A Danish design brand operating within the European interiors sector has steadily refined its position through product clarity, functional design, and a distinct visual universe. Established in 2013 and restructured in 2017, it has developed with the ambition of aligning itself with some of the most recognisable names in contemporary design. The focus has remained on balancing originality with commercial relevance in a competitive international market.
This next phase is marked by structured growth, expanded facilities in Copenhagen, and integration into a wider group framework. Speaking about this evolution, Thomas Heunicke, Chief Commercial Officer at Gejst, reflects on how the brand's identity has been shaped by ambition, product discipline, and a clear sense of direction rather than rapid reinvention.
© GejstThomas Heunicke, Chief Commercial Officer at Gejst
Brand origins ambition
The brand's development began with a straightforward intention: to build something that could hold its own in a rapidly expanding Nordic design landscape. Drawing on experience from earlier design ventures, the founding team aimed to create a label with stronger international relevance and a clearer identity.
'Gejst was founded originally back in 2013 and version 2.0 in 2017 as the brand we all know today,' says Heunicke. 'We wanted to build a new major design brand in the same level as Ferm Living, Hay, Muuto, Normann and &tradition.'
Rather than chasing scale alone, the ambition was also about standing apart. Heunicke points to the importance of clarity in positioning within a crowded market.
'We saw that with higher focus on quality, originality and functionality we could be more unique,' he says.
Product led dna
At the centre of the brand is a simple but consistent belief: strong products come first. That principle continues to guide how collections are developed and selected.
'It all starts with the good product,' says Heunicke. 'We have had an eye for selecting the right designs that can stand out in their category.'
He explains that every product is considered through a balance of price, quality, functionality, and originality. This combination has become a defining framework for the brand's development process.
'Products that could stand out in their category with advantages on price, quality, multifunctionality and originality,' he says.
Alongside product development, there is also a conscious effort to build a coherent visual identity. For Heunicke, this is what helps translate the product thinking into a recognisable brand universe. 'It is also about a strong defined visual strategy and content that makes the universe distinctive for Gejst,' he adds.
© Gejst
Growth through DDI Group
Joining DDI Group represents a shift designed to support acceleration rather than change direction. For Heunicke, the partnership is about strengthening existing momentum across multiple areas of the business.
'Becoming part of DDI Group means we aim to grow the brand faster than organic development in recent years,' he says. 'We want to maintain momentum on product development, distribution and brand awareness.'
The long term ambition is to broaden the brand's offer across accessories, small furniture, furniture, and lighting, creating a more complete interior portfolio.
'The goal is to be a full covering supplier across those categories,' Heunicke explains. 'At that point having a greater fan base globally and establishing ourselves as a well known global design brand.'
Copenhagen showroom vision
Alongside strategic growth, there is also a physical shift underway. The company has moved into larger premises in central Copenhagen, bringing showroom and office together in one space.
'We have moved to larger facilities in the centre of Copenhagen, creating a cool and elegant showroom and office,' says Heunicke. 'The new showroom supports the vision for the brand.'
Set to launch during 3 Days of Design, the space is positioned as both a working environment and a point of connection with partners and visitors. It reflects a more open and present way of working, closely tied to how the brand sees itself today.
© Gejst
Outlook
Looking ahead, the focus remains on steady expansion supported by stronger distribution and continued product development. The move into a group structure and investment in physical presence both reinforce a more international outlook.
At the centre of it all, however, the thinking stays consistent and grounded in product. 'Building a great design brand it all starts with the good product,' he notes.
More information:
Gejst
HI-Park 415, Hammerum,
7400 Herning
[email protected]
www.gejst.com
+45 77 99 00 12
Denmark
