Founded in 2002, HAY is a young home furnishing brand, with a highly recognizable brand style and the concept of "affordable design, accessible for everyone", it has gained a large number of fans in the international market, and is known as "ZARA in the furniture industry". HAY is also a veritable "influencer" brand, with more than 870,000 followers on Instagram, and many home furnishing brands are unmatched. In 2012, HAY received The Annual Award from the Danish Design Council for outstanding product design and brand concept.
 
HAY's design is minimalist, but the colors are not monotonous, warm and bright, full of human touch, which is a good complement to IKEA and MUJI, and is neither "frigid" nor too "enthusiastic". HAY's products are both practical and decorative, and even stronger than IKEA in terms of design. In addition, it has launched co-branded products with well-known brands and designers, and the price is not high, which is also an important reason for the popularity of HAY, among the popular home furnishing brands and high-end designer brands, it is the target market of HAY, including COS, and even IKEA, which have cooperated with HAY to launch products. HAY's product line is also rich and interesting, making some small accessories such as stationery and scissors, which are somewhat similar to MUJI.
 
At present, HAY's sales channels are mainly offline, with physical stores in Beijing and Shanghai, online cooperation with websites such as "Liangcang" and "Design Republic", and Tmall also has some purchasing merchants, most of which sell light and small items.