All four children were active at the company from an early age until they reached young adulthood. Many Asmussen designs were family projects that started with a simple drawing, often inspired by Mother Nature. Some family members were involved in the design phase while others took care of production, delivery, marketing and trade fairs. In time, Asmussen’s sons- and daughters-in-law were also actively involved in the company. The company was magnanimous, and there was great esprit de corps and affection for the products.

Hugo Asmussen originally trained as a blacksmith. An inventor by nature, he created many different types of products, including designer furniture. Hugo Asmussen – he preferred just Asmussen – was a skilled artisan, who was always on the lookout for new opportunities. He was insatiably curious about materials and design, and known to drive a hard bargain.

Once, while preparing for a furniture trade fair, Hugo Asmussen found that he needed a few ornaments to spice up his trade fair stand. He drew sketches of The Drop Collection. These designs were then developed for production. The first Asmussen products were produced at home while Asmussen was still working as a farm manager. When he discovered that there was a demand for his products, he set up Design Asmussen and left farming to focus on his new company.

Design Asmussen was a small company in which a benevolent and familiar approach to employees and suppliers was a core value. Along with a sense of community that is typical of rural Jutland society, the unique working environment at the company encouraged diversity. Quality and dedication to the products were paramount.