MAISON&OBJET

Softline Denmark Presents Scandinavian Furniture Designs at Maison & Objet 2019

Denmark-based furniture brand Softline presented five new furniture pieces during their latest showcase at Maison & Objet 2019 in Paris, France.

Among the label’s buzzworthy new mid-century modern-inspired furniture pieces are streamlined sofas, artistically-designed armchairs, functional ottomans, and more.

Finn H. Sorensen

The House Tipster Industry team spoke with Softline’s Managing Director Finn H. Sorensen to hear all about what makes the Scandinavian company run – and learn about its exceptional and unique origin story.

“We make lounge furniture for residential use, and contract use in hotels, offices, and so on,” Sorensen said. “We make sofas, lounge chairs, and footstools for beds as our main business. We make soft furniture, and high-quality pieces for lounge areas.”

The word “soft” in the Softline name refers both to the shapes and silhouettes of the furniture pieces – and the ultra cozy materials their pieces are made of.

Softline was originally established as an offshoot of the polyurethane foam company K. Balling-Engelsen, which supplied the Nordic furniture industry. From there, it has evolved into a brand that uses foam in modern and innovative home furnishings.

“The story is that we have grown off a foam factory,” Sorensen said. “They started to make furniture back in 1979 and decided to call it Softline because we specialized in foam and could work in all types of ways by cutting it in organic shapes, or squares, etc. Therefore, we are quite linked to foam, and Soft is a good name for us.”

To constantly deliver cutting-edge, high-end furniture pieces to its trend-savvy customers, Softline works with a creative team of global designers.

“We have our own house designers, but we also work with around 20-25 designers from all around the world,” Sorensen explained. “It’s a really important part of our business that they bring us a lot of new proposals every year. I think we get 300 new designs a year, and we develop eight to ten new products per year. It’s important for the business that we do a little bit like you’d do in the fashion business, coming [out] with a lot of new things every year. People need to see new trends and new things.”

Softline’s latest Maison & Objet show space is a wonderful representation of all that is new in the brand’s repertoire. Modern, trending colors decorating the booth and the newest pieces will catch your eye – and the striking furnishings will keep you pleasantly surprised.

“We’re also known to be colorful, and we use a lot of fashion colors,” Sorensen explained. “We have a stylist who combines the colors we present, and designers to make the stands to be modern when we show up. We’re lucky that for the moment, Scandinavian food, fashion, and design are popular around the world.”

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