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After years of working as an industrial designer, Petrus Palmér had become frustrated with his industry. “The products are beautiful, the culture is amazing, the people are great, but how business is being conducted is old-school,” he says. “So, instead of complaining about it, I took matters into my own hands and started Hem to be a more progressive design company.”

Now entering its seventh year, the Stockholm-based furniture and accessories brand, which recently opened a New York outpost, continues to reflect that goal. “Most brands,” says Palmér, “are operating in a traditional business model, partnering with middlemen. That makes them distant, put on pedestals, merchandised and sold by other venues.”

Hem’s...
Hem Founder Petrus Palmér on Disrupting Design Retail

Fed up with the status quo, the Swedish furniture brand’s founder set out to shake up the design world with Hem’s direct-to-consumer model.

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