This Master Thesis project is titled “DUCK chair – by Nordic Easy Chair” and is based on a collaboration with the furniture company Nordic Easy Chair A/S. The company was interested in a new point of view on their existing products and strategy. The project started with an analysis of the market to find a less competitive market for Nordic Easy Chair to approach. The outcome of the analysis and research is a new recline chair for Nordic Easy Chair that approaches a younger segment through a new sales channel. The concept is a recliner that transforms between the active sitting position and relaxed reclined position. The product “DUCK chair” is the outcome of the concept and strategy and is visualized as a product in a new sub brand for Nordic Easy Chair’s current product portfolio.

The focus of this Master Thesis has been to incorporate functionality, comfort and aesthetics in the final product as well as strategic development for an existing company.