Swedish furniture company Hem has opened its first US shop in New York City, hoping to tap further into the American market with a pop-up in Soho.

Hem ? which is Swedish for "home" ? set up its temporary retail space on the ground floor of a development at 325 West Broadway, with the aim to broaden its customer base in the city.
The normally online-only brand is showcasing a variety of its furniture and home accessories, created in collaboration with designers from all over the world.

"The NYC pop-up marks an exciting step for the brand," said Hem co-founder Petrus Palmér, who started the brand in Stockholm in 2014.
"Hem was founded with the aim of democratising quality design and we are thrilled to highlight our brand's mission and products to the creative New York community with a physical retail space in the design-centred neighbourhood of Soho."
The pop-up includes designs from the 2017 collection, as popular products released since the brand started. Visitors can also receive demonstrations of Hem Pro ? an online tool for interior designers that allows them to place orders at discounted prices. Currently there are over 500 Hem Pro users in New York City.

"The collection spans over 300 products available in 34 nations, with the largest market being the US," said Petrus, who added that Hem's biggest sales come from New York City.

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