Stitching together a Norwegian design success story in New York

‘The timing could not be better, as Norwegian design is gaining popularity in the US. High quality and sustainable design matter to many American consumers – and that is exactly what they find in Norwegian design products,’ says Antonio Raposo, Senior Adviser at our New York office.

In 2023, ten Norwegian companies travelled to New York through our Global Growth programme, designed for Norwegian companies looking to expand. Over three intensive days, doors opened, deals were made and valuable connections were forged with key players, including distributors, retailers, editors and PR agencies. They returned home with valuable advice, new knowledge and strong networks – a solid springboard for entering the US market.

More and more quality-conscious Americans are discovering Norwegian design, with demand growing rapidly thanks to its natural materials and focus on sustainability. Eikund, for example, designs furniture using sustainably sourced wood, as well as leather and textiles with a low environmental footprint. Lundhs offers premium worktops and tiles made from natural stone quarried in Larvik.

‘In recent years, the US has become the largest export market for Norwegian design, with growth outpacing that of European markets. This is probably because Norwegian design products resonate strongly with Americans,’ says Raposo.

Inspired directly by the trip to New York and the 2023 Global Growth programme, five of the participating companies are now organising an exclusive design event. Oslo First will take place on 10–11 June, hosted by Eikund, Hadeland, Norsk Dun, Lundhs and Heymat.

‘The trip to the Big Apple marked the start of our international expansion, which now continues with Oslo First. It is not just about showcasing products, but also about strengthening relationships with the American retailers and buyers who are now travelling across the Atlantic from New York to Oslo,’ says Raposo.

The Norwegian hosts will welcome 30 renowned American retailers and buyers to Oslo for a two-day showcase of Norwegian design and craftsmanship, before they continue to the international 3 Days of Design fair in Copenhagen. Participants will experience Norwegian hospitality through guided tours of the capital’s design landmarks and an exclusive mini trade fair.

‘This is a fantastic and unique opportunity to showcase Norwegian design and build a strong foundation for exporting our design products to the US,’ says Jørgen Tengesdal, CEO of Eikund and spokesperson for the companies organising the event.

– We believe this initiative will not only raise the profile of our services, but also pave the way for long-term growth and collaboration. Since the buyers are already heading to 3 Days of Design in Copenhagen, why not invite them to Oslo first?

The design event is one of the outcomes of the Norwegian government's export reform, 'All of Norway Exports', which includes a focus on Norwegian manufacturing and design. The reform aims to increase Norwegian exports excluding oil and gas by 50 per cent by 2030.

The initiative has received support from the Federation of Norwegian Industries, the Norwegian Consulate General in New York City and us at Innovation Norway. We have a particular responsibility for achieving the goals of the 'All of Norway Exports' reform.

The 'All of Norway Exports' initiative aims to increase Norway's export revenues by 50% by 2030. Join the national export initiative for design and manufacturing by registering at businessnorway.com. Here, you can collaborate with key stakeholders, gain industry insights and learn more about the new 'Made in Norway' label

Norwegian design creates a harmonious, balanced atmosphere by drawing inspiration from natural materials, shapes and fibres. This approach brings nature indoors, creating spaces that feel balanced and deeply rooted in the natural world.

Eikund works with natural materials because they are more environmentally friendly and leave a smaller ecological footprint. The wood is sustainably sourced and fully traceable, while the leather and textiles are certified based on natural processes that reduce the use of chemicals. Transparency is at the heart of Eikund's values, including where its materials come from, how they are processed and which quality standards apply.

Lundhs is the leading supplier of premium natural stone from Larvik, Norway. Marketed under the Lundhs Real Stone brand, the stones are sophisticated and luxurious, while offering unrivalled durability and resistance to everyday wear and tear. They are used as surface materials in private homes, hotels, restaurants, shops and public buildings, and are now available through a network of distributors in North America, Canada and other markets.

Heymat draws inspiration from shapes and fibres found in nature, resulting in a freer, more organic look than a typical doormat. The surface of the carpet tiles is made from 100 per cent recycled PET plastic, while the rubber backing contains 20 per cent recycled materials.

Norvigroup Norsk Dun is a beacon of sustainable craftsmanship. Known for its award-winning sustainability initiatives, the company is leading the industry towards a greener future. Its fully traceable, ethically sourced European down offers peace of mind alongside outstanding quality.

Hadeland Glassverk is one of the world's leading artisan glass manufacturers, with a proud commitment to quality and sustainable production. Its glass designs draw on traditional techniques passed down through generations of craftspeople, using only the finest materials to ensure its products last for many years.