Revered Relationships — The Shared Values of J.L. Møller and Great Dane

Great Dane and J.L. Møller are two brands bound together by the pursuit of authentic Scandinavian design excellence and the protection of local artisanal manufacturing. This strong relationship, one of many similar connections fostered by Great Dane over the past 20 years, is the platform from which the company continues to transcend traditional definitions of furniture distribution whilst elevating design greatness above all else.

More than simply a ‘house of brands’, Great Dane and Founder Anton Assaad take great pride in the strong relationships they have built over the past 20 years of operation. The meticulous way in which Great Dane undertakes partnerships is evident in every aspect of the business, forging inimitable bonds that surpass the traditional designer-distributor arrangement.

This sentiment is perhaps most evident in Great Dane’s partnership with pioneering multigenerational design house J.L. Møller. One of the most influential craftsmen of his time, Niels Otto Møller first opened his workshop in Aarhus, Denmark, in 1944. In the process, he founded a business built on a commitment to quality, authenticity and the advocation of traditional manufacturing techniques. Today, the Møller name still carries the same dedication to traditional artisanal craftmanship as it did 80 years ago. No assembly lines can be found at the Møller workshop, with each piece of timber used being carefully sorted and selected by specialised lifelong cabinet-makers. This inherent belief in the championing of the handcrafted exemplifies the true beauty of this third-generation family run business.

Great Dane’s relationship with J.L. Møller first began to blossom in the late 2010s, when Anton Assaad, at the time running Great Dane as Australia’s home of premium vintage design, first became enamoured with the timeless beauty of Neil Otto Møller’s furniture and the inherent quality of each piece. Many faxes, phone calls and failed attempts would follow, until Anton was eventually granted a visit to the fabled Møller workshop, thus marking the beginning of the relationship between the two brands.

Today, the relationship between Great Dane and J.L. Møller is as strong as it has ever been, built upon a foundation of shared values, appreciation for design and inherent trust, as demonstrated by the fact the J.L. Møller brand has become a key part of the Great Dane Reserve Collection, an initiative designed to ensure Great Dane maintains an exclusive supply of the very best in Scandinavian design, including J.L. Møller’s iconic pieces. Cognisant that quality handcrafted Scandinavian furniture takes time, the Great Dane Reserve Collection operates in a similar manner to a traditional wine reserve, dramatically reducing lead times on exclusive pieces through a ‘reserve stock’ of products – an arrangement only made possible through the forging of invaluable relationships with designers over the past two decades.

At first glance, Great Dane appears to be defined by the collection of products that adorn its showroom floors, yet the true strength of the brand can be found in the invaluable relationships forged over 20 years in operation. Through imitable partnerships with iconic brands like J.L. Møller and their place in the Reserve Collection, Great Dane continues its pursuit of greatness.

Great Dane’s relationship with J.L. Møller first began to blossom in the late 2010s, when Anton Assaad, at the time running Great Dane as Australia’s home of premium vintage design, first became enamoured with the timeless beauty of Neil Otto Møller’s furniture and the inherent quality of each piece.