According to Rolf Hay

The thing to appreciate about Hay’s designs is how they feel at once familiar and somehow more inspired than what came before. Take, for example, the stone vases, now given a moody color-blocked twist, or the mirrors with some knick-knack storage built in, or the small wall shelf that also works as geometric decor.

According to Rolf Hay, who founded the company with his wife Mette in 2002, a lot of the products in the collection—and the slight “improvements” they implement—were inspired by Ikea’s supply chain. For example, the plank table took notes from the way Ikea’s popular Lack coffee tables are manufactured.