For Bill Carrig, the founder of Design Denmark, the affinity for Danish design isn’t just professional—it’s deeply personal.
What began with fairy tales and sailing legends has grown into a decades-long commitment to bringing the functional elegance and quality of Danish living to New Zealand’s hospitality spaces.
“My Danish journey, so to speak, started at an early age with the Hans Christian Andersen stories,” Carrig recalls. “Then came my passion for yachting—Paul Elvstrøm was a big inspiration. And later, when I reached legal drinking age—Tuborg beer! But it was really my first business trip to Denmark in the 1980s that seeded my love of Danish design and lifestyle.”
Design That Tells a Story
What makes Danish design so appealing to Carrig—and increasingly to New Zealand’s homes, cafés, hotels, and co-working spaces—is its compelling balance of beauty and utility.
“Danish design has a strong tag line—every design tells a story,” says Carrig. “It’s about function as much as form. And that’s what should set Danish furniture apart in the New Zealand market. It’s not just about looking good—it’s about delivering quality, longevity, and a design ethos that’s steeped in national pride.”
Carrig notes that the deep-seated quality of Danish craftsmanship mirrors the symbolism of the Dannebrog, the world’s oldest flag. “The Danes are proud of their heritage—and their design reflects that.”
Form Meets Function in Hospitality
While a chair may look good in a showroom, its real test is in the hustle of a busy café or restaurant. For Carrig, selecting the right furniture means prioritising durability, ergonomics, and user experience.
“Any spatial expert will tell you visual design is important—but it’s not the most important aspect of the dining experience,” he explains. “You need robust, functioning design that complements the space visually and supports comfort. Certified longevity is vital—it helps determine the true cost of ownership.”
He adds that ergonomics, particularly in seating, is something Danes do better than most. “They understand how critical the relationship is between the hips and under the armpits. Good ergonomics, like padded seats, lumbar backrests and appropriate seat dimensions, encourages patrons to stay longer, spend more, and return more often.”
Citing international research, Carrig points out that diners are likely to spend 20% more when seated comfortably, with a 15% boost in repeat visits.
Danish Trends: Sustainability With Substance
International trends in Danish furniture—especially sustainability—are also finding a receptive audience in New Zealand.
“Sustainability is a journey, not a destination,” Carrig states emphatically. “It’s one of the most bastardised words in marketing. People slap it onto their tagline like taking a shower, —it washes off.”
In Danish furniture, sustainability means long lifecycle design, repurposing at end of life, and responsible material use. “The Danes love nature—and it shows. Wood is everywhere in their furniture. It’s biophilic by nature and design,” he says.
He recalls a customer who brought Danish-designed veneered chairs with them from London. “After 25 years and three kids, the only thing that needed replacing were the spacers underneath. No veneer delamination, no paint chipping. That’s sustainability at its best— ‘do it once, do it right’.”
The Logistics of Importing Danish Design
Bringing Danish craftsmanship to the other side of the world is no small feat, particularly in today’s volatile global shipping and tariff climate.
“We purchase ex works,” Carrig explains. “That means we handle everything from the Danish warehouse to delivery here in New Zealand. And remember—we’re at the bottom of the world.”
Post-COVID complications, Suez Canal disruptions, and US tariff turbulence have all impacted logistics. “Life was gradually returning to the new normal—then came more global uncertainty. As they say, there’s nothing as constant as change.”
More Than Just Furniture: A Full-Service Approach
Carrig’s company has the ability to offer full-service support. We work closely with a number of specialised designers.
“As a nation, we’re not always good at accepting advice,” he says. “How many meetings do you go to where no one’s even carrying a notebook? Experience is still our greatest teacher, and we have 25 years of sourcing and design experience to draw on.”
Design Denmark works with a vast catalogue of Danish chair designs—no surprise given Denmark’s status as the most prolific chair-designing nation in the world.
Who’s Embracing Danish Design in NZ?
Danish design is being embraced across the board in New Zealand’s hospitality scene—from boutique hotels and high-end restaurants to co-working spaces and retirement villages.
“In hospitality, good furniture contributes to ambience, brand identity, and the guest’s overall perception,” Carrig says. “Flexibility in seating configuration is key, especially when catering to varying group sizes.”
He also notes the practicality of materials in specific settings. “In retirement villages, hygiene is critical. You’ll often see residents in fabric-covered chairs—but the arms should ideally be wood for easy cleaning. That kind of design thinking—where hygiene, ergonomics, and aesthetics all come together—is what Danish furniture offers.”
A Thoughtful Investment
For Carrig, the message is clear: “Invest in quality seating. Guests will feel more comfortable, linger longer, and perceive your venue as thoughtful, stylish, and intentional.”
And in the competitive world of hospitality, where every detail counts, that perception might just be the difference between a one-time visitor—and a loyal regular.