by The 2 Danish upholstery brands will be showing in Space 300 of 220 Elm
HIGH POINT — Danish sofa-bed and occasional chair specialist Innovation Living has acquired Danish sofa brand Hestbaek and will be showing its newly expanded lineup at the October High Point Market.
With the purchase, customers in the U.S. will now be able to purchase sofa-beds and daybeds that reflect Hestbaek’s “classic Danish minimalist styling” and receive special-order product within roughly 18-20 weeks.
“Hestbaek is an established brand, previously sold in various markets, but not as widely distributed as Innovation Living,” said Tomas Nielsen, Innovation Living’s vice president of sales, North America. “The timing was perfect because Hestbaek’s portfolio complements our existing offering and can be seamlessly integrated into our global operations, allowing us to expand our range without disrupting our current structure. Our goal is to bring Hestbaek to the world through our existing global setup.”
While the acquisition occurred in March, this will be the first time Innovation Living will be showcasing the line at the High Point Market. The two brands will show in Innovation’s showroom in Space 300 of 220 Elm.
At market, the company will show five Hestbaek designs, which Nielsen said represent “the full range of comfort levels, different textile options and different styles, including a variety of arm designs.”
Since the acquisition, Nielsen said the company has been “initially focusing on servicing existing customers, then gradually integrating the brand into our ecosystem. This transition requires careful product development: Moving designs between production sources involves adapting specifications, rigorous testing and ensuring consistent quality. Thanks to this meticulous approach, the transition has gone smoothly, and we are now ready to roll out the brand globally and what better place to do that than High Point.”
“We are always looking for opportunities to expand globally, and when a prospect aligned with our existing markets, production, logistics and service setup presented itself, we knew we couldn’t pass it up — adding Hestbaek to the Innovation Living Group,” Nielsen added. “Innovation Living is a well-established international sofa-bed specialist, selling in more than 90 countries, and Hestbaek adds a supplementary layer of style, comfort and functionality to our current assortment. As a leading global sofa-bed specialist, offering a wide and deep selection that fits every taste and lifestyle is essential.”
Nielsen described the Innovation Living brand as featuring contemporary sofa-sleepers with Scandinavian designs.
“Our collection has been shaped by our global presence and the need to fit the tastes of different markets,” he said, adding, “Hestbaek strengthens our assortment by introducing that iconic, timeless Danish minimalism — creating a clear distinction from our existing lines while still complementing them.
“For our customers, this means a broader selection — they now have access to sofa-sleepers that combine functional versatility with enduring, classic style, making it easier to find designs that suit both lifestyle and space requirements.”
Nielsen noted that sofa-sleepers in the Innovation Living line are priced for all budgets, with its current U.S. stocking program starting at $1,495 retail up to large sectional sleepers retailing at $5,995. He said the Hestbaek line falls within the same range, depending on “comfort level and textile coverings.”
He noted that as a global company, Innovation Living has production facilities around the world, “which gives us a much needed flexibility in today’s challenging and unpredictable market.”
He estimated, however, that nearly 90% of its U.S. sales come from its own factory in western Ukraine and by next year this will reach 100%. He added that the Hestbaek line also will be produced in the company’s Ukraine plant.
“The craftsmanship ensures well-designed, high-quality products, while the current 10% import tariff into the U.S. allows us to offer competitive pricing without compromising on design or quality,” Nielsen said. “This combination of superior production and cost efficiency makes our Ukrainian operations a strong asset for both Innovation Living and Hestbaek.”
The Innovation Living line is distributed from its U.S. warehouse, with some 130 SKUs in stock and ready to ship to dealers around the U.S. In addition to a wide mix of styles, the company offers a special-order program, Nielsen said, adding that the Hestbaek line will be distributed from the same warehouse.
“Many U.S. retailers are already familiar with Hestbaek products, but in the past, logistics and lead times made it challenging to achieve strong sales,” he said. “By leveraging our established U.S. logistics network, we can now offer all dealers landed, competitive pricing and a reliable delivery time. This ensures Hestbaek products are as accessible, predictable and easy to sell as our Innovation Living line.”
