ferm LIVING
Peter M. Vedel is an accomplished executive with extensive experience in leadership roles across various industries. Currently serving as the CEO of ferm LIVING since November 2017, Peter leads a dedicated team to foster a global community of partners, customers, and fans. Prior to this, Peter was the CEO of Engelbrechts A/S, focusing on brand transformation and market presence in high-quality furniture. Peter's experience at Hästens included positions such as VP Sales EMEA, where responsibilities encompassed go-to-market strategies and managing a large team across 30 countries. Earlier career roles include General Manager at Natuzzi, Director of Distribution Development at Bang & Olufsen, and General Manager at Strøgets Radio, all showcasing a strong background in sales, marketing, and business development. Peter holds an Executive MBA from Copenhagen Business School and a Bachelor's degree in Marketing from the same institution.
ferm LIVING
Life is full of contrasts. As we navigate expectations and dreams in the search for meaning and comfort, we long for a balanced life with room for chaos and calm, moments of reflection and times of joy. A place where we can be ourselves, realise the true value of things, and feel at home. Based on a passion for authentic design and clear functionality, we challenge ourselves to shape the future and take pride in creating products that help you balance the contrasts of life. Our soft forms, rich textures and deep colours allow you to create an authentic and composed atmosphere, while avant-garde shapes, striking patterns and curious details add a touch of the unexpected. From our base in Copenhagen, we work with artisans around the world, fusing our Scandinavian mindset with global skills and traditions. We take our responsibility to people and the planet seriously, and expect the same of our partners. We create collections of furniture, accessories and lighting, so you can create space to feel comfortably you. Welcome home.