SEJ Design is a young brand with a long history. Its roots go back 148 years – to 1878, when the family business started out as a clog maker's workshop in Årslev.
From wood to rubber
The road from wood to rubber went by way of stiletto heels, which at the time were made of wood. The heels brought the company into the shoe industry, and in 1970 it switched to producing rubber shoe soles. By the late 1970s, the company in Årslev was supplying shoe soles to well-known brands such as Ecco, Strejfer and Jaco.
Three generations
Kaj Georg Jacobsen bought the company in 1951, and it was later taken over by his eldest son, Steen Eichler Jacobsen. The name SEJ comes from Steen's initials – and is also a nod to rubber being a tough material ("sej" is Danish for tough).
From shoe soles to plant pots
When the production of shoe soles moved to China, the company also began importing plant pots from there. That sparked an idea: why not make plant pots in Danish rubber? SEJ was born with a completely new range of plant pots, placemats, charger plates, oil trays, floor tiles and table protectors – and the family of products has only grown since.
A new chapter
At the beginning of 2026, Katrine Bak Primdahl took over SEJ Design after three generations of family ownership. The design is the same: simple, black and made to last. Many of our customers have had their SEJ products for more than 30 years.