1974
Peter J. Lassen designs the 6060 shelf system that comprises all the hallmarks of Montana – rounded edges, left out corners, division features, and a systematism, where all units stand in relation to each other. All processes are functional and of industrial origin. The design is inspired by Peter J. Lassen’s cooperation with Arne Jacobsen, Verner Panton, and Jørgen Utzon.
1975–78
The system is marketed by Fritz Hansen. The units are of solid pine with coloured back panels and are ideal for storing books, records, bottles and glassware. 6060 is in many ways a breakthrough – perhaps this is why the first copycat versions appeared in Italy as early as 1977. Prior to this, shelves were only flexible horizontally, but 6060 works with flexible shelves in both the horizontal and the vertical planes. This gives flexibility from side to shelf to partition to shelf to partition. The grid system – the gap between shelves – is 5.2 cm. The system has organic transitions: from surface to edge to surface, from door to side, handle to door, from black to white– and from side to side, with the corner piece noticeable by its absence!
1979–81
Peter J. Lassen continues to develop 6060, and the result is the storage system we know today as Montana. The dimensions are optimised and the grid system is changed to 5.7 cm, to conform to DIN formats (Deutsche Industrie Norm). The material is changed from solid pine to MDF, and half sides and more depths are added. Drawers and trays are also added to Montana, as well as doors of various sizes.
1982
Peter J. Lassen presents Montana at the Cologne fair to an international audience. Montana attracts attention and is picked up by the press: MD in Germany, Home Furnishings Daily in the USA and Arkitekten in Denmark. Production goes ahead in Haarby (southern part of the island Funen, Denmark), using 220 m2 production premises in a former jam factory at Fengers Konservesfabrik (canning factory).
Marketing of Montana commences.
Turnover of DKK 1 million with a staff of two.
1983
To begin with the colours were white, anthracite, birch veneer and the palette is expanded to include blue, red, yellow, black and brown.
1984
The Skyline system is launched.
1985
The first “Montana day” – staff excursion – goes to Peter Lassen’s holiday cottage in Rågeleje. Teambuilding is the keyword.
1986
Montana receives Rumprisen (the Best Showroom Award) for the design of its showroom at the furniture exhibition at the Bella Center.
The production capacity is expanded to a total of 1,600 m2 in order to shorten times of delivery. Turnover is DKK 16 million.
1987
Montana is represented at the Design from Europe exhibition, Stuttgart.
Turnover of DKK 18 million; 37 staff.
1988
Montana enter into cooperation with the advertising agency Kunde & Co.
Turnover is DKK 22 million; 50 staff.
1989
The palette is expanded to 18 colours.
Strong growth in turnover makes a new expansion inevitable. This time by 60 %. The Montana brand is developed by means of the special Montana universe. Montana is marketed using a focused premium brand strategy. The creative concept leads to aesthetic-minded advertisements with innovative layouts.
Montana repeats its success and is once again awarded the RUMPRISEN for Best Showroom.
1991
Bjørn Thygesen is assigned production manager.
Turnover DKK 55 million; 90 staff.
1992
Further expansion of production facilities results in a production area in excess of 7,000 m2.
Joakim Lassen is an environmental consultant in the engineering company Rambøll and in cooperation with Miljøstyrelsen (The Danish Environmental Protection Agency) he writes “Better environment and continued growth”, in which Montana is used as reference. In this connection Montana prepares environmental accounts, including analyses of processes, products and materials from an environmental perspective. The result is that in 1993 Montana establish a management system for environment and working environment.
Montana introduces the table system Position.
1993
Launch of 15 new colours.
Montana launches a ground-breaking campaign in Denmark entitled “Living in Europe”.
1995
Montana introduces the flexible table and bench programme Monterey.
1996
Montana Mobile opens in Bredgade, Copenhagen, to gather direct feedback from consumers and to provide inspiration for partners and private customers.
1997
12 graffiti artists from the USA, France, Germany and Denmark launch 76 works at Montana. The event is called “Living Walls Montana Gallery ’97”. The campaign creates a stir within the branch of trade.
Montana and Miljøstyrelsen (The Danish Environmental Protection Agency) carries through a new project called “Development of environment friendly products in the wood and furniture industries”. As a consequence Montana sets up landmarks for changes in material and production processes, among others the transition from acid-curing lacquer to water-based lacquer.
The Montana family is expanded to include a sister-company, HjerteCenter Varde.
The entire company goes canoeing on the Gudenå river.
1998
Environmental work continues with an analysis of sustainable development and the gradual introduction of sustainable development for Montana.
ScanDjob, which produces office furniture designed by Arne Jacobsen for Danmarks Nationalbank, is acquired and established as a sister company to Montana under the name of DJOB.
Company excursion to Henne Strand.
Montana re-launches the Verner Panton wire cube now matching Montana’s dimensions.
1999
Joakim Lassen becomes managing director in DJOB and by that the latest addition in a long family tradition of 5 generations within Danish furniture design. Joakim’s great-great-grandfather, Fritz Hansen, established the company with the same name which was later carried on by Joakim’s grandfather. Joakim’s father, Peter J. Lassen was the managing director in Fritz Hansen prior to founding Montana.
The electric height adjustable HS work desk designed by Peter J. Lassen and Joakim Lassen is launched. The work desk is the first one of its kind in a simple and functional design.
Montana participates in the exhibitions Tool Toys in Barcelona and Empty Space in Munich.
Montana sponsors the installation “Snowball” by Peter Bonde and the American Jason Rhoades in the Danish Pavilion in Venice during the Biennale.
Company trip to Cowboyland, near Silkeborg.
2000
The “Montanium” campaign brings Montana over the threshold of the new millennium, making reference to significant historical eras, showing how Montana is always relevant.
Montana introduces the surface Aluminium.
Montana’s major effort in the working environment is rewarded with zero industrial accidents.
Company excursion to medieval southern Zealand at Næsbyholm.
2001
Represented at the Bo 01 exhibition, Malmö
Montana lives up to its motto: if you are proud of something, shout it to the world. The “Made by you” campaign settles the score with habitual thinking and conformity, inspiring customers to create their own personal interpretation of Montana.
Zero industrial accidents.
Excursion to Nesset, Norway, for rafting and rapelling.
Production area: 13,000 m2. Turnover exceeds DKK 120 million.
During the culture night in October the artists Bjørn Nørgaard and Henning Christiansen carry out their performance named “World Peace Economy – one religion is not enough” in the Montana Showroom at Esplanaden.
2002
Introducing Montana Recycling at the DKR exhibition, Potsdamer Platz, Berlin.
The MP table is launched in connection with a big supply to NCC in Denmark.
Company excursion to Hammershus, Bornholm.
2003
Montana is certified according to the OHSAS 18001 standard for the working environment.
Joakim Lassen rediscover Verner Panton’s first chair from 1955, the Tivoli chair, and re-launch a new and improved version with frame in stainless steel and with a string that is reinforced with a nylon core.
2004
Montana is certified according to ISO 14001 standard for environment.
Peter J. Lassen presents the GRID system in an installation concieved in co-operation with the Danish/Icelandic artist Olafur Eliasson.
The Tivoli chair was awarded the Bo Bedre’s Classic Prize at the Scandinavian Furniture Fair in Bella Center.
Montana sponsors the opening exhibition in the double size exhibition hall at Brandts. The German artist Katharina Grosse occupies the entire room and uses 56 Montana units in her spectacular big painting.
Montana opens a showroom at Skøyen in Oslo.
2005
Montana invites partners and employees to the new Royal Danish Opera in Copenhagen staging the show: “Dialogue – made by you!” with the music group “Vandspejlet” and modern dance by Ingrid Kristensen’s dance ensemble.
On the basis of Verner Panton’s written considerations concerning the Tivoli Chair, the Tivoli Lounge and Tivoli Bar Stool are developed.
The AP chair designed by Andreas Hansen and Peter J. Lassen is introduced.
2006
Montana develops the marketing theme “Made by you” with the new campaign “Making room for personality” underlining the individuality and customization implied in Montana.
The Montana Hall opens in the Black Diamond at the Royal Library in Copenhagen. The hall is economically and conceptually sponsored by Peter J. Lassen.
The Montana Literature Award is constituted by the newspaper Information and Testrup Højskole. The award is sponsored by Montana. The first winner is lyric poet Mette Moestrup for the poem collection “Kingsize”.
2007
Montana takes a quantum leap in the environmental area and switches to water-based surface lacquer that contributes to a better indoor environment both at work and at home.
Peter J. Lassen was appointed Hans Christian Andersen ambassador in 2005 and arranges in 2007 together with Brandts in Odense the exhibition “Fairytale Cabinets” where Danish and foreign artists, among others Kathrine Ærtebjerg, Bjørn Nørgaard, Niels Erik Gjerdevik and Robert Kushner, interpret their own perception of Hans Christian Andersen’s fairytales.
Joakim Lassen climbs Mont Blanc together with the artist Marco Evaristti as a part of the Red Fractions triology consisting of “The Ice Cube Project” (2004), “The Mont Rouge Project” (2007) and “The Arido Rosso Project” (2008).
Montana launches the travelling exhibition ARTour showing Montana’s and Peter J. Lassen’s cooperation with well-known Danish and foreign artists. The exhibition starts at Tannum Møbler in Oslo and continues to partners in other large European cities.
Turnover DKK 201 million; 166 staff.
2008
Montana participates at Orgatec in Cologne showing flexible and personal solutions for the modern efficient office.
Geert Noor becomes a member of the board of directors in Montana.
The Design hotel “Clarion Hotel Sign” opens in Stockholm and Montana introduces a number of components suitable for hotel interior design.
For the third time Montana participates in the exhibition Socle du Monde in Herning; this time in cooperation with the performance, installation and video artist Lilibeth Cuenca.
Turnover DKK 228 million; 188 staff
2009
Montana and DJOB merge and DJOB’s production is moved to a newly-built production hall of 600 m2 in Haarby (southern part of the island Funen, Denmark). All DJOB products are transferred to Montana’s collection and Montana can now offer a full range to professional interior design of public indoor environments, offices and working places.
Bjørn Thygesen is appointed managing director in Montana Møbler A/S. Joakim Lassen is appointed Design and Communication Manager.
14 May Montana opens the doors to a new 800 m2 showroom in Pakhus 48 (old warehouse) in the Free Harbour of Copenhagen. Inspiring installations for the home and offices can be seen here. The showroom is open for visitors all working days from 9 a.m. to 4 p.m.
During CODE 09 Montana shows the HS2PR height adjustable table with solar cells that generates energy to the standby function of the table. The development of the table is one step closer to the CO2 neutral working place.
Montana opens a showroom in Stockholm.
2010
Montana presents units for TV hi-fi and units with integrated speakers.
The VP "chair-family" by Verner Panton is enlarged with VP Kids and VP Kitchen.
2011
Montana opens a showroom at the Design Post in Cologne.
Montana launches Montana Wardrobe.