HAY or Ferm Living, or both? How to choose between two of Denmark's best

It's a question we are asked often in the shop.

HAY and Ferm Living are two of the most loved names in Scandinavian design, both Danish, both brilliant, and both likely to end up in your basket sooner or later.

Rather than pit them against each other, it helps to understand what each brand does best, because once you do, the answer for most homes is a little of both. Here's how to choose.

You can browse the full ferm Living collection and all HAY collections any time, and we have a wider guide to Scandinavian design brands if you want the bigger picture.

The quick answer

Choose Ferm Living if you lean towards calm, organic and tactile, soft earthy tones, natural materials and sculptural shapes that make a room feel grounded and considered.

Choose HAY if you want colour, energy and clever everyday objects, playful, functional pieces that bring a contemporary lift to a space.

Choose both, which most people eventually do, because a calm Ferm Living base and a few joyful HAY accents are a genuinely lovely combination. More on how to mix them below.

What they have in common

Before the differences, it is worth saying how much they share. Both are Danish, both sit at the accessible, design-led end of the market rather than the rarefied one, and both are built to last and to stay out of fashion's way.

Buy from either and you are buying considered, quality contemporary design, which is why they sit so naturally side by side on our shelves.

Ferm Living in a nutshell

Founded in Copenhagen in 2006 by Trine Andersen, Ferm Living designs across the whole home, furniture, lighting, vases, textiles and tableware. The feel is organic and tactile, with soft, earthy palettes, natural materials and gently sculptural shapes, plus a real commitment to sustainability, including a growing range of textiles made from recycled plastic.

It is the brand to reach for when you want a room to feel calm, warm and grounded. The Ripple glassware is its modern classic and a perfect first piece, while the furniture anchors a room beautifully.

HAY in a nutshell

Founded in 2002 by Rolf and Mette Hay, HAY set out to make good contemporary design accessible and joyful, drawing on Danish furniture heritage but with a lighter, more playful spirit.

It is best known for colour, clever everyday objects and a long run of brilliant designer collaborations, from the Jasper Morrison Outdoor Market range to the Barro and La Pittura collections. Its accessories are also where many people start, the cheerful Colour Crates, tins, glasses and kitchen pieces that add personality without much outlay. It is the brand for a hit of character that still feels grown up.

The differences at a glance

In mood, Ferm Living is calm and earthy where HAY is bright and energetic. In palette, Ferm Living leans into soft naturals and muted tones, while HAY embraces bold, happy colour. In what they do best, Ferm Living shines for the considered backdrop of a room, the furniture, lighting and larger pieces that set a tone, while HAY excels at the everyday objects and pops of colour that bring it to life. 

And as an easy way in, HAY tends to offer the lower entry point, with small accessories from just a few pounds, whereas Ferm Living's smallest treats like a soap dish or brass spoon are still a lovely, affordable start.

Which should you choose?

If you are styling a calm, pared back home and want pieces that feel warm and grounding, start with Ferm Living. If you love colour, or you want an affordable, cheerful gift or a first design piece, start with HAY. For a small space, HAY's accessories let you add design in small doses, while a single Ferm Living vase or light can be the one considered thing that lifts a whole room. And for gifting, both are excellent, HAY for playful crowd pleasers, Ferm Living for something unexpected.

Why not both? How to mix them well

This is where it gets fun, because the two brands were practically made to be combined. Use Ferm Living for the calm foundations, a sofa, a light, an earthy vase, then let HAY bring the joy on top, a colour crate of magazines, a bright tin on a shelf, a set of coloured glasses on the table. A neutral Ferm Living base makes HAY's colour sing, and HAY's playfulness stops a pared back room feeling too serious. If you are building a home slowly, this is the easiest, most forgiving way to do it.

Buying HAY and Ferm Living in the UK

We stock both brands in depth, and have been an official Ferm Living stockist since 2014. As a UK retailer we ship across the UK daily and now to the USA and Northern Ireland too, so you avoid the long waits and customs charges of ordering from the Continent. Every order is packed by hand with a note, gift wrapping is available, and if you are in Edinburgh you can see both brands side by side in our shop and use free Click and Collect. Browse ferm Living and HAY to start.

Common questions about HAY and Ferm Living

To finish, the questions we are asked most when people are deciding between the two.

Are HAY and Ferm Living both Danish?

Yes. Both are Danish design brands based in Copenhagen, HAY founded in 2002 and Ferm Living in 2006.

What is the difference between HAY and Ferm Living?

In short, Ferm Living is calmer and more earthy, with organic shapes, natural materials and soft tones, and is strongest for furniture, lighting, kitchenware and the considered backdrop of a room. HAY is bright and more playful, known for colour, clever everyday objects and designer collaborations.

Which is more affordable, HAY or Ferm Living?

Both are accessible, but HAY tends to offer the lower entry point, with small accessories from just a few pounds. Ferm Living's smaller pieces, like a soap dish or brass spoon, are also an affordable way in.

Which is better for a gift?

Both are excellent. HAY is great for a playful, affordable crowd pleaser, while Ferm Living suits something really considered or unexpected. A Ferm Living Ripple glass, set of candles or vase, or a HAY colour crate, wash bag or butterdish make lovely gifts.

Can you mix HAY and Ferm Living in the same room?

Absolutely, and they work beautifully together. Use Ferm Living for calm foundations and HAY for pops of colour and personality on top.

Where can I buy HAY and Ferm Living in the UK?

Lifestory stocks both in depth and has been an official stockist for 11 years. We ship across the UK and to the USA and Northern Ireland, or you can visit our Edinburgh shop.