In our work and products, we have great attention to quality, responsibility and the aim to search for new ways to improve our operations with responsibility in mind. These key words encompass a wide range of focal areas such as our commencement of working towards more considered practices, business ethics and ensuring the well-being and rights of our staff. You can download our CSR Policy here.

 

Our design promises

In our search for new designs and concepts, we handpick our collection based on the following design principles: A touch of innovation, a meticulous level of detail, honesty and simplicity anchored in our Scandinavian design heritage.

To ensure that we present a coherent brand universe, we have formed ten principles - our Design Promise. These should be considered and reflected in every step of the design selection process. The principles are developed upon our brand DNA, vision and aim to embrace our ongoing transition towards becoming a more responsible organisation. 

 

THE TEN DESIGN PRINCIPLES

1. The design should evoke a ‘love at first sight’-feeling

2. The design must offer a ‘touch of innovation’ in form, function, or choice of material

3. The design shall fit into our existing collection or embrace the development of the brand

4. The design must differentiate significantly from the existing designs presented at the current market

5. The material must be evaluated - any possible way to use recycled materials has to be considered

6. The design must be able to stand on its own and in a contemporary context

7. The design must serve a clear purpose and functionality

8. The design must not cannibalise another WOUD product

9. The construction of the design must be carefully thought through to, for instance, reduce the box volume and enhance the user experience

10. There should be an opportunity to add a responsible element or aspect to the design

  

Guiding principles

To act determined and yet realistic, we have carefully selected areas where our green progression begins. In the following, we will introduce our three guiding principles towards this green transition briefly. 

Packaging Packaging has been a key focus, and we have made significant progress in creating more responsible solutions. By working closely with our suppliers, we have phased out polystyrene, introduced circular and recyclable materials, and optimised packaging volume and use. Moving beyond the throw-away culture, we continue to refine our approach.
Materials Our second guiding principle relates to our work with more sustainable and innovative materials, to lessen our impact on the environment. We believe that the most sustainable products are those that have a long life cycle. But to gain complete insight into the carbon footprint of the individual design, we have to start at the very beginning of the cycle - namely, the raw materials and the utilisation of them.
Development and design We are committed to responsible development, focusing on innovative resource utilisation and inspiring our surroundings. With our suppliers, consumers, and other stakeholders in mind, we continuously seek ways to optimise production processes and material use. As part of this commitment, we have developed HIDN Design Language, a framework designed to refine manufacturing processes and minimise material waste. Beyond optimising our own production, HIDN is also a tool for education, allowing us to share our insights with design students and contribute to shaping the next generation of designers. This approach is also embedded in how we design for disassembly, ensuring that components can be replaced, repaired, or recycled. Spare parts are available for key elements, making it easy to extend the longevity of our designs.

 

 

CODE OF CONDUCT

Our products are designed to last. This in itself eases the pressure on the environment. We do our utmost to ensure that our suppliers are socially responsible and operate within the highest ethical standards. Our manufacturers and suppliers must adhere to our code of conduct before production starts. The code of conduct ensures that our products are made in a responsible way with fair conditions for the employees and the environment. Read our full Code of Conduct here. 

 

TEN PRINCIPLES

It is paramount to us that we act in a responsible and respectful way and thus, our work is carried out according to the ten principles presented on the United Nations' Global Compact Initiative:

HUMAN RIGHTS

1. Business should support and respect the protection of internationally proclaimed human rights

2. Make sure that businesses are not complicit in human rights abuses

LABOUR

3. Businesses should uphold the freedom of association and the effective recognition of the right to collective bargaining

4. Elimination of all sources of forced and compulsory labour

5. Effective abolition of child labour

6. Elimination of discrimination in respect of employment and occupation environment

ENVIRONMENT

7. Businesses should support a precautionary approach to environmental challenges

8. Undertake initiatives to promote greater environmental responsibility

9. Encourage the development and diffusion of environmentally friendly technologies

ANTI-CORRUPTION

10. Businesses should work against corruption in all its forms, including extortion and bribery

  

 

AESTHETIC SUSTAINABILITY

We believe that the most sustainable products are those that have a long life cycle. This is often achieved through the utilisation of quality materials, a timeless expression and the emotions that the design can evoke. If a product emotionally affect us and remain in good condition, we want to keep it for our whole life and maybe even pass it on as a heritage.

We call this aesthetic sustainability.

The items in our collection are created with the intention of keeping their functionality and elegant appearance as time passes. Our products are not seasonal items made to be replaced or thrown out when fashion changes. The simple and modern expression along with the quality materials are made for use - for many years to come.

 

QUALITY. IMPROVEMENT. RESPONSIBILITY

 

 

INNOVATIVE MATERIALS

Our environmental business practices are based on integrity, transparency and responsibility, which correlate to the core values of our brand; honesty and simplicity.

We source raw materials with the greatest care and view longevity as an integral part of the Scandinavian design tradition. Our work with thoughtful and innovative materials is to lessen our impact on the environment. With these small initiatives and actions, we are aware that we are not 100% where we would like to be. We believe that these actions and ambitions are small steps in the right direction. A direction we will focus much more on in the years to come.

 

 

OUR PEOPLE

Our employees are our greatest asset, and we value a workplace built on openness, teamwork, and a flat hierarchy. As a family-run business, we foster a culture where everyone is heard and collaboration is key.

While our roots are local, our partnerships with sales representatives and suppliers around the world create a culturally diverse and internationally connected work environment. When welcoming new team members, we employ people based on competence and skills - irrespective of age, sex, race, religion or ethnicity.