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Hem

Hem describes its own brand by claiming that the collections are designed to perfectly adapt to contemporary lifestyle. The dynamism on the one hand and the need for relaxation on the other, are the two sides of the same coin on which HEM focuses to define its pieces. Chairs, tables, sofas and armchairs, lamps and many other furnishings characterized with style and functionality are the elements on which Hem focuses its attention. Customization and fast shipping are the hallmarks of a brand that works mainly via the Internet, to bring affordable design in all the homes of the world.
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HEM
Hem describes its brand by claiming that their collections are designed to perfectly adapt to the way people live today. The dynamism on the one hand and the need for relaxation on the other are the two sides of the same coin on which HEM focuses to define its pieces. Chairs, tables, sofas and armchairs, lamps and many other furnishings designed with style and functionality are the elements on which Hem focuses its attention. Customization and quick delivery are the hallmarks of a brand that works mainly via the Internet, to get the affordable design into homes all around the world.

A long history of trade
To fully understand the characteristics that make HEM a trendy brand despite its young age, it is necessary to start from afar. The founder of HEM is a name already well known in the e-commerce furniture sector. The founder and CEO of HEM Jason Goldberg is, in fact, also CEO of Fab.com, a company whose history is rooted in the online shop started several years ago, in 2011. Goldberg is one of the pioneers of the sale of furniture complements via the Internet and he has always bet on an extensive distribution network to offer innovative and affordable solutions in every part of the world. Fab was the fourth company founded by Jason Goldberg. Before that there were Fabulis, Socialmedian and Jobster (2004). This eclectic and visionary entrepreneur has driven business initiatives both for T-Mobile USA and with AOL Time Warner. His leadership skills have distinguished and refined through the experience of working for Bill Clinton at the White House, which he did for six years. The first task of Goldberg has been, in fact, the organization of Bill Clinton's campaign for the US presidency in 1992, when the businessman was only 20 years old. In 2009, following the sale of Socialmedian at XING AG, Goldberg has held the position of Chief Product Officer at XING, based in Hamburg, Germany.

The brand Hem was launched on September 30 2014 and it is the first high-end vertically integrated design company, designed from scratch, for online shoppers. Hem is the fifth company founded by Jason Goldberg, based in Berlin, but it has offices in several cities around the world such as Helsinki, New York, Pune, Stockholm, and Warsaw. HEM's development has been supported by tens of millions of dollars collected by artists such as Andreessen Horowitz, Atomic, Tencent, Menlo Ventures and today it is the first source of capital for its "mother" company Fab.com.

HEM: a global market
From everyday objects to real works of art to show off, Hem is able to satisfy different tastes and to offer original solutions, accessible from anywhere in the world. It is an emerging new category of household items, created with a great attention to detail, and yet sold at a very affordable price. Jason Goldberg, the charismatic and controversial champion of e-commerce, described Hem as the "Nike ID of tailored furniture", an idea that was born from the popularity of the furnishing sold on Fab. "What we're trying to do with Hem is what Warby Parker did with glasses, or Dollar Shave Club with shaving. We're trying to apply the same concept to furniture design." With so many different products and production lines, the competitive advantage of Hem in the reduction of prices without compromising the quality of the products. Thanks to fair prices and high-quality products, HEM quickly is becoming a benchmark in the field of interior furnishing. The creative director of Hem is Petrus Palmer, well known for his role in the Swedish design group Form Us With Love, which he runs alongside with other projects. He says about Hem: "We live in a world where everything is easy for anyone to get whatever via the Internet; but buying furniture is a little more complicated." And this is the aspect that HEM intends to change. Hem has started a revolution in which the consumer has much more choice and, above all, a lot more flexibility in the decoration of the house.
On the market there are several alternatives to meet the demand of consumers who want to save money without giving up a higher quality, an accurate design and authentic materials. It is a very interesting segment on which to focus and HEM is contributing to make high-end design available to everyone. The idea behind it is even more macroscopic: to change the way people approach design and the way they buy furniture.

The HEM collections
Among the items available in the first HEM collection there was only one object: the Hai armchair designed by Luca Nichetto: a piece that was originally added to a Nordic collection in 2013, with a minimalist metal frame and a flexible seatback that made it foldable so as to facilitate the storage and transportation. Then the table Alle was born, designed by Steffan Holm and realized through a Japanese technique of wood joint that allows to keep the legs tied to the base without the use of additional tools. Hem collections are all valuable and very interesting and the study of its designers is mainly based on issues related to the use of modern furniture, on how new behaviours will lead to a new demand that will make necessary new products. It is about expanding the sight to include all sorts of existing furniture element, from shelves to tables, from, modular sofas to lighting and any kind of accessory for the home.