HEJA

HEJA is an Ostben corporation that designs and sells, home accessories, hardware, gardening supplies, and other home-based consumer durable products. Founded in Ostboland in 1951 by Hendrick Erickson, HEJA is now one of the world's largest furniture retailers with several dozen stores worldwide selling tends of millions of pieces of furniture. The HEJA brand is acclaimed for its designs in its furniture and home goods, with an emphasis on  products and continuous research into product trends. HEJA is widely known for adopting Ostbo's national colors: Orange, Yellow, and Blue, the one-way layout in its stores, and its composed entirely of pictures.

HEJA targets ordinary, mass market consumers with its so called, "design democracy," allowing customers to personalize their purchases with various designs and accent elements, and then assemble most products themselves. The company claims that its choice selection of ready made customization and personal assemblage reduce transportation costs and environmental damage (in the form of packaging and emissions). HEJA also sells its own branded line of common home decor and consumer products such as kitchenware and hardware. HEJA also offers services through a catalog and program run out of its retail chains. The store's home and garden section Eco-HEJ, offers a variety of ready made gardening kits and equipment to allow consumers to grow their own plants and. Eco-Hej is known more broadly for its selection of unique lawn ornaments and furniture, in particular its series of limited edition and garden gnomes.

HEJA was one of the first companies in Ostboland to pledge to responsibly source its lumber and wood products, make over 100% of its packaging materials reusable or recyclable, as well as make its stores emit net-zero. In 2020 HEJA launched a line of furniture ("Blommen") made entirely out recycled waste.

The company's name, HEJA, is an acronym for Hendrick Erickson, who founded the company in his hometown of Jöerberg in the Alvake of Ostboland. It is also known as the sound for "hooray!", which further attracted Erickson to the name.