Three strong, independent brands

Swedish company RH Form, Danish RBM and Norwegian HÅG were acquired by the Swedish private equity company Ratos, in 2007. They were then merged into a single group which changed its name in late 2008 to Scandinavian Business Seating. All three office chair manufacturers had long traditions within development, production and sales on the domestic Scandinavian market, and in Europe.

Scandinavian Business Seating represents integration of the companies and continuation, clarification and strengthening of their individual market positions in various segments of the office chair market.

HÅG, RBM and RH products are based on Scandinavian values, and are leading representatives for Scandinavian furniture design.

All products project a common Scandinavian identity:

• User-oriented, functional design with optimum use of materials.
• The right quality at the right price.
• A balance between ergonomics and aesthetics, characterised by elegance and simplicity.
• The most environmentally-correct products at this time.

The above result in furniture from all three brands with modern, Scandinavian personalities which set them apart in a market which features so many different product types.

Clear design concepts
Despite the same basic philosophy, each brand has its own design philosophy and concepts directed at a range of buyer groups. Scandinavian Business Seating carried out aggressive product development in 2009 by developing and establishing new concepts for HÅG, RBM and RH. The product portfolio was also optimised and clarified in accordance with the group’s design philosophy. The main features of the philosophy are to:

• Develop clear, differentiated brand positions internally within the Scandinavian Business Seating portfolio and in relation to their competitors
• Develop unique differentiated brands, each with recognisable brand characteristics
• Build all brands on four cornerstones:
  
  
  • Visual design
  • Dynamic ergonomics
  • Quality
  • Environmental-awareness