Lassen, married into the Hansen family and later became Managing Director of the iconic Danish furniture maker before starting his own business, Montana, in 1982.Īs Joakim explained, however, his parents always instilled the importance of “doing something on your own and taking responsibility for it.” And with a passion for environmental issues, rather than joining his father’s business, he obtained a Master’s degree in human geography from the University of Copenhagen and spent the next ten years working as an environmental consultant in this field. In the early 1950s his father, the late Peter J. The great-great-grandson of Fritz Hansen who founded the Fritz Hansen company, Joakim Lassen is the fifth-generation of his family to work in the furniture trade. And today Montana cabinets, chairs and tables, as well as, shelves, wardrobes and mirrors are found in living rooms, bedrooms, bathrooms, and even commercial buildings, across Europe.Īs the business approaches its 40th anniversary, we chatted to Managing Director Joakim Lassen about Montana’s plans to launch online, as well as the challenges of staying visible and relevant in the digital age. Lassen, consisting of 36 modules, 4 depths and 42 colours, continues providing endless possibilities to incorporate storage solutions in the home. Its famous storage system, designed by founder Peter J. Montana Furniture has been a feature of the Scandinavian living space for over 30 years.
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