The story about Hübsch

With a dream of building something unique and with a passion for good design, Hübsch was formed in 2010 by Flemming Hussak, Jannie Krüger and Daniel Henriksen. Since then, Hübsch has grown in size and is today regarded as one of Scandinavia’s leading home interior brands.

Smile today. Smile tomorrow.

At Hübsch we care about tomorrow, today.

We recognise that everything we do as a design company has an impact on the environment.

That is why we at Hübsch constantly try to find new and better ways of designing and developing our products, continuously focusing on approved and sustainable materials, placing high demands on ourselves and our partners in terms of fair and healthy working conditions and supporting our local communities.

We know that we are not saving the world, but try to do better, day by day, to reduce our ecological footprint and to be proud of what we do.

We call this Hübsch Care, well because, we do. We care about tomorrow, today.

Our four core values

Hübsch is based on four core values, defined by our employees, and each value has a strong influence on everything we do.


Hübsch was founded on the motto where happiness lives, and happiness is still a keyword deeply rooted in the company.


Freedom with responsibility is a key part of our daily life, and all parts of the company depend on each other. We take responsibility for what we do and expect our partners to do the same.


Knowledge sharing, honesty and good communication are paramount values. Both internally and externally, we encourage everyone to share their inputs for us to develop as a company.


Hübsch is a small community on its own in which we use each other’s strengths and pull together as a team. We are also part of both a local and international community to which we wish to contribute the most.


Hübsch has an ambition of using only sustainable and traceable wood.

In 2020, we began a journey with the process of implementing FSC certified wood in all wood products.

All new designs and reproduction of existing designs will be produced with FSC certified wood, and by time our stock will be cleared of all non-certified wood.

FSC is a global non-profit forest certification system promoting the responsible management of the world’s forests, protecting them for future generations. The organisation works against deforestation, protects animals and plants, and ensures that foresters receive decent wages, proper training and safety equipment.

Our license number is FSC®-C157880.


Hübsch has an ambition of only using textiles that are sustainable and safe from a human-ecological perspective.

In 2020, we introduced OEKO-TEX® in many of our textile products, and we aim to have only OEKO-TEX® certified textile products by 2022.

OEKO-TEX® is a worldwide association of independent institutes for product safety and sustainable production in the textile industry. Products certified with OEKO-TEX® do not contain any toxic or allergic substances.


The Hübsch Lifestyle series was launched in 2019. It consists of hand cream, dish wash and hand soap, and is produced in Denmark and certified by ECOCERT®.

The products are completely free of parabens, synthetic dyes and minimum 95% of the plant content is organic. Furthermore, the packaging is 100% recyclable.

ECOCERT® is one of the largest organic certification organisations and inspection bodies in the world and one of the best-known labels in the field of standardisation regarding natural cosmetics.


We want to work with suppliers that live up to the same high standards as we set for ourselves to ensure proper standards in the factories. We strive to maintain a close and solid relationship with our suppliers, and we frequently visit the factories to guide and support our suppliers.

To ensure this, we aim to only work with suppliers that have already implemented BSCI auditing at the factories or is in the process of doing so.

BSCI is a leading supply chain management system that supports companies to drive social compliance and improvements within the factories in their global supply chains.

Local community

Despite our international focus, we have a strong connection to our local community.

We try to use local business partners in our everyday work as much as possible. We enjoy collaboration with small, local companies with whom we can grow together.

We support the local community in terms of sponsorships to e.g. local sports clubs and charitable events.