At just 36 years old, Rasmus Graversen took over as CEO of the renowned furniture giant Fredericia Furniture last year, a company behind some of the greatest classics in Danish design. But how will he uphold the legacy of the old family business? And do the old classics even have relevance today, as the industry faces a crisis?

Young CEO tasked with 'saving' Danish furniture giant from crisis

For a little over a year, Rasmus Graversen has led Fredericia Furniture. He is so aware of the significant furniture legacy that he willingly poses as furniture architect Børge Mogensen when being photographed. Foto: Jacob Ehrbahn
For a little over a year, Rasmus Graversen has led Fredericia Furniture. He is so aware of the significant furniture legacy that he willingly poses as furniture architect Børge Mogensen when being photographed. Foto: Jacob Ehrbahn
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He sits in the low chair, turns his body, and looks over his shoulder at the photographer. He makes sure to place his left arm so that his hand can grasp one of the chair’s back legs.

Rasmus Graversen does it partly as a joke, but also to send a signal.

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