Haworth acquired Heller, the modern design brand known for indoor-outdoor furniture and accessories, in a move that puts John Edelman in a position where he works best — building design brands.
Edelman, who purchased Heller in 2022 and served as president and CEO, will now shift to creative director at Heller while simultaneously taking on a new position as President of North and South America for Haworth Lifestyle, the luxury design division that oversees brands including Cappellini, Cassina, Ceccotti, Poltrona Frau and Zanotta. Andrew McPhee, Heller’s current chief operating officer, will assume the general manager role with expanded responsibilities.
The structure reflects what Haworth is buying: Not just a furniture brand, but Edelman’s 30 years of executive experience with design companies and his institutional knowledge of how to position modern design in the American market.
Heller has momentum. Over the past several years, the company reintroduced iconic pieces, launched new products, and earned industry recognition. Founded in 1971, the brand has always been known for timeless, functional designs created by some of the world’s greatest architects and designers. Products sit in the permanent collections of the Museum of Modern Art and the Rochester Institute of Technology.
The brand has cachet and recognition but it needed scaling that required a partner with global reach, operational strength and the resources to expand thoughtfully without diluting what makes Heller distinct.
Haworth, headquartered in Holland, operates in more than 150 countries through a network of 400 dealers and 8,000 employees and annual sales of $2.57 billion. The company has a track record of acquiring and elevating design brands, which is exactly what Heller needed.
“With our combined efforts and John’s creative vision, we can put Heller where it deserves to be,” said Franco Bianchi, President and CEO of Haworth. “We want lovers of Heller to know the brand is in good hands as Haworth will focus on providing the resources needed to grow and flourish.”
Edelman’s career is a case study in boosting design brands. He spent 14 years at Edelman Leather, including six as president and CEO, transforming it into a global brand across four luxury lifestyle categories before selling to Knoll in 2007. In 2010, he purchased Design Within Reach and turned around the struggling retailer by eliminating knockoffs, repairing vendor relationships, retraining sales teams, adding trade and contract divisions and opening new DWR Studios. Herman Miller acquired DWR in 2014, and Edelman stayed on as CEO of both DWR and Herman Miller Consumer Group before departing in 2019.
When he purchased Heller in 2022, it was familiar territory — another heritage brand with strong design credentials that needed operational focus and strategic positioning. His approach has been consistent across companies: authenticity, respect for design integrity and building infrastructure that allows great products to reach customers who value them.
Edelman’s new role as President of North and South America for Haworth Lifestyle addresses a specific challenge: localizing leadership in the Americas for a portfolio of luxury Italian brands. Dario Rinero, CEO of Haworth Lifestyle, was direct about why they wanted Edelman.
“I personally have known John for many years, and in that time, I’ve learned he is one of the most knowledgeable leaders in our sector in the USA,” Rinero said. “John’s industry savoir faire and unique perspective will bring continued opportunity and success in translating our North and South American go-to-market strategies.”
Haworth Lifestyle’s portfolio includes Poltrona Frau, Cassina, Cappellini, Zanotta, Karakter, JANUS et Cie, Interni, Luminaire, and licensed brands like Ralph Lauren Home, Bentley Home, Bugatti Home, Dolce & Gabbana Casa, Trussardi Casa and Versace Home. It’s a federation of manufacturing, retail and licensing brands that operate globally but needs someone who understands the American market’s nuances, how architects and designers specify, how dealers operate, how retail works and how trade channels function.
“Haworth Lifestyle’s visionary entrepreneurship and omni-channel approach has been a total international success — that’s what I’m excited to join,” Edelman said. “A large, unified voice representing the group and their portfolio of iconic brands is what I look forward to leading as we strengthen the brand affinity and equity Haworth deserves in this amazing American market.”
The acquisition doesn’t disrupt Heller’s existing retail distribution. That stays intact. What changes is the addition of Haworth’s global platform and dealer channels, which should accelerate growth without abandoning what’s already working.
Heller recently partnered with Worry Free Plastics to develop manufacturing processes that transform products into fully recyclable, regenerative materials free of microplastics at end-of-life. Made in America and a proud member of Be Original Americas, Heller became the first company to work with the Digby Design Authenticator, guaranteeing authenticity and sustainability.
Those commitments align with Haworth’s broader focus on design stewardship and long-term brand building. The company isn’t known for acquiring brands and flipping them or extracting short-term value. The track record suggests they’re in for the long haul.
It is an interesting move for Haworth. Heller gets the resources to scale. And Haworth Lifestyle gets leadership that understands the American market. Edelman gets two platforms to continue doing what he’s spent 30 years doing: elevating design brands and making modern design accessible.