Behind The Vision

Leading with Legacy – An Interview with CEO Peter Vissing

In 2025, Hørning celebrates 100 years of craftsmanship, continuity, and constant evolution. For a century, the company has been crafting high-quality wooden floors that have become part of both Danish heritage and modern architectural landmarks. But how does one lead a century-old company in a world defined by change? CEO Peter Vissing talks about steering Hørning in the space between tradition and evolvement.

A Foundation Built on Craftsmanship

"Our success over the past 100 years can largely be traced back to a simple but powerful driver: the best craftsmanship, delivered by dedicated people," says Peter. "That mindset has shaped everything from our products to our workplace culture."

An early turning point was in the 1930s, when founder J.M. Jensen started to develop the Jensen Kehler – a specialised milling machine that enabled Hørning to produce floors with market-leading precision. "That decision still defines our dedication to high quality and production today and in the future”.

Balancing Evolvement with Tradition

So how does a CEO walk the tightrope between heritage and progress? For Peter, it begins with respect.

"We strive to create value for future clients through our extensive expertise. We revisit our historical references and use them to guide us into the future of sustainable construction. There's so much value in our past – the challenge is to translate it into solutions that matter today."

One example is Hørning's ongoing investment in environmental certifications and product documentation, ensuring that their traditional materials meet the needs of tomorrow's architecture.

Culture That Carries Weight

"Our company culture is deeply rooted in our heritage," Peter says. "It shows in the pride our employees take in every detail, and in the understanding that what we produce must last for generations. That long view is built into our DNA."

It's also reflected in the way Hørning grows: by building up internal competencies while welcoming new talents with skills in digitalisation and product development.

Meeting a Changing Market

"Global climate change has shifted the market's expectations. It's not enough to offer a beautiful floor – it has to be documented, traceable, and contribute positively to the carbon balance," Peter explains.

Hørning has responded by investing heavily in environmental documentation, including EPDs and chain-of-custody certifications like FSC^® and PEFC.

Evolvement with Purpose

At Hørning, evolvement means building on solid ground. It's not about discarding tradition but enhancing it.

"We work actively to expand our range and refine our digital capabilities, but always with our values at the core. Craftsmanship, honesty, and longevity will always be what sets us apart."

Sustainability as a Shared Responsibility

Finally, Peter stresses that sustainability isn't just a business priority – it's a duty.

"We're constantly working to optimise resource efficiency and transparency throughout our entire value chain. Sustainability matters to us not just because the market demands it, but because our products are made from nature. It’s our responsibility to give back."

As Hørning enters its second century, the path forward is clear: stay rooted in tradition, grow through evolvement, and always keep the floor beneath us strong, honest, and beautifully made.