's values, including where the materials come from, how they are treated, and which quality standards apply.

Hadeland Glassverk is one of the world’s leading craft-based glass producers and is known for its quality and sustainable production. The company’s glass design is based on traditional techniques passed down by generations of craftsmen, and it uses only the highest quality materials to ensure that products last for years and years.

Heymat draws inspiration from shapes and fibres found in nature for its unique, organic-looking doormats. Meanwhile, the surface of the company’s carpet tiles for use in entrances of commercial buildings is made of 100 per cent recycled PET plastic, while the rubber backing consists of 20 per cent recycled materials.

Lundhs is the leading supplier of premium natural stone from Larvik, Norway, delivering water and flame-treated surfaces. The company’s materials exude sophistication and luxury, while providing unparalleled durability and resistance to daily wear and tear. The stone surfaces are designed for easy assembly and disassembly for future reuse.

Norvigroup Norsk Dun crafts high-quality duvets and pillows from fully traceable, ethically produced European down. The company strives to ensure the sustainability of its products, from materials and certifications to packaging and a circular return scheme.