HIGH POINT — The latest leadership transition at Hjellegjerde Group/Fjords is part of a multifaceted transformation, one designed to support a family business that has transitioned into an international player in the furniture industry.
Founded in 1941 by brothers Otto and Mindor Hjellegjerde, Fjords was originally a small family business that started in the basement of the Hjellegjerde family home. Today, the Fjords by Hjellegjerde brand is a motion furniture and modular upholstery manufacturer with market shares in five continents and one of Norway’s largest furniture groups.
At the helm of the international company are Alexander Høiland Thoresen, group CEO for Hjellegjerde Group, Maren Høiland Thoresen, group CFO for Hjellegjerde Group, and Dan Houck, CEO and president for Fjords Inc. The expansion of the leadership team mirrors the company’s long-term strategy according to company officials.
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The leadership transition reflects Hjellegjerde and Fjords’ strategic decision to strengthen its global structure, ensure closer integration across markets, and position the company for long-term growth, officials noted, adding that CEO Alexander Høiland Thoresen has a strong background in business development, brand building and strategy execution.
Officials said that his experience from both Nordic and global businesses brings “valuable perspective” as the company sharpens its focus on collaboration between its Norwegian headquarters, manufacturing hubs and key international markets.
Maren Høiland Thoresen brings financial and operational expertise from roles within finance and analytics. Officials said that her focus on data-driven insights and financial efficiency supports a more scalable and agile organization that can respond quickly to customer needs across regions.
Houck provides “continuity and deep market knowledge in the company’s largest growth market,” officials said, adding that his previous leadership was instrumental in building strong dealer partnerships and scaling operations in North America.
“With the new group structure, Dan will be even more closely connected with the broader executive team, ensuring alignment on everything from product development to marketing and customer experience,” said Alexander Høiland Thoresen. “This transition marks a new chapter of stronger cross-border collaboration: between Europe, North America, and Asia, and across all companies in the group. The goal is to leverage the collective strengths of each region to better serve customers, accelerate innovation and build one unified and responsive global organization.”
Thoresen said that while the overall go-to-market strategy remains consistent for Fjords, the new leadership team has brought renewed energy and sharper focus to North America, particularly through stronger alignment and collaboration across all companies in the group.
“This unified approach is already delivering benefits to our dealers,” he said. “The strengthened collaboration between Fjords USA/CA, the European operations and group leadership ensures that dealers in North America and Canada benefit from global resources, Scandinavian design heritage and a shared commitment to delivering value, comfort and quality at every stage of the customer journey.”
Fjords introduced several initiatives at High Point Market, reflecting the brand’s continued commitment to design innovation and user-focused comfort, Houck said. Key introductions included: New Relax Collection Models with updated silhouettes with enhanced functionality, available in both manual and motorized options; an expanded Quick Ship Program featuring best-selling silhouettes in new leather and fabric options with faster lead times; and Next-Gen Sofa Systems with modular configurations and sleeper sofas blending modern aesthetics with advanced comfort technology.
“Fjords furniture is known for combining Scandinavian design tradition with innovative functionality and ergonomic comfort. Each piece is thoughtfully engineered to support the body’s natural contours, promoting relaxation and wellness through features like motorized recline, power lumbar and total body support. The collection includes a wide range of styles — from modern minimalism to classic Nordic elegance — crafted with premium materials, sustainable practices and meticulous attention to detail,” said Houck.