The road from wood production to rubber actually went via stiletto heels, which in the olden days were made of wood. The stiletto heels brought the company into the shoe industry, and in 1970 they switched to rubber production of, among other things, shoe soles. That production took off in the late 70s, when there was a large Danish shoe production, and the Årslev company supplied shoe soles to all the well-known brands such as Ecco, Strejfer, Jaco, among others. It was a good niche production, and the 80s were the big shoe years.
SEJ Design was a shared family idea. The idea arose when the company also imported plant pots from China. The Chinese had taken over the company's production of shoe soles, which is why the idea of producing plant pots in Danish rubber arose. The company needed to be renewed, and it was, in record time. Sej was established with a completely new product line consisting of plant pots, placemats, table mats, oil trays, floor tiles, coasters, and much more. Since then, product development has moved rapidly, and new products continue to be added to the family.
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