Hem showcases expanded product line at first US pop-up in New York
Swedish furniture company Hem has opened its first US shop in New York City, hoping to tap further into the American market with a pop-up in Soho.
Hem – which is Swedish for "home" – set up its temporary retail space on the ground floor of a development at 325 West Broadway, with the aim to broaden its customer base in the city.
The normally online-only brand is showcasing a variety of its furniture and home accessories, created in collaboration with designers from all over the world.
"The NYC pop-up marks an exciting step for the brand," said Hem co-founder Petrus Palmér, who started the brand in Stockholm in 2014.
"Hem was founded with the aim of democratising quality design and we are thrilled to highlight our brand's mission and products to the creative New York community with a physical retail space in the design-centred neighbourhood of Soho."
The pop-up includes designs from the 2017 collection, as popular products released since the brand started. Visitors can also receive demonstrations of Hem Pro – an online tool for interior designers that allows them to place orders at discounted prices. Currently there are over 500 Hem Pro users in New York City.
"The collection spans over 300 products available in 34 nations, with the largest market being the US," said Petrus, who added that Hem's biggest sales come from New York City.
The 2017 collection draws influences from exotic plants, with new green and blue version of some designs, as well as tones of beige and burnt orange. "The entire collection is very seventies," said Hem product designer Svenja Diekmann.
Updates to furniture pieces to make them more sustainably produced, and a range of carpets, were also introduced this year.
Hem's modular Palo sofa now comes in an oatmeal-coloured 70 per cent virgin wool. The couch design is based around a metal frame with removable struts, with components that be customised and rearranged.
The collection also includes two new textiles made from Dutch brand Febrik. The materials are made from a flame retardant polyurethane foam, with a backing knitted from a blend of wool and polyamide, giving the fabrics a soft squishy feel.
Other pieces in the pop-up include textured, acoustic wall panels made from recyclable materials by Swedish brand BAUX, which Palmer also runs, and small side tables made from enamelware and designed by British designer Max Lamb.
The Hem pop-up shop at 325 West Broadway is open from 27 October until 26 November 2017.
Photography is by Charlie Schuck.