Extended range boosted marginal income ratio and doubled sales.

Challenge – limited appeal
Market analyses and reports from the company's own sales staff highlighted that it was not making the most of the opportunities for increasing its sales of meeting room chairs. HÅG's existing selection in this segment was too limited and it was not attracting new groups of targeted customers either. The European market for office furniture in both the private and public sector is characterised by stiff competition among a large number of suppliers.

Solution – solidly lightweight
Based on the HÅG Conventio model, an extensive collection of colourful plastic chairs was designed in 2006. A new plastic seat and back were developed using the existing technical base, projecting an image that had associations with the lightness of a bird and its wingspan. An upholstered support was developed for additional comfort, which can simply be attached to the seat and back. The supports are available in HÅG's entire textile range. The collection is extensive and the chairs are provided with and without supports or arm rests. There is also a stackable variety or a height-adjustable, gas-lift model.

Result – more of everything
Sales for the HÅG Conventio collection have been holding stable, while the figures have been supplemented by the turnover from the Wing model since its launch in 2006. Since 2006 sales for the Conventio and Conventio Wing collections have increased by 100% and 80% in terms of volume and value respectively. This has generated a significant increase in revenue, and the marginal income ratio has increased by 12%. The HÅG Conventio Wing collection has revitalised the entire segment, highlighting that design expertise offers the potential to generate increased value.

Category: Product design

Company: HÅG as

Design: Peter Opsvik as

Award / year: Design Effect Award - 2009

Category: Recipients