Brand profile · Germany
HAY Revenue, search volume and competitors 2026
Danish furniture and home accessories brand from Copenhagen with stores in Germany, majority owned by MillerKnoll.
Fact sheet
- Founded
- 2002
- Founders
- Rolf Hay, Mette Hay
- Headquarters
- Kopenhagen (Dänemark)
- Employees
- ca. 400 (2016)
- Die Höhle der Löwen (German TV show)
- Did not appear
- Funding
- No venture capital known
- Investors
- Troels Holch Povlsen (Bestseller), MillerKnoll (Herman Miller)
- Funding rounds
- 2018: Minderheitsbeteiligung 33 Prozent, 66 million US-Dollar; 2019: weitere 34 Prozent, ca. 78 million US-Dollar
Background and milestones
Rolf Hay met Danish businessman Troels Holch Povlsen (Bestseller) and together they started a furniture company. The aim was to develop high-quality products at a reasonable price with leading designers.
- 2003
First collection at imm Cologne.
- 2018
Herman Miller acquires 33 percent for 66 million US dollars.
- 2019
Herman Miller raises its stake by a further 34 percent to a majority.
SWOT analysis of HAY
Editorial assessment based on the sources listed and the radar data.
Strengths
- With MillerKnoll as majority owner a large industry group stands behind the brand.
- Collaboration with renowned international designers supports the brand profile.
- Own stores and partners in Germany complement the online shop.
Weaknesses
- Current revenue figures are not publicly documented, the latest figures date from 2019.
- Part of the range sits in the mid to upper price segment for furniture.
Opportunities
- Home and design is a large market in Germany where a brand with about 18,100 monthly searches can build visibility.
- The group structure can expand sales through specialist retail and contract business.
Threats
- Strong competition from Scandinavian design brands and furniture retailers.
- The short brand name HAY can be confused with other search terms.
What is behind the demand?
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Sources
Frequently asked questions about HAY
How much revenue does HAY make?
HAY generated around 160 million US-Dollar in revenue in 2019 (partly documented). The full revenue history and a model estimate of organic revenue (brand vs. non-brand) are in the brand profile after login.
Who founded HAY?
HAY was founded in 2002 by Rolf Hay and Mette Hay. The company is based in Kopenhagen (Dänemark).
Was HAY on Die Höhle der Löwen?
No, HAY did not appear on the German TV show Die Höhle der Löwen.
Is HAY backed by venture capital?
No, there is no known venture capital funding for HAY. Shareholders include Troels Holch Povlsen (Bestseller) and MillerKnoll (Herman Miller).
How much does HAY spend on marketing?
HAY does not publish its ad budgets. What can be measured is how much demand the brand creates: brand searches show whether social media, ads and word of mouth are working. The higher that share, the less HAY has to pay for each visit.
How much revenue does HAY make through Google?
The model estimate combines brand searches and organic traffic of HAY with the niche's purchase intent, conversion rate and basket size. It separates brand revenue (people who already know HAY) from non-brand revenue (new customers via SEO). The figures are in the brand profile after login.
What would the organic traffic of HAY be worth as a Google Ads budget?
Every organic click replaces a paid one. Organic clicks times the keywords' cost per click gives the equivalent ad budget. The brand profile shows the organic traffic and ranking keywords of HAY after login.
How do I find out the SEO revenue of my own website?
With your free Visibly account, which also works on antonioblago.com, you connect Google Search Console and see which keywords and pages bring you clicks, split into brand and non-brand. That lets you run the same numbers for your own domain as shown here for HAY.
Want to make your own brand this visible?
In the sparring we review SEO, GEO and marketing together on a regular basis; for a market launch there is go-to-market.