Story
Salesco (Sales Cooperative) was established during the golden age of Danish Modern in the 1950s as a commercial alliance that supported the international success of Hans J. Wegner. At a time when traditional cabinetmakers could no longer meet the growing global demand, Salesco introduced an innovative system in which multiple manufacturers collaborated to manage export, distribution, and promotion collectively.
The cooperative model drew inspiration from Denmark’s highly successful agricultural cooperatives of the late 19th century. Salesco applied this principle to the furniture industry, allowing individual workshops to preserve their craftsmanship while unifying marketing, logistics, and branding. This structure elevated Danish furniture from locally crafted goods to a globally recognized design identity.
Five manufacturers played central roles in Salesco: Carl Hansen & Søn, Getama, A.P. Stolen, Ry Møbler, and Andreas Tuck. Wegner designed different types of furniture for each company, and Salesco integrated these pieces into a cohesive product portfolio with consistent quality and branding. This collaboration represented an ideal model of “division and integration” in the Danish furniture industry.
However, by the late 1960s, tensions grew between Salesco’s management—prioritizing commercial efficiency—and Wegner, who valued creative autonomy. Their conflict culminated in 1969, leading to the dissolution of the cooperative. Wegner shifted toward independent workshops such as PP Møbler. Still, the sales and distribution framework established by Salesco remains highly regarded as the foundation for Denmark’s furniture export model that continues today.
About
Year: 1950s–1969
President: Henning Foss-Pedersen
Designer: Hans J. Wegner
Manufacturer: Carl Hansen & Søn, Getama, A.P. Stolen, Ry Møbler, Andreas Tuck
Place: Copenhagen
History
1949: Hans J. Wegner begins collaboration with Carl Hansen & Søn and releases the CH24 “Wishbone Chair.”
1950: Wegner’s works gain strong recognition in the U.S., accelerating Danish furniture exports.
1951: Wegner wins the Grand Prix at the Milan Triennale, solidifying his international stature.
1952: The need for separating design/manufacturing from sales becomes evident; the idea of Salesco is formed.
1953: Five companies—Carl Hansen & Søn, A.P. Stolen, Ry Møbler, Andreas Tuck, and Getama—join the initiative.
1954: Salesco officially launches, centralizing the export and distribution of Wegner’s designs.
1955: Chairs such as the CH25 and CH30 become major successes in the American market.
1956: A.P. Stolen’s “Papa Bear Chair (AP19)” gains attention in high-end New York furniture stores.
1957: Ry Møbler introduces the RY25 sideboard series, added to Salesco’s export lineup.
1958: Andreas Tuck’s AT table series strengthens the dining furniture segment.
1959: Getama produces the GE290 sofa and GE375 easy chair, expanding upholstered furniture offerings.
1960: Salesco establishes distribution channels in London and New York and issues a unified catalog.
1961: Wegner secures a strong position in the American market with “The Chair” series.
1962: Internal disputes arise over profit distribution, revealing challenges in maintaining a unified brand.
1963: Henning Foss-Pedersen becomes Managing Director, strengthening commercial operations.
1964: Salesco presents at joint Scandinavian exhibitions, promoting a cohesive Danish design identity.
1965: Discussions begin about incorporating designers other than Wegner; he strongly opposes the move.
1966: Increased managerial intervention by Foss-Pedersen leads to growing dissatisfaction from Wegner.
1967: Getama temporarily withdraws from Salesco to prioritize its relationship with Wegner.
1968: Conflicts at the board level intensify; Wegner signals a possible split.
1969: Wegner formally leaves Salesco, and the cooperative effectively ceases operations.
1970: The “HW” mark is removed from the Salesco logo, replaced solely by the letter “S.”
1972: Andreas Tuck closes, signaling the collapse of the division-of-labor production model.
1974: A.P. Stolen goes bankrupt, partly due to the loss of Wegner’s design contributions.
1975: Carl Hansen & Søn decides to continue producing Wegner’s works independently.
1980: The Salesco model is academically reassessed as an early example of cooperative design management.
1990s: Salesco-related documents are rediscovered in Denmark, prompting renewed research.
2000s: Catalogs and labels from the Salesco period become valuable materials among collectors.
2010s: The Designmuseum Danmark holds the exhibition “Wegner and Salesco.”
Today: Salesco is recognized as a symbolic model bridging craftsmanship and industrialization in Danish Modern history.